We investigate the possibility that unification occurs at strong coupling. We
show that, despite the fact the couplings pass through a strong coupling
regime, accurate predictions for their low energy values are possible because
the couplings of the theory flow to infrared fixed points. We determine the
low-energy QCD coupling in a favoured class of strong coupling models and find
it is reduced from the weak coupling predictions, lying close to the
experimentally measured value. We extend the analysis to the determination of
quark and lepton masses and show that (even without Grand Unification) the
infra-red fixed point structure may lead to good predictions for the top mass,
the bottom to tau mass ratio and tanβ. Finally we discuss the
implications for the unification scale finding it to be increased from the MSSM
value and closer to the heterotic string prediction.Comment: 12 pages, LateX, no figure
