How we choose what we sell

These principles did not begin in a laboratory. They began in a gymnasium, where the distance between adequate and exceptional was measured in fractions, and where the fundamentals were unglamorous, relentless, and the only thing that ever worked.

In elite sport, shortcuts always reveal themselves. Health is no different. It only takes longer.

This document is that lesson, applied to a company.

We sell products, so what follows is against our interest to say.

Nothing we sell will ever matter as much as what you do every day. Sleep, training, nutrition, a well-trained mind, and the patience to sustain them for decades will account for most of your result. Everything in our catalog works at the margin of that. The margin is worth pursuing — we would not be here otherwise — but it remains the margin.

A company that forgets this starts selling shortcuts, because shortcuts are easier to sell. We would rather you buy less from us and do more.