Our Story:

Following a Passion
One warm summer day in 2004, two men toed the start line of Idaho’s Couer D’ Alene Ironman Triathlon. Robert Vera, then an executive at a Wall Street financial firm, prepared to achieve a long-time dream of competing in the grueling 140.6-mile swim, bike, and run that composes the Ironman Triathlon. At that same line waited triathlon legend J.R. Rosania, former Phoenix Sun's Strength and Conditioning Coach and Men's Journal Magazine’s Top Trainer, prepared to complete one of his 18 eventual Ironman triathlons.

A Chance Meeting
Although both hailed from Phoenix, Arizona, the two had never crossed paths. As the race ensued, Vera and Rosania entered the water with nearly 2,000 athletes for the 2.4 mile swim, followed by a winding 112 mile bike ride along Northern Idaho roads. Halfway through the final leg of the race, a 26.2 mile run, Vera recalls noticing “this huge guy running with all these smaller endurance athletes up ahead.” He goes on to explain, “I had seen JR at a media event prior to the race but never met him, about 13 miles into the run I saw him in the distance I caught up to him and I introduced myself.” That was mile 127 of the Ironman Triathlon. As they ran side by side, the two began to converse about the "Ironbody lifestyle” of lifelong fitness. As Vera puts it, "JR and I both understood that health and fitness was born of a lifestyle, not a jug of magical powder or a pill. We believed that lifestyle should be easy and fun." In the end, the two athletes agreed to train together once back in Phoenix.

A Faithful Leap
Over the following two years after that historic race, JR and Robert trained and collaborated together to create a program that would deliver their distinctive brand of lifestyle health and peak fitness to anyone, anywhere, anytime. Following what he believed was his calling, Robert traded in his finance career for one in health and fitness. He put his keen math and research skills to work, developing the proprietary Iron90 formula that aligns nutrition to heart rate training in order to create peak cardiovascular fitness, shed body fat, and reduce overall body weight. During this time, JR harnessed his 23 years of strength and conditioning experience to perfect a core and resistance training routine that builds strong, lean muscle. In 2006, the duo put the two pieces of this puzzle together in the Iron90 System.