Ryan Rouse

Growth advisor to consumer businesses with a focus on every line of the P&L | Previously, Co-Founder at Factor Meals (acquired), CEO at Highkey

Growth-minded CPG leader with deep experience across finance, brand building, and operational leadership.

After more than a decade in finance—culminating in an eight-year tenure at Merrill Lynch—I co-founded Factor_, a ready-to-eat meal delivery company that went on to be acquired by HelloFresh for $277M in 2020.

I joined HighKey Snacks as Chief Marketing Officer and later CEO, guiding the low-sugar snack brand through rapid expansion and an acquisition in 2024.

I'm currently the President of MALK Organics, a fast-growing, near nine-figure brand redefining the plant-based milk category with its commitment to clean, organic ingredients and uncompromising quality.

And I write a newsletter about what it really takes to grow—your company, your mindset, your tolerance for chaos:
​
​• The unfiltered truth about building a brand
• Why “strategy” isn’t always strategic
• What to do when everything feels on fire
• Mindset shifts that keep you sane(ish)​
• Founder mistakes, market moves, and lessons I’m still learning​
​
​Part playbook, part perspective shift.
For anyone trying to grow something—and keep their head on straight.

Sign up using the link here (or below my profile pic above): https://ryanrouse.me/

Vice President | Partner

Data driven investors in early stage consumer brands. 

We just launched a line of coconut-based creamers and they absolutely slap.

(Shout out to my kids who would cringe hard at that.)

No gums, no oils, no natural flavors. 

Just real, recognizable ingredients and a texture so creamy it'll make your coffee blush. 
​
🥥 Available in 3 flavors: Vanilla, Sweet Cream, and Unsweetened (for the purists)​
🥥 USDA Organic, non-GMO, glyphosate residue-free​
🥥 Clean label, full flavor: proof you don’t need additives to taste good ​
​
Hitting refrigerated shelves across the US as we speak. 

You should try them. For real.

Being direct is becoming synonymous with being rude. 

Which affects our ability to move things forward faster in business. 

You can be direct and respectful at the same time. 

And if you create an environment where people practice both, it has a big impact on how quickly you make decisions and get things done. 

Because the message being delivered is how things move forward in business.


~~~~~~~~~~~~~

If you liked this post, you'll love my emails. No BS musings from 12+ years in the trenches building brands.

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Work-life balance is a lie.

At least the way most people talk about it.

I've done all the "resolutions."

Tried blocking my calendar perfectly. Promised myself I'd be done working at 5:30 every day. Swore I'd never check email after dinner.

All had the same (lack of) success rate that new years resolutions have. 

Because life doesn't care about your color-coded calendar.

Sometimes work demands more. A launch comes up. You're in back-to-back calls, reviewing decks late at night, burning the candle at both ends. 

Other times, family demands more. Gymnastics meet on a Thursday afternoon 4 hours away. Your wife is out of town. The dogs need to go to the vet in the middle of the day. 

The goal isn't equilibrium at all times. 

It's understanding which side needs you more at any given time. And being there when it does.

No guilt. 
No apology. 
No pretending you can split yourself perfectly down the middle.

Entrepreneurs should think in two time frames:

30 years
90 days

I read this in a book by the legendary Dan Sullivan over a decade ago and it hurt my brain.

Because the more common advice is to regularly map out 1/3/5 year plans.

But the older I get and the more time I spend in early stage companies, I've moved more and more towards his away of thinking.

Cast a long term vision.
Execute what's in front of you.

It can be as simple as that.


~~~~~~~~~~~~~

If you liked this post, you might like my emails. No BS musings from 12+ years in the trenches building brands.

You might not, but it’s free so WGAF:

https://ryanrouse.me/

Social media will have you believe if you haven't made millions by 30, you're late.

It's bullshit.

Warren Buffett made 99% of his wealth after 50.
Ray Kroc was 52 when he started McDonald's.
Vera Wang was 40 when she entered fashion.
The list goes on and on...

Know what those extra decades give you?

Pattern recognition. You've seen enough cycles to know which ones matter.

Scar tissue. You've failed enough to know it won't kill you.

The pressure to achieve young is manufactured. 

By people selling courses. By media celebrating outliers. By your own impatience.

You're not late. The game is longer than they tell you.

Good thing too. 

Because big moves develop over decades.


~~~~~~~~~~~~~

If you liked this post, you might like my emails. No BS musings from 12+ years in the trenches building brands.

You might not, but it’s free so WGAF:

https://ryanrouse.me/

I used to think being intense was the problem.

It's not.

Letting other people control that intensity is.

I'm wired hot. Always have been.

It's helped me build things, push through walls, and get results most people won't.

But I also let it burn bridges I didn't need to burn.

The shift came when I stopped waiting for someone else to tell me to dial it down.

I learned to own the dial myself.

Still intense. Still emotional.

But now I decide when to turn it up and when to pull it back (most of the time, not perfect).

It's been the difference between intensity being an advantage vs. a liability.

Self-awareness isn't about changing who you are.

It's about controlling how you show up.

~~~~~~~~~~~~~

If you liked this post, you might like my emails - no BS musings from 12+ years in the trenches building brands.

You might not, but it’s free so WGAF:

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Your mood is not private.

It's broadcasting to everyone around you.

Show up to a meeting stressed, and watch what happens.

People tense up. Conversations get shorter. Ideas stop flowing.

Show up calm, and the opposite happens.

People relax. They think clearer. They bring solutions instead of panic.

I used to think emotions were personal.

Something I could feel without affecting anyone else.

I was wrong.

Every time I showed up frustrated, my team got quieter.
Every time I showed up anxious, my team got nervous.
Every time I showed up scattered, my team got confused.

They weren't reading my words.

They were reading my energy.

And matching it.

As a leader, your emotional state isn't just yours.

It spreads.

Like a cold. Like a yawn. Like panic in a crowded room.

The question isn't whether your emotions are contagious.

They are.

The question is: which ones are you spreading?

Because your team is catching whatever you're carrying.

—

I write emails. Unfiltered takes from 12+ years building brands.

It's free. Subscribe (or don't):

https://ryanrouse.me/

Most CPG leaders think scale comes from distribution.

It doesn't. 

It comes from obsession with the consumer.

Here's a few things to focus on:

- Own one emotional job
↳ Stop trying to be everything. Find the single moment your product owns in someone's life and dominate it completely.

- Build for the shelf, not the deck
↳ Your brand needs to work in 0.3 seconds at eye level. If it doesn't pop in-store, your strategy deck is worthless.

- Let data inform, not decide
↳ Numbers tell you what happened. Instinct tells you what's next. The best leaders use both but trust their gut on the big bets.

And a few to avoid:

- Chasing every retail door
↳ Bad distribution kills brands faster than no distribution. Be selective. Own where you show up.

- Innovation theater
↳ Line extensions aren't innovation. Stop launching SKUs that confuse your consumer and dilute your shelf presence.

- Forgetting you're selling to humans
↳ Your consumer isn't a demographic. They're someone's mom, someone's kid. Build for real people, not personas.

The brands that win don't follow "category playbooks".

They create their own (that everyone else tries to follow for the next decade, unsuccessfully).

So I'll ask directly: what truth about your consumer are you ignoring because everyone else in your category is ignoring it too?

"The consumer isn't a moron. She's your wife." - David Ogilvy


~~~~~~~~~~~~~

If you liked this post, you'll love my emails. No BS musings from 12+ years in the trenches building brands.

Sign up free here:

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5 things founders get wrong about employee motivation:

(From someone who got all 5 wrong)

1. Expecting owner-level commitment from employee-level equity.

You own 40% of the company. They own 0.1%.
You'll make millions if it works. They'll make rent.

Stop acting surprised when they work less hours.

2. Thinking your sacrifice is their baseline.

I worked for no salary for three years. Maxed out credit cards. Emptied my 401k. 

That was my choice. Not theirs.

Your personal bet doesn't become their obligation.

3. Using guilt instead of respect.

I used to send passive-aggressive Slack messages when people left on time. "Must be nice to have work-life balance."

Real asshole moves.

Then one of my best employees quit.

In his exit interview, he said: "Ryan, you chose to mortgage your house for this company. I didn't."

He was right.

4. Believing more equity will change how people work.

I once gave someone more equity expecting it to change their output. It didn't.

That's because everyone has a "work MO." A default gear.

If they're a killer, they'll be a killer.
If they do the bare minimum, they'll do the bare minimum.

Equity won't flip that switch.

(It will help retain the killers, tho.)

5. Confusing presence with productivity.

The person cranking until 9pm isn't always your best performer.

Sometimes they're just slow. Or inefficient. Or avoiding something at home.

Judge output, not hours.


The fix isn't complicated.

Find people who give a shit about doing good work.
Pay them well.
Respect their time.

They won't work until 10pm unless it's truly necessary.

But when it is necessary, they'll be there.

Because you hired people who are wired for it. 

And earned their trust.

—

I write emails. Unfiltered takes from 12+ years building brands.

It's free. Subscribe (or don't):

https://ryanrouse.me/

I've never been the smartest person at any company I've been at.

But I'm always the fastest.

At Merrill Lynch, I was 1 of 75,000 employees. Could've been the best analyst on the floor. Still replaceable.

At a startup? Different game.

My superpower wasn't an MBA or some fancy framework.

It was knowing how to find shit fast.

When my co-founder at Factor_ asked "How do other meal delivery companies handle returns?"

Everyone else: "Let me schedule some calls."

Me: Ordered from 3 competitors. Submitted returns. Pulled their policies. Built a framework. Done.

Couple of hours, tops. 

Founders already know how to find answers. That's how they got this far.

They're not asking you because they're lazy. They're drowning.

The employee who says "I researched this, here are three options, I recommend X because Y" - and did it FAST - becomes indispensable.

The one who says "I don't know, what do you think?" becomes overhead.

At early stage companies, resourcefulness and urgency beat credentials every time.

No waiting. No deferring. No "I was waiting for you to give me the go ahead."

Run. It. Down. 

And do it quickly. 

Leaders will notice. 

Trust me.

—

I write emails. Unfiltered takes from 12+ years building brands.

It's free. Subscribe (or don't):

https://ryanrouse.me/

I used to think winning arguments made me smart.

It didn't.

It made me insufferable.

Healthy debate has respect and curiosity.

Ego-driven arguing has neither.

One sharpens you.

The other isolates you.

In healthy debate, you ask questions to understand.
In ego-driven arguing, you ask questions to trap.

In healthy debate, you say "I hadn't thought of that."
In ego-driven arguing, you say "Yeah, but..."

In healthy debate, you admit when you're wrong.
In ego-driven arguing, you double down.

In healthy debate, you want to learn something.
In ego-driven arguing, you want to be right.

Here are some things that helped me:

1. Pause before responding. Ask myself if I'm trying to understand or trying to win.

2. Repeat back what I heard. "So what you're saying is..." Forces me to actually listen.

3. Find one thing I agree with first. Even in disagreement, there's common ground.

4. Ask "What am I missing?" Instead of explaining why I'm right.

5. End conversations with "That gave me something to think about." And mean it.

The shift won't be immediate.

But people will start engaging with you differently.

Conversations get richer.

Ideas get better.

Relationships get stronger.

If you catch yourself needing to have the last word, you're probably arguing from ego.

If you walk away from a conversation thinking differently, you're probably debating with curiosity.

Took me way too long to learn the difference.

~~~~~~~~~~~~~

If you liked this post, you might like my emails - no BS musings from 12+ years in the trenches building brands.

You might not, but it’s free so WGAF:

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"Ryan - I LOVE your newsletter. 

Thanks for being real and authentic man! I'm sending your recent email on brand marketing to my whole team its spot on!"

Got this message the other day from the CEO and co-founder of a multi-hundred million dollar brand that I have a tremendous amount of respect for. 

I don't have the largest audience or newsletter subscriber base. And it's easy to get caught in the cycle of chasing numbers. 

But that's not the point. Not for me. 

I just wanna to talk about real shit in a way that's relatable and authentic to who I am. 

And hope it's useful and thought provoking to other people. 

So when I get messages like that it helps ground me in that truth. 

Sign up for free below. 

Or don't. 

https://ryanrouse.me/

In consumer, your customers don't care how smart you are.

They care that their order arrives on time.

That you're in stock when they need you.

That your quality doesn't fluctuate batch to batch.

They're not buying your IQ score.

They're buying your ability to deliver on expectations - some general to the market and some specific to your product and promise.

That's all execution.


~~~~~~~~~~~~~

If you liked this post, you might like my emails - no BS musings from 12+ years in the trenches building brands.

You might not, but it’s free so WGAF:

https://ryanrouse.me/

Learn the rules like a pro so you can break them like an artist.

This Picasso quote gets twisted constantly.

People think it's about tactics. 

But it actually means master the fundamentals so deeply that innovation becomes instinct.

In business, I see this constantly:

The CMO who never ran a P&L trying to "disrupt" pricing strategy.

The founder who skips unit economics to chase viral growth.

The exec who wants to "break the mold" before understanding why the mold exists.

The best leaders I know spent years in the trenches.

Learning why things work before reimagining how they could work better.

They got creative because they got good first.

Master the boring stuff first.

Then go be an artist.


~~~~~~~~~~~~~

If you liked this post, you might like my emails - no BS musings from 12+ years in the trenches building brands.

You might not, but it’s free so WGAF:

https://ryanrouse.me/

The most frequent question I get from entrepreneurs is "What advice would you give your former self?"

My answer: Pace myself.

They blow me off.

Not to my face, but I can tell.

I get it though.

I did the same thing when I was in their shoes.

Thought I was different.

That I could outwork the system.

That entrepreneurial fire made me feel invincible.

Until it didn't.

If you're putting in 80 hours a week consistently, it's not a matter of if you're gonna burn out, it's a matter of when.

Because you can't sustain that for the time required to play the long game. 

(Which is the only game in town.) 

Find your sustainable pace now before you're forced to. 

You're running a marathon, not a 100-yard dash.


~~~~~~~~~~~~~

If you liked this post, you might like my emails. No BS musings from 12+ years in the trenches building brands.

You might not, but it’s free so WGAF:

https://ryanrouse.me/

Hard work is table stakes, not a flex. 

Your competitors work hard. 

It's necessary, but not sufficient. 

You also need to think in ways others don't. 

Most people default to putting in more hours because thinking hurts. 

It's easier to stay busy than to sit with a problem until you crack it.

I wish success in business was just about working harder. That would be simple. 

But the world doesn't give a shit about your hours.

It rewards people who create the most value. 

Value comes from seeing what others miss. 

From connecting dots in ways that seem obvious after but weren't before.

From working hard *and* smart.


~~~~~~~~~~~~~

If you liked this post, you might like my emails. No BS musings from 12+ years in the trenches building brands.

You might not, but it's free so WGAF:

https://ryanrouse.me/

Most people think they're either risk-takers or they're not.

But that's not really how it work.

Risk isn't something you have a fixed capacity for.

It's something you build tolerance to.

Like lifting weights.

You don't walk into a gym and deadlift 400 pounds because you "have it in you."

You start small. 

Then add weight over time. 

Each rep expands what you can handle next time.

Risk works the same way.

The person who quit their corporate job to start a company didn't wake up one day with superhuman courage.

They made a series of smaller bets first.

A side project. A conversation. A decision to stop playing it safe in one area of their life.

Each one stretched the muscle.

So if you think you're not a risk-taker, you're probably right.

But it's not because you can't be.

It's because you haven't trained that muscle yet.

~~~~~~~~~~~~~

If you liked this post, you might like my emails - no BS musings from 12+ years in the trenches building brands.

You might not, but it’s free so WGAF:

https://ryanrouse.me/

90% of the dietary ideologies are the same.

• Avoid processed foods 
• Reduce sugar
• High quality protein
• Healthy fats

Yet we still have tribal wars amongst the different groups on which philosophy is "best".

It'd be really cool (and powerful) if they joined forces to get as many people as possible to follow the 90% that they agree on rather than argue (with each other) about the 10% that they don't.

The Standard American Diet is still the most widely followed "diet". 

That's the enemy.

Has “Head of” as a title created more clarity or confusion?

I think the latter.

Because it’s used as an analogue/replacement to another, more commonly used, title.

Director in most cases. But not always. 

Some companies use it to replace VP. 

Which begs the question - why not just use the tried and true titles?

This is about the person in the role for me. 

People can look at their background and understand their trajectory. 

I realize Director or VP is not the same everywhere, but it’s more uniform across companies because they’ve been in existence for so long. 

“Head of” is new, and I’m just not sure what the benefits are that outweigh the added ambiguity. 

But what do I know.

You think everyone knows what you do.

They don't.

When you're deep in your business every day, the solution feels obvious. 

You live it. You breathe it. You can't imagine how anyone wouldn't get it.

But your target audience? 

Assume they're seeing it for the first time.

So you have to be clear, not clever.

Clear about what you do.
Clear about who it's for.
Clear about why it matters.

Assume the first time someone sees your message, they're distracted. 

The second time, they scroll past. 

The third time, maybe they pause. Maybe. 

So repetition is necessary.

Most brands don't say it enough.

Different ways. Different angles. Different stories.

If you're sitting on something great but struggling to get traction, ask yourself:

Am I explaining this clearly enough? 

Am I saying it often enough?

CEO, Sponsored Athlete, and Health and Fitness Coach with 17 years in the industry.

→ Head Coach
→ CEO and Owner
→ Sponsored Athlete
→ 17 years in the Industry
→ Over 5,000 High Performers Transformed Worldwide

I have spent the last 17 years helping thousands of high performers worldwide get in the best shape of their lives sustainably.

In 2024 alone my 1:1 clients dropped over 3500lbs, starting doing pull ups for the first in their 50s, became role models for their families, had more energy, improved their business, and importantly levelled up both the quality and quantity of their lives.

The Apex System is an Elite 1:1 Coaching Program Chosen by Executives, CEOs and Entrepreneurs Worldwide for over the last decade.

No Guesswork, No Restrictions, No Chance you don’t get results.

Immediate access to what works, completely customized to you, with 24/7 support.

The most important investment you can make is your health.

So if you are you ready to stop wasting weeks, months or even years spinning your wheels for mediocre results and delegate something as important as your health to a professional then I would love to talk.

Why not join thousands of other High Performers from the last 17 years and let me do the work for you, with a customized game plan which removes all of the guesswork.

Want more info? 

→ Check out my website for some of our epic transformations and more info: https://www.apexfitnessadvisory.com/coaching/
→ Apply for 1:1 coaching here: https://www.apexfitnessadvisory.com/apply

Matt Button

If I was stuck out of shape, and wanted to make 2026 the year I got in the best shape of my life, here is everything I would do:

1. Take 5gms of creatine every day.

Creatine is the best supplement on the planet, safe, and well researched.

2. Use Nutrition as my key lever for fat loss.

To lose 1lb/week you need a 3500 deficit total over 7 days. 

To do that:
→ 7 hours of cardio OR..
→ 5 minutes of controlled eating. 

Easy choice.

3. Implement a caloric deficit of 500. The guarantees steady weight loss, whilst still being sustainable and managing metabolic health. 

4. Eat 1gm/Protein per lb of body weight. This is critical to retain/build muscle tissue, stay fuller for longer, decrease cravings, and ensure it is fat we lose as we drop weight. 

5. Create a simple database of meals I like with 50gms of protein each and eat them each day.  

6. Plan my meals in advance: Enormous adherence ROI.

7. Eat High volume to low caloric ratio foods. 

8. Weight train 3-5x/week. Incredible ROI.

9. Eat quality carbs (they won't make you fat). 

10. Optimize my workouts for muscle building (not fat loss).

11. Implement Progressive Overload.
⚬ Improved form
⚬ Increase reps
⚬ Increase weight

12. Keep every aspect of my workouts consistent. Too many change their workouts regularly. This is counterintuitive. 

13. I would structure my workouts for quality > quantity.

14. Remove Crappy food from the house. If it's there you'll eat it.

15. Avoid late night snacking.
⚬ Large protein filled dinner and then
⚬ Brush your teeth immediately (any snack will taste like crap if you eat it)

16. Aim for 10,000 steps per day.

17. Workout first thing in the morning. Huge for adherence, sets the tone for the rest of the day.

18. Drink 500ml of water when you first wake up. 

19. Tell everyone my goals (Friends, family, colleagues, a coach). Humans are wired to want to seem competent. This accountability will help keep you on track.

20. Have contingency plan 

→ Back up convenient protein sources for when you can't cook/get to the shops (Greek yogurt, whey, tuna cans)

→ Back up workout plan when if you can't get to a gym or travelling (resistance bands, dumbbells at home, body weight)

Systems are key.

21. Limit alcohol, soft drink, sugary coffees (liquid calories etc).

22. Prioritize sleep.

23. Establish a simple 'health daily routine'.

24. Use High/Low Calories Dat systems for travel and eating out.

25. Track key data:

→ Weight
→ Workouts
→ Nutrition

Once you do this for two weeks it becomes so efficient and the ROI is immense.

Removes all guesswork.

26. Set the next day up for success the night before. 

Get your workout clothes out, fill up you drink bottle, keys and wallet on the kitchen bench, remind yourself of your goals. 

27. Knock over the first 'domino' of the day immediately. 

28. Develop Discipline (not motivation)

Motivation is temporary, discipline is permanent.

PS. 

Sick of not being at its very best?

DM me APEX for more 1:1 info.

Karl Matt Button

Executive Health Coach | CEO and Founder | Sponsored Athlete | 16 Years Helping Top Executives Worldwide Build their Dream Body, Optimize their Health, and Perform to Their True Potential. Coaching via website 👇

Pull Up Strength is an indicator for health and longevity.

But most people can't even do one.

60 year old client Mike is doing pull ups for the first time in 18 years.

Here's how you can go from zero to pumping out pull ups for fun:

Pull Ups are a killer bodyweight exercise

Being able to do these is a show of strength, health and longevity...

There's a reason so many of our 40, 50 and 60 year old cleints start pumping this out with us.

But most can't even do one pull-up

Never fear. ⬇️⬇️⬇️

I am going to show you exactly to use negative (eccentric) reps to for from zero to pumping out pull-ups for fun.

If you follow this plan to a tee.

In weeks you will be hitting pull ups and building a lean and strong physique.

Wide shoulders, narrow waist, yes please.

Eccentric (lengthening) has massive benefits:

⚬ Increase load on the muscle
⚬ Decrease energy demands on the muscle
⚬ Increase muscular strength
⚬ Increase mechanical tension (key driver for hypertrophy)

And we can use these to quickly increase your pull up strength

1. How to perform Eccentric (Lowering) Reps

⚬ Find a block or bench to stand on
⚬ Start in the very top position of the pull-up rep
⚬ SLOWLY lower yourself down over 4 SECONDS to a full stretch
⚬ Be honest with yourself on speed and use ZERO momentum

2. Program 

Stage 1 - 6 sets of 2 reps (eccentrics only)
Stage 2 - 6 sets of 3 reps
Stage 3 - 7 sets of 3 reps
Stage 4 - 8 sets of 3 reps
Stage 5 - 9 sets of 3 reps
Stage 6 - 10 sets of 3 reps

* Make sure each eccentric rep is done perfectly and be honest with your rep speed...

The speed at which you go through each stage will vary

Once you can do 10 sets of 3 reps with eccentrics (*perfect form) then retest pull up strength and you should now be able to pump out multiple pull ups

Then recycle the original program but with full rep pull ups...

Boom!

Can't do any 4 second eccentric pull ups?

That's cool too

Start with with rack chins or inverted rows and use the SAME progression outlined, until you can do eccentrics and go from there

No excuses...

This is all about laying out your volume intelligently to get more loading and increase your progressions and strength

Remember we are looking to increase strength over TIME

Increasing pull up strength & reps will help you craft wide shoulders and a narrow waist for a strong and high performing physique.

To Summarize?

1. Use 4 second eccentric movements
2. Program over time (week/months)
3. Gradually increase reps then sets
4. Retest for pull up strength
5. Recycle eccentric program with full reps

Build a body to be proud of.

PS.

Are you interested in.

Optimizing your health and performance:

• Shred 25-45lbs of stubborn fat
• Develop bulletproof confidence
• Change the Trajectory of Your life

And get a high performing physique for life.

You get one life, don't waste your potential.

Results guaranteed.

DM me 'APEX' for more info on our limited 1:1 coaching opportunities.

I dropped 21lbs in 10 weeks by doing these 7 things each day:

1. Drink 500ml water when I first wake up:

Always step one after 7-8 hours of fasting (sleep)

▫️ Rehydrates your body after 7-8 hours of no fluids
▫️ Kickstarts your metabolism and digestion
▫️ Boosts energy and focus

Hydration is the easiest win for your morning routine.

2. Morning Workout for 40-45 minutes:

An elite start to the day.

Why?

→ More energy 
→ Sets the tone for the rest of the day
→ Far less likely something will get in the way

Be consistent, track and get stronger over time.

Win the morning, win the day.

3. Eat 3x Simple High Protein Meals

Protein is one of the most important levers to nail nutrition.

Start with 3x meals with 50+gms of protein each.

Examples:

⚬ 200g Steak
⚬ 3 cans of Tuna
⚬ 250gm Salmon
⚬ 2 scoops of Whey
⚬ 200g Chicken Breast
⚬ 400gm Greek Yogurt

4. Walk 10,000+ Steps:

A simple way to increase baseline activity levels without accumulating fatigue or impacting recovery.

Improves:

▫️ Mood 
▫️ Joint health
▫️ Cardiovascular health
▫️ Fat loss & insulin sensitivity

Super easy to do.

10k steps = science-backed longevity

5. Drink over 3 Litres of Water (with electrolytes)

Hydration is key to function to a high level

Add the following to your water:

→ Sea Salt
→ Lemon Juice
→ Tsp Honey

(or just add electrolyte supplement)

Hydration is key for cellular function and to operate at your best.

6. Plan my meals for the next day:

The key to nutritional success is consitency.

Adherance is where most fall over.

You must go into each day with a plan, knowing what you are going to have.

Take 30 seconds and write down:

→ Breakfast
→ Lunch 
→ Dinner

Huge ROI.

7. Get 7+ hours of sleep:

Too many think a lack of sleep is badge of honour.

But sleep helps:

▫️ Muscle recovery & fat loss 
▫️ Focus, memory & decision-making
▫️ Regulate hunger hormones (ghrelin & leptin)

Skip sleep, and you’re skipping results. 

Prioritize it.

The 7 Simple Daily Steps to make 2025 the year you get in shape.

1. Drink 500ml water when you first wake up
2. Morning Workout
3. Three High Protein Meals
4. 10,000+steps
5. 3L Water (+electrolytes)
6. Plan meals for the next day
7. Get 7+Hours of Sleep

Consistency is the key.

PS.

Are you interested in...

Optimizing your health and performance permanently:

• Shred 25-45lbs of stubborn fat
• Develop bulletproof confidence
• Change the Trajectory of Your life

And get in the best shape of your life...

Results guaranteed ⬇️

DM me APEX for more info about our limited 1:1 coaching opportunities.

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10 years ago I busted my knee, had surgery, and lost all my muscle mass. 

But now my legs are bigger than ever. Because I used the 5 best leg exercises on the planet: 

Injuries happen.

It sucks, but with the right mindet + gameplan you can bounce back strong.

1. Hack Squat:

Arguably the best quad builder.

▫️ Takes strain off the back
▫️ Increased range of motion
▫️ Prioritizes muscle failure over task failure
▫️ Increased mechanical tension on the quads
▫️ Better stimulus on the quads over back

*Pendulum squats are also elite

2. RDL:

Elite at hitting entire posterior chain.

▫️ Pull hips as far back horizontally as you can to 'hinge effectively (do not bend forward at the waist)
▫️ Use Wrist Straps to ensure muscle not task failure (hamstrings not grip strength are the limiting factor)

▫️ Slowly lower the weight down (imagine you are pushing your butt back to close a car door behind you)
▫️ Focus on pushing your hips 'back and up' towards the top of the room
▫️ Use a low and controlled motion 
▫️ Ensure zero rounding of your lower back
▫️ Quality > Quantity

3. Leg Press:

Shifts our centre of gravity to avoid that big lean forward which back squats force us to do

⚬ Massive external stability
⚬ All emphasis on the legs

* Note: Just don't be that guy who goes WAY too heavy with crap range of motion

4. Leg Extensions: 

Rarely do you see these get used appropriately for muscle gain

Often thrown in as a light weight 'finisher'

Make sure to hit these with heavy high intensity efforts

⚬ 5-10 reps
⚬ 0-2 RIR
⚬ 2-3 sets

Your quads will be screaming by the end...

5. Seated Hamstring Curls: 

Studies show seated hamstring curls as the superior option to add strength and size to your hanstrings.

▫️ Control each rep
▫️ Squeeze at the bottom
▫️ Pull back through your heels
▫️ Slow 3-4 second eccentrics

Elite option.

There you have it...

The 5 best leg exercises I used to build my legs back.

1. Hack Squat
2. RDLs
3. Leg Press
4. Leg Extensions
5. Seated Hamstring Curls

Make sure to add these to your leg workouts to take your results to the next level...

PS.

Ready to remove all of the guesswork with a proven roadmap done for you to...

Optimize your health and performance:

• Shred 25+lbs of fat
• Dial in your performance
• Change the Trajectory of Your life

And get a body you can be proud of...

Results guaranteed...

DM me APEX for more info on our limited 1:1 coaching opportunties.

Can't get to the gym?

Here is a simple full body workout you can do in just 40 minutes with nothing but a set of dumbbells:

(Video included)

1. Split Squats:

Muscles targeted:

⚬ Quads
⚬ Glutes
⚬ Hamstrings

Tips:

⚬ Stay facing forwards
⚬ Slow eccentric
⚬ Stop just before back knee hits the ground
⚬ Embrace for discomfort 

*If you have knee issue move front foot further forward to avoid knee going past foot.


2. RDLs:

Muscles targeted:

⚬ Hamstrings
⚬ Spinal Erectors
⚬ Calves

(Entire posterior chain)

Tips:

⚬ Tilt at hips
⚬ Push hips back (closing car door with your butt holding grocery bags)
⚬ Do NOT round lower back
⚬ Once you feel stretch in hamstring return back up

3. Bent Over Rows:

Muscles targeted:

⚬ Rhomboids
⚬ Lats
⚬Traps

Tips:

⚬ Pull back through elbows
⚬ Avoid excess momentum
⚬ Pull elbows towards hips (not straight up)
⚬ Squeeze each contraction (quality execution is key)

4. Push Ups:

Muscles targeted:

⚬ Chest
⚬ Delts
⚬ Triceps

Tips:

⚬ Neutral Grip (shoulder width)
⚬ Slow eccentric (avoid momentum)
⚬ Lower until sternum touches the ground
⚬ Explode back to the top and repeat

(Start with knees if full reps are too much)

5. Tricep Over Head Extension

Muscles targeted:

⚬ Triceps

Tips:

⚬ Avoid flaring elbows too far
⚬ Try and keep elbows relatively still throughout the movement
⚬ Slowly lower weight behind head to feel a stretch in the tricep
⚬ Lift back up to full extension and squeeze.

6. Bicep Curls

Muscles targeted:

⚬ Biceps

Tips:

⚬ Full range of motion
⚬ Try and keep elbows relatively still throughout the movement
⚬ Squeeze at the top and lower the weight slowly

The workout:

1. Split Squats - 2 x 8-12 reps
2. RDLS - 2 x 8-12 reps
3. Bent Over Rows - 2 x 8 -12 reps
4. Push Ups - 2 x AMRAP
5. Tricep Overhead extension - 2x8-12 reps
6. Bicep Curls - 2 x 8 -12 reps

2-3 minutes between each set
0-2 RIR (reps in reserve)
Track each workout

Well there you have it...

A simple full body workout you can do efficiently at home.

Is this as good as a gym?

Absolutely not.

Is it far superior to doing nothing?

Absolutely.

I hope it helps.

Are you interested in...

Optimizing your health and performance permanently:

• Shred 25-45lbs of stubborn fat
• Develop bulletproof confidence
• Change the Trajectory of Your life

Let's remove the guesswork with an optimized and sustainable system.

Results guaranteed.

DM me APEX for more info

(First in best dressed).

Ron’s Epic Comeback – From injuried and tired, to 30lbs Down, Ironman Crushed

Ron, busy, stressed, regular travel, and far from his peak. 

He dreamed of competing in an Ironman but felt trapped by his schedule and declining health. 

That’s when he joined the APEX coaching system. 

Result? 

Ron’s dropped over 30lbs, built elite endurance, and crushed his Ironman.

He’s lean, focused, and says he’s “never felt this alive.” 

New energy, and renewed spark. 

The ROI: Research links fitness to a 50% reduction in depression risk and a 30% boost in work productivity (American Journal of Preventive Medicine, 2022). 

Fit individuals live up to 7 years longer (Lancet, 2021). 

Ron’s not just an Ironman finisher—he’s dominating holistically, inspiring his family, and living with purpose. 

The Cost of Hesitation: 

Delaying health optimization compounds stress, fatigue, and disease risk.
Obesity-related illnesses cost high performers billions annually in medical bills and lost productivity (CDC, 2023). 

Why let another year slip by when you could be thriving? 

Ron turned his dream into reality. 

Your turn.

PS.

Want access to a 1:1 VIP system with a 15-year track record with zero guesswork?

 Torch fat
 Optimize your health
 Live a longer and better life.

Results guaranteed.

DM me APEX for more info and let’s chat.

Case Study: Aysha & Matt – The Power Couple Who Parked Excuses and Dominated Together.

Meet Aysha and Matt, a high-performing husband-and-wife duo who refused to let busy schedules derail their health, fitness, and family goals. 

As executives juggling demanding careers and a young family, they could’ve leaned on excuses. 

Instead, they chose to dominate – together.

When they started with our 1:1 VIP coaching, Aysha wanted to torch fat and regain her confidence, while Matt aimed to optimize his performance and lead by example for their kids. 

Both craved a sustainable system to elevate their health without guesswork.
Their Results?

Elite.

• Aysha shed 18 lbs of fat, gained lean muscle, and now radiates energy, crushing her workday and family time.

• Matt dropped 16 lbs, boosted his stamina, and says he’s performing at his peak – in the office and at home.

• Together, they’ve set an unshakable standard for their family, modeling discipline, resilience, and vitality.

How? 

A tailored system built on precision nutrition, efficient workouts, and mindset shifts designed for busy high performers. 

No fads. No shortcuts. Just results.

Aysha and Matt didn’t just transform their bodies – they leveled up their work, deepened their relationship, and became the elite role models their kids deserve.

PS. Want access to a 1:1 VIP system with a 15-year track record with zero guesswork?

 Torch fat
 Optimize your health
 Live a longer and better life

Results guaranteed.

DM me APEX for more info and let’s chat.

As a CEO juggling 80-hour weeks, my pantry is my secret weapon for staying shredded without sacrificing time.

Here are the 7 staples I never run out of—easy, macro-friendly contingencies that fuel performance when life hits warp speed:

1. Low-Fat Greek Yogurt – 20g protein in 60 seconds. 
Scoop, eat, conquer.  

2. Frozen Blueberries – Antioxidant bombs that thaw in your gym bag. Zero prep, max recovery.  

3. Whey Protein Powder – 25g protein in 10 seconds. Shake it in water between calls. Done.  

4. Eggs – Nature’s fast food. 3-egg scramble = 18g protein in under 4 minutes.  

5. Pre-Cooked Rice Microwave in 90 seconds

6. Frozen Meal Prep Options - These are a must. I have them stocked up when time gets away from me. No cook, elite macros.

7. Chicken breast + Steak - Simple, protein friendly and flexible.

I keep frozen meals as my “nuclear option”—when I’m on a red-eye or back-to-back Zooms, they’re 500-calorie, 40g-protein lifelines.Busy doesn’t mean bloated.

Time scarcity is the #1 excuse I hear from executives who want to look like leaders but eat like interns. 

These 7 items (yes, I cheat with extras) are my non-negotiable contingency plan—under 5-minute meals that hit macros without thinking.

No meal prep Sundays. 

No 45-minute “healthy” recipes. 

Just grab, heat, crush.

Your schedule isn’t slowing down.

Your nutrition shouldn’t either.

DM me APEX for details on our limited 1:1 coaching spots—only for Execs ready to weaponize efficiency.

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The Battle

Ryan Rouse

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The Battle

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Matt Button

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ryan Rouse's LinkedIn Performance

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