Justin Norris
Co-Founder & CEO · LIT Method
Justin Norris is the Co-Founder and CEO of LIT Method — the wellness company behind a full ecosystem of performance equipment including our Titan Hybrid Saunas, Stealth Cold Plunge, and Lumé Red Light Therapy system. He is also the architect of LIT's Full Service Launch Program, through which he has helped hundreds of small business owners across America open and scale their own wellness facilities.
Justin's path to building one of the most recognized names in wellness is not a straight line — it's a story of survival. Homeless at 16, he learned early that no one was coming to hand him a blueprint. He built his own. After suffering a life-threatening injury that severed a major artery in his arm, he was told full mobility was gone for good. He refused to accept that. His recovery became his education: physical therapy, resistance training, exercise physiology, and a growing obsession with what the body is actually capable of when you train it the right way.
That obsession became a career. Justin worked his way up to managing one of the largest Gold's Gym locations in the United States, logging over 3,000 training sessions and developing a deep instinct for what people — especially those navigating injury or chronic pain — actually need from a wellness program. Together with his wife Taylor, he turned that instinct into LIT Method: a patented training methodology, a line of commercial-grade recovery equipment, and a business model that has empowered hundreds of entrepreneurs to bring world-class wellness to their communities.
Today, Justin writes and advises on recovery science, contrast therapy, infrared sauna protocols, red light therapy, and the business side of launching a modern wellness facility — drawing on more than fifteen years of experience at the intersection of health, entrepreneurship, and scaled growth.
Areas of Expertise
What Justin Writes & Advises On
Wellness Business Launch
From site selection to opening day, Justin has guided hundreds of small business owners through LIT's Full Service Launch Program — turning first-time entrepreneurs into operating wellness facility owners.
Cold Plunge & Contrast Therapy
Cold water immersion protocols, contrast therapy cycles, temperature ranges, and how to position these services as a core revenue driver in a modern recovery facility.
Infrared & Traditional Sauna
Heat therapy fundamentals, session programming, and how sauna anchors the member experience in both boutique studios and large-scale commercial wellness spaces.
Red Light Therapy
Wavelength science, treatment protocols, and how to integrate red light therapy as a premium add-on service that drives repeat visits and member retention.
Scaling a Wellness Brand
The operational, marketing, and product development decisions behind growing LIT Method from a single West Hollywood studio to a nationally backed wellness company with hundreds of commercial partners.
Injury Rehabilitation & Recovery
Low-impact training, mobility-first programming, and the clinical principles behind designing recovery protocols that work for people at any age, fitness level, or physical circumstance.
Background
Experience & Credentials
Full Service Launch Program — Hundreds of Businesses Launched Nationwide
Justin developed and leads LIT's Full Service Launch Program, a hands-on business launch framework that has helped hundreds of entrepreneurs across America open their own wellness facilities. The program covers everything from equipment selection and facility design to staff training, marketing setup, and ongoing operational support — giving small business owners a proven model backed by Justin's decade-plus of experience building and scaling LIT Method from the ground up.
Co-Founder & CEO, LIT Method
Justin co-founded LIT Method alongside his wife Taylor Norris, growing the brand from a flagship studio in West Hollywood — opened in 2016 — into a nationally recognized wellness company backed by Marcy Venture Partners (Jay-Z and Jay Brown), Larry Marcus, and five-time MLB All-Star Adrian Gonzalez. LIT Method holds multiple patents and trademarks and now offers a full ecosystem of recovery and performance equipment for home and commercial markets.
NASM Certified Personal Trainer & Master Trainer
Justin holds National Academy of Sports Medicine certification and has logged over 3,000 individual training sessions across his career, working with clients ranging from chronic injury cases to competitive athletes. He is trained in exercise physiology, anatomical structure, core stability, and individualized recovery programming.
Gold's Gym General Manager
Before founding LIT, Justin worked his way up to managing one of the largest Gold's Gym locations in the United States. It was here that he first developed his approach to helping members navigate injuries in a traditional gym environment — and recognized the gap that LIT Method would eventually fill.
Television Fitness Expert
Justin has served as a fitness trainer for participants on Dr. Phil, Dr. Oz, and The Doctors — helping clients achieve measurable results in competitive weight-loss formats and bringing his low-impact, injury-aware methodology to a national mainstream audience.
Patent Holder & Product Developer
Justin holds multiple trademarks and patents spanning fitness equipment and recovery technology. His product development philosophy mirrors his training approach: build tools that work with the body, not against it, engineered to deliver results across years of daily use.
Why Justin Writes for LIT Method
Built from experience. Written for people who are doing the work.
Justin writes LIT Method's recovery and business content because he has lived both sides of it. He knows what it takes to rebuild a body after a serious injury, and he knows what it takes to build a business from nothing. Every article he writes — whether it's about cold plunge protocols, contrast therapy timing, or what it actually takes to open a wellness facility — is grounded in the same standard: honest, practical, and built for people who are serious about getting results. His goal is to give LIT customers and business partners the information they need to make confident decisions, for their health and for their livelihood.