The basic philosophy behind all of our programming is pretty simple; we're secretly and subliminally training an army of badasses to prepare for the impending Zombie apocolypse. We disguise this by telling people it's all about "developing well rounded and capable humans".
Yes, strong, mobile, fit, conditioned, agile and confident humans who are highly adaptable and have the capacity to perform for short, medium and long intervals. People who understand it's about a sustainable, long term approach to true health rather than burning themselves out chasing superficial short term results.
We tell them we want their mind and body to be as ready as it can be for "whatever life might throw at them"... liiiike, a Zombie apocolypse. Wink, wink, nudge, nudge.