Live Better, Longer – because “live long and prosper” was taken.
Having recently given our website, logo and branding a fresh coat of paint – we did some soul searching in regards to our higher purpose. Long story short we believe we provide people the information and means required to live longer, healthier, and better quality lives, hence the new slogan “Live Better, Longer”.
Truly, our mission is to provide our clients with the information, means, and coaching required to achieve improved fitness and healthier nutrition. So then we asked what seems to be a simple question; why do we as humans want to achieve this? What do we actually mean when we say we are improving our “fitness”?
Merriam-Webster defines fitness as “the quality or state of being fit” and/or “the capacity of an organism to survive and transmit its genotype“. While the first is circular and rather unhelpful, the second refers to a more Darwinian definition. So take a moment and try to define “fitness” for yourself… not as obvious as it may seem given the fact that “fitness” is something so many people are striving to achieve. Allow us to suggest a definition as captured in Body by Science; “Fitness is the bodily state of being physiologically capable of handling the challenges that exist above a resting threshold of activity.”
In prehistoric times these challenges may have been outrunning a Sabertooth tiger, whereas today it might be running a race, or walking 18 holes. So really, the notion of Fitness is intrinsically linked to the physical challenges of ones life. And because for many of us, today’s physical challenges are often dictated by leisure instead of work, we could further define fitness as the ability to easily and consistently enjoy the physical activities that we wish to partake in.
Furthermore, with age, we tend to realize that our time is finite and many of us want to make the most of it. Luckily for us, we needn’t choose between burning out or fading away – as Neil Young has himself proven (rather ironically I might add). We live in an incredible era of unprecedented scientific knowledge and resources dedicated to the pursuit of increasing not just our life span but more importantly our quality of life over this longer span. As we pursue fitness it is important to be mindful that we should aim to achieve fitness not just for today but for the rest of our lives. With the proper application of exercise, this is now more possible than ever. Regardless of age, scientific training can improve the fitness and thus life, of any individual.
So for those people who are willing to put in the work, it really is possible to live better, longer!