The size and shape of competition bells do not change according to load so they provide great versatility for fundamental strength exercises (outside of kettlebell lifting). Notice the thinner handle; it’s similar to a barbell, but it allows for a great array of grip positions pictured above. 70 lb. dumbbells for example, typically have much thicker handles than the maroon bells Nick is holding. Even the handle on lighter dumbbells, like 15s, don’t have the same diameter as the pink bells Lena is holding. In essence, the competition bells provide a different stimulus in which to apply the traditional deadlift in addition to unilateral lifting.