Why fitness marketing is easier than you think with Dr. Conor Heffernan

John Franklin (https://twitter.com/JohnIsBuilding) & Mateo Lopez talk to strength historian, Dr. Conor Heffernan (https://twitter.com/PhysCstudy?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor), about the history of fitness and why fitness marketing hasn't changed in the last 100 years. P.S. If you like our show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here (https://www.johnisbuilding.com/subscribe) so you don't miss out! Show notes: (0:51) Introducing Dr. Conor Heffernan (2:51) The grossest protein powder or bodybuilding supplement (6:16) Who was the first personal trainer? (10:57) The history of physical culture and gyms in the 1800s (15:32) The evolution of gyms in the 1800s–who went to the gym? (21:16) Fitness marketing over the last 100 years (26:06) The first runaway success in strength advertising (29:53) Everyone wants rare workout sets (33:39) How co-operative gyms have evolved over time (39:24) Creating community with "the badge" (44:00) The first real fitness entrepreneurs (49:53) Are there any truly new fitness concepts or modalities? (54:24) Is lifting weird objects the future of strength training?