A tweet I posted a few days ago blew up.
259,000 views. 101 comments.
Let’s just say people had thoughts, lmao (understatement).
All I said was this:
“Imagine thinking you need 1g or more of protein per pound of bodyweight in 2026.”
The fitness crowd went absolutely feral.
But here’s the thing.
The people defending the 1g-per-pound rule couldn’t explain why it works.
They just kept repeating what they’d been told…
So let me break this down properly.
Because if you’re currently doing a cut and loading up on protein to “protect your muscle,” you might actually be sabotaging your hormones and making this whole thing harder than it needs to be.
The Protein Myth That Won’t Die
The argument goes like this: as you get leaner, your body has less fat to use for fuel, so it’s more likely to burn muscle. Therefore, you need more protein to protect it.
Sounds logical. It’s wrong.
Your protein needs are tied to your lean body mass. Full stop.
Say you start at 200 lbs and cut down to 180. You got leaner. But your lean body mass didn’t go up. It stayed roughly the same.
So why would your protein needs increase?
They don’t.
You need enough protein to support the muscle you have. Once you’ve hit that threshold, adding more doesn’t protect more muscle. It just displaces other things from your diet that actually matter.
What Happens When You Push Protein Too High
This is where most guys get wrecked without realizing it.
Your calories are fixed. You’re in a deficit. That means every gram of protein you add comes at the expense of carbs or fat.
And carbs and fats are not optional luxuries, they are the hormonal foundation of your cut.
Research is clear on this.
High-protein, low-carb diets have been shown to cause a significant drop in testosterone. One study[1] found the decrease was around 37%.
That’s enough to push the average man into medically low testosterone territory.
Think about what that means in practice.
You’re eating more protein to protect your muscle, but the hormonal crash from gutting your carbs and fats is the actual reason you’re losing muscle.
You’re solving the wrong problem.
And it gets worse if you’re also running a massive deficit on top of that. Large energy deficits directly suppress testosterone, too.
The Right Number
So what should you actually be eating?
0.7 to 0.8 grams per pound of bodyweight is plenty. It’s more than enough to support muscle retention during a cut. Anything above that and you’re paying a real cost in hormonal output for zero additional benefit.
Keep your carbs, keep your fats, and let your hormones do their job.
Heavy lifting protects your muscle during a cut. Progressive overload signals to your body that the muscle is essential and needs to stay.
That’s the actual mechanism.
Not cramming in an extra 50 grams of protein a day.
The Protein Source That Actually Works for a Cut
Once you’ve got your protein target dialed in at 0.7 to 0.8 grams per pound, the source matters more than most people think.
My preferred protein source is Kino Collagen.
Each serving delivers 18 grams of quality protein.
And unlike whey, it’s loaded with amino acids like glycine and proline that most modern diets are completely void of.
That matters for more than just muscle.
These amino acids support collagen synthesis throughout the body. Skin elasticity. Joint health.
If you have 20+ pounds to lose, collagen is especially important. It’s what keeps your skin looking tight and vibrant as the fat comes off, rather than loose and saggy.
We also added MCTs to the formula. MCTs provide steady energy, have been shown to reduce appetite, and support gut health. It makes an already great product even better for getting lean.
My go-to lunch when I’m cutting:
- 2% plain Greek yogurt
- One scoop of Kino Collagen mixed in
- Sliced banana on top
- Rice crispy square on the side
Under 500 to 600 calories. 40 grams of protein. Keeps you full until dinner without any blood sugar drama.
It’s f*ckn delicious too.
Put It All Together with the Kino App
Getting your protein dialed in is one piece of the puzzle. The guys who actually transform their physiques have the whole system working together.
That’s exactly what the Kino App is built for.
Inside, you get access to programs like Greek God, Warrior Shred, Ripped Artiste, and more.
Every workout is built around minimalist, heavy lifting that protects muscle during a cut and builds it during a lean bulk.
The app tracks your progressive overload automatically so you never have to guess whether you’re moving forward.
You also get nutrition tools to set your calories and protein targets properly. No more guessing. No more winging it and wondering why nothing’s changing.
Most guys have one or two pieces.
This is all of it.
Talk Soon,
Greg O’Gallagher