{"id":1516,"date":"2018-04-11T09:47:41","date_gmt":"2018-04-11T08:47:41","guid":{"rendered":"https:\/\/copyright.lboro.ac.uk\/life\/?p=1516"},"modified":"2018-04-19T08:37:45","modified_gmt":"2018-04-19T07:37:45","slug":"loughborough-alumni-writes-worlds-fittest-book","status":"publish","type":"post","link":"https:\/\/blog.lboro.ac.uk\/life\/alumni\/loughborough-alumni-writes-worlds-fittest-book\/","title":{"rendered":"Loughborough alumni writes &#8220;The World&#8217;s Fittest Book&#8221;"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>The World&#8217;s Fittest Book started at Loughborough University. More specifically it began at midnight July 25<sup>th<\/sup> 2006 in a quiet corner of the Pilkington library (on the West Park of the campus) when I should have been researching a topic for my final year dissertation, but instead got distracted by studies of sports science and books on sociology.<!--more--><\/p>\n<p>Fast forward 12 years and I\u2019m grateful for those distractions since those midnight musings have since been written down and printed in a book which\u00a0is set to become \u201cevery fitness enthusiast&#8217;s bible\u201d. Dubbed the body&#8217;s complete user guide, it\u2019s a best-seller (on pre-orders alone) and upon launch on May 10<sup>th<\/sup> will be available in over 50 countries. But what&#8217;s set become a global phenomenon is really just the sum and substance of 4 things found among the green fields of Loughborough University&#8230;<\/p>\n<ul>\n<li>The course I studied<\/li>\n<li>The friends I made<\/li>\n<li>The sports I played<\/li>\n<li>The food I ate<\/li>\n<\/ul>\n<p>But before I talk about how these each impacted the book, let me start this blog series by detailing what happened at midnight July 25<sup>th<\/sup> 2006\u2026.<\/p>\n<p>Flicking through pages of Ralph Waldo Emerson and Plato whilst surviving on a diet of <a href=\"https:\/\/www.theproteinworks.com\/products\/protein-snacks\/protein-bars\">protein bars<\/a> and <a href=\"https:\/\/www.theproteinworks.com\/products\/powders\/preworkout\">pre-workouts<\/a> I realized something. Those older books found in the corners of the library collecting cobwebs emphasized principles of enduring success.<\/p>\n<p>This is why they\u2019d been there so long. In contrast the shiny, \u2018photoshopped\u2019 books from current authors were fixated on immediate results. They tended to become replaced as quickly as they\u2019d arrived and were far less enduring. So, what was my caffeine-fuelled epiphany? In short, \u201cDon\u2019t judge a book by its cover; judge it by its shelf life.\u201d<\/p>\n<p>I quickly wrote down the above quote in big bold letters.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-1533\" src=\"https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/TWFB-FB-banner.jpg\" alt=\"\" width=\"820\" height=\"312\" srcset=\"https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/TWFB-FB-banner.jpg 820w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/TWFB-FB-banner-300x114.jpg 300w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/TWFB-FB-banner-768x292.jpg 768w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/TWFB-FB-banner-370x141.jpg 370w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/TWFB-FB-banner-770x293.jpg 770w\" sizes=\"auto, (max-width: 820px) 100vw, 820px\" \/><\/p>\n<p>Then \u2015 with my senses now alive and wired on caffeine \u2015 I began looking through pages and pages of books and magazines. Until eventually \u2014 somewhere between Socrates and Sports Illustrated \u2014 I noticed something. Most commercial fitness magazines share a common, \u201cliterary formula.\u201d<\/p>\n<p>Firstly, there\u2019s a, \u201cFalse Declarative\u201d or \u201cInterrogative of False Intention.\u201d This is a term I coined to describe bold statements or questions that almost promise results. This is then usually coupled with a superlative adjective or adverb. Typically promising you\u2019ll be \u201cbigger\u201d, \u201cleaner\u201d and\/or \u201cstronger.\u201d What\u2019s left is a collection of headlines like: \u201cBuild Muscle in Five Easy Steps!\u201d \u201cWant To Lose Fat Fast?\u201d and \u201cWant Rock Solid Abs Fast?\u201d<\/p>\n<p>Sound familiar? I called them \u201cFitness Fairy Tales\u201d and the industry is riddled with them. I\u2019m not the only one to think so either. The sports science genius Dr. Mel Siff said it best when he said, \u201cThe public usually feels far more comfortable with cerebrally undemanding mantras and \u201cfast food\u201d solutions than with far more accurate, complex methods. This is a major reason why many fitness figures write as they do and market their catchphrases simplistically as they do &#8211; society has been processed by mass media to behave like that and they usually do not want to be forced to think too deeply or to have their convenient current beliefs questioned, because that entails a serious threat to their psychological safety.\u201d<\/p>\n<p>In summary, Fitness Fairytales sound great, but most over promise and under deliver. Bullet pointing short, snappy instructions for us to unquestionably obey, each one fails to teach us even the most basic rules of food and fitness. Basically, thorough and in-depth education like in \u2018days of old\u2019 are all but forgotten.<\/p>\n<p>Which is why in that moment I put pen to paper and The World\u2019s Fittest Book was written. Based on the work of Brazilian educational theorist Paulo Freire and his concept of, \u201cConscientization\u201d, it promotes a critical way of thinking that teaches us to achieve an in-depth understanding of a subject so we can take action against the limiting elements. By embracing this philosophy \u2015 and refusing to dictate anyone\u2019s dietary or training habits \u2015 what\u2019s left is a \u201ctool\u201d that creates an army of experts, not followers. All because in reality, no one knows your body better than you do if you\u2019re in tune with it.\u00a0 You are your very best personal trainer. You are your very nutritionist.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1530 size-medium\" src=\"https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/WFB_packshot_b-300x300.jpg\" alt=\"\" width=\"300\" height=\"300\" srcset=\"https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/WFB_packshot_b-300x300.jpg 300w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/WFB_packshot_b-150x150.jpg 150w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/WFB_packshot_b-768x768.jpg 768w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/WFB_packshot_b-1024x1024.jpg 1024w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/WFB_packshot_b-370x370.jpg 370w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/WFB_packshot_b-770x770.jpg 770w, https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/WFB_packshot_b.jpg 2000w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p><em><strong>Packed with workouts the author tried and tested in the pursuit of multiple world records, critics are claiming <a href=\"https:\/\/rossedgley.com\/\">The World&#8217;s Fittest Book<\/a> is more than a book, it&#8217;s the greatest training tool ever written! Designed for anyone who wants to make permanent and lasting changes to their food and fitness, it&#8217;s the first book to combine the teachings, tips and tricks of Olympic and World Champions into one, easy to follow resource. Pre-Order your copy now: <a href=\"http:\/\/amzn.to\/2E3bYCP\">http:\/\/amzn.to\/2E3bYCP<\/a> to ensure you receive it on May 10<sup>th<\/sup> 2018.<\/strong><\/em><\/p>\n<p><em>About the author:<\/em><\/p>\n<p><em>Ross is a decorated expert in the fitness industry. For over 10 years he\u2019s been involved in every area of sport, fitness, and nutrition imaginable. He started as an international athlete playing water polo for Great Britain but later moved into the academics of sport and graduated from the world-renowned Loughborough University School of Sport and Exercise Science.<\/em><\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>&nbsp; The World&#8217;s Fittest Book started at Loughborough University. More specifically it began at midnight July 25th 2006 in a quiet corner of the Pilkington library (on the West Park of the campus) when I should have been researching a topic for my final year dissertation, but instead got distracted by studies of sports science [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":142,"featured_media":1529,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"lboro_blog_alternative_thumbnail_image":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[14],"tags":[],"class_list":["post-1516","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumni"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Loughborough alumni writes &quot;The World&#039;s Fittest Book&quot; - Loughborough Life<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.lboro.ac.uk\/life\/alumni\/loughborough-alumni-writes-worlds-fittest-book\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Loughborough alumni writes &quot;The World&#039;s Fittest Book&quot; - Loughborough Life\" \/>\n<meta property=\"og:description\" content=\"&nbsp; The World&#8217;s Fittest Book started at Loughborough University. More specifically it began at midnight July 25th 2006 in a quiet corner of the Pilkington library (on the West Park of the campus) when I should have been researching a topic for my final year dissertation, but instead got distracted by studies of sports science [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.lboro.ac.uk\/life\/alumni\/loughborough-alumni-writes-worlds-fittest-book\/\" \/>\n<meta property=\"og:site_name\" content=\"Loughborough Life\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/lborouniversity\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-04-11T08:47:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-04-19T07:37:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.lboro.ac.uk\/life\/wp-content\/uploads\/sites\/24\/2018\/04\/Twitter_Banner.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1500\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Liam\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/lborouniversity\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Liam\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blog.lboro.ac.uk\\\/life\\\/alumni\\\/loughborough-alumni-writes-worlds-fittest-book\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blog.lboro.ac.uk\\\/life\\\/alumni\\\/loughborough-alumni-writes-worlds-fittest-book\\\/\"},\"author\":{\"name\":\"Liam\",\"@id\":\"https:\\\/\\\/blog.lboro.ac.uk\\\/life\\\/#\\\/schema\\\/person\\\/87260b6d078baf3c86103b9c3df4b025\"},\"headline\":\"Loughborough alumni writes &#8220;The World&#8217;s Fittest Book&#8221;\",\"datePublished\":\"2018-04-11T08:47:41+00:00\",\"dateModified\":\"2018-04-19T07:37:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blog.lboro.ac.uk\\\/life\\\/alumni\\\/loughborough-alumni-writes-worlds-fittest-book\\\/\"},\"wordCount\":861,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/blog.lboro.ac.uk\\\/life\\\/alumni\\\/loughborough-alumni-writes-worlds-fittest-book\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blog.lboro.ac.uk\\\/life\\\/wp-content\\\/uploads\\\/sites\\\/24\\\/2018\\\/04\\\/Twitter_Banner.jpg\",\"articleSection\":[\"Alumni\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blog.lboro.ac.uk\\\/life\\\/alumni\\\/loughborough-alumni-writes-worlds-fittest-book\\\/\",\"url\":\"https:\\\/\\\/blog.lboro.ac.uk\\\/life\\\/alumni\\\/loughborough-alumni-writes-worlds-fittest-book\\\/\",\"name\":\"Loughborough alumni writes \\\"The World's Fittest Book\\\" - 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