Meet Justin & Taylor Norris the founders of lit. On a mission to make premium fitness accessible to everyone.
After struggling with a series of recurring injuries of their own, the Norrises noticed a pattern of frustration and a fear of re-injury among patients and athletes in traditional rehabilitation settings. In an effort to provide a sustainable alternative, built on the promise of ‘no running, no jumping, no weights,’ their combination of rowing and resistance bands, and their success in ‘building bodies, not breaking them,’Justin and Taylor trademarked the method and opened a flagship studio in West Hollywood in 2016.
In 2018, the husband and wife duo began developing the patent-pending LIT Strength Machine to bring the signature LIT in-studio class experience home and empower anyone from recreational rowers, to aspiring or professional athletes, to anyone struggling with an injury. Launched in May 2020, today the machine represents the next chapter in LIT Method’s longstanding vision for changing the way people approach fitness.
With its companion LIT On-Demand platform, and a growing international family of subscribers, the Norrises’ LIT Method continues its growth in communities around the world. What started out with a realization that broken fitness ideologies lead to broken bodies, has inspired a method and a movement designed to help people at any age, physical disadvantage, disability, or circumstance, build and sustain their long-term health and well-being.
This is only the beginning.
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.
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.
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.
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.
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.
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.
SECURES INVESTMENT FROM “JAY-Z”, JAY BROWN, LARRY MARCUS, AND ADRIAN GONZALEZ
LIT Method 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.
LAUNCHES LIT AXIS
LIT AXIS™ is the worlds first portable smart resistance band training system that replaces your cable system, free weights, suspension trainer, pilates reformer, and more.