Bloomberg's Jason Kelly, author of The New Tycoons, profiles the participants, entrepreneurs, and investors at the center of this movement, exploring this phenomenon in which a surge of people—led by the most affluent—are becoming increasingly obsessed with looking and feeling better. Through in-depth looks inside companies and events from New York Road Runners to Tough Mudder and Ironman, Kelly profiles the companies and people aiming to meet the demands of these consumers, and the traits and strategies that made them so successful. In a modern world filled with anxiety, pressure, and competition, people are spending more time and money than ever before to soothe their minds and tone their bodies, sometimes pushing themselves to the most extreme limits. Even as obesity rates hit an all-time high, the most financially successful among us are collectively spending billions each year on apparel, gear, and entry fees. Sweat Equity charts the rise of the movement, through the eyes of competitors and the companies that serve them. Through conversations with businesspeople, many driven by their own fitness obsessions, and first-hand accounts of the sports themselves, Kelly delves into how the movement is taking shape. Understand the social science, physics, and economics of our desire to pursue activities like endurance sports and yoga Get to know the endurance business's target demographics Learn how distance running—once a fringe hobby—became a multibillion dollar enterprise fueled by private equity Understand how different generations pursue fitness and how fast-growing companies sell to them The opportunity to run, swim, and crawl in the mud is resonating with more and more of us, as sports once considered extreme become mainstream. As Baby Boomers seek to stay fit and Millennials search for meaning in a hyperconnected world, the demand for the race bib is outstripping supply, even as the cost to participate escalates. Sweat Equity, through the stories of men and women inside the most influential races and companies, goes to the heart of the movement where mind, body, and big money collide.

    Osborn cuts through the nonsense with his logical approach. A board-certified Neurosurgeon with a secondary certification in Anti-Aging and Regenerative Medicine, Dr. Osborn combines his 30+ years of training experience with his medical knowledge to give you an easy-to-read, science-based guide to health and longevity. No stone is left unturned in Get Serious. There are dedicated chapters on nutrition, supplements, smart drugs and strength training. And Dr. Osborn’s time-tested, comprehensive training protocol is included as an appendix! This straightforward regimen will help you build strength while enhancing your body’s ability to burn fat without the fancy overpriced gadgets often touted by fitness “experts.” Stop wasting time and money on such quick-fixes. They don’t exist. There are no shortcuts. There are no entitlements. Dr. Osborn will encourage you to take the bull by the horns and thwart the assault of the failed healthcare system. Assume control of your health and Get Serious! Dr. Osborn will show you how in this information-packed, life-changing guide. Get Serious is a must-read!

    Trigger point therapy is one of the most intriguing and fastest-growing bodywork styles in the world. Medical doctors, chiropractors, and alternative health practitioners are all beginning to use this technique to relieve the pain of individuals suffering from undiagnosable soft tissue pain-a condition that studies have shown to be the cause of nearly 25 percent of all doctor visits. The technique involves applying a gentle, sweeping stroke to trigger points, places in muscle or connective tissue where a lack of oxygen causes swelling. These points are easily located by general readers and create pain throughout the body in predictable patterns characteristic to each muscle, producing discomfort ranging from mild to severe. The stimulation of the point causes an increase in the oxygen level in the area and often produces instant relief. The first edition of The Trigger Point Therapy Workbook has made a huge impact in the use of this dynamic technique. This is the first major revision of the overnight classic, a complete update that includes new information specifically for massage professionals as well as a detailed discussion of progressive muscle relaxation techniques that can reinforce the therapeutic power of trigger point work.

    For good. Quitting sugar in the real world is hard. Sugar is everywhere and your friends think you’re mad for not eating cake. You’ve done the 8 week detox plan and part of you still craves chocolate so much that you develop a mild twitch when you see a brightly coloured wrapper on the shelves in front of you. Deeply addictive, sugar is everywhere. Even added to the most unlikely foods, the majority of us exceed the recommended daily intake without even realising it. Instead of teaching you how to cook fake cake, or pretending that quinoa really is an exciting grain that will revolutionise your view on salads, this book guides you through the myths about sugar in our food and through the realities of addiction. The 9 step action plan then helps you make the change and really stick to it. Even if you’re not quite ready to eliminate all sugar from your life, this book contains practical tips to help you shop wisely, create good habits and sustain better lifestyle choices.

    And how do you do that? By learning to Push in the Orangetheory Fitness workout. By doing so, you also learn to do the same in your life - to take on new challenges, to pursue your biggest goals, and to become the best version of you.What makes Orangetheory different from every workout you’ve tried? Why is it one of the fastest-growing fitness franchises today? And how can it change your life? In Push, you’ll learn the amazing story behind Orangetheory, the journey Ellen Latham took to create it, and how to apply the elements of Base, Push, and All Out from the workout studio to your own life.

     Christine Leo lost 130 pounds following a wakeup call that included a gyno trip from hell, a bridal boutique snub and a Jumbotron screen. The girl who had been picked on and pushed around since primary school decided it was finally time to take back control of her life. Instead of following the diet paths most frequently traveled, she lost 7 pant sizes by counting calories in her favorite types of fast food (cheeseburgers, burritos, ice cream, cookies, and the like). She has kept the weight off for nearly five years and did it all without ever donning the dieting superhero cape most do. Readers looking for a down-to-earth weight loss perspective and a glimpse of the life after the new body euphoria has worn off will appreciate Veggies Not Included.

     Repeatedly called one of the "best books for personal trainers", it provides a clear road map teaching you how to become a personal trainer, to getting a personal trainer certification, to building your career from the bottom up so you can build a clientele, your reputation, and income. HAVE YOU EVER wanted to know the best, high-integrity techniques to get more clients, run a fitness business, or have a solid system for selling personal training? You're not alone. For years Jon's been asked these questions so he read, watched, researched and interviewed the best in the world to compile Ignite the Fire. This powerful book for certified personal trainers will show you how to: Find your dream job in the fitness industry (pg 26) Find, market to, and sell your ideal client while seamlessly dealing with objections (pg 64) Build amazing workouts for beginners (pg 124) Deal with difficult client types (pg 160) Develop multiple income streams while maintaining your reputation (pg 202) Ignite the Fire provides a clear road map to building your career from the bottom up so you can build a clientele, your reputation, and income.

    Like most people, you probably wake up, get hungry for meals and doze off in bed around the same time every day. If you’ve ever experienced jet lag or pulled an all-nighter, you know that this schedule can easily be thrown off kilter. But for some people, that imbalance—difficulty sleeping at night, hunger at odd times, or sudden fatigue at noon—is a constant. If you're one of those people, Dr. Satchin Panda, one of the leading researchers on circadian rhythms, has a plan to reset your body clock.Beginning with an in-depth explanation of the circadian clock—why it’s important, how it works, and how to know it isn’t working—The Circadian Code outlines lifestyle changes to make to get back on track. It's a concrete plan to enhance weight loss, improve sleep, optimize exercise, and manage technology so that it doesn’t interfere with your body’s natural rhythm. Dr. Panda’s life-changing methods show you how to prevent and reverse ailments like diabetes, cancer, and dementia, as well as microbiome conditions like acid reflux, heartburn, and irritable bowel disease.

    

     How many of us really understand that every moment counts, and that physical strength and confidence enable our mind and spirit to make the most of our lives?  Ryan Ferguson does.  He survived nearly a decade behind bars for a murder he did not commit. An innocent collegian imprisoned at nineteen, Ferguson’s disbelief turned to resolve after his father told him: “Son, do whatever you can to get stronger, faster, and smarter.  This is now your number one priority.”In his darkest hour, even after countless appeals and disappointment, in a place that threatened physical violence, malnutrition, and offered almost no medical aid, Ferguson knew his physical health was paramount. In this startlingly elegant, authentic, and inspiring guide, Ferguson shares his simple, universally attainable recipe for health and power.

    

    In Living Your Yoga, Judith Lasater stretches the meaning of yoga beyond its familiar poses and breathing techniques to include the events of daily life—all of them—as practice. Using the time-honored wisdom of the Yoga Sutra and the Bhagavad Gita to steer the course, the author serves up off-the-mat practices to guide you in deepening your relationships with yourself, your family and friends, and the world around you. Inspiring and practical, she blends her heartfelt knowledge of an ancient tradition with her life experiences as a daughter, sister, wife, mother, friend, and yoga practitioner and teacher. The result is a new yoga that beckons you to find the spiritual in everyday life.

    What she discovered there transformed her body, mind and spirit. In this engaging and practical guide, she shows readers how to embrace the "keep it simple and sensible" daily practices that make Finns one of the happiest populations in the world, year after year.Topics include:* Movement as medicine How walking, biking and swimming every day are good for what ails us--and best done outside the confines of a gym* Forest therapy Why there's no substitute for getting out into nature on a regular basis* Healthy eating What the Nordic diet can teach us all about feeding body, mind and soul* The gift of sisu Why Finns embrace a special form of courage, grit and determination as a national virtue - and how anyone can dig deeper to survive and thrive through tough times.If you've ever wondered if there's a better, simpler way to find happiness and good heath, look no further. The Finns have a word for that, and this empowering book shows us how to achieve it.

    Jim Stoppani's Encyclopedia of Muscle & Strength, Second Edition, is a comprehensive training guide and reference that provides* definitions of key terms and concepts;* evaluations of equipment options, including TRX, BOSU, and kettlebells;* explanations of the role and importance of each muscle group;* latest nutrition information for losing fat and increasing muscle mass;* presentations of the best exercises, including body weight, for adding strength and mass; and* descriptions and examples of many types of workouts and programs and their effects.Choose from 381 exercises presented for 13 muscle groups and the whole body. Proper technique for each exercise is tailored to the type of resistance used, be it free weights, weight machines, or body weight. Plus, each of the 116 training programs is rated according to workout duration, the projected time frame for achieving measurable results, level of difficulty, and overall effectiveness.Past Muscle & Fitness senior science editor Jim Stoppani covers each topic in detail. His advice will help you conquer any problem or plateau you encounter. So build your knowledge base to build a better body. Jim Stoppani's Encyclopedia of Muscle & Strength is the ultimate resource for pinpointing and achieving the results you're seeking.

    For all this new technology, are we really healthier, stronger, and more flexible than our ancestors?Where Born to Run began with an aching foot, Lift begins with a broken gym system—one founded on high-tech machinery and isolation techniques that aren’t necessarily as productive as we think. Looking to the past for context, Daniel Kunitz crafts an insightful cultural history of the human drive for exercise, concluding that we need to get back to basics to be truly healthy.Lift takes us on an enlightening tour through time, beginning with the ancient Greeks, who made a cult of the human body—the word gymnasium derives from the Greek word for “naked”—and following Roman legions, medieval knights, Persian pahlevans, and eighteenth-century German gymnasts. Kunitz discovers the seeds of the modern gym in nineteenth-century Paris, where weight lifting machines were first employed, and takes us all the way up to the game-changer: the feminist movement of the 1960s, which popularized aerobics and calisthenics classes. This ignited the first true global fitness revolution, and Kunitz explores how it brought us to where we are today.Once a fast-food inhaler and substance abuser, Kunitz reveals his own decade-long journey to becoming ultra-fit using ancient principals of strengthening and conditioning. With Lift, he argues that, as a culture, we are finally returning to this natural ideal—and that it’s to our great benefit to do so.