If you have any interest in the fitness industry – for health, performance, weight loss, or otherwise – you’ve seen some sensational headlines. “I tried the ketogenic diet and lost 15 pounds in three weeks – all while adding 30 pounds to my one rep max deadlift!” Brandon Heavey and Nicole Latimer both have backgrounds in hard sciences, and they take that ability to think through complex problems and dig deep into research into their coaching through Evidence Based Athlete.