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. 

Watched someone's face light up yesterday. 

I'd just told them their bonus number.

Not a polite smile. Not a professional nod.

Their entire face changed.

After a killer 2025 at MALK, I got to sit down with my team over the last few days and share what they'd earned.

These conversations are my favorite part of leadership.

Not because I'm handing out money. Because I'm watching bets pay off.

Every hire is a bet. Every promotion. Every time you give someone more responsibility than they've had before, you're betting they'll rise to it.

Most of those bets don't feel safe when you make them.

You're trusting people before they've proven they can handle it. Giving them room to fail. Hoping like hell they don't.

And then you get a year like this one.

Where chaos turned into wins. Grind turned into growth. And the people you bet on delivered more than you imagined.

That's the payoff.

Not the revenue. Not the milestones.

Watching someone realize their work mattered (and was recognized).

Never been on a Forbes list // President @ MALK Organics // Follow for posts about the highs and lows of building consumer brands from 13+ years in the trenches actually doing it

MALK made the Bain 2026 US Insurgent Brands list 👀 

What I love about this list is it's numbers based (i.e., not a popularity contest.)

• Greater than $35MM in revenue
• Grown at least 10x faster than their category average over the last 5 years
• Maintained positive growth over the past 2 years

A couple other stats that stand out. 

- While the overall market grew less than 2% in 2025, the insurgents captured 36% of market growth.

- Insurgents grew volumes by approximately 55% year over year in a market where overall volumes were largely flat, demonstrating that their growth reflects real consumer demand, not just price inflation.

- Insurgent brands continue to be at the forefront of where consumer demand is accelerating with 44% of the brands featuring natural or organic claims. 

I'm proud of what we're building at MALK. 

And honored to sit alongside the other amazing Brands on this list. 

Let's get after it once again in 2026!

We’re debuting our new Cleaner Creamers at Expo West.

Organic, dairy-free, and made without gums, oils, or natural flavors. 

One thing we all need at Expo is coffee (duh), so come have a cold brew on us at our Cleaner Creamer Coffee Bar outside of Hall E (S21). 

Or explore the full MALK lineup (and more) at our main booth N322.

Lastly, we're also hosting a happy hour on Thursday 3/5, from 4-5PM — where MALKtinis will also make their debut :)

See you there!

(Full details in the link in the comments)

I turn 47 today.

Five years ago, I wrote a post on my 42nd birthday about entering my prime.

Looking back, I was right. But I underestimated what was coming.

Because every year since then, I've finished even stronger than I started.

Not older. Stronger.

Mentally. Physically. Emotionally.

Patience made me stronger mentally.

I stopped needing everything to happen right now. The urgency that used to consume me is more controlled. The more I let things unfold, the quieter my mind gets. Clearer. 

Acceptance made me stronger emotionally.

I stopped fighting what I can't control. The setbacks, disappointments, and other people's opinions that used to stunt me... I learned to let them pass through instead of take up residence.

Balance made me stronger physically.

I stopped treating my body like it was separate from everything else. Sleep matters. Recovery matters. I'm in better shape at 47 than I was at 37 because I finally stopped grinding myself into the ground.

Focus made me stronger universally. 

I stopped giving F's to things that don't fill me up. Relationships, opportunities, envy of other's people's highlight reels on social media. 

I'm still a work in progress, but recognize and acknowledge that if I'm going to grow, those are the areas that need to be more developed. So I work on them. 

At 22, I thought 47 was ancient.

At 47, I know the truth.

I'm not declining. I'm compounding.

Every hard conversation. Every failure I sat with instead of ran from. Every time I chose the long game over the quick win.

It all stacks.

So if the 22-year-old version of me showed up today, I'd tell him the same thing I said five years ago:

You have no shot against this version of me.

But now I'd add one thing:

You won't have a shot against the 60-year-old version either.

We’re hiring a Director of Finance.

You’ll report directly to and work closely with our CFO Jay Stone. 

MALK is growing fast with a smaller team which means you’ll have meaningful ownership and impact.

It also means we need a builder. 

Someone comfortable operating in the fast-moving, messy world of high-growth CPG.

You’ll partner closely with Sales, Marketing, Category Insights, and Demand Planning to help us understand what’s driving growth and how we invest to scale the business.

We have a culture we protect furiously. 

A group of humans who are all different, but who have common traits. 

Self motivated, open minded, intellectually curious, and cool. 

Last thing I’ll say is this.

This place is special. And will be one of the most fun and rewarding work experiences of your life if you’re the right fit. 

I don’t just believe that. I know it. 

If you’re interested, or know someone great, email hr@malkorganics.com. 

Or text me if you know me.

I've never met a happy person in a hurry.

Last week I looked down and realized I'd eaten an entire lunch without tasting a single bite.

Fork in one hand. Slack in the other. Eyes on the next call starting in 4 minutes.

I couldn't tell you what I ate. I was already somewhere else.

And I thought: what am I actually racing toward?

Look, I get it. Speed wins. 

I've built my entire career on moving fast. I preach it constantly.

But there's a difference between moving with urgency and living in a constant state of hurry.

Urgency is a choice. Hurry is a disease.

Urgency says "this matters, let's go."
Hurry says "this moment isn't good enough. I need to be somewhere else."

Every time you're rushing, you're basically telling yourself: I don't want to be here. I want to be there.

"There" is always some future moment. When the deal closes. When the launch is done. When you're "further along."

You know what you'll find when I got there?

Another "there."

Happiness isn't waiting for you at the finish line.

It's not in the next milestone or the cleared inbox or the lunch you inhaled at your desk.

It's here. Right now. 

Even if "here" isn't where you thought you'd be.

If you can't get your arms around that, happiness will always elude you.

—

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

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

https://ryanrouse.me/

Stop trying to be Steve Jobs.

He's the exception, not the rule.

An entire generation of founders watched the turtleneck tantrums and thought that was the playbook for great leadership. 

It's not.

I've watched brilliant people flame out because nobody wanted to work with them.

Being easy to work with is a competitive advantage.

Nice people make more friends.
Nice people create more loyalty from colleagues.
Friends and loyal colleagues expand your network.
Your network brings more opportunity.

The math is simple.

Be decent.

—

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

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

https://ryanrouse.me/

There’s nothing like putting your skills to the test.

I say it to the team all the time. 

No doubt they’re sick of hearing it. 

But getting the chance to put your hard work to the test is a privilege. 

Full stop. 

I’ve worked really hard on my jiu jitsu since picking it up 3.5 years ago. 

And love to compete in tournaments because what better way to test skills than that?

This is me getting a choke submission in the gold medal match at the Austin Open last week. 

Stoke Level = Off The Charts

Really proud of the work I’ve put in regardless of the outcome. 

But winning is pretty sweet.

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I used to think good leaders had an opinion on everything.

Every deck. Every decision. Every damn detail.

If someone brought me something, I had to weigh in. That was my job, right?

Wrong.

I was exhausting my team and myself.

Not everything demands your judgment.

You're actually allowed to say "I trust your call on this."

You can sit in a meeting and just listen. You can let your direct report run with their idea without inserting yourself into every corner of it.

The best leaders I know? They're selective about where they spend their opinion capital.

They know the difference between:

• Things that need their input
• Things that need their approval
• Things that need neither

When you comment on everything, two things happen:

Your team stops thinking for themselves. And you become the bottleneck.

So now I ask myself: Does this actually need me? Or do I just want to feel important?

Most of the time, it's the latter.

Shutting up is a skill. And it might be the most underrated one in leadership.

—

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

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

https://ryanrouse.me/

Nothing will advance your career faster than being able to connect with other humans.

It trumps every other skill by a country mile.

This starts with you making everything less about you and more about them.

Ironically, even though it's the most important skill to get you into a leadership position, it's actually more important once you get there.


—

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

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

https://ryanrouse.me/

The best leaders don't announce themselves.

Sure, you can feel their presence.

But when they're with their team, there's no performance. 

No need to remind everyone they're the boss.

Their authority comes from how they listen. How they ask questions instead of giving orders. How they make space for others to shine.

The insecure ones do the opposite.

They interrupt. 
They dominate conversations. 
They make damn sure you know they're running the show.

But real leadership shows up in the room without saying a word. 

People lean in when they speak. 
Decisions get made faster. 
The team moves with confidence.

That's the tell.

If someone has to constantly remind you they're in charge, they probably aren't.

Your best relationships aren't built in the good times.

They're forged in the shit storms.

When revenue's down. When you're making layoffs. When the product launch flops and everyone's pointing fingers.

That's when you find out who's really on your team.

I've watched partnerships crumble during growth phases that should've been celebrations. And I've seen teams get tighter during crises that should've torn them apart.

The difference?

How you communicate when it's hard. 

Whether you protect respect even when you disagree. If you can trust each other when the path forward isn't clear.

You can't go back to the early days when everything felt simple. When the stakes were lower and disagreements didn't matter as much.

And honestly? You shouldn't want to.

Because every hard conversation, every tense board meeting, every moment you chose trust over ego made you stronger.

The relationships that survive the pressure are the ones worth keeping.

Everything else is just networking.

Self reflection is in short supply.

Most people are so damn sure they're right.

I get it. Confidence feels good. Certainty is comfortable.

But what I've learned in nearly 47 years on this planet is the most dangerous thing you can do is stop asking yourself one simple question:

Am I wrong?

Not once in a while. Regularly.

Pick something you're convinced of and argue against yourself. Make the best case you can for the opposite view.

You'll either strengthen your position or realize you need to change it.

Either way, you win.

The people who do this consistently? They make better decisions. They build stronger teams. They avoid costly mistakes.

The ones who don't? 

They get blindsided by their own blind spots.


—

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

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

https://ryanrouse.me/

People who tell you to "enjoy the journey" have already finished theirs.

They're not wrong. They're just not useful.

When I was grinding 90-hour weeks at Factor_, people would say "enjoy the process!"

I wasn't enjoying anything. I was trying not to go bankrupt.

You can't enjoy drowning while you're drowning. You're just trying to breathe.

Here's what actually helps:

• Permission to not love every moment
• Knowing survival mode is temporary
• Understanding gratitude comes later

Stop beating yourself up for not loving the grind.

The appreciation comes when you've got bandwidth for it.

Right now? Just keep climbing.

—

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

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

https://ryanrouse.me/

Intelligence isn't why leaders fail.

They fail because they can't connect.

I watched a VP with all the talent in the world lose his team in 6 months. Not because the plan was wrong. Because no one wanted to follow him.

He couldn't read a room. Couldn't give feedback without destroying morale. Couldn't build trust.

The gap between good and great leadership isn't IQ. It's EQ.

You can be the smartest person in the building and still create a vibe people don't enjoy.

Because leadership isn't about being right. It's about bringing people along with you.

Your direct reports. 
Your counterparts. 
Your boss. 

The hard skills get you in the door. The soft skills determine how far you go.

If you're stuck at a certain level, ask yourself: Is it really your capabilities holding you back? Or is it how you make people feel?

Start there.

The hardest workers at startups aren't always the ones who get promoted.

I've watched this play out dozens of times across three companies.

Everyone's grinding. Everyone's busy. That's table stakes.

The difference? It's not who works the most hours.

It's who takes ownership of their own growth.

Take two different people. Both talented. Both working their asses off.

One finishes a project and asks "what's next?" before you even have time to think about it. She spots gaps in your process and just... fixes them. Builds skills you didn't even know you needed yet.

The other does his job well. Really well. But he waits. Waits for you to assign the next thing. Waits for feedback. Waits for someone to tap him on the shoulder and say "here's your growth opportunity."

Guess which one gets promoted?

Here's the reality at a startup: No one has time to manage your career development for you.

Your boss is putting out fires. Your company is trying not to die. There's no HR department building you a nice little development plan.

If you're waiting for that, you're already behind.

The people who make it aren't necessarily the smartest or most experienced.

They're the ones who look at their current role and ask "what's next?" without being prompted.

They find the gaps. They raise their hand. They build new skills before they need them.

The others? They're always surprised when growth opportunities go to someone else.

Stop waiting. Start owning.


—

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

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

https://ryanrouse.me/

I used to think confidence was more correlated to competence.

That the person dominating the conversation must know what they're talking about.

I was wrong.

Tens of thousands of meetings over the decades taught me this lesson the hard way.

The pattern is always the same.

Someone walks in with all the answers. Voice loud. Presence commanding.

Most people defer to them because of the volume and presence.

But...

The quiet ones. The people who didn't fight for airtime. Who wait until everyone else has spoken before they say anything at all.

They aren't quiet because they have nothing to say.

They're quiet because they were actually thinking. Processing.

Connecting dots that everyone else misses while they're busy talking.

I've watched entire strategies shift because someone who barely said a word for 45 minutes finally raised their hand and pointed out the one thing everyone else overlooked.

The flaw in the logic. The customer insight we missed. The operational reality that would kill the whole plan.

But here's the thing.
If you're not paying attention, you'll miss it entirely.

Because those voices don't demand space. They don't interrupt. They don't repeat themselves three times to make sure everyone heard.

They say it once. Quietly. And if you're not listening, it's gone.

The quiet people aren't always right.

But when they're wrong? They're wrong in interesting ways.

Ways that make you think differently. Ways that open up new angles you hadn't considered.

Real insight doesn't need volume.

It needs space. And attention. And someone willing to create room for it to surface.

If you're leading a team, this matters more than you think.

Because the breakthrough idea you're looking for? It's probably already in the room.

It's just not screaming at you.

It's sitting quietly in the corner, waiting for someone to notice.

Pay attention to the people who don't fight for airtime.

Ask them what they think.

Then shut up and listen.

You might be surprised what you've been missing.

Momentum is the most powerful force in business.

It's intoxicating. And finicky as hell.

When you have it, deals close faster. Hiring gets simpler. Problems suddenly have solutions.

That part is obvious. The part that isn't... 

Your team doesn't feel it the way you do.

They're in the weeds. Focused on tasks. They don't see the pattern you're seeing.

So when momentum's on your side, your job isn't just to ride it.

It's to make sure everyone else feels it too.

Point it out. Celebrate wins. Connect the dots between their work and the results. 

So you can get the most out of it when the winds are at your back. 

Because it can disappear as fast as it arrived.

Consuming content doesn't build confidence.

Doing does.

I spent years thinking I needed one more book, one more course, one more framework before I was ready. Spoiler: I was never ready.

The confidence I have now didn't come from any of that.

It came from:

• Launching things that flopped
• Making calls I wasn't sure about
• Building Factor_ with no roadmap
• Getting it wrong, then getting it right

You can watch every YouTube video on swimming. But you don't learn to swim until you're in the water.

Same with business. Same with parenthood. Same with life.

The reps are the education. The failures are the curriculum. The wins are just proof you survived long enough to figure it out.

Stop waiting until you feel ready. You won't.

Start before you're confident. That's how confidence actually gets built.

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

The Number One Fat Loss Food on the Planet...

Greek Yogurt.

→ Delicious
→ Low Calorie
→ High Protein

Everyone who eats it regularly is in shape.

Here are my 7 favorite Greek Yogurt based meals which will get you lean (and blow your mind):

(videos of each below)

1. Greek Yogurt Choc OverNight Oats:

A favorite based off Macro Mike's version

Base Ingredients:⁠ 
⚬ 1/2 cup Greek Yogurt⁠  
⚬ 1/2 cup Rolled Oats⁠ 
⚬ 1 Scoop Protein Powder 
⚬ 1/2 cup Almond Milk⁠ 
⁠
Ganache:⁠ 
⚬ 1 tbsp Chocolate Chips - melted⁠ 
⚬ 1 tbsp Yoghurt⁠ 
⁠
Toppings:⁠ 
⚬ Frozen Blueberries⁠ 
⚬ Cacao Nibs⁠ 
⚬ Melted chocolate⁠

Protein: 40g, Carbohydrates: 37g, Fat 11g
Calories: 422

2. Greek Yogurt Spiced Chicken:

An elite sauce/seasoning for most lean protein sources.

⚬ 100g Low Fat Greek Yogurt
⚬ 150g Cooked Chicken Breast
⚬ 1 Tsp Garlic Granules
⚬ 1 Tsp Onion Salt
⚬ 1 Tsp Paprika
⚬ 1/2 Tsp Chilli Flakes
⚬ 1/2 Tsp Oregano
⚬ Juice half lemon
⚬ 1 Tbsp Olive Oil
⚬ Fresh Coriander
⚬ S&P

Protein: 41g, Carbohydrates: 4g, Fat 17g
Calories: 422

*Credit to healthyfitbella for this one - love it.

3. Greek Yogurt + Protein:

Quick literally my favorite and simplest high protein snack/meal on the planet.

⚬ 450gm Low Fat Greek Yogurt
⚬ 1 Scoop Whey Protein Powder

Protein: 57g, Carbohydrates: 20g, Fat 7g
Calories: 371

4. Biscoff Banana Greek Yogurt Bowl:

An elite pre or post workout snack/meal.

• 300g low fat greek yogurt 
• 15g honey almond flax granola 
• 1/2 banana 
• 1 tsp brown sugar 
• 1 1/2 biscoff cookies 
• 3/4 scoop protein powder

Protein: 51g, Carbohydrates: 49g, Fat 6g
Calories: 457

*edited off wellness.ehva's recipe

5. Greek Yogurt Mex Chicken Salad: 

Ingredients: 
⚬ 175g cooked chicken breast 
⚬ 1/2 of a green bell pepper 
⚬ 1/2 of a red onion 
⚬ 1/4 cup loosely packed cilantro leaves 
⚬ 1/2 cup corn kernels 
⚬ 1/4 cup Low fat greek yogurt 
⚬ 1 tbsp lime juice 
⚬ 1 tbsp taco seasoning

Protein: 40g, Carbohydrates: 14g, Fat 5g
Calories: 265

*edited off Claire Hodgins recipe

6. Greek Yogurt Protein Brownie:

Ingredients: 
⚬ 20g of oats, blended into flour 
⚬ 20g chocolate protein powder 
⚬ 1 tbsp cocoa powder 
⚬ 1 tbsp maple syrup 
⚬ 1 egg  
⚬ 100g 0% Greek yogurt 
⚬ 1 tsp baking powder 
⚬ Pinch of sea salt 
⚬ Handful dark chocolate chips 
⚬ Splash of milk

Method:
Preheat oven to 180°c
Combine together in a small oven proof dish
Bake in the oven for 18 minutes

Protein: 35g, Carbohydrates: 37g, Fat 11g
Calories: 376

*A David Birtwistle masterpiece

7. Greek Yogurt Chicken Nachos Dip:

Ingredients:
⚬ 3/4 Cup Low Fat Greek Yogurt 
⚬ 28g Reduced Fat Cream Cheese 
⚬ 1 Tbsp Ranch Seasoning 
⚬ 170g Rotisserie Chicken 
⚬ 2/3 Cup Fat Free Mozzarella 
⚬ 2 Cooked Bacon Strips 
⚬ Parsley

Protein: 86g, Carbohydrates: 15g, Fat 17g
Calories: 595

There you have it.

7 Elite greek yogurt meal options to level up your nutrition.

Use/adapt this to suit you and your macro goals.

PS.

Want high level results?

DM me APEX for more 1:1 coaching 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 👇

Can't get to the gym? A set of dumbbells is all you need.

Here are my Top 10 exercises you can use to hit every muscle group at home:

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. Goblet Squats:

Muscles targeted:

⚬ Quads
⚬ Glutes

Tips:

⚬ Feet flat on floor
⚬ Drop hips down
⚬ Work toward femur hitting parallel with floor

3. 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

4. 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)

5. Floor Press:

Muscles targeted:

⚬ Chest
⚬ Delts
⚬Triceps

Tips:

⚬ Squeeze elbows towards each other at the top to engage the chest
⚬ Very slow and controlled movements
⚬ Stop at the bottom to avoid boucning the weight off the floor (quality is key)

6. Push Up:

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)

7. Seated Shoulder Press

Muscles targeted:

⚬ Delts
⚬ Triceps

Tips:

⚬ Slowly Lower Weight
⚬ Go somewhere comfortable below elbows parallel to ground
⚬ Lift back up (dumbbells should not touch at the top)

8. Lateral Raise:

Muscles targeted:

⚬ Delts
⚬ Traps

Tips:

⚬ Use a light weight
⚬ Rotate wrists forward as you lift so pinky finger is always the highest
⚬ Elbows should always stap about your wrist
⚬ Use a very slow and controlled movement (leave your ego behind)

9. 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.

10. 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

Well there you have it...

10 simple exercises you can do anywhere with nothing but a set of dumbbells.

This will help hit every key muscle group in your body.

Now.

Is this as good as a gym?

Absolutely not.

Is it far superior to doing nothing?

Absolutely.

I hope it helps.

___

PS.

Are you sick of poor health?

The APEX 1:1 Program has helped thousands of high performers optimize their health and performance permanently.

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

'I want to lose fat without losing muscle'

45 year old Business Owner Rob went from busy, tired, and stuck...

To torching 39lbs of fat, while also increasing strength, and improving health holistically in just 22 weeks.

Here are the 3 Steps we used to do it:

1. Nailed his nutrition:

The biggest lever for men wanting to lean down, and preserve muscle tissue.

Step one was to remove the guesswork and nail his caloric and macro intake for good.

Step 1 - Dialed in a consistent caloric goal. 

This was set to Rob's unique context to ensure a gentle caloric deficit which is imperative to burn fat, but not too aggressive that his metabolism, energy, and performance in the gym tanks.

Step 2 - A Daily macronutrient goal

Why?

⚬ The right protein intake - Muscle retention and satiety
⚬ The right carb intake - Gym performance and energy
⚬ The right fat intake - Basic hormonal regulation (T levels)

This balance is critical.

Step 3 - Systemize:

This elevates our program.

We reduce friction to put the first two steps on autopilot.

I built Rob a customized nutrition system:

⚬ Low friction meals
⚬ Made of foods he loves
⚬ Built to his caloric and macro goals

Simplicity = Consistency = Results

2. Optimized his Training:

Rob was training for over 90 minutes each session thinking more volume = more calories burned.

This is a common misconception for guys leaning down.

While you may have experience training, is needs to be optimized for muscle retetention.

So first...

Step 1 - Got immediate clarity that with nutrition removing body fat, everything we do in the gym is geared towards stimulating lean muscle growth, strength and peformance.

So we programmed everything to focus on high quality exection to maximize efficiency.

How we did this?

Step 2 - Quality > Quantity

Rob's workouts went from 90 minutes to under 50 minutes.

How?

The APEX Quality Execution Framework:

⚬ Slow reps
⚬ High Intensity
⚬ Perferct Form
⚬ 3 second eccentrics
⚬ Full range of motion

Better execution = Less Total Volume needed.

Step 3: Track Rob's Training KPIs:

It is every easy when leaning down to lose all accountability with your training, decrease the weight used and lose focus.

We use the APEX App to ensure Rob has specific KPIs every workout and is accountable to them.

Reps, weight, form.

Step 4: Video Analysis:

Execution is something we rate highly at APEX Fitness, we offer full video analysis.

This ensured execution stayed elite and improved over time.

This drives high level results, reduces risk of injury, and sets a strong foundation. 

3. Accountability and Support:

The value of a coaching program is the coach.

Rob got:

⚬ 24/7 1:1 access to me
⚬ Unlimited 1:1 Zoom check ins
⚬ Key Data tracking via APEX App
⚬ Group support in the APEX Inner Circle Community.

Accountability drives consistency and results.

Rob now has a predictable system which works for him.

Ready to transform as well? 

DM me APEX for more inof on our premium 1:1 coaching.

After 17 years training and coaching, here is every peice of fat loss advice I could come up with:

1. Stop drinking alcohol.

Kills your metabolism, messes up hormones, increases hunger, and wrecks sleep. Minimize where possible to maximize results.

2. Discipline is the most overlooked asset for crushing your health and fitness goals. Learn to prioritize long term goals over short term gratification.

3. Your number 1 priority to lose fat has to be a caloric deficit. In a caloric deficit you are GUARANTEED to lose fat.

4. Nutrition is your key lever to lose fat (not cardio). For example:

⚬ Time to burn 500 calories one the treadmill = 1 hour
⚬ Time to not eat that 500-calorie donut = 5 seconds

Understanding nutrition will ensure you never worry about fat loss again.

5. Your second biggest nutrition priority is protein intake. Without enough protein you will lose fat and muscle and end up skinny fat. Aim for 150-200gms of protein per day.

Chicken, Steak, Eggs, Shrimp, Tuna, Greek Yogurt, Salmon are all good

6. The biggest hurdle most people face is hitting their caloric and protein goals consistently. No consistency = no results. Make nutrition simple, low friction, tasty and repeatable. 

7. Eat the same meals most days. Simplicity scales.

8. Plan your next day's meals the night before. Huge ROI.

9. Include food you love. If you don't enjoy the system you are using, you will never maintain it long term.

10. Aim for 50gm of protein each meal.

Examples:

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

11. Carbs will not make you fat. A caloric surplus will. 

12. Lifting weights will improve your life holistically.

13. Lift weights 3-5x/week. Aim to hit each muscle group 2x/week

Recommended splits.

3x/week - Full Body workouts
4x/week - Upper/Lower/Upper/Lower
5x/week - Push/Pull/Legs/Upper/Lower

14. Track workouts (reps+weight). Shows progress, keeps you accountable, + gives you a plan.

15. Structure your workouts for quality > quantity.

⚬ 3-4 exercises/workout
⚬ 2-3 working sets/exercise
⚬ 9-12 total sets/workout
⚬ 3 minutes rest between sets
⚬ Take each set to 0-2 RIR (reps in reserve)

In and out in under 45 min.

16. 99% of people on the planet battle late night snacking. 

⚬ Remove junk from your house
⚬ Brush your teeth immediately after dinner

18. Walk everyday.

19. Remind yourself of your goals daily.

20. Get 7+ hours of sleep.. 

21. Remove friction and make it easy to stick to. Some tips:

⚬ Get gym clothes out the night before
⚬ Fill up your drink bottle the night before
⚬ Choose simple meals and plan in advance

22. Add a layer of accountability - Friend, Training Partner, Family or Coach. Huge ROI.

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

24. A Daily Routine is a MUST. 

26. Take 5g of Creatine Monohydrate every day. 

PS.

Want a proven system, customized to you, with guaranteed results?

DM me 'APEX' for info on VIP 1:1 coaching.

He’s 55, fitter than ever, and just reversed prediabetes.

Meet Lee, a 55-year-old client who’s transformed his life with our APEX coaching. 

In just months, Lee dropped 25 pounds, outgrew his dumbbells, and—most impressively—reversed his prediabetes. 

His energy is through the roof, and he’s stronger than he’s been in decades. This isn’t just a weight loss story; it’s about reclaiming vitality and rewriting what aging looks like.

When Lee started, he was stuck—carrying extra weight, feeling sluggish, and worried about his health trajectory. 

Prediabetes was a wake-up call, but he didn’t know where to start. 

That’s where our personalized 1:1 coaching came in. 

We crafted a plan tailored to his lifestyle—nutrition, strength training, and mindset shifts that actually stick. 

No crash diets, no gimmicks, just sustainable changes.

Lee’s results? 

He’s 25 pounds lighter, lifting heavier weights than he thought possible, and his doctor confirmed he’s no longer prediabetic. 

He’s not just healthier—he’s thriving, with confidence and strength he didn’t know he had. 

This is what APEX coaching does: we meet you where you are and guide you to where you want to be. 

Whether it’s weight loss, building strength, or tackling health challenges, our proven system delivers. 

Ready to write your own transformation story? 



DM me APEX to learn about our limited 1:1 coaching opportunities. 

Spots are filling fast, and we only take on clients ready to commit to real change. 

Let’s make your health and vitality the next success story.

My 10 minute Grocery List:

The secret to sustainable health?

The Executive Tax: Is Your Diet Costing Your Career $10,000?

You think your inconsistent diet is only costing you 10 lbs?

It’s costing your career thousands every quarter.

For high-performing executives, the real cost of poor nutrition isn't just weight gain. 

It's cognitive drag, energy volatility, and chronic brain fog that silently caps your focus and decision-making capacity.

You are trading minutes saved on planning for hours of lost productivity.

Apex clients—like the executive who saved hours weekly and boosted productivity by thousands —know the solution isn't more discipline. I

t's a simple system that eliminates decision fatigue and guarantees high-octane fuel.   

The Cost of Inaction is always higher than the investment in structure.

This is our “10-Minute Longevity List” for busy professionals. Get in, get out, get high-quality fuel:

Rotisserie Chicken: Instant, high-quality protein source. Zero prep.
Pre-washed Greens: The easiest way to maximize nutrient density.
Avocados: Sustained energy, fiber, and healthy fat for brain function.
Canned/Pouched Wild Salmon: Quick, travel-friendly protein and anti-inflammatory fats.
Frozen Berries: Essential smoothie base, quick snack, powerful antioxidants.
Eggs: The ultimate adaptable protein for any time of day.
Canned Lentils or Beans: Fast fiber and complex carbohydrates for stable energy.

*(Tailor this to suit your preference)

You can afford the 10 minutes it takes to execute a simple system. 

You cannot afford the chronic sub-optimal performance of failing to fuel your platform correctly.

If you’re ready to implement a customized system that translates health into verifiable career ROI:

DM me APEX for more info.

How I nail protein intake at work, home and travelling...

In today's high-stakes world, health isn't just a nice-to-have—it's the ultimate ROI. 

It fuels your career, relationships, creativity, and longevity. 

Every day you skim on it? 

That's an opportunity cost you can't reclaim. 

Time lost to fatigue, brain fog, or subpar performance is time you'll never get back.

As a busy professional, hitting your protein goals can feel impossible amid back-to-back meetings and deadlines. 

Protein keeps you energized, builds muscle, curbs cravings, and sharpens focus. 

But who has time to cook elaborate meals? 

Enter grab-and-go options: simple, portable, and effective. Here are my top 7 favorites to make 20-30g of protein effortless—no prep required:

Greek Yogurt Cups: Grab a plain, full-fat version (like Fage) for 20g protein. Add berries if you want flavor. Stash in your fridge or office cooler.

Protein Shakes/Bars: Opt for clean brands like Quest or Premier Protein—up to 30g per serving. Keep a stash in your bag or desk drawer for instant fuel.

Hard-Boiled Eggs: Pre-boil a dozen on Sunday (6-8 min boil). Two eggs = 12g protein. Portable and versatile—eat plain or with salt.

Beef or Turkey Jerky: Low-sugar options like Epic or Chomps deliver 10-15g per ounce. TSA-friendly for travel days.

Cottage Cheese Singles: Good Culture packs offer 15g protein. Pair with cherry tomatoes for a quick snack.

Tuna or Salmon Pouches: Starkist or Wild Planet—15-20g protein, omega-3 bonus. Mix with crackers if needed.

Simple.

Easy to pack.

Easily accessible.

You need to make it simple.

But...

You MUST have a plan to succeed.

Pro tip: Aim for 1-1.5g protein per pound of body weight daily. 

Track with an app like MyFitnessPal to stay accountable. 

These swaps turn "busy" into "optimized."

PS.

We've helped thousands of high performers over the last decade level up their health and performance permanently. 

Every day you're not at your best is an opportunity cost. 

DM me APEX for more info on our signature 1:1 coaching program.

'Eat less move more' is a lie.

The truth is you can get lean eating more food.

How?

You need to focus on High Volume to Caloric Ratio Foods.

Here are 5 of my favorites to help you eat more and stay lean:

To torch fat you have to be in a caloric deficit.

Nutrition is the easiest way to do this.

'Yeah, but I don't want to starve myself'.

You don't have to.

The key is knowing the right foods you can eat more of to get lean and stay full.

Here are 5 of my all-time favorites...

1. Blueberries:

Blueberries may just be my favorite.

⚬ Tast delicious
⚬ High in nutrients
⚬ Low in calories

This makes them nearly impossible to 'overeat'

You can eat half a kg of these for just 250 calories.

A great option when torching fat.

2. Potatoes:

'But carbs make you fat'

Rubbish.

Potatoes not only energize you in the gym but that have an elite volume to calorie ratio and are my 'go-to' carb source when dieting.

They are also delicious.

You can eat 400g of potato for just 280 calories.

3. Low Fat Greek Yogurt:

Just an elite option.

Not only can you keep it in the fridge for weeks as convenient source of protein.

But it mixes beautifully with whey protein (tastes like choc mouse) berries, granola, whatever you like.

You can eat half a kg for 300 calories.

4. Chicken Breast 

Lean sources of protein are a must to hit protein goals while maintaining a caloric deficit.

Chicken breast is a staple for a reason.

Delicious
Flexible
Easy

You can have 200g of cooked chicken breast for under 250 calories.

5. Popcorn:

Often bundled in to the 'junk food/avoid' pile but popcorn is elite.

The first time I saw the macros on it my mind was blown.

The key is to avoid the popcorn covered in butter and sugar.

You can have 100g of popcorn (one large packet) for 380 calories.

So, if you are constantly feeling hungry when trying to lean down, spend time focusing on high-volume low-calorie foods.

5 of my favorites:

⚬ Blueberries
⚬ Potatoes
⚬ Low-Fat Greek Yogurt
⚬ Chicken Breast
⚬ Popcorn

The key to eating more, dodging hunger, and getting lean.

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 opportunities.

I used to be the person who “didn't have time.”

Shy. Out of shape. Constantly battling a nagging sense of self-doubt that whispered I’d reached my ceiling.

I viewed fitness as a chore, a secondary priority to building my career. 

I thought I was being "productive" by skipping the gym to work more.

I was wrong. I wasn't just losing my health; I was leaking performance in every area of my life.

The turning point wasn't a "lightning bolt" moment. 

It was the realization that the cost of inaction was compounding faster than my investments.

I decided to stop negotiating with myself. 

I chose action over overthinking and consistency over intensity. 

The result? 

I didn't just transform my physique; I transformed my entire reality.

Business: My cognitive clarity skyrocketed. I stopped "grinding" and started leading.

Relationships: I showed up with more energy for my family, no longer the "exhausted version" of myself.

Mindset: When you conquer the person in the mirror every morning, a boardroom full of executives doesn't feel so intimidating.

The ROI of health is the only investment with a 1,000% guaranteed return.

But most people wait. 

They wait for "next quarter" or "when things settle down."

Here is the cold, hard reality backed by research:

The "Brain Drain": Studies show that poor metabolic health can lead to a 20% drop in cognitive productivity. 

That’s one full day of work every week lost to brain fog.

The Longevity Gap: Research indicates that low cardiorespiratory fitness is a greater predictor of death than smoking or diabetes.

The Opportunity Cost: 

Every year you spend "out of shape" is a year you are operating at 60% capacity. 

You are literally leaving money, memories, and years of life on the table. Time is the only asset you cannot buy back.

I went from shy and out of shape to lean, strong, and the founder of Apex Fitness Advisory.

I didn't have a "secret." 

I had a system. 

I removed the self-doubt by replacing it with a data-driven plan.

If I can do it, you can too.

But you have to stop waiting for the "perfect time." 

It doesn't exist. 

There is only the action you take today.

Ready to reclaim your peak performance and optimize your life permanently?

DM me "APEX" and let's discuss our premium 1-1 coaching program.

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The Battle

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