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Health educator Prashant Desai, a popular advocate of science-based health practices and associate of Stanford University, is calling on fitness fanboys and girls to shift their focus: "Think muscle gain, not fat loss."

Desai notes that focusing on weight on the scales and drastically reducing calorie intake can cause you to lose muscle, decrease your metabolism, and experience the dreaded yo-yo effect when the weight comes back. Rather, incorporating strength training and sufficient protein allows you to build muscle, which boosts your basal metabolism (calories burned at rest) and ultimately your body composition.

He notes that muscle is a metabolically active tissue—and the more you have, the better you can remain lean over time. Desai's advice includes weighted lifting (particularly for those under 40), daily protein, and learning to think about exercise as muscle-building, not energy expenditure.

This not only helps build physique but also helps hormones and bones and extends longevity. His message is hitting a nerve as people want results that last, more than just losing weight.