Welcome to, where we’re you. We do the same things you do, and we want the same things you want. Our goal is to be healthy, and we want to perform and look our best every minute of every day.

Most of all, we want to do things the right way and the intelligent way—the way science says we should, and that experience confirms—free of all the nonsense that’s rotting away the internal organs of a fitness industry that’s supposed to be here to help us, but has failed at its mission for decades.

The fitness industry isn’t helping anyone, and we oppose that. We’re IN OPPOSITION. You should be, too, and it starts right here.


We’re IN OPPOSITION to nutritionists, celebrity trainers, television hosts, and magazine editors who tell us how to live our lives with no scientific research—or experience—to back up their claims.

We’re IN OPPOSITION to a supplement industry that’s constantly trying to sell us on their “next big thing,” when all they’re doing is getting the science wrong and separating us from our money with products that don’t work.

We’re IN OPPOSITION to ages-old fitness industry myths with no basis in fact, like the one about how you have to eat breakfast every morning. You don’t.

We’re IN OPPOSITION to “gurus” who say that women shouldn’t lift heavy weights, because all the women we know who bench, squat, and deadlift wish they’d started years ago.

We’re IN OPPOSITION to talking heads, hustlers, and con artists who set themselves up as fitness and nutrition gurus despite having no credentials, no clients, and no results to back up anything they’re saying—other than a handful of photoshopped pictures of six-pack abs they don’t really have.

We’re IN OPPOSITION to monolithic organizations who’ve cornered the market by brainwashing millions of unsuspecting consumers into thinking they have rare food allergies and medical conditions that need to be corrected.

We’re IN OPPOSITION to flavor-of-the-month trainers who’ve become television celebrities simply by dint of their ability to scream at people and make them vomit.

We’re IN OPPOSITION to the vegan and organic food hit squads that have everyone convinced that we’re all going to die, painfully and immediately, if we don’t eat the way they tell us to.

We’re IN OPPOSITION to cargo cult science that matches the wrong effects with the wrong causes, and confirmation biases that compel the “experts” to tell us only what they want us to hear. There’s no place for bogus science when we’re talking about our health and performance.

We’re IN OPPOSITION to organizations who sell nutritional products and deliver information while tacitly—or openly, in some particularly glaring cases—endorsing illegal drug use.

We’re IN OPPOSITION to speculative training, nutrition, and supplementation advice from pseudo-experts who haven’t even tried the stuff they’re telling us to do.

We’re IN OPPOSITION to taking this kind of advice from talk show hosts, celebrity doctors, and magazine editors who don’t look—or act—the part.

Finally, we’re IN OPPOSITION to not having access to the most bleeding-edge scientific training, nutrition, and supplementation information on the planet—and we’re IN OPPOSITION to not having a logical, functional way of using it.

Those days are over, and that’s why we started this project: To get the real story when it comes to everything in the fitness industry. We’re doing this by gathering and sharing information from the best people in the world at what they do—and not from the fakes, phonies, and frauds whose only true area of expertise is abject narcissism.

Our mission statement is simple: we provide the tools and information to make health, performance and longevity easy for everyone.

Be an athlete. Better yet, join us and say: I am IN OPPOSITION. I am IO!

The premier health, fitness, performance, and nutrition website on the planet is now live. The resistance begins here.