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.

Oliver Anwar

Elite Health Specialist To CEOs & Entrepreneurs • Transformed 100s of entrepreneurs & high performers' lives • 100,000+ followers on Twitter

Most executives sacrifice their health building their business.

I help them reclaim it without leaving the business.

I'm Oliver Anwar, Executive Health Coach and Founder of Elite Performance.

I specialize in helping CEOs, founders, and executives drop 20-40 lbs, optimize their hormones, and rebuild unstoppable energy through precision protocols that fit their schedule, not some cookie-cutter fitness plan.

Here's the reality:

At 40+, your body doesn't respond like it did at 25.

You can't out-work a broken metabolism. 

You can't out-hustle low testosterone. And you can't out-discipline chronic stress.

Most health coaches give you workouts and meal plans.

I give you biology.

We optimize your hormones. We track your bloodwork. We engineer your nervous system for peak performance.

And we do it in a way that works around client dinners, travel, and 60-hour weeks.

I've worked with executives at: 

• Amazon 
• McKinsey 
• Accenture 
• Meta 
• Shopify 
• Tinder 
• Microsoft 
• Pfizer 
• Solana 
• X 

What my clients get:

✔ Drop 20-40 lbs of fat and keep it off
✔ Optimize testosterone and cortisol through bloodwork-backed protocols
✔ Reclaim energy, focus, and drive without sacrificing business performance
✔ Build a system that sustains results for life, not just 12 weeks

If you're a CEO, founder, or executive who refuses to accept "good enough" health:

→ Book a strategy call: https://calendly.com/theworkercoach/vip-worker-discovery-call
→ Join 10,000+ leaders in my weekly newsletter: https://fitnessforentrepreneurs.com/newsletter
→ Follow me for daily insights: LinkedIn (here), Twitter @theoliveranwar, Instagram @theoliveranwar

Results guaranteed or you don't pay.

Let's build something elite.

Chief Executive Officer

Mark Zuckerberg is in the best shape of his life at 40.

He's running a $1.5 trillion company, competing in MMA, and training jiu-jitsu before his kids wake up.

10 years ago he looked like he'd never touched a weight.

Same schedule pressure as a decade ago. More responsibility. More demands.

The difference isn't time. He didn't find more of it.

He made a decision that his body was part of his operating system.

Not separate from his performance. Central to it.

Strength training. Recovery protocols. Dialed-in nutrition. Built into his schedule, not squeezed around it.

Under 3 hours a week. Consistent. Non-negotiable.

Most executives tell themselves they'll focus on health when things slow down.

Things never slow down. Zuckerberg understood that.

Your body is either fuelling your performance or quietly draining it. There's no neutral.

The question isn't whether you have time.

It's whether you've decided it matters.

💬 DM "ZUCK"

 I'll show you how to build a body that matches your ambition in under 3 hours a week.

(Results guaranteed or you don't pay)

Chief Health Officer | I help CEOs & founders drop 20-40 lbs and optimize hormones using science-backed protocols without sacrificing their business | Trusted by 500+ executives @ Amazon, Meta, Tinder, Shopify, Accenture

8 years ago I was filling vending machines at 4am.

No clients. No brand. No revenue.

I was broke and building something I wasn't sure would work.

Nobody was watching. Nobody cared. I showed up anyway.

Not because I was motivated. Motivation disappeared after the first month.

I showed up because I built a system. Same route. Same time. Same process. 

Every single day regardless of how I felt.

That system kept me alive long enough to build what I have now.

Today I coach executives at global companies on how to optimise their health using bloodwork and precision protocols.

And the first thing I tell every client is the same thing those 4am shifts taught me.

Motivation is a spark. Systems are the engine.

The executives who transform their health don't have more willpower than you. 

They just stopped relying on it.

If I woke up 30 lbs overweight tomorrow…

With 60 days to fix it or lose everything…

Here's exactly what I'd do to get my body back:


1. Simplify Nutrition

Eat the same meals daily:

Breakfast: 4 eggs + ½ avocado
Lunch: 6 oz chicken + white rice + broccoli
Dinner: 8 oz salmon + roasted veggies + olive oil
Snacks: Whey protein, almonds

No thinking required.


2. Fast Every Morning

Eat in a 6-8 hour window. Black coffee/water until noon.
Keeps insulin low, burns fat faster.
No late-night snacking. Ever.


3. Walk 10-15K Steps Daily

After every meal. During meetings.
Torches fat, lowers cortisol, preserves muscle.


4. Lift Heavy 3x Per Week

Full-body sessions: Squats, deadlifts, push-ups, pull-ups.
3-4 sets, 6-12 reps. 45 minutes. Done.


5. Cut the Junk

No alcohol. No liquid calories. No processed snacks.
60 days of discipline. Then reassess.


This protocol works, but only if your body cooperates.

If you're an executive or founder over 40, here's what most people miss:

→ Hormone optimization (testosterone, cortisol don't fix themselves with chicken and squats)
→ Real-time adjustments (for stress, travel, life chaos)
→ Accountability (when motivation runs out at week 6)

Most people follow protocols for 2-3 weeks.

The elite have systems that last.

You need precision, not persistence.


If you're an executive or founder who wants a system built around your biology, not just a generic plan:

💬 DM "BODY"

I'll show you how my clients drop 20-40 lbs without sacrificing their business.

(Results guaranteed or you don't pay)

Tom Brady played elite football until 45.

Most NFL players are finished at 35.

Some say it's genetics, but in Tom's case it's engineering.

Everyone assumed Brady would decline like every other quarterback.

Yet he won his last Super Bowl at 43. Then played two more seasons.


Here's what Tom did differently:

Brady doesn't train like a normal athlete.

He built an entirely different system called TB12.

The core principle: Pliability over stiffness.

Most athletes build hard, tight muscles.

Brady builds muscles that stay long, soft, and resilient.


The Tom Brady Longevity Protocol:

Training:

• Resistance band work over heavy weights
• Deep tissue pliability sessions daily (20+ minutes)
• Functional movements that mirror real-life demands
• No max-effort lifting that creates muscle density

Nutrition:

• 80% alkaline, 20% acidic foods
• Zero: sugar, white flour, dairy, nightshades
• Heavy emphasis: wild salmon, vegetables, nuts, seeds
• No eating within 3 hours of sleep

Hydration:

• 1/2 body weight in ounces daily (minimum)
• Electrolytes in every bottle
• Dehydration = root of soft tissue injuries

Sleep:

• Non-negotiable 9 hours per night
• Bedroom at 65 degrees
• No screens after 8pm


The result:

23 NFL seasons. 7 Super Bowls. Zero major injuries after age 35.

Not magic. Just a system he never broke from.


The executives who perform best at 40+ aren't trying to out-train their 30s.

They're building systems that sustain peak performance.

Tom's system: pliability over stiffness. Recovery over intensity. Engineering over genetics.


If you're ready to build the longevity system that keeps you performing at your peak:

💬 DM "BRADY"

I'll show you the exact protocol to stay elite after 40. Training. Nutrition. Recovery. All engineered for longevity.

(Results guaranteed or you don't pay)

The worst meal decision executives make is at 9pm.

You survived the day. Back-to-back calls. A flight. Client dinner.

Then you walk into your hotel room and your discipline disappears.

Room service. Minibar. Something on your phone because you "earned it."

1,500 calories. High sodium. Heavy.

You sleep terribly. Wake up bloated. Walk into the morning meeting at 60%.

They think it's jet lag. You think it's ageing. Your doctor thinks it's stress.

It's the 9pm meal.

Here's what the sharpest executives I work with do:

They double protein at dinner. One portion eaten, one boxed for the hotel room. 

The minibar never enters the conversation.

They pack a protein bar in their carry-on before leaving home. Not a backup plan. The plan.

They set a hard rule: nothing after the last real meal. 

Decided at 2pm when their brain still works. By 9pm they're not choosing. They already chose.

The difference between commanding tomorrow's room and showing up foggy isn't discipline.

It's refusing to leave your most important decisions to the moment you're least equipped to make them.


If you travel weekly and your performance has been slipping:

💬 DM "TRAVEL"

Francisco came to me at 57.

Senior Director of Global Marketing. Leading teams across key markets. 

Flying between New York and Miami every other week. Injury-prone. Out of shape. Convinced his best years were behind him.

"I'm too old to get abs."

He'd tried before. Every attempt ended the same way – a travel week killed the momentum, an injury set him back, and he'd quietly stop.

Not because he lacked discipline. Because every program he'd tried assumed he had a predictable life.

He doesn't. Neither do most of the executives I work with.

So we didn't build a program that required perfect weeks.

We built a system around his reality:

• 3x per week strength training. 45 minutes. Joint-friendly. 
• High protein nutrition that worked in airport lounges and New York steakhouses. 
• Strategic recovery built around his flight schedule, not in spite of it.

24 weeks later:

→ 35 lbs down. 205 to 170. 
→ Zero injuries across the entire program. 
→ Visible abs at 57. 
→ More energy on landing days than he'd had in a decade.

Francisco didn't overhaul his life. He didn't cancel trips or clear his calendar. He followed a system that survived his schedule.

That's the difference between a fitness plan and a performance system.

Age didn't slow him down. A plan that ignored his life did.


If you're a leader over 40 flying between cities and tired of resetting every quarter:

💬 DM "ELITE"

I'll show you the exact approach that dropped Francisco 35 lbs while he kept his full travel schedule.

(Results guaranteed or you don't pay)

Your health is compounding against you.

Not eventually. Right now.

Your testosterone is declining 1-2% per year after 30. That's not a theory. 

That's biology.

Your inflammatory markers are creeping up. Silently. No symptoms yet. Just a slow erosion of energy, recovery, and mental clarity that you've written off as "getting older."

Your sleep quality is deteriorating. Not because of age. Because of unchecked cortisol, poor nutrition timing, and a nervous system that never downshifts.

None of this shows up on a basic annual physical.

All of it shows up in how you lead.

The executive who can't focus past 2pm. The founder whose patience runs out by Thursday. The leader who used to command rooms and now just survives them.

That's not ageing.

That's compounding neglect.

And it compounds the same way money does. Slowly. Then all at once.

The executives I work with don't come to me because something broke.

They come because they finally looked at the trajectory and realised where it was heading.


If you've been telling yourself you'll deal with it next quarter:

💬 DM "BLOODWORK"

I'll build you a custom plan based around your biology that helps you drop 20-40 lbs in under 3 hours per week.

(Results guaranteed or you don't pay)

Most business owners think they're tired because they don't sleep enough.

Here's the real reason (and how to fix it)

Look, I've coached 500+ executives at Amazon, Meta, Shopify, and Accenture.

The pattern is always the same.

Watch here → https://lnkd.in/dP_CE4HN

They get 7-8 hours of sleep. Drink coffee. Push through.

Still crash completely by 2pm.

Here's what's actually happening:

Your body is dumping cortisol all day from constant stress.

After 35, testosterone drops 1-2% yearly (stress accelerates this).

Blood sugar spikes and crashes trigger more cortisol.

You're running a loop that sleep can't fix.

The 4 root causes killing your energy:

1. Chronic cortisol overload (coffee makes it worse)
2. Testosterone decline (most GPs miss this)
3. Blood sugar instability (skipping breakfast, late crashes)
4. Nutrient deficiencies (Vitamin D, magnesium, B12, thyroid)

I've had clients told by their doctor "everything's fine."

Within 6 weeks of addressing what we found? Completely different people.

The fix? Five steps:

Get the right blood work. Eat high-protein breakfast within 60 minutes. Push first coffee to 9:30am. Set a hard work cutoff time. Address deficiencies with targeted supplementation.

Do these consistently and the 2pm crash clears in 3-6 weeks.

I break down all 4 root causes in this video.

It'll save you months of guessing.

Watch the full breakdown here → https://lnkd.in/dP_CE4HN

Most executives reset their health every quarter.

Same cycle. Every time.

January: new trainer, new plan, new commitment. 

By March: travel killed the rhythm. Workouts dropped. Sleep got worse. The plan quietly died.

You didn't quit dramatically. 
You just stopped showing up.

Then summer hits. Another reset. 

Two good weeks. Then a conference in New York, a client dinner in London, and three red-eyes in nine days.

Gone again.

By Q4 you've gained back everything you lost. 
Maybe more.

And the worst part isn't the weight.

It's that you've started to believe this is just what happens to people in your position.

60-hour weeks. Constant travel. Back-to-back commitments.

You tell yourself there's no realistic way to stay in shape with this schedule.

But that's not true.

The plan failed. Not you.

Most health plans are designed for people with predictable lives. Fixed training times. Eight hours of sleep. Home-cooked meals.

You don't have any of that.

So the plan works for two weeks and then shatters the moment real life kicks in.

What actually works for executives who travel, lead, and operate under constant pressure:

A system that doesn't require perfect weeks. 

Protocols that adapt to your schedule instead of fighting it. 

Decisions made in advance so you're not relying on willpower at 10pm in an airport lounge.

That's not a fitness plan. 
That's an operating system for your biology.

The executives I work with don't have more time than you. 
They just stopped using plans built for people with lighter lives.


If that cycle sounds familiar and you want to see how to break it:

💬 DM "EXEC"

I'll build you a custom plan based around your biology that helps you drop 20-40 lbs in under 3 hours per week.

(Results guaranteed or you don't pay)

Jonah Hill lost nearly 200 lbs.

Hollywood mocked his body for 15 years.

Interviewers joked about his weight to his face. Paparazzi stalked him shirtless at the beach to sell photos.

He said he didn't take his shirt off in a pool until his mid 30s. Not even in front of family.

At his heaviest, he was roughly 375 lbs.

Then something shifted. Not a health scare. Not a movie role.

He stopped trying to lose weight for other people and started doing it for himself.


He called Channing Tatum and asked how to get in shape. 

Tatum's response: "Yeah, you dumb motherf***er, of course you will. It's the simplest thing in the entire world."

No surgery. No shortcuts. No magic. Just a decision followed by a system.

Today, he's under 200 lbs and in the best shape of his life at 42.


Here's what most people miss about his story:

He didn't transform because he found the perfect diet.

He transformed because he stopped letting other people's perception control his identity.


Most men are doing the same thing right now.

Not because Hollywood is watching. But because they've accepted a version of themselves that isn't who they actually want to be.

They tell themselves "this is just what happens at my age" or "I don't have time" when the truth is they haven't made the decision yet.

Jonah Hill's transformation started the moment he decided his body was his responsibility. Not his schedule's fault. Not his genetics. His.


If you're an executive or founder over 40 who's been putting off that decision:

💬 DM "JONAH"

I'll run your bloodwork and build a custom plan to drop 20-40 lbs in under 3 hours per week.

(Results guaranteed or you don't pay)

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