Barbell Shrugged SORINEX: LEGENDARY STRENGTH TRAINING W/ BERT SORIN, ANDERS VARNER, DOUG LARSON, AND COACH TRAVIS MASH BARBELL SHRUGGED #592
Jul 23, 2025
Bert Sorin, President and Co-Owner of Sorinex Exercise Equipment and a four-time All-American athlete, shares his journey from a young weightlifter to a leader in strength training innovation. He discusses the evolution of strength training culture, emphasizing community and personal connections. Bert delves into the legacy of mentorship in fitness, the challenges of starting a family business, and the design philosophy behind his equipment. He highlights the balance between tradition and modern fitness trends, showcasing how purpose-driven design can elevate performance and foster growth.
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Strength Without Partitions
- Sorinex embodies a culture of pure strength without segmentation or division.
- Their founding principle is simple: just be strong, blending performance across all domains.
Train Without External Hype
- If you need music to get fired up to lift, you don’t want it badly enough.
- True desire lets you train alone late at night without hype or stimuli.
Crying Over A 500-Pound Deadlift
- Bert Sorin recalls his dad deadlifting 500 pounds and crying in frustration until he made the lift.
- This story shows raw dedication and personal struggle beyond formal training.