Muscle Milk, Candace Parker partner for Own Your Strength campaign
Lifting Project cause-based initiative helps make fitness more accessible
Strength and fitness training can be inaccessible for many individuals and families, as finding the time and the resources to participate in physical activity is often a barrier financially. Households with the lowest income in the U.S. report inactivity rates of more than double the rate of households that earn $75,000 a year or more, according to an article from Athletic Business. Muscle Milk announced its first cause-based initiative, the Lifting Project to help make fitness more accessible to individuals in underserved communities.
Through the Lifting Project, Muscle Milk invites individuals to enter the contest for a chance to become a future Certified Strength Trainer. All future strength trainers can enter the contest by submitting a video describing why they think they’d make a great Muscle Milk Strength Trainer, and how being part of the Lifting Project would benefit their community, it says.