That’s great. That’s a good question. It’s going to be guys like you who are like you get it. For me, I was like, “Cool, this thing allows me to deadlift heavy, front squat heavy, in my apartment.” That, for me, is enough, period. That now has solved a real need for me.
For you, it might be, “Hey, when I look at the other belt-squat options, this literally is a better solution at a better price point, with more functionality. Done.”
I think people that take their training pretty seriously and have the programs, and they look at this like a multitasking kitchen accessory. It can do a lot, and you can figure out how you want it in your training program. Those people, they’re more advanced, basically, in terms of how they approach their training.
The other big group…My original sports background was in endurance training. Most endurance athletes, myself included, was not comfortable in the weight room. It’s not something that’s promoted in endurance training.
Just like we see recovery now becoming the new thing, strength training is going to be that for endurance training. If you think your top endurance athletes aren’t doing some strength training, they are. Mainstream people who are runners or cyclists, don’t, for the most part, do strength training.
This is going to allow them to do it. Not only in an efficient format, it’s space sensitive and everything like that, but it’s just going to be simple for them.
You alluded to it with the belt squat. You get data from this thing. That frustrates a lot of [laughs] endurance athletes. They’re very data-driven people. Lifters certainly are too, but the amount of data you get from your Strava, or whatever it is, you’re running watch, your Garmin, it’s a lot.
When you go to the weight room, you can’t post that your total volume of weight lifted was 20,000 pounds today. [laughs] People don’t know what that means. This is a great way that people are going to be able to quantify it. I think it’s going to resonate with the endurance crowd, whether that’s cycling, running, triathlon, and they’re going to get it.
Then, like you said, basically just pulling motions. When I think of group fitness, what is the glaring thing? I’m sure you’ve come to this conclusion too. The glaring issue with group fitness is there are no pulling exercises, for the most part. Like yoga, it’s like, “Where’s your retraction? [laughs] Where’s your big posterior chain movements?” It’s not there.
All in all, it’s thinking of ARENA as an “and” product. It’s not an “or.” It’s an and to whatever maybe your favorite thing is. I know not everyone loves to lift weights, but if you are a passionate cyclist or passionate yogi, or whatever it is, you need an “and,” and that needs to be strength training.
That was the foundation of SoHo Strength Lab is everyone needs to be strong. Whatever it is you want to do for your health, for your sports performance, for general longevity movement, you need a strength-training base, period. The data and science supports that from every kind of health parameter.