There’s a term I’ve been hearing lately: looksmaxing.

 

It started online as the idea of maximizing your physical appearance—fitness, grooming, style, skincare, posture, haircuts, and even cosmetic procedures.

 

And honestly, there’s something I like about it.

 

I like the pursuit of excellence.

 

I like the idea of becoming the best version of yourself.

 

I believe we should take care of ourselves, be healthy, and present ourselves well.

 

But something about it bothered me.

 

It felt incomplete.

 

It seemed to focus entirely on the exterior while ignoring the interior.

 

And that’s not wisdom.

 

It’s only half the equation.

 

It got me thinking: what happens when something looks good on the outside but receives no work on the inside?

 

A few examples came to mind.

 

It’s like a movie set. From a distance it looks like a real town.

Walk closer and you discover it’s just a facade.

There’s nothing behind the walls.

 

Or the houses my friend from Australia noticed when she moved to the Midwest.

 

She couldn’t believe how quickly some were built.

 

They looked beautiful, but when powerful storms came through, many were torn apart.

 

Or the trees that were grown inside a biodome.

 

Because they were protected from wind and adversity, they never developed the deep roots and strength that ordinary trees need.

 

If exposed to the real world, even a moderate storm could uproot them.

 

These examples all point to the same truth:

 

If we only focus on appearances, we may look strong while actually becoming fragile.

 

It's why Jim Carrey the successful actor said that everyone should get everything they every wantted so they'd get to relaize it isn't the point.

 

He said that because he lived it.  No wonder so many stars end up doing drugs looking for furfillment.

 

So why am I sharing this?

 

Because I’m all for maxing.

 

In fact, it’s what I teach.

 

I believe we should all strive to become the best version of ourselves.

 

Why?

 

Because nothing less truly satisfies the soul.

 

The problem is that many of us get distracted trying to look our best when what we really need is to be our best.

 

I’ve always had a goal to become the best person I can be and to help others do the same.

 

To pursue excellence.

To use our gifts.

To discover our purpose.

To care, to share, to love ourselves, and to love those around us.

 

That’s not just looksmaxing.

 

That’s lifemaxing.

 

So where did this idea come from?

 

When I was young, I watched what dysfunction which led to selfishness can do.

 

As the youngest child born into difficult circumstances, I saw firsthand the damage that comes when people focus only on themselves and their immediate desires.

 

Somewhere along the way, I made a quiet promise to myself:

 

I would not lose my heart.

I would keep learning.

I would keep growing.

I would try to live the best life I could.

 

Yes, I’ve taken care of my body. I’ve stayed in shape for more than forty years.

 

But the most important work I’ve done has never been in the gym.

 

It’s been in my mind.

It’s been in my heart.

It’s been learning how to forgive, how to grow, how to serve, how to face challenges, and how to become a better man.

 

I made a promise years ago that if God helped me overcome my circumstances, I would spend my life helping others do the same.

 

I didn’t want anyone to feel that no one cares.

 

Has it been easy?

Not even close.

It’s work every day.

But it’s good work.

 

The kind of work that keeps you learning, growing, and engaged with life.

 

Today, my dream is to help as many people as possible—especially young people, but also the young at heart—not simply to looksmax, but to lifemax.

 

To become the best version of themselves.

 

To build lives so meaningful and purposeful that they become examples of what’s possible.

 

The world has plenty of problems.

 

I believe many of them begin to improve when we improve ourselves—not through vanity, but through character.

 

Not through appearances, but through purpose.

 

Not through selfishness, but through service.

 

So yes, improve the outside if you can.

 

Get healthy.

Get strong.

Dress well.

Take care of yourself.

 

But spend even more time developing what’s inside.

 

Build character.

Build wisdom.

Build courage.

Build compassion.

Build faith.

Build purpose.

 

Because someday someone is going to get close enough to see what’s behind the facade.

 

Make sure they discover something real.

 

After all, we are so much more than our appearance.

 

We are minds, hearts, souls, gifts, dreams, and possibilities.

 

My wish for you is that you see your own greatness—inside and out and shine brightly as you inspire others to do the same.

 

Remember who you really are…

 

— Bert

“Don’t just maximize your appearance. Maximize your character, your purpose, your relationships, and your contribution. Don’t just looksmax. Lifemax.”