Shrugs (whether it's a barbell shrugs, dumbbell shrug, cable shrug or any other variation) are often treated as a "pump" exercise at the end of back workouts. It's important to understand that just because a particular back exercise (or any muscle building exercise for that matter) has a shorter range of motion doesn't mean it should be fundamentally performed differently from other exercises. Whether it's a shrug, calf raise, crunch or whatever else, the same basic hypertrophy principles still apply. If you want to get a significant muscle building effect, then regardless of the bodybuilding exercise you still need to getting within a few reps of true muscular failure and applying some form of progressive overload over time. Make sure to apply this to your trap workouts if you want to build back muscle as effectively as possible and get a bigger back with maximum efficiency.
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