isolation exercises

everyone is familiar with the philosophy that you should use 80% of the 1RM to build muscle. it is used with the major exercises squat,bench press, dead lift and so on. on the other hand not that much discussion takes place regarding isolation exercises and the weight/rep parameters that should be used for maximum effect. cable shoulder laterals for instance do you go heavy or light for better growth.? more reps/less reps.? any suggestions.?
 
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