After a year and a half building OLLIN, I'm renaming everything. This is why.

The short version: OLLIN was a placeholder born out of a dissolution I couldn't talk about, the pronunciation never worked, and the business had grown into something the name couldn't hold — a gym that isn't a gym, a building people don't want to leave, an online practice, a philosophy. One name finally fit all of it: Heavy Meta.

In this video I walk through the decision — the name I almost used instead (and the Greek porch it came from), the conversation that killed my last excuse, why I'd rather own my platform than rent my followers, and where my focus goes from here: the website and a weekly newsletter built to a single standard — if I don't want to read it twice, I don't send it.

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New homehttps://www.weareheavymeta.com

CHAPTERS

0:00 Brand suicide

0:20 OLLIN was a placeholder

1:21 The pronunciation problem I couldn't unsee

1:41 The building nobody wants to leave

3:44 What people actually want access to

4:25 Stoa — the name that almost was

6:07 The name that wouldn't let me sleep

7:51 "It's a lot of work" is not a reason

8:32 Just change the name

9:33 11 years of the same thread

11:57 Why Heavy Meta fits

13:20 An invitation to build it with me

13:41 Why I hate social media

15:25 The platform I already own

16:48 The email standard

18:10 What people get wrong about marketing

20:34 The newsletter

21:36 weareheavymeta.com