The scientific community continues to debate the ideal rep range for maximizing muscle growth. Historically, some experts and studies have suggested the optimal rep range for muscle growth is eight and 12 reps. (1) Does this guideline align with the findings of contemporary research? 

Dr. Mike Israetel engaged in a detailed conversation with researcher, educator, and author Dr. Brad Schoenfeld in a video released by Renaissance Periodization on July 17, 2024. Their discussion explored the efficacy of different rep ranges for muscle development and the implications of low repetitions for muscle growth. See what they had to say below:

[Related: Working Out With Arnold Schwarzenegger Made Tom Platz “Small and Fat”]

Rep Ranges

Dr. Schoenfeld’s perspective on the traditional rep range for muscle growth was initially advocating for six to 15 reps. However, subsequent research has debunked that theory.

“A study [of] untrained subjects doing leg extensions showed that there was no difference between 80 percent one-rep max versus 30 percent, which was [respectively] eight reps versus 28 reps,” Dr. Schoenfeld shared.

Numerous subsequent studies debunked the myth of a specific rep range for optimizing whole-muscle growth. Muscle gains can be achieved through a wide range of repetitions, from as few as five to more than 30, presuming the trainee uses a “high level of effort.” (2)(3)

Low Reps and Hypertrophy

Dr. Schoenfeld clarifies that although pursuing low repetitions with high intensity benefits muscle development, this approach can be harsh on the joints.

Doing very heavy loads with high volumes is a recipe for either overtraining or non-functional overreaching.

Some athletes may experience diminishing returns if they persist with the same number of sets in the much higher rep ranges. Raising repetitions to as many as 40 can make training intensity challenging. 

[Related: Rep Ranges for Strength, Hypertrophy, and Cutting]

Individualized Rep Ranges

Dr. Israetel illustrated two people comfortable with their different rep ranges:

Athlete A prefers sets of five to 10 reps and dislikes sets of 25 to 30 reps.

Athlete B feels sets of five to 10 reps did not offer as much of a pump as 25 to 30 reps.

“People who are more fast-twitch-muscle-fiber dominant may respond better to heavier loads,” Dr. Schoenfeld said. “Few people fall into that range.”

Israetel asked if there is any‌ evidence of individualized responses to rep ranges between different muscles. “It’s been postulated that type-one fiber (slow twitch) may respond better to higher rep training. There’s a logical basis for type two fibers (fast twitch) responding better to somewhat heavier loads,” Schoenfeld replied. 

Individualized Rep Range Diversity

Dr. Israetel questioned rep range diversity. Dr. Schoenfeld conducted studies using the reverse pyramid training below: 

12-10-8 reps, descending set 

15-10-5 reps, descending set

Dr. Schoenfeld observed increased muscle activation with the 15-10-5 descending set approach. Another study compared daily undulating periodization with a fixed rep range: one approach alternated between three to five reps one day, eight to 12 the next, and 20 to 30 on another.

Although the difference wasn’t significant, there was an indication that some muscles benefitted from daily undulating. Therefore, Dr. Schoenfeld concluded does not appear to be a downside.

Wrapping Up 

Dr. Schoenfeld and Dr. Israetel challenged the traditional belief that the optimal hypertrophy rep range is eight to 12. Contemporary research supports a broader rep range of five to 30-plus for effective muscle growth, provided that athletes train with high intensity.

While low rep ranges (one to three) can spur growth, they tend to be more demanding on the joints and may increase the risk of overtraining.

References

Schoenfeld, B. J., Grgic, J., Van Every, D. W., & Plotkin, D. L. (2021). Loading Recommendations for Muscle Strength, Hypertrophy, and Local Endurance: A Re-Examination of the Repetition Continuum. Sports (Basel, Switzerland), 9(2), 32. https://doi.org/10.3390/sports9020032

Vieira, A. F., Umpierre, D., Teodoro, J. L., Lisboa, S. C., Baroni, B. M., Izquierdo, M., & Cadore, E. L. (2021). Effects of Resistance Training Performed to Failure or Not to Failure on Muscle Strength, Hypertrophy, and Power Output: A Systematic Review With Meta-Analysis. Journal of strength and conditioning research, 35(4), 1165–1175. https://doi.org/10.1519/JSC.0000000000003936

Lasevicius, T., Schoenfeld, B. J., Silva-Batista, C., Barros, T. S., Aihara, A. Y., Brendon, H., Longo, A. R., Tricoli, V., Peres, B. A., & Teixeira, E. L. (2022). Muscle Failure Promotes Greater Muscle Hypertrophy in Low-Load but Not in High-Load Resistance Training. Journal of strength and conditioning research, 36(2), 346–351. https://doi.org/10.1519/JSC.0000000000003454

Featured image: @bradschoenfeldphd on Instagram

The post If Your Goal Is Muscle Growth, Should You Avoid Low Reps? appeared first on BarBend.

The 2024 Scotland’s Strongest Man (SSM) contest occurred on July 7, 2024, in Grangemouth, UK. It featured 16 of the country’s strongest athletes competing through five events: the Cerberus Sack Carry, Deadlift for Reps, Bag Toss, Press Medley, and Stones of Strength.

Chris Beetham scored the overall win with 71 of a possible 80 points. He was joined on the podium by Louis Jack, in second place — one point behind Beetham, and Scott Fraser, who comfortably held the bronze position by nine points.

2024 Scotland’s Strongest Man Results

Chris Beetham — 71 points

Louis Jack — 70 points

Scott Fraser — 62.5 points

Liam Goldie — 53.5 points

Liam Kelly — 45 points

Scott Milne — 45 points

Ronald Young — 45 points

Gavin Bruce — 43.5 points

Stephen Jackson — 38 points

Lee Walker — 33.5 points

Peej Greenhough — 28 points

Boab Hamilton — 28 points

Douglas Black — 28 points

Mitchell Wyllie — 28 points

Rob Crockett — 27.5 points

Connor Monaghan — 20.5 points (withdrew)

[Related: 2024 Wales Strongest Man Results]

[Related: Strongwoman Sandra Bradley Becomes First Woman to Lift the 154-Kilogram Fullsterkur Stone]

2024 Scotland’s Strongest Man Event Results

Below the results of each of the five events contested in Grangemouth:

Cerberus Sack Carry

Each strongman attempted to carry a 125-kilogram sack three lengths of a 30-meter course as fast as they could within a 75-second time cap.

Scott Fraser — 33.55 seconds

Connor Monaghan — 35.31 seconds

Chris Beetham — 39.36 seconds

Liam Goldie — 42.58 seconds

Gavin Bruce — 44.1 seconds

Ronald Young — 44.71 seconds

Mitchell Wyllie — 58.17 seconds

Liam Kelly — 85.1 meters

Lee Walker — 79.94 meters

Louis Jack — 68.4 meters

Douglas Black — 66.84 meters

Peej Greenhough — 62.7 meters

Stephen Jackson — 57.78 meters

Scott Milne — 55.3 meters

Boab Hamilton — 50.18 meters

Rob Crockett — 38.84 meters

Deadlift for Reps

Each strongman established their max reps with a 300-kilogram deadlift.

Louis Jack — Eight reps

Chris Beetham — Seven reps

Scott Milne — Six reps

Scott Fraser — Five reps (T-fourth)

Liam Goldie — Five reps (T-fourth)

Ronald Young — Four reps (T-fourth)

Stephen Jackson — Four reps (T-fourth)

Boab Hamilton — Four reps (T-fourth)

Gavin Bruce — Three reps (T-ninth)

Rob Crockett — Three reps (T-ninth)

Connor Monaghan — Two reps (T-ninth)

Lee Walker — Two reps (T-ninth)

Peej Greenhough — One rep (T-13th)

Douglas Black — One rep (T-13th)

Mitchell Wyllie — One rep (T-13th)

Liam Kelly — no lift

Bag Toss

Five implements weighing 20, 22, 24, 26, and 28 kilograms had to be thrown over a bar in the fastest time possible within 75 seconds.

Louis Jack — Five in 22.09 seconds

Liam Kelly — Five in 24.53 seconds

Chris Beetham — Five in 29.28 seconds

Gavin Bruce — Five in 32.17 seconds

Scott Fraser — Five in 36.46 seconds

Stephen Jackson — Five in 56.88 seconds

Douglas Black — Four in 19.05 seconds

Scott Milne — Four in 36.5 seconds

Ronald Young — Four in 52.32 seconds

Lee Walker — Three in 21.85 seconds

Boab Hamilton — Three in 27.82 seconds

Liam Goldie — Three in 28.41 seconds

Peej Greenhough — Two in 24.3 seconds

Rob Crockett — Two in 25.07 seconds

Mitchell Wyllie — Two in 57 seconds

Connor Monaghan — withdrew

Press Medley

Each athlete had 75 seconds to lift five implements weighing 60, 90, 90, 130, and 140 kilograms.

Chris Beetham — Five in 66.7 seconds

Louis Jack — Four in 69.76 seconds

Ronald Young — Four in 70.03 seconds

Liam Goldie — Two in 69.24 seconds

Peej Greenhough — Two in 18.6 seconds

Scott Milne — Two in 31.27 seconds

Rob Crockett — Two in 32.24 seconds

Liam Kelly — Two in 49.11 seconds

Scott Fraser — One in 11.67 seconds

Stephen Jackson — One in 17.65 seconds

Gavin Bruce — One in 42.73 seconds

Mitchell Wyllie — One in 52.3 seconds

Lee Walker — no lift

Boab Hamilton — no lift

Douglas Black — no lift

Connor Monaghan — withdrew

Stones of Strength

Each strongman was tasked to lift five stones weighing 100, 115, 130, 145, and 160 kilograms within 75 seconds.

Louis Jack — Five in 24.85 seconds

Liam Goldie — Five in 37.87 seconds

Scott Fraser — Five in 53.18 seconds

Lee Walker — Four in 24.22 seconds

Chris Beetham — Four in 26.12 seconds

Liam Kelly — Four in 27.17 seconds

Boab Hamilton — Four in 35.57 seconds

Douglas Black — Four in 36.32 seoconds

Mitchell Wyllie — Four in 50 seconds

Scott Milne — Three in 13.8 seconds

Stephen Jackson — Three in 15.09 seconds

Rob Crockett — Three in 15.95 seconds

Gavin Bruce — Three in 20.56 seconds

Peej Greenhough — Two in 13.3 seconds

Ronald Young — Two in 22.02 seconds

Connor Monaghan — withdrew

More Strongman Content

Pavlo Kordiyaka Sets Conan’s Wheel World Record of 1,035 Degrees at the 2024 Strongman Classic

Unofficial Record: Hafthor Björnsson Launches 34-Pound Weight Over 26 Feet in the Air

World’s Strongest Man Mitchell Hooper Roasted Our Favorite Deadlift Accessories. So We Argued With Him About It

Featured image: @the___beef on Instagram

The post 2024 Scotland’s Strongest Man Results appeared first on BarBend.

The powerlifting world notices when the athlete with the second-heaviest raw squat ever performed in competition attempts a nearly 1,000-pound double. On July 22, 2024, reigning four-time International Powerlifting Federation (IPF) World Classic Champion superheavyweight Jesus Olivares, who holds the IPF raw squat world record of 478 kilograms, did just that.

Olivares posted a video on his Instagram page in which he attempted a 981-pound raw squat double. His first rep was clean, but his second ground to a halt, ultimately leading to Olivares dumping the weight.

First squat fail in 3.5 years.

Check out the massive lift in the video below where Olivares nearly encountered disaster on the second rep:

[Related: Best Quad Exercises]

Olivares wrote about his bailed attempt in the post’s caption, mentioning that he didn’t have “access to the level of spotters” needed when lifting the weights he trains with. Olivares’ spotter was his little brother, Carlos.

It’s a risk I have to take every time I get under the bar.

In the comments was a suggestion from the 2023 World’s Strongest Man (WSM) champion Mitchell Hooper, who wrote, “Go without a spotter altogether if it’s not going to help to have them there. Have your bail-out plan and eliminate the extra piece. With one spotter and that load, it’s probably just a formality, no matter how capable they might be.”

Despite the risk of dumping 981 pounds to the floor, Olivares stood his ground, noting that, in his view, it was among the “necessary risks” to reach the level he aspired to.

I don’t need the masses to understand me.

While his second squat attempt failed and the dangers of bailed weight that heavy were apparent, Olivares did not seem fazed or of the mind that he needed to change his set or safety measures. He preempted commenters likely to urge him to train at a gym with a monolift rather than a basic squat rack for such heavy loads. Olivares said he would not go “to an untested gym to use a monolift,” though many in the comments were confused about what he meant by “untested.”

Olivares did not specify the target for the “level he aspires to.” As a multiple-time world champion who holds the all-time raw world record total of 1,152.5 kilograms — a whopping 25 kilograms more than Dan Bell’s second-highest total of 1,125.5 kilograms — it seems only Olivares truly knows the bounds of strength he aims to eclipse.

Featured image: @mega.gojira on Instagram

The post “Necessary Risk”: Watch Powerlifter Jesus Olivares Attempt 981-Pound Squat Double appeared first on BarBend.

Banana pudding is the ultimate comfort dessert, a timeless classic that brings smiles to every gathering.

Imagine creamy layers of French vanilla pudding, sweet bananas, and crunchy vanilla wafers coming together in perfect harmony. 

This banana pudding recipe isn’t just any recipe; it’s the best one you’ll ever try. With rich cream cheese and the perfect balance of sweetness, it’s bound to become your go-to dessert for any occasion. 

Let’s dive into making the most delicious banana pudding ever!

Key Ingredients

2 boxes Vanilla Wafers

6 to 8 bananas, sliced

2 cups milk

1 (5 oz.) box French Vanilla pudding

1 (8 oz.) package cream cheese

1 (14 oz.) can sweetened condensed milk

1 (12 oz.) container frozen whipped topping, thawed, or an equal amount of sweetened whipped cream

Step-by-Step Instructions

Step 1: Prepare the Base

Line the bottom of a 13×9 inch dish with one bag of vanilla wafers. Slice the bananas and layer them on top of the cookies.

Step 2: Make the Pudding

In a bowl, combine the milk and French vanilla pudding mix. Blend well using a handheld electric mixer until the mixture is smooth and thick.

Step 3: Create the Cream Cheese Mixture

In another bowl, combine the cream cheese and sweetened condensed milk. Mix until the mixture is smooth and creamy. Fold the whipped topping into the cream cheese mixture gently to maintain its light and airy texture.

Step 4: Combine and Layer

Add the cream cheese mixture to the prepared pudding mixture and stir until well blended. Pour this mixture over the layer of cookies and bananas in the dish. Spread it evenly to cover all the bananas and cookies.

Step 5: Final Touches

Cover the top of the pudding with the remaining bag of vanilla wafers. This adds a delightful crunch to each bite.

Step 6: Chill and Serve

Refrigerate the banana pudding until it’s ready to serve. Chilling it allows the flavors to meld together beautifully, making it even more delicious.

Serving and Storage Tips

Serving Tips

Chill Before Serving: For the best texture and flavor, ensure the banana pudding is well-chilled before serving. Refrigerate it for at least 2-3 hours, or overnight if possible.

Garnish: Add a touch of elegance and extra flavor by garnishing the top with freshly sliced bananas, a sprinkle of crushed vanilla wafers, or a dollop of whipped cream just before serving.

Individual Portions: For a more sophisticated presentation, consider serving the pudding in individual dessert cups or glasses. This not only looks appealing but also makes serving easier at parties.

Temperature: Serve the pudding straight from the refrigerator. The cool temperature enhances its creamy texture and flavor.

Storage Tips

Refrigeration: Store any leftover banana pudding in an airtight container in the refrigerator. It will stay fresh for up to 3 days. Make sure to cover the top tightly to prevent the bananas from browning and the pudding from absorbing any fridge odors.

Preventing Banana Browning: To slow down the browning process of the bananas, you can lightly coat the banana slices with lemon juice before layering them in the pudding. This will help maintain their color and freshness.

Freezing: While banana pudding is best enjoyed fresh, you can freeze it if needed. Place the pudding in an airtight container and freeze for up to 1 month. To serve, thaw it in the refrigerator overnight. Note that the texture may change slightly after freezing.

Avoiding Soggy Wafers: If you plan to store the pudding for an extended period, consider adding a fresh layer of vanilla wafers just before serving to maintain their crunch.

Recipe Variations

Chocolate Banana Pudding

For chocolate lovers, this variation adds a rich cocoa twist to the classic banana pudding.

Ingredients: Replace the French Vanilla pudding with chocolate pudding. Add 1/2 cup mini chocolate chips or grated chocolate to the cream cheese mixture.

Instructions: Follow the original recipe, substituting the French Vanilla pudding with chocolate pudding mix. Add mini chocolate chips or grated chocolate to the cream cheese mixture before folding in the whipped topping. Proceed with the rest of the recipe as directed.

Peanut Butter Banana Pudding

Combining the flavors of peanut butter and banana creates a deliciously creamy and nutty dessert.

Ingredients: Add 1/2 cup creamy peanut butter to the cream cheese mixture.

Instructions: Follow the original recipe. Before folding in the whipped topping, blend 1/2 cup creamy peanut butter into the cream cheese mixture until smooth. Continue with the rest of the recipe as directed.

Strawberry Banana Pudding

Adding strawberries introduces a refreshing and fruity twist to the banana pudding.

Ingredients: Add 1 cup sliced fresh strawberries. Optional: Replace one bag of vanilla wafers with shortbread cookies for a different texture.

Instructions: Follow the original recipe. Layer the bottom of the dish with vanilla wafers or shortbread cookies. Alternate layers of sliced bananas and fresh strawberries over the cookies. Continue with the pudding mixture as directed.

Coconut Banana Pudding

Coconut lovers will enjoy this tropical variation that brings a delightful coconut flavor to the classic dessert.

Ingredients: Replace milk with coconut milk for a richer flavor. Add 1/2 cup shredded coconut to the pudding mixture.

Instructions: Follow the original recipe, substituting regular milk with coconut milk. Mix 1/2 cup shredded coconut into the pudding mixture before combining it with the cream cheese mixture. Proceed with the rest of the recipe as directed.

Banana Pudding Cheesecake

Combining banana pudding with cheesecake creates a decadent and creamy dessert.

Ingredients: Prepare a graham cracker crust (1 1/2 cups graham cracker crumbs, 1/4 cup sugar, 1/2 cup melted butter).

Instructions: Press the graham cracker crust mixture into the bottom of a 13×9 inch dish and bake at 350°F for 10 minutes. Let it cool. Follow the original recipe, layering the pudding mixture over the cooled graham cracker crust. Refrigerate until set, and serve chilled.

Caramel Banana Pudding

Adding a layer of caramel sauce takes this banana pudding to a new level of indulgence.

Ingredients: Add 1 cup caramel sauce.

Instructions: Follow the original recipe. Drizzle caramel sauce over each layer of bananas before adding the pudding mixture. Continue layering and finish with a final drizzle of caramel sauce on top before refrigerating.

Frequently Asked Questions (FAQs)

1. Can I use homemade whipped cream instead of frozen whipped topping?

Yes, you can use homemade whipped cream as a substitute for frozen whipped topping. Use an equal amount of sweetened whipped cream, ensuring it’s whipped to stiff peaks for the best texture.

2. How do I prevent the bananas from turning brown?

To prevent bananas from browning, you can lightly coat the banana slices with lemon juice before layering them in the pudding. This will help maintain their color and freshness.

3. Can I make this banana pudding ahead of time?

Yes, banana pudding can be made a day ahead. In fact, refrigerating it overnight allows the flavors to meld together beautifully. Just ensure it is covered tightly to keep it fresh.

4. Can I use instant pudding mix instead of cook-and-serve pudding mix?

Yes, you can use instant pudding mix. The recipe calls for French Vanilla pudding, and instant pudding mix will work perfectly fine.

5. How long does banana pudding last in the refrigerator?

Banana pudding will stay fresh in the refrigerator for up to 3 days. Be sure to store it in an airtight container to maintain its quality.

6. Can I freeze banana pudding?

While banana pudding is best enjoyed fresh, you can freeze it if needed. Place it in an airtight container and freeze for up to 1 month. Thaw in the refrigerator overnight before serving. Note that the texture may change slightly after freezing.

7. Can I use different cookies instead of vanilla wafers?

Yes, you can substitute vanilla wafers with other cookies like shortbread cookies, graham crackers, or even chocolate chip cookies for a different texture and flavor.

8. What type of bananas should I use for the pudding?

Use ripe but firm bananas for the best flavor and texture. Overly ripe bananas can become mushy, while underripe bananas may not have enough sweetness.

9. Can I add other fruits to the banana pudding?

Yes, you can add other fruits such as strawberries, blueberries, or mangoes to the banana pudding for added flavor and variety. Layer them with the bananas for a delicious twist.

10. How can I make the pudding mixture thicker?

If you prefer a thicker pudding mixture, you can reduce the amount of milk slightly or add an extra tablespoon of instant pudding mix. Ensure you blend the mixture well to achieve the desired consistency.

This banana pudding recipe is sure to become a cherished favorite. The combination of creamy layers, sweet bananas, and crunchy wafers makes it an irresistible dessert. Whether you’re serving it at a family gathering or enjoying it as a special treat, this banana pudding will not disappoint. Try it out and experience the best banana pudding ever!

Craving a comforting dish that’s also healthy? 

This Healthier Broccoli Chicken Casserole is a delicious, modern take on the classic. 

Packed with tender chicken, fresh broccoli, and a homemade creamy cheddar mushroom sauce, it’s sure to become a family favorite. 

Discover how easy it is to make this nutritious, satisfying meal. Keep reading for the full recipe and tips on customizing it to your taste!

Ingredients

Pasta: 8 ounces uncooked pasta (whole-wheat, traditional, gluten-free, or any other type)

Broccoli: 1 large head, cut into florets (or 1 pound frozen broccoli)

Mushrooms: 8 ounces baby bella (cremini) mushrooms, thinly sliced

Butter or Olive Oil: 2 tablespoons

Onion: 1 small white onion, thinly sliced

Garlic: 4 cloves, minced

Flour: 3 tablespoons

Stock: 1 cup chicken or vegetable stock

Milk: 1.5 cups (any kind)

Dijon Mustard: 1 teaspoon

Salt: 1/2 teaspoon fine sea salt

Black Pepper: 1/4 teaspoon, freshly cracked

Sharp Cheddar Cheese: 2 cups (8 ounces), shredded

Chicken: 2 cups diced or shredded cooked chicken

Instructions

1. Preheat Oven

Heat oven to 400°F.

2. Cook Pasta and Broccoli

Boil pasta in a large pot of generously-salted water until al dente.

Add broccoli florets to the pasta water 1 minute before the pasta is done. Drain both and set aside.

3. Make Mushroom Sauce

Heat butter or oil in a large sauté pan over medium-high heat.

Add onion and sauté for 3 minutes, stirring occasionally.

Add mushrooms and garlic, sauté for another 5 minutes until mushrooms are cooked through.

Sprinkle flour evenly over the onion mixture, stir to combine, and cook for 1 minute.

Add stock and stir until clumps are gone.

Add milk, Dijon mustard, salt, and pepper. Stir and cook until the sauce simmers.

Remove from heat and stir in 1 cup of shredded cheese until melted. Adjust seasoning to taste.

4. Combine and Bake

In a large 9 x 13-inch baking dish, combine cooked pasta, broccoli, mushroom sauce, and chicken. Toss until evenly mixed.

Bake uncovered for 15 minutes.

Remove from oven, sprinkle remaining 1 cup of cheddar cheese on top, and bake for an additional 10 minutes until the cheese is melted and bubbly.

Serve warm, garnished with extra black pepper and fresh herbs if desired.

Nutritional Information per Serving

(Based on 8 servings)

Calories: 330

Total Fat: 14g

Saturated Fat: 6g

Trans Fat: 0g

Cholesterol: 65mg

Sodium: 450mg

Total Carbohydrates: 28g

Dietary Fiber: 4g

Sugars: 4g

Protein: 24g

Note: Nutritional values are approximate and can vary based on ingredient brands and exact measurements.

Enjoy!

This modern, creamy, and cheesy Broccoli Chicken Casserole is the perfect comfort food that is both healthier and incredibly satisfying.

The vitamin-packed greens drink brand, recently valued at $1.2 billion, had been led by Ashenden since 2010

AG1, formerly Athletic Greens, has named Kat Cole as its new CEO to lead the nutrition company into its next growth phase, succeeding founder Chris Ashenden, who had served as AG1’s CEO since founding the greens powder brand in 2010.

Cole has served as AG1’s president and chief operating officer since 2021 and will continue to serve on the global nutrition company’s Board of Directors alongside Ashenden. 

Since Cole joined AG1, the company has scaled its business operations, tripling the size of its team and developing an in-house research and development team.

Before AG1, Cole was president and chief operating officer of Focus Brands (now GoTo Foods), a restaurant holding company.

In a LinkedIn post referencing her new role as CEO of AG1, Cole wrote that her time at the nutrition company has been the most energizing experience of her career and applauded AG1 for providing a daily “drinkable multivitamin” for millions.

“My passion for health and wellness continues to grow, especially as a mom to two young kids wanting to age with strength, and I’m inspired by the impact AG1 has had on millions of people’s lives,” Cole wrote. “I’m honored and excited to be taking on the CEO role, and I look forward to building on Chris’s incredible vision and foundation with the AG1 team.”

Ashenden, a native of New Zealand, founded the greens drink company turned unicorn in 2010 and has served as its CEO since that time, helping AG1 secure a $1.2 billion valuation in 2022. Ashenden’s next move is unclear.

“Kat is a brilliant executive whose business acumen is matched only by her passion for our customers and mission, and there is no one better to lead AG1 through the next phase,” Ashenden said. “Since joining our team, she has been a true trusted partner and has effectively operated as co-CEO in everything but name. Her skilled leadership allowed me to gradually step back, and now after 15 years devoted to this mission, I’m ready and excited for the company’s next chapter of leadership.”

As consumers turn to wellness-supporting products in their pursuit of longevity and optimal health, AG1 is seeing green — cash, that is. The company confirmed to Bloomberg that it’s projected to do well over $600 million in revenue and be profitable this fiscal year. 

Unlike other nutrition brands, AG1 has stuck with one namesake product, a greens powder that touts 75 healthy ingredients in either a 30-serving pouch or 30 convenient packets for those on the go. Consumers can opt for single purchases or a subscription format.

AG1 secured $115 million in new funding in 2022 led by Alpha Wave Ventures, which included participation from several investors, including Blue Nile founder Mark Vadon and longevity expert Dr. Peter Attia.

The post AG1 Makes CEO Change as Founder Chris Ashenden Steps Down appeared first on Athletech News.

Arnold Schwarzenegger is the world’s most popular bodybuilder, well, ever, probably. Anyone who’s ever picked up a dumbbell or watched Pumping Iron would relish a chance to get a bodybuilding workout in with the seven-time Mr. Olympia. 

But Tom Platz says working out with the Austrian Oak isn’t all it’s cracked up to be. In fact, during a Jan. 2024 podcast conversation with fellow bodybuilder Dorian Yates, Platz described the perils of following Arnold’s famous workout split.

[Related: Best Pre-Workout Supplements for Bodybuilding]

Tom Platz on Arnold Schwarzenegger’s Workout Routine

Platz was the inaugural guest of Yates’ monthly bodybuilding podcast, Shadow Talk With Dorian Yates. The duo traded war stories and discussed the evolving nature of bodybuilding’s intersection with popular culture. Naturally and as most golden-era conversations do, they found their way to Schwarzenegger. 

“I know you were influenced by [Schwarzenegger] and Mentzer,” said six-time Mr. “O” Yates, prompting Platz to describe his experiences in bodybuilding in the ‘80s. “How did you settle into a style of training that worked for you?”

“I tried training with [Schwarzenegger],” Platz replied. “I got small and I got fat.” 

An astonishing statement about the training style of the world’s all-time most iconic physique athlete, but Platz wasn’t blowing smoke or talking trash. “You were over-trained, right? It was too much?” Yates questioned.

Platz agreed: As “the Quadfather” tells it, there wasn’t anything wrong with Schwarzenegger’s workout routine — he famously, if controversially, won seven Olympia titles before his retirement — it just wasn’t the right training style for his body.

“[Schwarzenegger] trained six days a week, sometimes twice per day,” Platz continued. “I’m not a long, lean, tall guy. I’m much more ‘squatty’; I did much better on three or four days a week. High-frequency training wasn’t right for me.” 

[Related: Best Creatine Supplements for Muscle Gain]

We’ve all heard an adage about “finding what works for you” regarding fitness. You might be surprised to learn that it also applies to the world’s best bodybuilders. Studies have shown there’s plenty of variability in how different people respond to similar types of exercise: 

One 2016 study comparing low vs. high-volume resistance training protocols observed “no significant difference” in body composition but a slightly greater effect size (or magnitude of change) for low-volume, high-intensity training. (1)

In 2017, researchers refuted what they called the “myth” of “non-response to exercise”, showing that some people needed higher doses of training over a longer period of time than others to make progress. (2)

[Related: Best Whey Protein Powders for Muscle Growth]

Research also informs us that exercise frequency isn’t as important, provided you rack up enough total weekly training volume. (3) So what’s happening here? Did the Schwarzenegger split cause Platz to lose out on gains?

Probably not. Platz was likely embellishing a bit to explain that Schwarzenegger’s preferred training style didn’t align with what his body responds to. Does that mean you should start hitting the free weights six days a week or twice per day? 

Also, no; unless you’re a pro bodybuilder or are indulging in certain pharmacological enhancements. But what we can take away from this is there’s more than one way to skin a cat. Platz, Schwarzenegger, and Yates had different approaches to bodybuilding, but all three of them made it to the top of the game because they found what worked for them and stuck to it. 

More Bodybuilding News

Derek Lunsford Tackles a Punishing Back Workout as He Begins His 2024 Olympia Prep

The Chest Workout “Trick” Chris Bumstead Is Using To Win the 2024 Olympia

Dana Linn Bailey’s 5 Tips for Building Muscle Without Lifting Heavy

References

Giessing J, Eichmann B, Steele J, Fisher J. A comparison of low-volume ‘high-intensity-training’ and high-volume traditional resistance training methods on muscular performance, body composition, and subjective assessments of training. Biol Sport. 2016 Sep;33(3):241-9. doi: 10.5604/20831862.1201813. Epub 2016 May 10. PMID: 27601778; PMCID: PMC4993139.

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There’s been a slowdown in deal activity post-pandemic, but PE investors remain generally bullish on the fast-growing health and wellness sector, including traditional fitness, franchisee groups, and new longevity and recovery offerings

Brian Smith, Abe Thomas and Ben Volden lead the Health & Wellness Services practice at Piper Sandler, a leading investment bank. The team has over two decades of experience advising top brands across the Health & Wellness Services industry on M&A and various debt and equity capital raise transactions

Despite the slowdown in relative deal activity since 2021 as the world grappled with inflation, higher interest rates and worries of recession, private equity investors remain as excited as ever to invest in health and wellness services, as they now also sit on a record level of “dry powder” (committed capital held for future investments) that they need to deploy. 

The industry’s strong tailwinds for success continue, which include growing consumer awareness and adoption across all demographics, the resilient and non-discretionary nature of spend, strong brand loyalty, high fragmentation, innovation of technologies and services and the general appeal of the industry’s overarching mission to improve people’s quality of life.

That said, the mix and depth of PE interest for any given investment will vary greatly depending on business model and profile.

For example, whether a business is a franchisor versus a company-owned model, or a platform of units under an owned brand vs. a franchisee, will play a factor in the type and depth of interested investors. Other considerations include customer value proposition and low/mid/high price positioning, big box vs. boutique footprint size, whether a company is focused on fitness, recovery/longevity or aesthetic/beauty, its repeat vs. one-time customer mix, consistent vs. up-and-down revenue growth history and margin profile.

The Rise of PE-Backed Franchisees

While private equity groups have gradually broadened their scopes of interest in order to deploy capital in available opportunities in the space, they continue to monitor the relative tradeoffs.

For example, in the years leading up to COVID, more and more PE groups gained comfort with and invested in franchisee platforms across both high-value, low-price (HVLP) gym brands and studio fitness brands in opposition to prevailing PE sentiment to invest only in franchisor or company-owned brands. 

Early franchisee investors saw massive value in backing a system’s top operator and then leveraging the franchisee system’s wealth of unit ramp and performance consistency along with the franchisor’s proven marketing and support processes to significantly de-risk new unit underwriting.

To further enhance growth, PE-backed franchisee platforms also pursue highly efficient acquisition and consolidation of other franchisees, all operating exactly the same brand and systems, and then deploying best practices to drive post-acquisition improvements. 

While PE-backed franchisees typically help a franchisor’s system grow faster and with more consistency, relative tradeoffs still exist that can create relationship friction. For example, tension could arise from a franchisee’s limited operational control over timing to open or close units, pricing strategy, branding and marketing spend, key vendor selection, remodel and buildout costs, ability to acquire units, permitted leverage, non-compete scope and ability to sell or transfer ownership. 

Even in light of these relative tradeoffs, franchisee investing will continue as an area of interest in today’s market.

We anticipate deal activity to be led by growing, fragmented franchise systems while the more mature and consolidated franchisee networks see an evolving universe of buyers emerge beyond traditional PE funds to also include longer-hold family offices and asset manager, as well as multi-brand strategic operators attracted by the proven, tenured systems and high cash flow yields these platforms reliably generate through maturity.

Franchisor & Company-Owned Landscape

Beyond franchisees, investor interest remains robust for franchisors and company-owned models. Premium value drivers for these models include strong returns performance and consistency across units, demonstrated portability across markets, validated remaining headroom opportunity, high customer satisfaction and retention and quality management and processes. Relative tradeoffs shaping investor preferences toward franchisors and company-owned models can include preference for asset-light (franchisor) vs. capex-heavier (owned) growth and partner-dependent (franchisor) vs. independent (owned) operational agility, control and consistency.

Either of these models, when executed well, can deliver a compelling double-digit exit multiple off of a forward-looking EBITDA.

Considering big box vs. studio footprint, investors again have varying preferences: some like the durable, predictable membership access models, wide amenities and large absolute earnings power that a big box offers while others may be put off by the larger build-out, fixed costs and more complicated staffing models.

Similarly, some investors prefer the smaller, conveniently located, higher return-on-invested-capital (ROIC) studio footprints with highly engaged consumers while others struggle to get comfortable with higher relative churn rates, higher membership costs, perceived fad risk, and larger unit expansion volume required for growth. 

All Eyes on the Wellness Boom 

Lastly, we are seeing a proliferation of service offerings building out a broader wellness services ecosystem.

Services focused on recovery, longevity and overall well-being are arising, and whether it is hot and cold contrast therapies, IV hydration drips, assisted stretch, consumer-directed healthcare and weight-loss management services, relaxation and meditation, or others – today’s consumer is demonstrating a willingness to spend on new modalities to optimize how they feel and perform in their daily lives. As winning brands scale in this growing wellness services segment, we expect no shortage of investor demand.

Overall, deal momentum in health and wellness services is gaining in 2024, and we expect a number of marquee transaction announcements this year that will only accelerate the excitement and interest of investors in the sector.

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