8Twelve Bodybuilding believes that "bodybuilding" is not a sport defined by extremes, but rather a lifestyle centered around being the best that one can be.
The brand aims to bring the principles and habits of bodybuilding- sound training, clean eating, and sufficient rest, to the mainstream in an effort to create a healthier, happier, society. We believe that we are all bodybuilders.
The name "8Twelve" represents this effort to leverage brand to increase awareness of bodybuilding principles so that lives can be improved- 8 to 12 repetitions is known as the "hypertrophy range", or the set of repetitions that most inspires muscle growth.
As a mission-driven organization, 10% of profits are donated to health and wellness initiatives.