"BEAM". It stands for Building Endurance And Muscle. This brand was Inspired by my Father. He has Survived a battle with a Stroke, Cancer & Covid 19. When I asked him where he gets the Strength to Survive he said you have to keep the Mind and Body prepared for war at all times. The Mindset & Muscle he acquired in the gym helped to give him the Strength and Will Power to Endure in Life. It's BIGGER than Fitness, it's a Way of Life.