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Justin Norris and Taylor Norris sitting on a table

THE MISSION

To change the way people approach fitness.

THE METHOD

LIT is a combination of personal training, physical therapy, and injury prevention. By coupling rowing and resistance bands, and delivering on its promise of ‘no running, no jumping, no weights,’ the method is designed to build bodies, not break them.

THE MACHINE

The first of its kind, the LIT Strength Machine provides strength, cardio, and physical therapy with one piece of equipment. With an innovative resistance band training system and a lightweight aluminum frame, the LIT Strength Machine offers users 500+ low impact exercises including cardio, barre, strength training, rowing, and pilates, and can be customized to optimize every user’s experience.

OUR STORY

2006

Suffers a life threatening injury

Justin Norris suffers a life-threatening injury that severed his main artery, four tendons, and required multiple blood transfusions. After using prescribed resistance bands for his physical therapy, Justin is inspired to include them in more of his workout routine and to develop strength training programs that favor bands instead of weights.

Justin Norris working out

2012

Specializing in low impact workouts and rehabilitation, the couple begin broadening interest in their approach

Prior to meeting Justin, Taylor Gainor (now Norris) struggles with athletic injuries of her own. She is intrigued by Justin’s belief in the power of resistance bands and the two begin personal training together. Specializing in low-impact workouts and rehabilitation, the couple begins broadening interest in their approach.

2014

AN early blueprint FOR COMBINing rowing and resistance bands

With an early blueprint for what would become their signature Low Impact Training Method, Justin and Taylor work with patients referred by physicians and physical therapists. In an effort to help them navigate pre and post-operative obstacles, Justin and Taylor combine rowing and resistance bands to mitigate strength training and cardio risks. They teach patients the value of the low-impact, high-intensity workout, and how the method can aid in long-term injury prevention.

Justin Norris and Taylor Norris standing with an earky blueprint of combined rowing and resistance bands

2016

no running
no jumping
no weights

With success in one-on-one training sessions, Justin and Taylor want to bring the results of personal training and physical therapy with a low-impact focus to a group setting. Identifying a growing population of injured Americans who wanted to regain their strength but were intimidated by the process, the couple set out to create classes that required ‘no running, no jumping, and no weights.’ Combining camaraderie, injury prevention, and cardio and strength programs at their flagship West Hollywood studio, Justin and Taylor successfully provide an alternative to weight training, boot camps, and high-risk injury exercises.

LIT Method studio

2018

PROTOTYPES THE LIT STRENGTH MACHINE

Justin and Taylor begin developing the LIT Strength Machine to bring the signature in-studio class experience home and empower anyone from recreational rowers, to aspiring or professional athletes, to those struggling with an injury.

The LIT Strength Machine

2020

LAUNCHES THE LIT STRENGTH MACHINE

Justin and Taylor launch the LIT Strength Machine to provide strength, cardio, and physical therapy in one piece of equipment. The patent pending all-in-one rower, reformer, and resistance band training system offers users 500+ Low Impact Training exercises programs for cardio, barre, strength training, rowing, and Pilates.

A man doing workout with the LIT Strength Machine

2021

OPENING OF FIRST LIT LAB +investmentS from Shawn “Jay-Z” Carter, Jay Brown, Larry Marcus, and Adrian Gonzalez

LIT Method opens its first LIT LAB and announces an investment from Marcy Venture Partners. Securing the support from the famed venture capital firm founded by Shawn “Jay-Z” Carter, Jay Brown, and Larry Marcus, as well as an investment from five-time MLB All-Star, Adrian Gonzalez, allows Justin and Taylor to scale the method and empower a generation of people to build their bodies, not break them.

Opening of first LIT Lab