CrossFit

• Co-founders Jeff Byers and Erica Good will continue to lead Momentous together as CEO and President, respectively.
• View the full release here: https://www.businesswire.com/news/home/20240229259662/en/
  Momentous has entered into a strategic partnership with Humble Growth (Photo: Business Wire)
  Established in 2018, Momentous is a mission-driven supplement and sports nutrition-focused brand.
• “We were immediately drawn to Humble Growth and its partners’ exceptional track record in successfully operating and scaling nutrition and supplement companies.
• “Humble Growth is honored and excited to partner with Momentous on its mission to democratize high performance for consumers,” said Peter Rahal, co-founder of Humble Growth.

• Partnering with the CrossFit Games aligns perfectly with that mission," says Rob Canales, Co-Founder and CEO of ROKA.
• "I'm thrilled to announce ROKA as the official eyewear and swimwear partner of the 2024 CrossFit Games," said Don Faul, CEO of CrossFit.
• Athletes and fitness enthusiasts around the world can look forward to seeing Toomey-Orr sporting ROKA sunglasses and wetsuits during the upcoming CrossFit Games.
• For more information on how to win, ROKA's sponsorship of the 2024 CrossFit Games, or performance eyewear and swimwear, please visit www.roka.com/crossfit-tia-contest .

• Among its many benefits, exercise improves heart and brain function, aids in controlling weight, slows the effects of aging and helps lower the risks of several chronic diseases.
• Aerobic exercise such as running, swimming and cycling is popular because it provides great benefits and with ample scientific evidence to back that up.
• So, if aerobic exercise and resistance training offer roughly equal benefits, how did we end up with so many runners and cyclists compared to weightlifters?

The rise of aerobics

• The preference for aerobic exercise dates back to landmark research from the Cooper Centre Longitudinal Study, which played a pivotal role in establishing the effectiveness of aerobics — Dr. Ken Cooper invented or at least popularized the word with his book Aerobics, spurring desk-bound Baby Boomers to take up exercise for its own sake.
• Meanwhile, resistance training languished, especially among women, due to the misguided notion that weightlifting was only for men who aspired to be hyper-muscular.

• In 1977, Jim Fixx made running and jogging popular with The Complete Book of Running.
• It made sense to many that breathing hard and sweating from prolonged, vigorous movement was the best way to benefit from exercising.

Recognizing the value of resistance

• Weight training is now coming up alongside and preparing to overtake its speedy rival, as athletes and everyday people alike recognize the value that was always there.
• It’s important to recognize that resistance training does not invariably lead to bulking up, nor does it demand lifting heavy weights.

Strength and aging

• The merits of resistance training extend beyond improving muscle strength.
• As people age, activities of daily living such as standing up, sitting down and climbing stairs demand strength and power more than cardiovascular endurance.

Redefining the fitness narrative

• The main idea is not to pit resistance training against aerobic exercise but to recognize that they complement each other.
• Engaging in both forms of exercise is better than relying on one alone.
• It’s time to redefine the narrative around fitness to make more room for resistance training.

Stuart Phillips receives funding from CIHR, NSERC, U.S. NIH, and several industry funders. He is affiliated with Exerkine Corporation.

• Through strategic partnerships with renowned CrossFit athletes, Blokes + Joi is making a significant impact on the way people approach their fitness, performance, and longevity.
• The diagnostic blood labs provided by Blokes + Joi have become a game-changer for individuals aiming to optimize their well-being and elevate their athletic performance.
• Their partnership with Blokes + Joi exemplifies the company's commitment to fostering a culture of wellness, progress, and overall health.
• These strategic partnerships with influential athletes highlight the company's commitment to fostering a new era of wellness within the CrossFit community and beyond.