What Is “Electronic Muscle Simulation” & Is It Even Safe?

CLIENT: SPEEDFIT
OUTLET: PEDESTRIAN TV

When I was about 14, I remember going to a friend’s house where she showed me this black pad thing you could strap to your stomach and it would give you a six pack. The idea was that it would send electronic pulses through your abs and work them out…

When I was about 14, I remember going to a friend’s house where she showed me this black pad thing you could strap to your stomach and it would give you a six pack. The idea was that it would send electronic pulses through your abs and work them out without you doing a single thing. I think her parents bought it off the telly.

Obviously, sitting down and sending electric currents through your flesh is hardly the way to a six pack, but the memory of giving it a go has never left me. So when the opportunity came up to trial something called Electronic Muscle Simulation (EMS), that’s immediately where my mind went.

Celebrity fitness trainers rob women of self-esteem: former bodybuilder

CLIENT: EMBRACE YOU
OUTLET: THE SUNDAY TELEGRAPH

A FORMER bodybuilder whose story of returning to a realistic figure after years of brutal dieting and exercise was seen by 100 million people has attacked ­celebrity fitness trainers for getting rich off unrealistic weight loss programs.Body image a…

A FORMER bodybuilder whose story of returning to a realistic figure after years of brutal dieting and exercise was seen by 100 million people has attacked ­celebrity fitness trainers for getting rich off unrealistic weight loss programs.

Body image activist Taryn Brumfitt is challenging Australia’s $7 billion weight loss industry by trying to convince women to embrace their bodies, rather than comparing themselves with ­supermodels and fitness gurus such as ­Michelle Bridges and Kayla ­Itsines.

Film Review: Scream For Me Sarajevo (Iron Maiden Documentary)

CLIENT: DEMAND.FILM
OUTLET: OVERDRIVE

There are few experiences that will instil more pride in the Metal community than watching Tarik Hodžić’s awe-inspiring documentary, ‘Scream for me Sarajevo.’ The film focuses on a series of events in 1994, culminating in Iron Maiden frontman Bruce …

There are few experiences that will instil more pride in the Metal community than watching Tarik Hodžić’s awe-inspiring documentary, ‘Scream for me Sarajevo.’ The film focuses on a series of events in 1994, culminating in Iron Maiden frontman Bruce Dickinson bringing his solo act to the war-torn city of Sarajevo in Bosnia and Herzegovina, for a single live show. This event occurred in the middle of the Bosnian War of Independence between 1992 and 1996, which resulted in large-scale destruction and loss of life across the city. It’s not hyperbole to say that Dickinson and his bandmates, Chris Dale and Alex Elena, risked their lives in order to bring one night of unity and hope to the besieged people.

Scream for me Sarajevo

CLIENT: DEMAND.FILM
OUTLET: FILMINK

In 1994, Bruce Dickinson, knee deep in a solo career after his years as the front man for hard rock/metal icons Iron Maiden, recorded an album entitled Balls to Picasso. Touring that album took Dickinson all over the world and most bizarrely, result…

In 1994, Bruce Dickinson, knee deep in a solo career after his years as the front man for hard rock/metal icons Iron Maiden, recorded an album entitled Balls to Picasso. Touring that album took Dickinson all over the world and most bizarrely, resulted in an invitation to perform in Sarajevo. A British United Nations officer and a UN Fire Department employee thought it’d be awesome to invite the ex-lead singer of Iron Maiden to a war zone to play a gig for the locals.

Sydney startup Airmow uses satellite imagery to help customers get lawn mowing on demand

CLIENT: AIRMOW
OUTLET: STARTUP DAILY

Recently launched Sydney startup Airmow, which connects customers who need lawn mowing on demand to contractors in their area, would say that in fact, the market is ripe for change. As cofounder Ahmed Ismail said, “We jokingly say there has bee…

Recently launched Sydney startup Airmow, which connects customers who need lawn mowing on demand to contractors in their area, would say that in fact, the market is ripe for change. As cofounder Ahmed Ismail said, “We jokingly say there has been no real innovation in this industry since the invention of the lawnmower, which incidentally was Australian too.”

Of course, on-demand is so in right now, but where Airmow differs from, say, getting an Airtasker to come and mow your lawn is in its quoting system.

Scream for me Sarajevo

CLIENT: DEMAND.FILM
OUTLET: MONSTER CHILDREN

The idea that music can change the world, or possess any real power beyond its ability to entertain can seem a little farfetched at the best of times. But that’s exactly what Iron Maiden frontman Bruce Dickinson’s 1994 show in Sarajevo proved, and w…

The idea that music can change the world, or possess any real power beyond its ability to entertain can seem a little farfetched at the best of times. But that’s exactly what Iron Maiden frontman Bruce Dickinson’s 1994 show in Sarajevo proved, and watching this documentary about it reminded me how much hope music can bring to the people who need it most.

Workout that shocks gym junkies into shape

CLIENT: SPEEDFIT
OUTLET: THE SUNDAY TELEGRAPH

IT’S a tasty prospect — just 20 minutes in the gym can melt as much flab and build as much muscle as two 90-minute heavy weight sessions.And if my aching buttocks are any indication, it really does work.At first the mild electric shocks feel like pi…

IT’S a tasty prospect — just 20 minutes in the gym can melt as much flab and build as much muscle as two 90-minute heavy weight sessions.

And if my aching buttocks are any indication, it really does work.

At first the mild electric shocks feel like pins and needles but when the dials are cranked up your muscles contract so tight just moving your arms gets a sweat going.