"75Hard hates to see me coming," posted one TikTok creator, over a clip of her sticking up Post-it notes counting down to the end of the 75 days. "My goal for 2024 was to make myself uncomfortable, and this is going to make me very uncomfortable."
Though #75Hard has recently exploded in popularity in conjunction with the new year, it was first created in 2019 by author and podcaster Andy Frisella. The challenge... sets out two 45-minute workouts a day, a diet of the participant's choice, with no cheat meals or alcohol allowed.
Available for free online, Frisella describes the program as a 'transformative mental toughness program' and likens it to an 'Ironman for your brain.' This kind of no-nonsense, high-intensity marketing has hit home with a very specific type of person.
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