• The Down Low on Deadlifts

• Why Advice Won’t Save You

• A Pre-Workout Coffee Drink

• Are Lifting Straps Helpful?

I travel a lot, and no matter where I go, I get asked the same question:

“What’s your number one piece of advice?”

I get why people ask. When you look up to someone who’s had success, it’s only natural to hope there’s some secret that unlocks it all. I’ve wished for that myself.

When I was younger and met people I admired — in bodybuilding or business — I always wanted to know what they knew. What was the one thing that made the difference?

But now, after hearing that question a hundred times, I see it differently.

When someone asks me for advice like that, what I usually see is a person who’s still searching. Someone who hasn’t chosen a path yet. Who isn’t locked in.

And if you’re not locked in, advice isn’t going to save you. It’s just more noise.

What will help you is deciding what you want, who you want to be. Pick a direction. Commit to it. Start walking.

Because when I meet people who’ve made real changes — lost 100 pounds, built serious muscle, rewired their mindset — they’re not out here chasing tips.

They’re living their story. And that story never starts with a single piece of advice. It starts with a decision. A goal. A deeper reason to change based on something that matters to them. Something that says, this is who I want to become.

There’s no secret. No perfect plan. No magic words that flip the switch.

Just a willingness to start. Even when you don’t feel ready. Even when the outcome isn’t guaranteed.

That’s how it works. That’s how you build a life you’re proud of.

One step, one rep, one day at a time.

No questions asked.

Set the Standard!

Chris

The Down Low on the Deadlift

Is it essential? Or just one way to build size, strength, and power?

The deadlift has been called “the king of all lifts” for good reason.

It’s a total-body move with an insane impact — blasting your legs and back, boosting testosterone, and driving systemic strength gains.

But is it essential for jacked athletes? Not exactly. Even when considering a popular lift like this one, it’s important to remember that it’s just a tool.

A good one. A powerful one. But not a requirement.

Let’s break it down:

🏋️ In Powerlifting

The deadlift is part of the sport. No way around it. So, if you’re a powerlifter, it makes sense to do deadlifts hard and often.

💪 In Bodybuilding

Some pros — like Chris’ brother-in-law Ian Valliere — have a monster deadlift with fully developed legs and a thick, powerful back.

Others, like former French bodybuilding legend Serge Nubret, rarely deadlifted but still looked elite.

So, if the move causes pain or discomfort, forcing it can do more harm than good. If it works for you, keep it, but if not, it’s worth asking what’s causing you problems.

Tight hips? Weak lower back? Mobility issues?

If deadlifting reveals your weak link, that’s valuable data. It’s not a reason to quit, but a call to fix what’s limiting your growth.

🏈 In Athletic Performance

There’s a lot of disagreement on the value of the deadlift for athletic performance.

Powerlifting icon Louie Simmons of Westside Barbell made the deadlift a staple in his system — and it worked. He produced brutally strong athletes by applying powerlifting principles to sports performance.

But my mentor, Ben Prentiss, who works with elite pros, has largely moved away from deadlifting. He believes there are better tools to build velocity, force, and movement quality without putting extra stress on the joints. And his results speak for themselves.

I don’t disagree with Ben, but have I used the deadlift to help athletes? Yes. Do I need it in every program? No.

For example, at my gym in Scottsdale, Arizona, Built Better, we added 4 inches to a Super Bowl champ’s vertical in six weeks — without a single pull from the floor.

Why? Because there are other ways to build force, power, and performance that don’t require a barbell.

Deadlifts don’t operate in multiple planes. Sports do. So the trade-off has to be worth it.

✅ Bottom Line

If you’re new to lifting, get strong at the big stuff: rows, chin-ups, hamstring curls, and deadlifts.

But as you level up, remember: there are no mandatory lifts. Some exercises work better than others, but they’re all just tools to serve your goals.

So, if deadlifts work for you, great. If they don’t, no big deal. Find a move that does and get to work.

🚀 Time to push past your limits!

🔗 Join STNDRD and start training like a champ.

— Justin King

Recipe for Success: Pre-Workout Coffee

A simple, powerful way to fuel up, hot or cold.

This morning coffee boost gives you clean caffeine, carbs, and protein to prime your body for the gym.

It’s ideal first thing in the morning or 60–90 minutes before a workout, and you can drink it hot like a latte or ice it down like a frappe. Either way, it hits.

☕ Why it Works

• Caffeine increases alertness, reduces perceived effort, and boosts performance

• Whey protein isolate gives you fast-digesting aminos to support muscle during training

• Banana + almond butter = clean carbs + healthy fats for sustained energy

• Creatine (optional, but recommended) for strength, power, and cellular hydration

💣 The Standard Pre-Workout Coffee Shake

Ingredients:

• 1 shot of espresso or 6 oz brewed coffee (chilled or hot)

• 1 scoop Raw Nutrition Whey Isolate (Vanilla or Chocolate)

• 1 small banana

• 1 tbsp almond butter

• 1 scoop Raw Nutrition Creatine

• 1/2 tsp cinnamon (optional, but great for blood sugar balance)

• Ice (if cold version) or steamed milk (if hot version)

Instructions: Blend everything until smooth. Add water or almond milk as needed to reach your desired consistency.

Go to RAW Nutrition and use the discount code CBUM for the best deal on all of our products!

🔥 Set the Standard — Eat Clean, Train Hard, Get Bigger.

Q: Hi Chris, I see a lot of powerlifters at my gym using lifting straps for heavy pulls. Why do they use them, and can they help me?

— Joel N., Arlington, Virginia

A: Hey, Joel, straps are great, as long as you don’t use them as a crutch.

Powerlifters often use them on heavy pulls to take grip out of the equation and focus entirely on the muscles they’re trying to move weight with — usually the back, glutes, and hamstrings.

The truth is, your grip often gives out before those bigger muscle groups do. So straps help you train harder, longer, and more safely, especially on things like RDLs, heavy rows, or high-rep deadlifts.

That said, don’t become dependent on them.

You still need to build your grip strength. So if you’re warming up or doing lighter sets, go strap-free.

But once the weight climbs or the reps go high, it’s smart to use straps to avoid sacrificing form or cutting a set short just because your hands gave out.

Question for Chris? Hit reply or email [email protected] and we’ll consider it for inclusion in a future issue of The Standard.

Champion Mentality

“Success is a choice, and every day you decide how badly you want it.”

Setting a Higher STNDRD in Fitness!

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