New episode up — Matt Brzycki returns to talk about why you might want to consider higher reps and higher TUL when it comes to strength training older clients — check out the episode here. ━━━━━━━━━━━━ 00:00 - Episode Preview 02:30 - Strength Training and Aging 04:37 - At what age does it get hard to get gains? 08:36 - On training as an older athlete 11:18 - When does your strength peak? 12:32 - What TUL would you use for an older trainee (and why)? 16:52 - How Matt trains now versus when he was younger 19:52 - On varying movement speeds and using lower rep ranges 24:33 - A stopwatch for your finger 26:34 - Old men yell at clouds 28:04 - On the upcoming Strength Forum 32:57 - “Evidence-based training” — has it lost its meaning? 34:44 - On Matt’s upcoming talk at the Strength Forum 36:55 - A very Arthur Jones experience 45:39 - Matt volunteers to test Arthur Jones’ upcoming MedX Medical equipment ━━━━━━━━━━━━ - Matt Brzycki | The Brzycki Formula | Books  - Strength Over Time (in HIB Pro) - Dr. Doug McGuff’s Strength Over Time Presentation  - Sportcount Watch

This week's Client of the Week is Mike Wolff and Noah Martinez of HIT Strength in Illinois. HIT Strength delivers an incredible 440–450 workouts per week at its original Elgin location. And they've built that almost entirely through referrals, walk-bys, and Mike's decades-long reputation—with very little advertising. Now they're trying to duplicate it. Noah has taken the lead on launching their second HIT Strength location in St. Charles, which opened August 3rd. Here's what's happening: - Already up to 5–7 workouts per day within the first few weeks. - Recently went 4 for 4 on intro conversions in one day. - Using simple outreach and referral strategies to build the new location. - Building systems around hiring, onboarding, scorecards, and operations so the business isn't dependent on Mike. - Mike and Noah continually invest in learning—including attending Strength Forum together again this year. I also love the simplicity of their model: strength training focus, 30-minute workouts, evidence-based training. That's it. After decades building a remarkable reputation and retention at one location, they're now figuring out how to turn that success into something they can replicate. And they're only just getting started. If Mike and Noah's story resonates with you, comment "450" and I'll send you all the details.

Courtesy of Luke Carlson… PDF has links for hotel and registration. We will have more updates on speakers in the coming weeks/months but we're thrilled that Dr. Lauren Colenso Semple and Dr. James Fisher will be joining as keynotes!

I recently wrote this blog for my clients and received so much wonderful feedback. I find that the more my clients understand the mechanisms that inform the "why" of what we do in the studio; the better they are in the studio. Please feel free to read, share and comment your thoughts.

Excellent discussion on how to keep people training long term, exercise machines, generating referrals, and much more. If there is something that was mentioned and you can't find, please post in the comments or DM me! Looking to start or grow your HIT business and want some help? Book a Strategy Call with me here