There are many ways of doing band pull-aparts. When I use them as extra work between sets I don't count reps or time – the goal is simply to put the muscles under tension, not to do a specific number of sets and reps.

With the therapeutic variation, once tension is established simply do slow movements until you find a sore or weak spot. When you do, spend some time keeping that spot under tension until the pain/soreness decreases.

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Related:  The Face Pull-Apart