If you’re plugged into our socials (which you SHOULD be) you might have noticed our recent announcement of Heavy Division. It’s one of the big projects we’ve been working on and can’t be more stoked to launch it. That being said, we wanted to give you an understanding of what it is so you could be just as stoked as we are (or, if you can’t wait – watch the story here: HEAVY DIVISION). Let’s get into this…
First, let me tell you that Heavy Division didn’t come from some company-wide brainstorm or what’s “trending”.
To be completely honest, it came from obsession.
Music has always driven training.
The right song changes everything – focus, aggression, output. Heavy Division was built on that truth: when heavy music and heavy training collide – something incredible happens.
When you get down to it – Heavy Division is the convergence of the two.
It’s a collaboration between Nutrex Research and musicians who have the same goals we do.
It’s about aligning with artists who don’t just make heavy music – but live with the same discipline, commitment and purpose as us. The kind of musicians who understand performance, recovery and longevity – because the gym is as much a part of their lives as the music is.
Heavy Division connects the world of supplements and strength with the world of heavy metal and hard rock – two cultures driven by intensity, passion and authenticity.
What Is Heavy Division?
About a year ago, the idea first surfaced: What if music became part of the Nutrex story in a real way?
Not as background noise.
Not as a marketing decision.
But as a true collaboration.
Fast forward months of planning, alignment and timing – and Heavy Division became REAL. What started as a concept turned into a full-scale initiative built on mutual respect between athletes and artists.
The First Wave
Heavy Division launched with three artists who embody the spirit of the project:
Patrick Sherwood from Fit For An Autopsy…
Austin Archey from Lorna Shore…
And Bo Lueders from Harm’s Way.
These aren’t just musicians.
They’re people with their own story. Each and every one of them are on their own fitness journey while working in an industry that has traditionally been disconnected from the term “being healthy”.
But they’re making it work – and it’s why they were chosen as our first wave of Heavy Division.
Separate Worlds
For a long time, fitness and heavy music lived in separate worlds.
Sure, many of us have used the music to fuel our lifting sessions – but we’re talking about the music industry itself.
Training wasn’t part of musician culture. Health was often an afterthought. The only places to eat after shows tend to serve fatty, greasy carb-ridden choices. Not rice and chicken breast.
Beer and alcohol flow freely before and after the show – not protein shakes.
And, as you can imagine, you don’t get a lot of rest and recovery on a tour bus.
But that’s changing.
Modern touring musicians are starting to train more and more. They recover. They fuel properly – because they’ve come to learn that endurance, focus and resilience matter when you want to give 110% on stage every night.
Patrick, Austin and Bo?
They’re not just playing the music we love to hear – they’re living the lifestyle. They’re one of us…
And Heavy Division supports these artists with real tools: EAAs, CREATINE and VITADAPT – so they can stay at their best.
This isn’t sponsorship.
It’s support.
A Global Vision
The best part of Heavy Division? It isn’t limited by borders.
Music transcends language, culture and geography.
The vision is to expand Heavy Division globally – working with artists from every corner of the world who align with the mindset.
Heavy music…
Heavy training…
Shared intensity.
Why We’re Doing This
Part of it is simple honesty: this is music we love.
But more than that – it’s about doing something nobody else has done: authentically merging two cultures that already fuel each other.
If that connection brings better products, better performance and better longevity to the people who live this lifestyle – then it’s worth doing.
Heavy Division isn’t a moment…
It’s a movement and this is just the beginning.
More artists, more collaborations and more stories from the intersection of music and strength are on the horizon.
Heavy Division is bigger than expected – and it’s only going to get bigger and LOUDER.
Can’t wait for what the future holds.
“Iron never lies to you. You can walk outside and listen to all kinds of talk, get told that you’re a god or a total bastard. The iron will always kick you the real deal.” – Henry Rollins
Editor’s Note: Heavy Division exists for those who train hard, live loud and respect the work behind performance – whether it’s on the lifting platform or on the stage. If you want to stay fueled like Pat, Austin and Bo – we’ve got your back.Click Here.
