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.

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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.

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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.

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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.

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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.

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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:

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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.

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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:

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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:

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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.

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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?

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

Ozempic is a trap.

I've had 12+ clients come to me in the last 3 months saying the same thing:

"I lost weight but I look worse. I feel weaker. And the moment I stop, the weight comes right back."

Let me explain why:


Ozempic isn't a fat loss drug.

It's an appetite suppressant. You eat less. You lose weight.

Sounds perfect, right?

WRONG.

Here's what nobody tells you:


When you slash calories without a plan, you don't just lose fat. You lose muscle.

Research indicates significant muscle loss occurs alongside fat loss on these drugs.

The tissue that protects your joints. Burns calories at rest. Keeps you looking strong.

So what happens?

You end up "skinny fat."

Lighter on the scale. Weaker underneath.

But it gets worse.


Have you heard of rapid weight loss effects on facial structure?

Quick weight loss hollows out cheeks and temples. You look gaunt. Aged. Tired.

I've seen 45-year-old executives come to me looking noticeably different in 6 months.

Some are now spending thousands on cosmetic procedures to address the changes.

They took a drug to look better. Only to need procedures to adjust what the drug did.


But here's the real issue:

The moment you stop, the weight comes right back.

Evidence shows users regain significant weight within a year of stopping.

And guess what comes back?

Mostly fat, not muscle.

So you end up worse than when you started:

• Weaker
• Fatter (proportionally)
• Dependent on a $1,000+/month prescription


Here's the truth:

In business, career, and relationships, you know there aren't shortcuts.

So why would any "quick fix" be different?

These drugs are life-changing for diabetics managing blood sugar. But for executives specifically using these drugs for fat loss?

The only sustainable path is a custom protocol built around YOUR biology.


If you're ready to drop 20-40 lbs sustainably without shortcuts, without losing muscle, without the rebound:

💬 DM "OZEMPIC"

I'll show you the exact system executives use to drop 20-40 lbs, build muscle, and actually keep it off.

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

Cillian Murphy looks better at 49 than most do at 25.

And he didn't get there by accident.

Most people think genetics determine physique at 49.

Murphy proves otherwise.


Here's exactly what he does:

Before each filming season, Murphy dedicates 6-8 weeks to intensively prepare his body for Thomas Shelby.

No magic. No shortcuts. Just systematic protocol.


The Cillian Murphy 5-Day Split:

Monday: Chest and Triceps (bench press, dips, tricep extensions) 

Tuesday: Back and Biceps (deadlifts, bent-over rows, hammer curls) 

Wednesday: Shoulders and Traps (military press, lateral raises, heavy shrugs) 

Thursday: Legs and Core (squats, lunges, leg press, planks, hanging leg raises) 

Friday: Full-Body Circuit (burpees, medicine ball slams, kettlebell swings, 30-45 min)

Saturday/Sunday: Active recovery (walking, hiking)


Key principles:

Compound movements first. Progressive resistance. Moderate weights, higher reps (10-15).

This builds lean muscle without bulk, exactly what a naturally slim actor needs.


Nutrition is equally important:

5-6 smaller meals daily instead of 3 large ones.

Protein with every meal (egg whites, plant-based options, lean proteins).

Carbs clustered around workouts.

Complex carbs: brown rice, quinoa, sweet potatoes.

Hydration: 3-4 liters of water daily.


The result:

Lean muscle definition. Strength that shows. Energy sustained.

No overcomplication. No biohacks. Just consistency.


If you are an executive or founder over 40:

💬 DM "MURPHY"

I'll show you the exact training and nutrition protocol to drop 20-40 lbs, build lean muscle, increase strength, and transform your energy in less than 3 hours per week

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.

If I woke up 45 lbs overweight… 

Below would be the grocery list, meals, workouts, and routine I'd use to get my body back in 90 days:


1) Grocery List

Proteins:

• Chicken breast
• Turkey breast
• Lean beef
• Salmon or white fish
• Eggs
• Greek yogurt (plain, low-fat)
• Cottage cheese

Carbs:

• White potatoes
• Sweet potatoes
• Oats
• Rice (brown or white)
• Quinoa

Veggies:

• Broccoli
• Spinach
• Brussels sprouts
• Beets
• Mixed greens (for salads)

Fats:

• Olive oil
• Avocados
• Nuts (almonds, walnuts—in moderation)

Others:

• Berries (blueberries, strawberries)
• Apples
• Coffee (black)
• Spices (garlic, turmeric, pepper—for flavor without calories)
• Supplements: Creatine, vitamin D, magnesium, omega-3s

Shop once a week and stick to the store perimeter.

The rest is just processed junk.


2) Meals

Breakfast (400-500 cal, 40-50g protein):

• 4 eggs scrambled with spinach + 1 cup oats + black coffee

Lunch (500-600 cal, 50g protein):

• Grilled chicken breast (6oz) + white potatoes (medium) + broccoli + olive oil drizzle

Dinner (500-600 cal, 50g protein):

• Baked salmon (6oz) + quinoa (1 cup cooked) + mixed greens salad with olive oil

Snacks (200-300 cal each, 20-30g protein):

• Greek yogurt with berries
• Cottage cheese + apple
• Protein shake (if needed, post-workout)

• Drink 3-4 liters of water daily.
• No snacking after 7pm.
• One high-carb day every 2 weeks for a reset (add extra potatoes or rice).
• When fat loss plateaus, drop 100 calories/day for a week.
• Skip the alcohol because it poisons progress.


3) Workouts

• Prioritize weights over cardio.
• Lift 45-60 min, 4-5x/week.
• Focus on compounds to build muscle and boost metabolism.
• Split: Push/Pull/Legs (repeat).

Push Day:

• Bench press: 3x8-12
• Overhead press: 3x8-12
• Tricep dips: 3x10-15
• Lateral raises: 3x12-15

Pull Day:

• Deadlifts: 3x6-10
• Pull-ups or rows: 3x8-12
• Bicep curls: 3x10-15
• Face pulls: 3x12-15

Leg Day:

• Squats: 3x8-12
• Lunges: 3x10/leg
• Calf raises: 3x15
• Leg press or extensions: 3x10-15
• Add 1-2 short HIIT sessions/week (10-15 min sprints or skipping) if needed.

Progressive overload:

• Increase weight/reps each week.
• Deload every 6 weeks to recover.


4) The Routine

This ties it all together for sustainability.

Daily:

• 7-8+ hours sleep
• 10k steps (walk outside for sunlight and mental clarity)
• Morning sunlight (15 min) to set circadian rhythm
• Diaphragmatic breathing during workouts for core stability

Weekly:

• Train 3-5 days
• Meal prep Sundays
• Track progress: Weigh-in weekly, photos monthly
• Supplements: Creatine (5g/day), vitamin D (if deficient), magnesium for recovery

________

P.S. I'm looking to help 3 high performers:

🔥 Drop 30 lbs of fat
💪 Gain 5-10 lbs of muscle
🚀 Skyrocket their energy in 3 hours per week 

Want in?

💬 DM me the word “FIT” and let’s chat

Your low testosterone makes you weak. 

Most men ignore the signs.

• Fatigue
• Hair loss
• Low sex drive
• Stubborn belly fat

Low testosterone is stealing your strength, confidence, and energy. 

Here's how to fix it:


1) Eat These Three Foods Together

• Brazil nuts (selenium)
• Sardines (omega-3s)
• Pumpkin seeds (zinc)

All three are involved in testosterone production. 

Do they work better together? Maybe. 

But if your sleep is garbage and you don't train, food won't fix it.

Foundation first.


2) Use Hot-Cold Therapy

Cold exposure temporarily raises cortisol, then your body adapts. Saunas have cardiovascular benefits.

Neither will "balance hormones" on their own. They're supplements to sleep and training, not replacements.


3) Train at the Right Time

Testosterone peaks in the morning. 

But that doesn't mean morning training produces more testosterone.

The truth: Heavy lifting raises testosterone regardless of time. 

Consistency beats timing.

Train when you'll actually show up.


4) Sleep Like a King

Testosterone is made while you sleep.

To maximize it:

• Magnesium glycinate before bed
• Room at 65°F
• No screens an hour before bed

This is the only point that's 100% non-negotiable. 

Most men sabotage everything here.


5) Natural Testosterone Boosters

Your body doesn't "adapt" to supplements in a week. That's bro-science.

The reality:

• Ashwagandha: Helps with stress, modest effect
• Tongkat Ali: Some research, limited
• Boron: Involved in T metabolism, small effect
• Cistanche/Fadogia: Use caution (Fadogia has toxicity concerns)

Consistency matters more than rotation. 

And supplements only work if sleep, training, and stress are handled first.


6) Remove Hidden Testosterone Killers

"Toxins cut testosterone in half" = fear-mongering.

What's real:

• Filter your water (removes contaminants)
• Minimize plastics (endocrine disruptors are real)
• DIM/calcium d-glucarate: Modest effect on estrogen metabolism
• Read your personal care labels

Good practice. But sleep, training, stress, and calories matter 100x more.


7) Eat Carbs at the Right Time

Post-workout carbs lower cortisol and support recovery.

Does this "free up testosterone"? 

Indirectly, by lowering cortisol. It's not a direct T boost.

Smart strategy if calories are adequate. Useless if you're starving yourself.


Here's the real stack:

• Sleep 7-8 hours
• Train heavy 3-4x/week
• Manage stress
• Eat enough calories
• Get bloodwork

Everything else is noise.


If you're over 40 and tired of low energy, weak performance, and declining testosterone:

💬 DM "TESTOSTERONE"

I'll show you how to rebuild your energy, strength, and hormones using real science.

(We start with bloodwork to know exactly where you are.)

Most people don’t age.

They just let themselves go.

It’s not genetics.
It’s not bad luck.
It’s years of poor choices catching up.

People blame aging for:

• Low energy
• Joint pain
• Slower metabolism
• Brain fog

But the truth?

• Poor diet = chronic inflammation.
• No training = muscle loss and weakness.
• Bad sleep = accelerated aging.
• High stress = low testosterone, rapid decline.

Some 40-year-olds look and move like they’re 60.
Some 60-year-olds are in better shape than 30-year-olds.

It’s not about age.
It’s about how you treat your body.

The fix?

• Strength train 3-5x per week.
• Eat for longevity (protein, micronutrients, whole foods).
• Optimize sleep like your life depends on it.
• Manage stress before it destroys you.

Most people let time break them down.
The elite engineer their health.

Aging is optional.

Which side will you choose?


If you're an executive or founder over 40 who refuses to accept decline as "normal":

💬 DM "PERFORM"

I'll show you the exact system my clients use to drop 20-40 lbs and optimize their hormones, without sacrificing their business.

Keanu Reeves at 60 outworks action stars half his age.

He does 90% of his own stunts in John Wick.

That's not movie magic. That's daily preparation.

Most actors hand off the hard stuff to stunt doubles.

Keanu trains for months to make sure he doesn't have to.


The John Wick films required mastering three disciplines:

Jiu-jitsu. Judo. Tactical firearms.

Not "movie versions." Real, competitive-level skill.


The Keanu Reeves Training Protocol:

Tactical Firearms:

• Live fire drills 3-4x per week
• 3-gun competition training (pistol, rifle, shotgun)
• Movement under stress, target transitions
• 2-3 hours per session

Martial Arts:

• Judo and jiu-jitsu 4-5 days per week
• Throws, joint locks, ground transitions
• Real technique, not choreography alone
• Trained with Machado brothers (BJJ legends)

Conditioning:

• Functional circuits: battle ropes, tire flips, sled pushes
• Mobility work daily (30+ minutes)
• Everything mimics combat demands

Nutrition:

• High protein, moderate carbs, low sugar
• Lean proteins: chicken, fish, eggs
• Complex carbs around training only
• Obsessive hydration

Recovery:

• 7-8 hours sleep minimum
• Stretching and soft tissue work between sessions
• Listens to his body, backs off when needed


The result:

A 60-year-old who moves faster, shoots straighter, and recovers quicker than co-stars in their 30s.

No ego lifting. No crash diets. Just skill stacked on consistency.


The difference between Keanu and most executives over 40?

He trained like his performance mattered.

Because it did.


If you're ready to train with the same discipline, and build the performance that matches your ambition:

💬 DM "WICK"

I'll show you the exact training system to outperform executives half your age. Skills. Strength. Recovery. All integrated.

I don’t care how old you are. 

The belly fat has to go in 2026.

Here's my science-backed advice for losing it ASAP:


1) Train for muscle, not calories

Past 40, you lose 3-8% of muscle mass per decade.

This tanks your metabolism and makes fat storage worse.

Lift heavy compound movements 3-4x per week:

• Squats
• Deadlifts
• Presses and rows

Your muscles are metabolic furnaces that burn fat even while you sleep.


2) Fix your cortisol problem

That belly fat isn't just from beer and pizza.

Chronic stress floods your body with cortisol, which signals your body to store visceral fat around your organs.

High-stress job + poor sleep + overtraining = stubborn gut that won't move.

• Sleep 7-8 hours
• Walk 8,000+ steps daily
• Stop grinding yourself into the ground at the gym


3) Eat protein like your life depends on it

After 40, you need 1g per pound of body weight minimum to maintain muscle and control hunger.

Most men eat half that.

Protein:

• Increases satiety
• Preserves lean mass during fat loss
• Highest thermic effect of all macros

Start every meal with 30-40g of quality protein before you touch anything else.


4) Stop eating like a college kid

Your insulin sensitivity isn't what it was at 25.

That metabolism that let you eat whatever you wanted?

It's gone.

• Cut liquid calories
• Prioritize whole foods
• Time your carbs around training when your muscles actually need them

Your body composition now depends on nutrient quality, not just quantity.


5) Get your testosterone checked

Low T accelerates muscle loss, increases fat storage (especially around the midsection), kills energy, and destroys recovery.

If you're tired, losing strength, and gaining belly fat despite training:

Get full hormone panels done.

Optimizing testosterone through training, sleep, nutrition and potentially TRT changes everything.


6) Walk more than you lift

Daily walking is the most underrated fat loss tool for men over 40.

It burns fat without spiking cortisol, improves insulin sensitivity, and doesn't interfere with recovery.

10,000 steps > another HIIT session that leaves you wrecked for three days.

Low-intensity movement compounds daily and actually works long-term.


The fix (90 days):

• Heavy compound training 3-4x/week
• 8,000+ daily steps
• 1g protein per pound of body weight
• Cut liquid calories
• Get testosterone + full hormone panels
• Prioritize sleep (7-8 hours)

Do this for 90 days and your body composition transforms.


If you're an executive over 40, gaining belly fat despite training, and ready to actually fix it:

💬 DM "BELLY"

I'll show you the exact protocol to drop 20-40 lbs in less than 3 hours per week.

(Results guaranteed or you don't pay)

There’s a silent killer inside your body.

It’s not sugar.
It’s not alcohol.
It’s not lack of sleep.

It’s cortisol.

I’ve coached high performers for over 10 years.

And this hormone?
It’s wrecking your system.

Let’s break it down:


What is cortisol?

They call it the “stress hormone”.

Almost every cell has cortisol receptors.
That’s why it affects the whole body.
It’s vital for normal function.
But too much, for too long?

Disaster.


What high cortisol does to your body:

• Destroys metabolic regulation
• Spikes blood sugar → insulin resistance
• Insulin resistance → Type 2 diabetes
• Alters fat distribution (face, chest, gut)
• Leads to Cushing’s syndrome over time

Still think stress isn’t hurting you?


Cortisol’s effect on your heart:

• Strains your cardiovascular system
• Increases blood pressure
• Raises heart disease risk
• Increases chance of stroke
• Long-term damage accumulates fast


It gets worse…

High cortisol also causes:

• Muscle breakdown
• Memory loss
• Poor focus
• Anxiety
• Cognitive decline


Let’s fix this fast.

Step 1: Use an anti-inflammatory diet

Your food = your cortisol regulator.

Eat these daily:

• Fruits & veggies
• Chia & flax seeds
• Fiber-rich foods
• Fermented foods
• Omega-3s (from fish)
• Whole grains & polyphenols

Avoid:

• Caffeine
• Added sugar
• Processed foods


Step 2: Take these supplements

Works even faster with targeted support:

• L-theanine
• Magnesium
• Rhodiola Rosea
• Ashwagandha
• Vitamin B-complex
• Omega-3 fatty acids

Speak to your doctor first.


Step 3: Exercise — but do it right

Training wrong increases cortisol.

Here’s what works:

• 150–200 mins/week
• Low to moderate intensity
• Cycling, walking, swimming

Mix it up:

• Strength
• Flexibility
• Cardio

Avoid this mistake:

• No all-out HIIT when already stressed
• Why? It spikes cortisol even more

Stick to smart training.
Fix your stress.
Take your power back.


If you're an executive or founder over 40 who wants to reclaim your health:

💬 DM "CORTISOL"

I'll build you the exact protocol: the foods, supplements, and training system I use with high performers to reverse cortisol damage and drop 20-40 lbs in the process.

(Results guaranteed or you don't pay)

Cardio is a bad way to lose fat.

If you want to lose 30 lbs of fat in 2026, read this:


First:

Do these sound familiar?

• Brain fog
• Poor focus
• Weight gain
• Low Sex drive
• Low Confidence
• Not getting work done

These are caused by being overweight.

Let’s fix them this year:


1) Dieting

Focus on:

• High protein
• Healthy fats
• Whole foods

Don’t cut out too many carbs.

Carbs often get demonized in the fitness space...

But they are needed for testosterone and energy.


2) Focus on weight training

Increasing muscle mass increases testosterone.

Start on a training program with:

- Push
- Pull
- Legs
- Upper body
- And lower body split.

Track your weights for progressive overload to get stronger every session.


3) Optimizing sleep quality

Wear blue blocking glasses 3 hours before bed.

Use magnesium and glycine for improved sleep.

These help you:

• Fall asleep easier
• Stay asleep longer
• Access deeper sleep


4) Use creatine

This helps with:

• Strength training
• Improved focus
• Increased muscle mass
• Boosts testosterone production

Creatine is one of the best, and most researched, supplements you can take.


5) Supplements

Improve your nutrition to optimize testosterone.

There are specific nutrients which boost testosterone:

• Zinc
• Calcium
• Vitamin B
• Vitamin D
• Magnesium

Meat, fatty fish, and shellfish have a lot of these.

But you can use supplements if you can't get enough of these from your diet.


6) Slight Calorie Deficit

Eat in a slight calorie deficit to lose fat while building muscle.

Eat 300 calories below maintenance.

Use an online calorie calculator to estimate your maintenance level.

Bonus:

Walk if 10,000 steps a day if you struggle with eating less.


7) Eat More Protein

You need more protein you can build muscle while dropping fat.

Aim for 1g protein per LB bodyweight.

180 LBs = 180g protein per day

Split this up throughout the day as this will aid in muscle building and protein synthesis (MPS).

________

P.S. I'm looking to help 3 entrepreneurs or executives:

🔥 Drop 30 lbs of fat
💪 Gain 5-10 lbs of muscle
🚀 Skyrocket their energy in 3 hours per week 

Want in?

💬 DM me the word “ELITE” and let’s chat

(Results guaranteed or you don’t pay)

If I had to lose 30 lbs in 60 days

No pills.
No fads.
Just results.

Here’s exactly what I’d do:


1. Eat the same meals every day

Most people fail from decision fatigue.
I’d simplify everything.

Breakfast:
• 4 eggs
• ½ avocado

Lunch:
• 6 oz chicken
• 1 cup white rice
• Steamed broccoli

Dinner:
• 8 oz salmon
• Roasted veggies
• Olive oil drizzle

Snacks:
• Whey protein
• Handful of almonds

Repeat daily.


2. Fast every morning

Push breakfast back until later in the day. 

Just black coffee and water.

This keeps insulin low and burns fat faster.

I’d eat in a 6–8 hour window.

No late-night snacking. Ever.


3. Walk like it’s my job

10k–15k steps per day. Minimum.

Walking torches fat and lowers cortisol.

It also preserves muscle.

I’d walk after every meal.

And do walking meetings.


4. Lift heavy 3x per week

Forget cardio marathons.

Muscle drives metabolism.

• Squats
• Deadlifts
• Pushups
• Pull-ups

3–4 sets. 6–12 reps.

Every session is full-body.


5. Cut the junk ruthlessly

No alcohol.
No liquid calories.
No processed snacks.
No cheat meals.

60 days.
Full discipline.
Then reassess.

________

P.S. I'm looking to help 3 executives or founders:

🔥 Drop 30 lbs of fat
💪 Gain 5-10 lbs of muscle
🚀 Skyrocket their energy in 3 hours per week 

Want in?

💬 DM me the word “LEAN” and let’s chat

(Results guaranteed or you don’t pay)

It doesn't matter how you eat Christmas to New Year.

It matters how you eat New Year to Christmas.

Most people have this backwards.


They obsess over holidays. Feel guilty. Make resolutions on January 1st.

By January 15th, they're back to old habits.

One week of indulgence doesn't destroy a year of consistency.

One week of discipline doesn't create a year of results.

It's the 51 other weeks that matter.


Here's what separates people who transform:

They stop obsessing over exceptions and protect the rule.

They don't care about Christmas dinner. They care about Tuesday dinners in March, June, September.

They don't care about New Year's Eve. They care about consistency between New Year and Christmas.


Why most people fail:

They think one perfect week = transformation.

One bad week and they give up.

They treat their body like a light switch instead of a dimmer.


The executives who actually drop 20-40 lbs and keep it off?

They eat well 80% of the time. Indulge 20% of the time.

Never break consistency for more than a few days.

One cheat meal doesn't destroy progress. One cheat month does.


The gap between transformation and failure isn't willpower during holidays.

It's consistency during ordinary days.


Most people are disciplined 7 days in January, undisciplined 51 weeks.

The elite are disciplined 51 weeks, forgiving 1 week.

Flip the ratio. That's the entire game.


If you're ready to build consistency between New Year and Christmas (and actually see results):

💬 DM "CONSISTENCY"

I show executives the exact nutrition system to stay disciplined 80%, enjoy life 20%, and drop 20-40 lbs without obsessing.

Europeans smoke, drink, and eat carbs… 

Yet still live longer than Americans.

It’s not genetics.

It’s lifestyle.

Here’s why — and what you can learn from it:


1) Less processed food

In the US, almost 60% of calories come from ultra-processed foods.

In much of Europe, it’s closer to 15%.

Less junk, fewer additives, better metabolic health.


2) Smarter food policies

Many European countries tax sugary drinks and use front-label warnings.

The US still floods shelves with sugar-heavy products.

Less regulation, more disease.


3) Safer ingredients

Europe bans hundreds of food additives the US still allows.

The difference?

In Europe, ingredients must be proven safe before approval.

In the US, they’re only banned once proven harmful.


4) More daily movement

European cities are built for walking and cycling.

People move without thinking about it.

In the US, you need a car to get anywhere.


5) Slower eating habits

Europeans treat meals as social moments — not tasks.

Smaller portions, slower pace, better digestion.

Less stress eating, more satisfaction.


The truth?

Europeans don’t live longer because they smoke or drink.

They live longer despite it — because they move more, eat less, and slow down.

Longevity isn’t about perfection.

It’s about environment, habits, and balance.


If you're ready to build the health system that actually supports your performance (without sacrificing your life):

💬 DM "HEALTH"

I'll show you exactly how to optimize movement, nutrition, and recovery, the three pillars that separate high-performing executives from burnt-out ones.

If you're a man over 40

Here's 10 signs you're still in shape for your age:


1. Your grip strength is still strong

Grip strength is one of the most reliable indicators of overall strength and longevity.

Weak hands = weak body.

Can you open any jar without struggle?


2. You can stand on one leg with eyes closed for 20+ seconds

Balance and proprioception decline fast after 40.

This predicts fall risk and neurological health.

Most guys over 45 can't do this.


3. You can hold a plank for 90+ seconds with perfect form

Core endurance (not just strength) keeps your spine protected and your movement efficient as you age.


4. You can still sprint at near-max effort without pulling something

Power and fast-twitch muscle fibers are the first to go.

If you can still move explosively, you're ahead of the curve.


5. Your body fat percentage is under 20%

Not just about the scale or waist size—actual body composition matters.

Most men over 40 are "skinny fat" with hidden visceral fat destroying their health.


6. You recover from hard workouts within 48 hours, not 5 days

Recovery speed is a direct window into your hormones, sleep quality, and inflammation levels.


7. You can perform a full squat (ass to grass) without your heels lifting

Ankle and hip mobility combined with leg strength.

Most guys lose this by 45.


8. Your fasting blood glucose is consistently under 100 mg/dL

Insulin sensitivity separates guys who age well from those who don't.

Pre-diabetes starts silently in your 40s.


9. You can jump onto a 20-inch box without hesitation

Lower body power, coordination, and confidence.

If you're afraid to jump, your body is telling you something.


10. You sleep 7+ hours and rarely wake up to pee more than once

Sleep architecture and bladder control are underrated markers.

Quality sleep = quality hormones = quality aging.


If you're an executive over 40, failing these tests, and ready to optimize all 10 metrics:

💬 DM "HEALTH"

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

(Results guaranteed or you don't pay)

I don't care how old you are. 

The visible abs have to come.

Here's my science-backed advice for getting them ASAP:


1) Your testosterone is in the toilet

Most men over 35 have testosterone levels considered "low" 30 years ago.

Low T means:

• Body stores fat around your midsection
• You build muscle slower
• Your metabolism runs cold

Boost it naturally:

• Lift heavy weights (not just "toning")
• Morning sunlight within 30 minutes of waking
• Eat enough saturated fat and cholesterol


2) You're eating in a calorie surplus and don't realize it

"But I eat clean!"

Doesn't matter.

Hidden calories add up fast:

• That "healthy" smoothie: 600 calories
• Cooking oils you don't measure: 300+ calories
• Weekend drinks: 1,000+ calories
• "Just a handful" of nuts: 400 calories

Track honestly for 7 days. Weigh your food. Measure your oils. Count your drinks.

Most guys are shocked when they see the numbers.


3) Your gut is a mess

Your gut bacteria control how many calories you extract and where fat gets stored.

A damaged microbiome = more fat storage, more cravings, more inflammation.

Repair it:

• Eat fermented foods daily (kimchi, sauerkraut, yogurt)
• Add fiber slowly (target 30g+ daily)
• Eliminate artificial sweeteners for 30 days


4) You're doing the wrong type of cardio

Long, slow cardio makes it harder to lose belly fat as you age.

It:

• Increases cortisol (stress hormone)
• Burns muscle along with fat
• Makes you hungrier than calories you burned

Do this instead:

• 2-3 short HIIT sessions weekly (10-15 min max)
• Heavy strength training as your foundation
• Walk for recovery, not as your main fat-loss tool


5) You don't have enough muscle mass

Abs are revealed through fat loss, but built through muscle gain.

Most men trying to "cut down" don't have enough muscle underneath.

You probably need to gain 15-20 lbs of muscle before your abs look good.

Build the base first:

• Eat in a slight surplus with high protein
• Focus on getting stronger for 6-12 months
• THEN cut fat to reveal what you built


The fix (90 days):

• Optimize testosterone through training, sleep, nutrition
• Track calories honestly for 7 days
• Repair gut health
• Replace long cardio with HIIT + heavy lifting + walking
• Build 15-20 lbs of muscle BEFORE cutting fat


If you're an executive over 40, want visible abs without wasting time, and ready to actually fix it:

💬 DM "ABS"

I'll show you the exact protocol to get visible abs in less than 3 hours per week.

(Results guaranteed or you don't pay)

Men with high testosterone are better leaders.

Here's what the science shows.


A 2023 study from the American College of Neuropsychopharmacology found that testosterone reduces conformity and increases independent decision-making.

Elon Musk said: "When something is important enough, you do it even if the odds are not in your favor."

That's what optimal testosterone enables.

Not seeking permission. Not waiting for consensus. Just deciding and executing.


Here's the pattern I see:

Low testosterone creates conformity.

You start agreeing with things you don't believe. You avoid conflict. You soften your stance to fit in.

You're in a board meeting. You disagree with the direction. But you stay silent.

You have a decision to make. You know what's right. But you hesitate because it's unpopular.

That's low testosterone affecting your leadership.

High testosterone creates conviction.

You say what you mean. You stand by your beliefs. You lead even when it's uncomfortable.


Most executives optimize their systems, their processes, their teams.

But neglect the biology that drives their decision-making.

Then they notice:

Second-guessing decisions they used to make confidently.

Softening their stance in important moments.

Caring too much what others think.

It's not weakness.

It's a hormonal issue.

And it's fixable.


The executives who optimize testosterone?

They use a data-driven protocol.

Bloodwork first. Then personalized optimization built around their biology and leadership demands.

No guessing. No generic protocols.


If you're an executive ready to optimize your testosterone while dropping 20-40 lbs and keeping it off:

💬 DM "TEST"


Study: https://lnkd.in/eMbB7wwT

Francisco came to me at 57.

Injury-prone. Out of shape. 

Convinced his best years were behind him.

"I'm too old to get abs."


Here's what he didn't know:

Age isn't the problem.

It's how you train your body.


Most 57-year-olds think:

• Their metabolism is dead
• Injuries are inevitable
• Visible abs are for 20-year-olds

But Francisco's body wasn't "too old."

It was just poorly trained.

So we didn't train him like a college athlete.


We built a system designed for longevity:

→ 3x/week strength training (45 min, joint-friendly)
→ 10K+ daily steps (cortisol control)
→ High protein nutrition (recomposition at 57)
→ Strategic rest days (recovery for older bodies)


24 weeks later:

✓ Lost 35 lbs (205 → 170 lbs)
✓ Zero injuries in 24 weeks
✓ Got visible abs at 57 years old
✓ Boardroom presence ↑


Here's what Francisco wrote after we finished:

"I have achieved remarkable results, including a loss of over 30 pounds, significant gains in strength and muscle, and the avoidance of recurrent injuries that previously hindered my progress."


That's what happens when you stop training like you're 25.

And start training like you're building for 80.

Age didn't slow him down. Poor training did.

The elite don't age gracefully. They engineer longevity.


If you're over 50 and tired of being told "that's just what happens when you age":

💬 DM "ELITE"

I'll show you how to drop 20-40 lbs and build a body that doesn't break down, regardless of your age.

(Results guaranteed or you don't pay)

Most people will waste 2026 optimizing the wrong things.

They'll follow trends, chase quick fixes, complicate their lives.

While ignoring the one thing that actually matters.

Here are the 6 lessons I wish I learned sooner.


1) Health is your competitive advantage.

Sharp decisions. Sustained energy. Clear thinking.

Most neglect the operating system running it all. Then wonder why they underperform.


2) Winners don't wait for permission.

Most wait for perfect time, perfect plan, perfect circumstances.

The people who transform? They start before they're ready.


3) Consistency beats intensity.

3x per week for a year beats 6x per week for one month.

Most fail because they quit, not from lack of intensity.


4) You have an identity problem, not a diet problem.

6-week challenges, 75 Hard, fad diets. Nothing sticks.

Step into the right identity. Behavior aligns. Results follow.


5) Complexity fails. Simplicity scales.

The industry sells biohacks. Reality: Sleep. Train. Walk. Eat protein.

This optimizes hormones, improves insulin sensitivity, stabilizes cortisol.

Most fail at simple because it's hard. So they overcomplicate it.

Don't.


6) Testosterone is your competitive advantage.

Clarity. Decision-making. Leadership. Drive. Resilience.

Low testosterone operates at 60% capacity in every decision.

A person with conviction beats a person seeking consensus every time.


The gap between where you are and where you want to be isn't willpower or genetics.

It's identity and consistency.


The people who master these 6 principles don't rely on biohacks.

They use a framework. Three core systems that compound over time.

Your 2026 starts now. Not January 1st.


If you're ready to optimize these 6 principles and become the best version by December 2026:

💬 DM "2026"

I'll show you exactly how to master these lessons and compound your way to transformation.

Alex came to me at 42. 

Built a thriving finance firm. 

But his body was telling a different story.

He trained hard. Ate "healthy." 

Yet he was exhausted, soft around the edges, and running on fumes.

He'd tried everything: 

• Discipline. 
• Strict meal plans. 
• Personal trainers.

Nothing stuck.


Here's what he didn't realize: His body was working against him.

Testosterone tanked. Cortisol spiking all day from stress. Sleep was wrecked. 

High performers think discipline fixes everything but at a certain level, discipline without direction just burns you out.

So we rebuilt him from the ground up:

We didn't guess. 

We tested his bloodwork and optimized his hormones. 

We didn't force rigid meal plans. We built nutrition around his schedule, not against it.

We didn't rely on motivation. We engineered systems that didn't require willpower.


9 months later:

• Testosterone +29% (490 → 633 ng/dL)
• 30+ lbs of fat gone (185 → 155 lbs)
• 5–7 lbs of muscle built
• Sharper mind. Clearer focus. Higher drive.
• Energy level: Back to his 30s

This is what happens when you fix biology, not just behavior.

Most executives keep trying harder with the same broken approach. The elite fix what's actually broken.

Alex stopped trying to "fit fitness in." He made it part of his operating system. Now he leads from strength, not survival.

Success means nothing if your body can't sustain it.


If you're a founder or executive over 40 running on fumes despite your discipline:

💬 DM "ELITE"

I'll show you exactly how we will rebuild your hormones, drop 30+ lbs, and build a system that actually lasts, without motivation or guessing.

Ryan came to me on the verge of a heart attack.

COO. Stressed. Exhausted.

Poor sleep. Chronic fatigue. His body was shutting down.

His health was at risk.

He'd tried everything: Sleep apps. Supplements. "Stress management."

Nothing worked.


Here's what he didn't realize:

His body was working against him.

Cortisol through the roof. Sleep architecture broken. Cardiovascular stress spiking.

No amount of "relaxation" was going to fix broken biology.


So we rebuilt him from the ground up:

We didn't guess. We tested his bloodwork and optimized his hormones.

We didn't force meditation apps. We built sleep protocols around his schedule and physiology.

We didn't rely on motivation. We engineered systems that didn't require willpower.


6 months later:

• 20 lbs lost (230 → 210 lbs)
• Blood pressure optimized (212/96 → 130/70)
• Resting heart rate down (65 → 58 bpm)
• Sleeping 8 hours nightly
• Stress normalized
• Family relationships restored
• Energy and focus transformed


This is what happens when you fix biology and behavior.

Most executives keep trying harder with the same broken approach.

The elite fix what's actually broken.


If you're ready to stop guessing and start rebuilding:

💬 DM "ELITE"

I'll show you exactly how we'll optimize your hormones, drop 20-40 lbs, and build a system that actually lasts.

(Results guaranteed or you don't pay)

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The Battle

Ryan Rouse

Oliver Anwar

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taplio

The Battle

Ryan Rouse

Oliver Anwar

Followers

Posts

Engagements

Likes

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

Performance ScoreOliver Anwar's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreRyan Rouse's LinkedIn Performance