The Older I Get, The Fitter I Get isn’t just a motto — it’s a mindset shift. A challenge. A movement.
My name’s Ed, and I’m turning 40 this October. For most of my life, fitness wasn’t something I truly engaged with. I remember being at school and thinking, “Why would I run round a track just to end up back where I started?” I dabbled in the gym from time to time, enough to keep me within the higher end of the healthy weight range, but it never really meant anything more than that.
Like many people, I hit my first physical shift around 28-30. Gone were the days of eating whatever I wanted and bouncing back effortlessly. And now, with 40 knocking at my door, that next milestone feels heavier, more real.
At the end of last year, I co-founded a fitness testing company with a friend. The education I gained through that process was eye-opening. Around the same time, my dad introduced me to parkrun, something I now do regularly with him. The mix of education, a newfound enjoyment of running, and seeing my own progress lit a spark in me that hadn’t been there before.
But 2025 hasn’t been easy. I lost my mum this year, a devastating blow that reframed everything. Professionally, things were ticking over, but not really thriving. Personally, I realised I had two options: coast or commit. Short-term gratification had ruled my decisions for too long. It was time for a shift toward long-term progress.
Ageing is inevitable, but decline isn’t. I’ve watched people I love struggle with simple tasks like getting up from a chair. And it’s not because their bodies “let them down”, it’s because we start to lose muscle mass after 60, unless we actively fight against it. Strength, movement, stamina, these things don’t just fade away. They atrophy if ignored.
That’s why I created TOIG, The Older I Get. It’s more than a brand. It’s a commitment to myself, and now to others, that I will grow stronger, not weaker, with age. That I will prioritise movement, muscle, motivation, and mindset, not just for now, but for the decades to come.
TOIG is about looking forward, about putting down a marker that says: I’m starting now.
When you make your first purchase, you mark the year you took on the TOIG mantra. That year becomes your established year, your EST.
Only returning customers can purchase items with previous EST years, a badge of honour for those who joined the movement earlier. It’s our way of respecting the moment you said: I’m ready to change. You can only claim an earlier EST year if you were really there.
Whether you’re 25 or 75, now is the perfect time to start. You don’t have to wait for a milestone. You don’t have to be fit already. You just have to be willing to back yourself, to commit to getting stronger as you age, not weaker.
Take up the mantra.
The Older I Get, The Fitter I Get.
Let’s do it together.
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© The Older I Get 2025