On pullups - you can replace them with pull-up negatives. Jump up to the chin-above-bar position and lower yourself as slowly as you can, particularly towards the end of the movement. Let go of the bar and jump again. About the only thing this doesn't train, that the regular pullup will, is the starting-from-a-dead-hang motion.
(This has the added benefit of eventually being able to do pullups.)
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Starting Strength recommends three sets of five reps at 90% of your maximum lift, each with a few minutes' rest between, as the best programme for building strength. For increasing muscle mass (which is what makes you look good, and is surprisingly not as correlated with strength as it would appear) you want something like six to eight sets of ten to twelve reps, at 60-80% of your maximum lift, with 60-90 seconds rest in between.
Effectively, the more time your muscles spend under load, the larger they will get, assuming your diet provides enough protein and calories. I don't know of a program, but anything you can stick to is good. I use the same routine as I did for strength (SS's A/B workouts, plus barbell curls). I still recommend a few months of Starting Strength to get your weight up to begin with.