When someone says “It’s in the Blood” what does it mean? For Bert Sorin it’s tied to two constants in his life. Sorinex, a weight lifting company started by his Dad has as its story motto – it’s in our blood. Similarly, so is hunting. Hunting was placed deep inside of Bert by his dad and now Bert is doing the same thing for his kids. This is Bert Sorin’s story like you have never seen it before.