I'm mad. And its on behalf of you, the genuine lifter.

Grifters are invading our space. And it's time to call it out.

You see, how it works in business is that if you spend enough money to polish a turd, you can convince a lot of people that it isn't just a pile of shit.

It sounds kinda crazy but let me tell you a quick story.

In the early 90s, seemingly out of nowhere, a no talented “rapper” (I say this generously), exploded onto the mainstream.

I mean this guy couldn't sing, dance and his shtick was hella goofy.

And yet he sold millions upon millions of records. His name?

Vanilla Ice.

Sure, looking back, it is seemingly obvious to EVERYONE. The guy was a phony, he was corny and anyone who liked him was later embarrassed to admit it.

But here is the problem, IN THE MOMENT, in 1990, he was IT. If you made fun out of him in 1990...YOU were laughed at.

All the impressionable teeny boppers were fawning over him. Because some marketers (and grifters) pumped up this fake image and hype...the gullible people bought it.

Like I said if you polish a turd enough, you can fool most people.

And this same bag of tricks is being played out in the lifting space.

Brands constructed by business people who don't even lift are slapping painfully generic slogans onto overpriced tees and hoping with (enough influencers being paid to shill their shit) that you'll think its cool.

With enough really attractive, fit people telling you to buy a (basically) blank tee, you'll believe the imaginary hype.

The owners of these brands literally don't give a fuck about you. I'm not trying to be harsh, its the simple truth.

If you look at places like AliBaba (where businesses go to buy clothing), these companies are buying...LITERALLY the cheapest quality tees on the website.

The absolute cheapest ones they can find. Disgusting.

And then they slap a logo on it, buy the souls of a few influencers who are willing to shill anything and bam, it starts snowballing.

You get another Vanilla Ice.

I write these words because I care about this space. I've bled for my lifting goals and lifting itself has changed my life, its in my DNA. I care about the community.

So when you see some fake pretenders entering a space, not respecting the community, it feels like a slap in the face.

This e-mail is to tell you to not buy the hype. From those clowns and hell, even from us.

We're not above criticism and in fact, we always love feedback.

I forgot to tell you a secret in the story earlier.

You know how Vanilla Ice became rapidly unpopular?

Because enough people gained the courage to call out what everyone (secretly) knew. That he was a hack.

Don't be afraid to use your voice. Its one of your most powerful weapons.

Now go hit that PR. Your journey is just beginning.