Browsing Tag

Keith Norris

Relentless Podcast

Michelle Norris: How to Merge Mission and Money to Create a Mega Event

It’s time for episode 30 of the Relentless: Real People, Real Results, Real World podcast!

In this episode I welcome in Michelle Norris – PaleoFX co-creator, chef extraordinaire, owner and founder of Instinct Catering Events, and founding partner of ID Life.



  • In hindsight: “I would build our infrastructure first if I had it to do all over again. We did this as a hobbyist type model. We didn’t do this as a business. It was just to spread the message, get the movement going, and fill a need. That’s what we did. We saw a need and we filled it.”
  • What are examples of better infrastructure? “Having protocols in place, having a hierarchy, and knowing who has what answer. What happens is 20 of us are emailed and just 1 person should have been emailed.”
  • Roger: “Everyone gets hit with everything and everyone wears down in the process. Take things off of each others’ plates on focus on each others’ strengths.”
  • On efficiency: “We weren’t built efficiently because we didn’t know it [PaleoFX] would get this big and it would turn into an actual business.”
  • Taking action on advice from Robb Wolf: Incorporating digestive enzymes and turning off phone notifications.
  • A lesson from organizing sponsors and the expo floor: “Engaging with them on what their expectations are and meeting them…because they’re spending very good money to be there…It’s managing their expectations too. It’s finding out exactly what they’re expecting and letting them know if some of those things are not within your capability and letting them know what is and trying to go above and beyond.”
  • Roger: “So much of the enjoyment of an experience is what you expect going into it.”
  • A lesson from organizing speakers: “Without the speakers we wouldn’t have a conference. Making sure they are happy and that they get what they need.”
  • Have you dealt with divas? “This is a people business and that’s one of the best parts of it. But the toughest part of it is that it’s a people business. In every business you have a diva to deal with in some aspect.”
  • Most memorable food/drink consumed at PaleoFX:
  • One thing you did that you didn’t know you could do: “PaleoFX as a whole.”
  • How do you determine who takes the blame during a crisis? “In my opinion, it’s always my ultimate responsibility. It’s our show.”
  • On sticking with your dreams: “We went into personal debt after the first PaleoFX, but we knew in our hearts that it was something that was needed and something we believed in.”
  • On learning to respect money: “The more money that you make, the more people that you can touch, employ, and have involved. That resonated with us. That’s when it turned into a serious business.”
  • On price setting: “We set our ticket prices at the expectation of the public. We intentionally kept our ticket prices low because we didn’t want a high threshold to entry. Our position isn’t to make a lot of money. Our mission is to further the movement and bring in as many people as possible so they get education and empowered so that they become their own health advocates.”





If you like what you hear on these episodes, please subscribe to, rate, and/or review the podcast on iTunes.  Thanks for your support!

Relentless Podcast

Reverse Engineer Your Finish Line

Reverse Engineer Your Finish Line
In Episode 8 of the Relentless: Real People, Real Results, Real World podcast we talk about the balance between art and science, reverse engineering your physical and performance success, and the power of getting your customers involved.


State of Relentless: 

Relentless Main Event: 

  • Reverse engineering your physical and performance realities.
  • Discussing the Spartan Race and its assortment of priorities: burpees, run intervals, and grip strength training.
  • Applying reverse engineering to physique-related goals: gaining muscle mass, reducing bodyfat, and losing weight.
  • Extending it to business-related goals like sales: assessing quotas, lead acquisition, etc.

Relentless Actions: 

  • Mind: Referencing my Lil’ Wayne/Gary Vaynerchuk post, and encouraging you to “do you” and find your own set of inputs.
  • Body: It’s already week 10 of my push-up challenge, and it’s going swimmingly. So much so that you really should set your own!
  • Business: Making a donation to Rosa’s Fresh Pizza to feed the homeless and drawing on a colorful sticky note sparked musings about small business customer experience and involvement.

Relentless Ask:
Send me a question! Comment right here, shoot me an email at, Facebook me, or Tweet me. Let me know what you want to hear about in future episodes. You ask, and I’ll answer!

If you like what you hear on these episodes, you can rate, review, and/or subscribe on iTunes.  Thanks for your support!

Relentless Podcast

Keith Norris 2: Ayahuasca Yin, Strength and Conditioning Yang, and the Most Anabolic Substance on the Planet

It’s time for episode seven of the Relentless: Real People, Real Results, Real World podcast!

In this episode I welcome in Keith Norris, a real life Incredible Hulk, former football player, current Efficient Exercise and ARX equipment rockstar, Paleo FX conference co-creator, ID Life investor, blogger, and unfortunate Dallas Cowboys’ fan.



  • Attending a recent Strength & Conditioning conference hosted by Mario Mendez of My Fit Foods.
  • The importance of continuing education for professionals: “If I have a spare moment when I’m not actually doing my own thing or running my own business, I am reading stuff that has to do with my business or S&C, or I’m listening to something, or I’m talking to somebody on the phone. It’s a never-ending process.”
  • Knowing what you don’t know: “The more we are in this, the more we realize how much we don’t know…we know a lot more than the people that we are helping, but we don’t know everything.”
  • Evolving as a personal trainer: “The best in the business realize that there is a balance between the art of S&C and the science of S&C and that neither can answer the full question. Both together can get a hell of a lot closer to answering the full question.”
  • Why a personal trainer is like a chef: “What makes a good chef is being able to feel – it needs another pinch of this. I can’t tell you why, I feel it, I know it.”
  • Ben House and Aaron Davis of Train, Adapt, Evolve, and the Omega Wave – an all-encompassing readiness testing device.
  • Baseline readiness tests for anyone – waking heart rate and grip testing: “The best thing that a person can do is learn themself…I know when I’m ready to go, and I know when I need to back off. I can’t quantify that…but I know it. This is the art of knowing yourself.”
  • Using exercise as a coping mechanism versus dealing with the issues themselves: “My coping mechanism was don’t feel it emotionally, just beat it up…but beating it down doesn’t mean overcoming.”
  • The Ayahuasca retreat: “It is the most intense thing I have ever been through in my life, and I’ve been through a lot of intense things. It was 10x more intense than what I anticipated.”
  • Understanding the metaphysical versus feeling it: “Until you go through it, you don’t get it.”
  • Keeping an open mind: “If I try to explain this on logical or rational terms to people, there’s no way you’re going to be able to explain it and make sense of it or justify it on those terms. You just cannot do it. It gets back to S&C being a combination of art and science. This is total art.”
  • Visual candy and hallucinations: “There were times, yes, when the visual candy and hallucinations were other-worldly and it was fascinating, but that was 10% of the total time spent there. That was minimal. The rest of it was excruciating hard work. It was anything but a ha-ha party.”
  • Affecting lasting change in others by conveying that you truly care: “I am better now at being able to transfer that feeling to somebody else.”
  • Drawing parallels between training athletes and horses: “If you want to be a good trainer just look at a horse trainer and look at his skills and observations. What separates a great trainer from a so-so trainer is his observational skills. They tap into that animal’s vibe. You can’t ask an animal where does it hurt? What’s wrong?”
  • Being impacted by a video of a 12 or 13 year old boy shown by Patrick Estes of the University of Denver.
  • Letting your kids be kids: “I wanted my kids out there moving, swinging, being kids and playing on stuff!”
  • The benefits of unstructured play activity: “If you get them early, it sticks.”
  • Treating the organism as a whole: “The body and the brain develop simultaneously. If you take one of the stimuli away or you dumb down one of the stimuli, the others are going to suffer.”
  • A testimonial for Marissa! “If you’re luck enough to have a Riss and a Relentless Fitness, for Christ’s sake get them into that type of environment.”
  • The stress of overthinking details versus the actual benefit of those details.
  • An earth shattering supplement: “If I could somehow create a supplement that was sleep, I would be a baziilionaire because that is the most anabolic substance you can give somebody. Just sleep. But it’s so easy and there’s no buy-in, it doesn’t cost anything. What it takes is discipline for you to just turn out the lights and go to bed.”
  • On magic pills: “People want the silver bullet. They believe that diving way down deep into the rabbit hole that they’re going to find that silver bullet. Yes, certain supplements at certain times, do they help? Absolutely but the amount they help is minuscule compared to eating real food, smart exercise, sleep, and stress reduction. Those things are the big winners.”


If you like what you hear on these episodes, please subscribe to, rate, and/or review the podcast on iTunes.  Thanks for your support!

Relentless Podcast

Keith Norris: Exercise Efficiently, Embrace the Suck, and Expand Your Mind

It’s time for episode four of the Relentless: Real People, Real Results, Real World podcast!  (Scroll to the bottom for all listening options.)

Podcast Description:

A deep dive into how real people get real results in the real world. Relentless mixes stories to provide context and the actions you can take right now in both short-format episodes and long-format interviews. Get ready to tackle anything from your morning cup of coffee to your exercise and nutrition regimens to building a million dollar business.

Keith Norris: 

In this episode I welcome in Keith Norris, a real life Incredible Hulk, former football player, current Efficient Exercise and ARX equipment rockstar, Paleo FX conference co-creator, ID Life investor, blogger, and unfortunate Dallas Cowboys’ fan. Here’s the rundown:

  • Drawing inspiration from the drive and initiative of his wife, Michelle Norris.
  • Podcasting fasted with a double strength black coffee in hand.
  • Loving the Jura Impressa espresso machine.
  • Re-entering the workout rap scene courtesy of Bo Alexander.
  • Last 2 Workouts: Sprints (lower body) and next day landmine rows and dips (upper body).
  • Snap Out of a Funk: Embrace the Pomodoro technique (breaking work down into small intervals and determining your optimal work/rest ratio). “It does really enhance one’s productivity and output.”
  • Learning the most from a Paleo FX panel on shamanism – specifically plant medicines and Ayahuasca – and leveraging the conference’s lifestyle component.
  • “If your spiritual alignment is out of whack – and you can define spiritual anyway you want to, this isn’t a religious doctrine – whatever your North Star is, if you’re not aligned with that, everything else isn’t optimized.”
  • Having a longstanding love for Johnny Manziel and the Dallas Cowboys.
  • Professionally Helpful Book: Triphasic Training by Cal Dietz. “He is so far beyond everyone else in the Strength & Conditioning community right now.  He’s kind of the Robb Wolf of the S&C community right now.”
  • #1 Dietz takeaway = Eccentric repetitions.  #2 = Turnaround speed.
  • Relaxation Oriented Book: Tao Te Ching.
  • Looking ahead to an Ayahuasca retreat and being prepared and open to fantastic insight. “I’m apprehensive, yes, but I’m really looking forward to it.”
  • “As you get older you realize – and I’ve done a ton of reading and talking with close friends – that certain plant medicines and certain drugs can give you insight into optimized self. It can help you clear blockages and see things as they are – not how you have colored them. Because all of us see life through our pre-made prism. My hope is always to find truth, not what I think to be true but what is actually factual. And this could be with mundane things, this could be with strength and conditioning practices. What actually works? What actually helps people? That is really what I’m looking for. Clarity and the ability to perceive the world as it is and not how it’s coming to me funneled through my preconceived conditions.”
  • Being a lifelong athlete, starting as a hyper-competitive kid surrounded by the best coaches in AAU track and field.
  • Maturing, experiencing a physical change, and having to transition to football, ultimately at Texas State.
  • Spending 9 years in the military and diving headlong into the pharmaceutical industry. “I thought I was doing the world a huge service by being in what I thought was a helping profession.”
  • Balancing the “ugly underbelly” of pharmaceuticals with the positive side of creating life changing drugs.
  • Alongside Michelle ditching life as they knew it at the worst economic time – “we took a bath on the house” – and moving to Texas. “Family and friends were going – have you lost your minds?”
  • Experiencing personal tragedy and asking “What’s the absolute worst case? Is potential bankruptcy that big a deal compared to the death of a daughter? No, it pales in comparison. If we look back on that, yes Brittani’s death was devastating to both of us, but we try to spin it into a positive and say that her death has inspired us to do some pretty ballsy things. People have been like ‘you’re completely nuts and there’s no way this is going to work’. But we’ve forged through and we’ve done it. And really we’ve been able to do it with the strength of Brittani behind us.
  • The rough early days of Paleo FX: “All of that hard work for the benefit of going into debt. It was a tough road.”
  • Balancing stable, linear progressions of the ARX equipment and Efficient Exercise businesses with the groundbreaking, volatile nature of Paleo FX. “You want to get a PHD in entrepreneurship? Paleo FX is it.”
  • Allowing Paleo FX to be its own entity. “It’s like raising a child. You can raise a child within certain parameters, but at the end of the day you have to let the child be who he’s going to be…If we’re smart about it we get out of its way and let it be what it’s going to be.”
  • Learning from the Ancestral Health Symposium and bringing the science to a more accessible platform for the layperson.
  • Going from expecting 50-100 people at an Efficient Exercise location and later renting out the Texas University football stadium. No other venue in the city was available and held their capacity.
  • Having Robb Wolf on board as the first speaker and leveraging that to attract others.
  • “In our infinite brilliance at the time we decided to do it during SXSW, a massive music and interactive festival which just shuts the city down. People are flooding into Austin anyway, so why not just have another conference? Which was the worst business decision we have made to date…Paleo FX has survived in spite of our follies.”
  • Why have a conference in Austin, Texas? It’s ground zero for the Paleo movement.
  • Advice for Tough Times: Hold strong to your vision.
  • “One thing that has never wavered for Michelle and myself has been the overall vision of what this thing should look like. We have the vision and we feel this pull to be able to do something good for society. At the end of the day, is PaleoFX a money making business now? Yes it is. Now that it is a money making business we can parlay that profit into making it a larger bullhorn to spread this word. And that’s exactly what we want – we want a large bullhorn because we believe in the power of what Paleo can do for people.
  • The necessity of an education process to take what we know works and spread it.
  • Revisiting a discussion from the Summer of 2010.
  • “The truth of the matter is that I could have realized my athletic potential – and there is no exaggeration implied here – by performing a fraction of the training that I actually endured.  In fact, I would argue that I would have been a much better athlete then if I would have trained under the principles that I know today to be true.  That, for me, took many years of self-reflection, chipping-away and letting go to fully realize.”
  • Coaching football and making a difference in kids lives by relating to them and reigning them in.
  • Workout addictions and training to run away from something, not to become better at a sport.
  • Two types of adult overtrainers: those who believe they are doing better and those who use it as a physical/mental drug.
  • “I’m not a trained shrink, but I can also help the other people start to understand that exercise can be a drug like any other if you are trying to mask something else that is going on in your life.”
  • “If you want a degree in psychology – Masters or PHD – I would suggest [personal] training or bartending.”
  • “I don’t know exactly what it is, but there’s just something brutally effective about a hard lift set, followed immediately by a sprint.  We did versions of this theme back in my college days, but Dan John is the only person I know who has actually written anything about, what he calls (and what I now have come to call), the Litvinov workout.  Here for instance, is what I did today: – 20 fast-as-possible (yet with good form) front squats with an 11’ by 4” diameter slosh pipe, then, immediately following that – a 40 second sprint for distance recover just long enough to get your lungs, spleen and pancreas back in their right place, and hit it again.  I did 4 rounds of these today in about 15 minutes.  Did I do anything else?  Yeah, right.  Hit it hard, and go home.  Hey, I like hanging with the guys and the gals and talkin’ smack at the gym, too – just not when I’m actually working out.  Know the difference, and don’t mix business with pleasure.
  • A week in the life of an “average” person looking to improve: (1) Walk everyday. “I tell my clients that you cannot walk too much.” (2) Every other day: one of or a combination of deadlift, dip, sprint.
  • Formula: push + pull + drive + walk.
  • Not necessitating a Fitbit: “Just walk as much as you can.
  • Jogging does not beat walking. Walking is effective no matter how advanced you are. Dorian Yates – a legendary bodybuilder – walked miles after every workout to control his bodyfat levels. “Did he jog? No. He walked.”
  • Still working on top-end sprint speed to this day.
  • ARX equipment and recently entering the large scale manufacturing process (versus building them one-off in the past). This eliminates inconsistencies and ultimately brings cost down.
  • “The people who have bought into [the ARX] the quickest and the most have been physical therapists and the entrepreneur community.”
  • Using tangible data to appeal to the entrepreneur community. Knowing instantaneously what your force output is at any point in a motion.
  • The benefits of autoregulation (“go with the flow”) versus linear periodization (“I’m bench pressing x weight in y sets because it’s on my Excel spreadsheet…life doesn’t work that way.”)
  • Great trainers knowing how to lessen the demand on clients when they come into a workout fatigued.
  • Simplifying lifting in the moment – “you need to do your motion and not think” – then coming back, deconstructing, and fine tuning. Unless there is an unsafe lift being performed.
  • “The human reaction to change is fascinating to me, in that it can be absolutely debilitating to people.  There have been studies done which show that, even if the proposed change is highly likely to affect a positive outcome with very little in the way of potential risk, people will still prefer to maintain the status quo – even if they consider that status quo to be quite miserable.  How is that?  It’s the old “devil you know vs angel you don’t” mentality; quite simply, change scares the hell out of people.”
  • “You have to embrace the uncomfortableness. Embrace “the suck”.
  • Discerning what triggers work for what people: “Everybody has different triggers, and the tricky thing about being a trainer is that the trigger that may work for person A may turn person B off.”
  • Using vanity goals to help people ditch sugar.
  • Getting involved with a supplement company – ID Life. “Where is a supplement’s position within the overall diet? It’s exactly that – it’s a supplement. It’s not meant to take the place of an otherwise crappy diet. It’s not. So we always push for let’s get the diet straightened out, and then let’s supplement to go from good to great.”
  • Why supplements are equivalent to “curls for the girls”.
  • Our society dealing with higher toxin levels than ever before.
  • How to work with your wife. “You have to both realize that your vision is the same.”
  • Preferred Vice: Beer of choice is “the thicker the better”. Pick of the moment is Modelo, Dos Equis, Tecate for summertime and temperature. Guinness for winter.


KEITH’S Relentless Action: 
Do something. “Take a swing, get in the batter’s box, and take a crack at whatever you’re passionate about…Nothing is going to happen unless there is forward momentum…Knowledge is not power. Knowledge is just knowledge. Action is power.” Don’t be the coulda, shoulda, woulda guy and treat failures as feedback.

Follow Keith:

A Favor: If you like what you hear on these episodes, please help me out by subscribing to, rating, and/or reviewing the podcast on iTunes.  Thanks for your support!