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"This book encapsulates everything I’ve ever wanted to teach and learn over the last decade. Had this been available in the industry earlier, it would have transformed the way that people think about fitness — understanding how to change yourself for good. That being said, I am very glad it’s available now. Not only is it inspiring to me as a veteran coach and dieter, but I think that it could change the lives of every single person that reads it."

Dick Talens
Co-Founder, Fitocracy
"So, you have all the technical knowledge in how to train and diet, but you still can’t seem to get results? – So often it’s the mental aspects, rather than the technical, that hold people back from achieving their physique goals. JC Deen’s book is the best and most applicable I’ve read on the subject. Highly recommended.”
Andy Morgan
Owner and Coach at
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