He experimented with training methods, developing a unique, unorthodox style. For example, he shunned the use of the conventional back squat and bench press, substituting these exercises instead for sissy squats and neck presses. He created a plethora of different exercises and machines, to include the preacher curl. He gained popularity as a personal trainer and earned the nickname the "Iron Guru," training such familiar names as Larry Scott, Jake Steinman, Lou Ferrigno, Frank Zane, and even Arnold Schwarzenegger. Other celebrities include Clint Eastwood, Denzel Washington, James Garner, Tommy Chong, Erik Estrada, and Cher.