For a long time in the fitness industry, it was said that scientific information wasn't sexy. If you wanted to attract an audience, go with a captivating headline and tell people what they want to hear. One weird trick to lose weight. And for a long time, this was the norm. However, two individuals in the last several years have completely disproved this theory. Greg Nuckols & Jeff Nippard have grown sizeable audiences while actually increasing the complexity of science in their fitness information. How do you effectively communicate information so it reaches a large audience? How do you avoid clickbait? What can we learn from marketing? Hosts Eric Helms & Omar Isuf explore these questions and more in this extended podcast!