Nostalgia isn’t helping

It can be seen from different perspectives, the change that has occurred in the world and its effects on what we do and how we do it.

It can be seen as dynamic, fluid and inspiring change

Or as we are witnessing as proof – A “Inconvenient Truth”

A Inconvenient Truth that is pushed against and resisted as incorrect or even wrong

Nonetheless it endures

What am I writing about?

The paradigm shift in the manner in which we build brands , how we build relationships with consumers and how we embrace the connection economy which is and has changed it all.

It doesn’t take a MBA , it’s quite simple

The way that worked for so long is dying every day


Mass marketing, Mass distribution, Mass engagement

Seeking the Masses is a lost opportunity taken by a fool who won’t accept the Truth

Someone who is afraid of what this means

All of us are that someone in some aspects

I still hold a nostalgic view on the way it was

But embracing where we are and where we can go is scary but exciting


MICRO MARKETING- for specifically someone

MICRO Distribution because we can reach the “others”

All I can say to all those peers who haven’t embraced the change and the ability to be very specific is that it’s time to accept this Inconvenient Truth that bruises your ego and self confidence- maybe

In pursuit of work that matters and joining the others

Do we really believe these old ways are going to recapture their glory? And why should they ?!

Isn’t the entire purpose to solve a problem for someone ? If connection takes away barriers between you and your community then WHY do you seek to keep them???

If you care to succeed you have to as a brand show up every single day with a generous posture




Gain Permission and sure as hell don’t violate it!

Let the dinosaurs die

Old marketers

Old sales execs

It’s time

It’s now

Why it has all changed

I often reflect on my start in this career I feel so lucky to have literally stumbled upon as a young man.

At 47 I was fortunate to begin in a very personal, face to face / relationship driven retail environment.

Everything was different but everything was the same.

The best “brands” understood who it was for- the consumer and the means to reach them was engaged , personal relationships with retailers, category mangers , distribution partners.

Fast forward through the years and who it is for absolutely still remains the end user/ consumer

What has changed is the necessary means to reach them

What has changed is the relationship the connection economy has made available to those willing to truly lean in to create solutions and remarkable personal and relevant experiences for their specific Tribe.

What has changed is that it’s no longer the obnoxious act of handing off the relationship and enjoying the fruits of others labor at the point of contact.

What has changed is they see you as you are

What has changed is that if you provide solutions and show up

And show up

And show up

Trust may be earned

And the ratchet will turn

“People don’t buy what you do, they buy WHY you do it” @simonsinek

We need to STOP the obnoxious spamming

We need to stop the Hacks and tricks

It is rarely awareness that is the problem


And TRUST is earned

As Steven Pressfield says DO THE WORK

Ideas, opportunities and identity

I keep coming back to several key points that are undeniable in the full on connection economy

  1. A brands in order to truly be a brand must have a direct line of communication with a specific community.
  2. The internet fundamentally changed the dynamic of how a brand relates with its community and provides the means to do so with regularity.
  3. The internet is Not Mass it is Micro – this is the greatest misconception. Television and print for generations was spend = ROI that was measurable. Not any more. We have the chance to engage , and create valuable experiences for someone not everyone.
  4. A brand indeed has zero true leverage if it third parties it’s entire relationship to wholesale and distribution partners.
  5. Brands that have no clear WHY- WHY THEY EXIST are on a slope to no existence.
  6. More than ever CULTURE is what matters “people like US, do things like THIS” people like WHO? Specifically? Do things like WHAT? Specifically?
  7. Over 75% of browsing is done on a mobile – this is yesterday’s news so brands that do not understand and embrace this are killing themselves daily.
  8. Over 70% of product / item SEARCHES ARE DONE IN AMAZON NOT GOOGLE- so stew on that when you don’t control the biggest stage in the modern age.
  9. Price is a story- what story are you telling? You do get to decide.
  10. Better is a dangerous place to hang your hat. Better is ONLY BETTER IF I THE CONSUMER BELIEVE IT TO BE SO . ( see 1-9)

So we have a choice

Create value, be specific, be clear and be respectful. To create experiences that would make some people miss us if we were gone


We can play the race to the bottom, the abrupt old manner to push our way to the front of the line but it’s time to wake up and say goodbye to that way of existing in the world

Have a great day

Observations week one

As I wrap up week one there are several key bits of information I am carrying into week two. All in all

  • Strength is up
  • Body weight is up 200.6lbs ( just under 2 pounds gain)
  • Frequency is definitely to be questioned at this point since as my strength and intensity increases I am experiencing the need to employ logic to my training despite my training enthusiasm. I love training so much and always have that the greatest risk I run with training is my desire to train everyday. Training enthusiasm left unchecked will quickly lead to over training, especially without the additional help of anabolics.
  • Training split I have been utilizing has me training (3) different days.
    • Chest/Lats/Traps
    • Deltoids/Biceps/Triceps
    • Quads/Hams/Calves

I am first making a switch to set training days and keeping the (3) day split. After two weeks if the results indicate the need I shall reduce to a (2) day split and eventually reduce to a (1) whole body original Jone’s style routine once every 4-5 days and eventually increase rest between to 7-8 days.

With this progression my training days shall be Tuesday, Thursday, Friday, Sunday

I do very confidently believe a (2) day split will be the next/ needed progression

I know I missed logging two workouts but rather than do it all here I shall start writing down my workouts in a notebook and making certain to do so daily.

Sundays workout 5/26/2019 Delts/Biceps/Triceps


  • Hammer Side lateral machine ( 2 progressive warmups followed by 1 set to Failure) 1×95/11F
  • Cable X rear delt raises ( 2 progressive warmups followed by 1 set to Failure) 1×22.5/11F


  • Incline dumbell Curls (2 warmups, 4-1-3 cadence) 1×35/11F
  • Machine Preecher curls 110/5F


  • Hammer seated tricep extension 1×110/8F
  • Machine tricep drips 1×190/11F


As I have been in this beautiful Iron Game since the age of fourteen I truly miss the old magazines, waiting for the issues to show up at local bookstores ( well before B&N became the only bookstores), the mail order supplement companies that would ship my Beverly liver tabs, Aminos and Protein (giving me a head start with it shipping COD- thats cash on delivery kiddies…yes cash or check). I miss the shorter competition lists and the lack of #Pro’s I see cluttered on IG today offering their “Expert” coaching whatever that means. Quite frankly I miss “gear” being a right to only those with intent on competition and even so after they have initially embarked on that journey being boosted only by training acumen and learning how foods effect their personal physiology.

I miss hard work in the gym and I miss fewer gyms. I miss bodybuilding Gyms being a different place than fitness centers. I miss bodybuilding being a right to those who have had the audacity to stand in front of a small crowd of close friends and strangers in shiny trunks Vulnerable and confident at the same time. I miss oriningal MetRx, I miss Original Blairs protein, I miss Phosphogen HP (Fruit Punch please ), I miss Ironman magazines, I miss TMicheal tops and Platinum everywhere. I miss the bonds that came along with being in the Tribe. We totally fit Seth Godins “People Like US do things like THIS”.

We are not Powerlifters, crossfitters, strongmen or ladies, or the endless training modalities I see online today.

We are bodybuilders. Now instead of being concentrated where we go we are divided into misery all separated and in local facilities.

I still believe that there is something special in digging deep and making a special place just for us. Its not a bad thing. Everyone is welcome but with that welcome and cordiality comes the acceptance that we do things this way here. We are bodybuilders and this is our spot.

Sorry for the off daily focus rant above. See, I began this journey daydreaming in high school about being Mr.Universe, about designing my gym. Drawing equipment plans. Designing floorplans til wee hours in the morning. I walked 3 miles a day to train until I could no longer walk. I cannot help at 47 to believe it can absolutely full circle.

From Boodleys gym at Olney avenue shopping center to every awesome gym I have trained in its still alive in me. The question is If I build it…..Will they COME?

and Do they silently miss that community we let slip away?

Welcome to the Gun show

Nice title huh? Cheesy yes! I know. This mornings workout was a HIT Heavy Duty Shoulder / Bicep & Tricep day. Since I am leaving all pressing to Chest workouts which will also fatigue the anterior deltoids I am focusing on lateral and posterior deltoids .

What I am attempting to implement in my version of HD is to incorporate much better bio mechanics in the selection of exercises. I am utilizing much of the information lifelong bodybuilding champion Doug Bignole covers in his essential new 900 page ebook. (see link )

Doug Brignole website/ Introduction to The Physics of fitness

Today’s training began with walking in with a predetermine course of events in my mind. I find that showing up and going with the flow is a setup for a junk training session.

Once again, No cellphone, No Texts , No web, no selfies..

and here we go


  1. Seated side lateral machine raises (5-2-5 cadence) 2 low rep warm ups then 1xF 80lbs/7 (last repetition 5 second hold and superslow negative
  2. cable X rear delt extensions (4-1-2) 2 warmups 1xF 22.5lbs/6 repetitions


  1. Standing alternate cable curls ( 4-1-4 cadence) 2 progressive warmups 1×27.5lb/8
  2. Machine preecher curls (5-2-3 cadence) 1xF 110lb/5 with 5 second intense static hold and negative


  1. Seated Tricep extensions ( 4-1-4 cadence ) 2 progressive warmups then 1xF110/6
  2. Seated Tricep Dip machine (4-2-4 cadence with intense lockout contraction) 1×170/9

and thats all kids

Friday Legs is next ….have a great day today

Train HARD or Train Long, NOT BOTH

Arthur Jones famous quote is today’s title and how absolutely TRUE

The early morning HIT session was Back/ Traps/Chest. Yes, I made the decision to switch up things a bit. I was up at 4:30am and below is my bullet list and actual workout

Upon waking

1 serving Organic beets powder with 24oz lemon water , Multi vit/min, Vescepa Fish oil

1 Cup Allegro light roast coffee



  • Dumbell Pullover ( 4-1-4 cadence) 60,80 (warmups) 100/9F superset immediately with:
  • Hammer UH pulldown Iso (4-1-4 cadence) 60,80 (warmups) 1×100 Rest Pause Failure 5, rp3, rp2 (10 total)
  • Dumbell Shrugs (hold each rep in contraction 1 sec) 80(warmup) 1×100/13F superset with
  • Supported rows (each rep 2 second hold in contacted position) 1×90/7


  • pec deck fly (4-1-4 cadence) 115 (warmup) 1xF 145/13 superset with
  • Incline Press ISO (4-1-4 cadence) 1xF 100/4 immediately to
  • V bar dips (bodyweight) (4-1-4) 1xF/6

and Thats it. 35 minutes in all

Post training walk with my pup ACE and then 5gm creatine , 4 softboiled Organic eggs (one yolk), 1 cup whole oats with banana and berries

Tomorrow morning is Delts/ Biceps and Triceps

I have to figure a manner to take and post pictures/ videos however unlike the many people I witness in the gyms today- I do NOT carry a cellphone in the gym- I TRAIN and in between I think about the work.

Can anyone imagine Arthur Jones or Mike Mentzer’s reaction to generation “selfie”?

Rest? Text? Selfie? I do not think Mike would of been in generation “selfie”

What looks possible is shooting some video content and pictures at a set time early this summer at my big brothers Home Mecca gym.

In the meantime I will keep the regular updates and have a blast

Phones down! weights up!

Deconstructing HIT one repetition at a time

As I have begun embarking on the Heavy Duty journey I am going to write this post to serve the purpose of

  1. Providing the starting point for my journey
  2. Providing the iteration that my particular HD will take on.

*I gave serious consideration to performing the routine verbatim however upon reflection I am choosing to not ignorantly abandon progress and evolved insights. These considerations should prove to impact in many facets of HD version T2 ( nice ring to it ).

The starting point and the scale I shall use at waking point once per week has me at 198.2lbs

I will be doing weekly Sunday morning weigh ins in conjunction with Progress pictures ( just to keep in check that indeed weight gain is not fat gain which I do not desire).

I am ultimately looking to naturally find a good weight that allows me to keep making steady refinements and progress.

As for the training framework I am going to begin posting workouts, all poundage’s and reps (to my best ability as I do lose track when in that zone of torturing myself to the limit)

The split I plan to follow is as follows

  • Back Traps Delts
  • Chest Biceps Triceps
  • Quads Hamstrings Calves

I plan to train by instinct when it comes to days off with limits

  • No more than 2 consecutive training days
  • No more than maximum 4 weekly training sessions

Workouts are going to incorporate Old and New, traditional failure, rest pause and pre exhaustion principles, new innovative exercises and equipment plus standby Nautilus iconic pieces.

The difference will be in the laser focused adherence to HIT principles.

The entire journey will be very interactive and very open to rational iteration IF and when progress should halt.

So, that is my start point. Today May 19th 2019 my workout was as listed below.

7am ( gym doors open time)

  • Cybex Leg press ( 4 second negative cadence , no bounce, 4 second positive ) worked 4 increasing weight sets to final 1×820/13
  • Hammer Hack Squat (superslow) warmup 2x then 1x 250lb/15
  • Leg Extension 1×145/12
  • Seated Hamstring curl 1×145/9
  • Calfs on hammer raise 4x superslow

That is IT

Next workout Tuesday 21st Back Traps Delts

Till then keep INTENSE

Preparing to test drive Heavy Duty

As I prepare to embark on a 6 week course of Heavy Duty training there are some subjects to cover as well as a plan to lay out so I can document the results and post a program snapshot.

First and foremost is the need for a training partner. I will be going to war with longtime friend and competitor Monte Plumb. The need as our mentor Mr.Universe Greg Long attests is that a good training partner pushes us to go beyond on a daily basis and is absolutely essential when digging deep into the mental part of the game that comes with pushing into the realm of true Heavy Duty training!

Selecting the workout days/ and exercises and further which exact units will be used is key as well since it will allow us to best record and measure progress.

The split Monte and I have chosen is a slight iteration on the Heavy Duty posted program.

Training days will be Sunday, Monday, Wednesday and Friday

The split will be

Day 1 Chest/ Lats/Traps

Day 2 Deltoids/Biceps/Triceps

Day 3 Quads/ Hamstrings/Calves

This allows one day to be hit twice in a week rotation and that to change weekly. That second workout is where we plan to deploy extra intensification tactics such as:

Rest Pause sets- by resting or taking a 10- to 15-second pause between each rep you can actually help increase your strength Opens a New Window. and muscle hypertrophy Opens a New Window. . Restpause training. Opens a New Window. breaks down one set into numerous mini-sets, with 10- to 15-second rests in between.

Eccentric only sets- (also known as negative trainingis a technique that allows you to push your muscles past their normal point of failure. This allows you to lift, eccentrically, 30 to 40 percent more weight that you could normally handle (concentrically).

Giant Sets- ( a Milos Sarcev influence) Giant sets are an advanced weight training technique used to shock the muscles and increase the rate at which muscle strength, density, and size are realized. …Giant sets are performed on one muscle group at a time and generally consist of performing 3 or more exercises per muscle group.

This weeks friday workout will be at the home gym for Monte and I with Greg Longs Gym just outside Philadelphia. We plan to train there every Friday to do Photo and scale updates and the final workout of each week.

Having the guidance and insight of Greg and Dennis Long will prove extremely valuable and that gym- the best energy and equipment if you are truly seeking to make amazing goals a reality!

Next post I will outline the diet- The “180 Diet” which is the Champion maker and developed over 50+ years by Greg Long and we plan to cover it inside and out both here and in the podcast- stay tuned and empoewered! Your Sacrifice- Greg Long, Champion, Icon, Legend, Friend

Respect the Pullover

One thing that remains a absolute cult favorite and justifiably so is the attachment many Old Schoolers’ have for the Nautilus Pullover machine which has developed a mystique for its role as a core element in some of the sports greatest backs namely Mike Mentzer and Dorian Yates.

Pullover and Pulldown combo!

If you can locate a Old School gym with some of the early Nautilus pieces especially the “combo” units you will absolutely be able to minimize transition time in the pre exhaustion sequences .

Preexhaust, as the name implies, is pre-fatiguing or pre-tiring a certain muscle of a body part (e.g., chest, legs, deltoids) using an isolation or “single-joint” exercise first and then finishing with one or two compound or “multiple-joint” movement(s).

In the case of the Lats this comes from a brutal super set of Nautilus Pullovers to Underhand Lat Pull down (Both to momentary muscular failure or beyond)

Next post I will dig into what momentary muscular failure looks like, why this program more than any requires a training partner and some of the intensification techniques to pull out periodically.

As for workout 2 Tuesday/Friday:


  1. Nautilus Pullovers
  2. Close grip underhand Pulldowns (2 cycles to Failure)
  3. One arm Rows ( Strict and to Failure)

Traps: ( Often trainers use the term BACK for the entire posterior – WRONG! ..The Traps as the illustration shows are a major muscle group with a entirely separate movement pattern than Lats.


  1. Dumbell or Nautilus Shrugs
  2. Upright Rows 2 supersets to Failure


  1. Side Lateral raises (Strict)
  2. Shoulder Press ( Strict) 2 superset cycles with rep ranges 10-15 to Failure
  3. Rear deltoid laterals 2 sets to failure ( 10-15 repetitions)


  1. Preferred Curl (for me it is Standing alternate dumbell curls) Reps 8-12 superseted with
  2. Close grip Chin ups (Once 8 strict repetitions are able to be performed with body weight add additional poundages) 2 supersets

If you cannot perform a strict Chinup following curls, jump into contacted position- Hold and control superslow eccentric lowering for 4-6 reps

Til next time!