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. 

The best people I've hired never complained about the workload.

Or the pressure.

They thrived on it.

They're burning out from the culture.

High performers can handle a lot. They're wired for it. They manage their time, stay focused, and actually like the work.

They don't leave because they're tired.

They leave because they're drained.

There's a difference.

Tired comes from hard work.

Drained comes from bad leadership, unclear priorities, and politics.

One recharges with rest.

The other doesn't go away until the environment changes.

If your top talent is checking out, don't assume they can't handle the work.

Ask yourself if they can handle the culture.

—

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

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

https://ryanrouse.me/

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.

Promoted two people today.

It's the best part of leadership.

Not the title changes. Not the org chart updates.

The part where you give great people room to run.

You watch them take ownership. Make decisions you wouldn't have made. Push ideas further than you could have alone.

And when you realize they didn't need you to tell them what to do.

They needed you to get out of the way.

That's the job.

Find people who are better than you at what they do.
Give them space to prove it.
Then watch them show the world what they're capable of.

Jayme and Barrett - you earned it many times over. I'm just happy to be a part of your journey and grateful you are part of mine.

I couldn't do any of this without you. 

Thank you 💙

The fastest way to get promoted?

Make yourself replaceable.

Sounds backwards. It's not.

I've watched talented people get stuck in roles for years. Not because they weren't good. Because they were too good at one thing.

They hoarded knowledge. Built processes only they understood. Made themselves "essential."

And their boss couldn't promote them.

Because who would do their job?

Meanwhile, the people who got promoted were doing the opposite:

Documenting everything.
Training their backup.
Building systems that worked without them.

They made it easy to backfill their role.

Leaders don't promote bottlenecks. They promote people who can be moved.

The employee who says "only I know how to do this" thinks they're proving value.

They're actually proving they're stuck.

The employee who says "here's the playbook, anyone can run this now" just showed they're ready for bigger problems.

Your job isn't to be irreplaceable at your current level.

It's to make your current role so transferable that promoting you becomes obvious.

—

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

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

https://ryanrouse.me/

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

It's bullshit.

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

Know what those extra decades give you?

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

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

The pressure to achieve young is manufactured. 

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

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

Good thing too. 

Because big moves develop over decades.


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

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

You might not, but it’s free so WGAF:

https://ryanrouse.me/

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/

I used to think being intense was the problem.

It's not.

Letting other people control that intensity is.

I'm wired hot. Always have been.

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

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

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

I learned to own the dial myself.

Still intense. Still emotional.

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

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

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

It's about controlling how you show up.

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

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

You might not, but it’s free so WGAF:

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/

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 used to think hustle meant force.

Push harder. Work longer. Make it happen.

That mindset nearly broke me by the time I turned 37.

I was always pressing, always grinding, convinced that if I just worked hard enough, success would come faster.

But the thing I learned watching people who actually win long term is they don't force it.

They create the conditions for success, then let it unfold.

They work hard, but they're not desperate.

They're confident things will work out because they've done the work.

So I stopped trying to control every outcome and started trusting the process more.

I still show up every day. I still put in the work. I'm still wildly ambitious.

But I'm not white-knuckling my way through life anymore.

And since I stopped forcing everything, more opportunities started showing up.

Better opportunities. Clearer decisions. Less stress.

Turns out, there's a difference between working hard and working anxious.

One builds momentum.

The other burns you out.

I'm playing the long game now.

And it feels a hell of a lot better than the sprint I was running before.

—

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

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

https://ryanrouse.me/

I used to think winning arguments made me smart.

It didn't.

It made me insufferable.

Healthy debate has respect and curiosity.

Ego-driven arguing has neither.

One sharpens you.

The other isolates you.

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

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

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

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

Here are some things that helped me:

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

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

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

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

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

The shift won't be immediate.

But people will start engaging with you differently.

Conversations get richer.

Ideas get better.

Relationships get stronger.

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

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

Took me way too long to learn the difference.

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

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

You might not, but it’s free so WGAF:

https://ryanrouse.me/

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

This Picasso quote gets twisted constantly.

People think it's about tactics. 

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

In business, I see this constantly:

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

The founder who skips unit economics to chase viral growth.

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

The best leaders I know spent years in the trenches.

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

They got creative because they got good first.

Master the boring stuff first.

Then go be an artist.


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

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

You might not, but it’s free so WGAF:

https://ryanrouse.me/

All senior leaders need to be numbers people.

Doesn't matter if they're in marketing, ops, or product.

If they can't read a P&L, understand unit economics, or connect their decisions to revenue, they're not ready for the seat.

Not "build a financial model from scratch" numbers people.

Not "debate GAAP accounting" numbers people.

But you need to speak the language of business.

Because every decision either makes money or costs money.

And if you can't see that connection, you're flying blind.


—

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

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

https://ryanrouse.me/

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

They care that their order arrives on time.

That you're in stock when they need you.

That your quality doesn't fluctuate batch to batch.

They're not buying your IQ score.

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

That's all execution.


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

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

You might not, but it’s free so WGAF:

https://ryanrouse.me/

Your VP of Sales just quit mid-quarter.

No notice.

Just a call at 8am and a pile of deals in limbo.

That's when your team learned who you really are.

Your values aren't what you say in the good times.

They're what you do when everything's on fire.

You can preach respect all day long.

But if you lose your mind on someone when something goes wrong?

That's the real culture.

The version of you that shows up under pressure is the version that gets
replicated across your entire organization.

Not the polished one.

Not the prepared one.

The stressed one.

The frustrated one.

That's the leader your people will become.

So before you blame your team for losing their composure, poor communication or lack of ownership, ask yourself this:

What did I show them when things got hard?

Because they were watching.

And they learned.

—

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

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

https://ryanrouse.me/

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

My answer: Pace myself.

They blow me off.

Not to my face, but I can tell.

I get it though.

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

Thought I was different.

That I could outwork the system.

That entrepreneurial fire made me feel invincible.

Until it didn't.

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

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

(Which is the only game in town.) 

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

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


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

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

You might not, but it’s free so WGAF:

https://ryanrouse.me/

Hard work is table stakes, not a flex. 

Your competitors work hard. 

It's necessary, but not sufficient. 

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

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

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

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

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

It rewards people who create the most value. 

Value comes from seeing what others miss. 

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

From working hard *and* smart.


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

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

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

https://ryanrouse.me/

Your manager isn't thinking about you nearly as much as you think they are. 

I promise. 

And that's a good thing. 

Carry on.

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

But that's not really how it work.

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

It's something you build tolerance to.

Like lifting weights.

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

You start small. 

Then add weight over time. 

Each rep expands what you can handle next time.

Risk works the same way.

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

They made a series of smaller bets first.

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

Each one stretched the muscle.

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

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

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

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

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

You might not, but it’s free so WGAF:

https://ryanrouse.me/

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.

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

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

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

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

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

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

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

The most important investment you can make is your health.

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

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

Want more info? 

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

Matt Button

The single largest risk to your next 10 years of earnings isn't the market...

It’s your muscle mass.

Busy executives view health as a cost center. We view it as a strategic, multi-million dollar asset—your ultimate platform for sustained cognitive performance.

Your longevity protocol doesn't need 90-minute workouts. It needs non-negotiable levers.

This is the Apex Longevity Architecture for the time-scarce leader:

1. The Strength-Cognition Mandate (3x 30-minute blocks) Low muscle strength is strongly correlated with increased mortality risk. More urgently for executives, resistance training demonstrably improves executive functions like selective attention and conflict resolution.

Action: Protect 3 recurring 30-minute training blocks per week like they are investor meetings. Focus exclusively on functional strength (e.g., trap bar deadlifts, push, pull). This is non-negotiable protection for your brain and body.   

2. The 2-Minute Micro-Reset (2–3x daily) Your recovery debt is the quiet ceiling on your productivity. When you’re stressed, your nervous system is trapped in 'fight or flight,' taxing your decision-making capacity.   

Action: 2–3 times daily, implement a 2-minute nasal breathing and gentle mobility protocol (neck/shoulders). This is a professional Micro-Reset used to downshift cortisol and restore focus, helping your body practice working together when dealing with stress.

3. The Consistency 'Rule of the Floor' The "all-or-nothing" training trap guarantees inconsistency. Waiting for the 'perfect' time to start or the 'perfect' 90-minute slot is the ultimate executive time failure.   

Action: If a major crisis hits, never miss twice. On overloaded days, simply do the "minimum viable session" (e.g., 10 minutes of strength circuits). Consistency beats intensity every single time.   

You are purchasing sustained duration, energy, and cognitive durability for your professional life. 

Your health is not a luxury; it is the infrastructure for your success.

DM me APEX for more info on how we build high-performance systems for busy professionals.

Karl Matt Button

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

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

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

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

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

Hydration is the easiest win for your morning routine.

2. Morning Workout for 40-45 minutes:

An elite start to the day.

Why?

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

Be consistent, track and get stronger over time.

Win the morning, win the day.

3. Eat 3x Simple High Protein Meals

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

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

Examples:

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

4. Walk 10,000+ Steps:

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

Improves:

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

Super easy to do.

10k steps = science-backed longevity

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

Hydration is key to function to a high level

Add the following to your water:

→ Sea Salt
→ Lemon Juice
→ Tsp Honey

(or just add electrolyte supplement)

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

6. Plan my meals for the next day:

The key to nutritional success is consitency.

Adherance is where most fall over.

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

Take 30 seconds and write down:

→ Breakfast
→ Lunch 
→ Dinner

Huge ROI.

7. Get 7+ hours of sleep:

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

But sleep helps:

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

Skip sleep, and you’re skipping results. 

Prioritize it.

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

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

Consistency is the key.

PS.

Are you interested in...

Optimizing your health and performance permanently:

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

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

Results guaranteed ⬇️

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

No alternative text description for this image

Can't lose fat?

I guarantee it's your crappy diet.

After 17 years Training and Coaching here are 27 Nutrition Tips to help you get lean permanently...

1. Carbs won't make you fat...

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

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

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

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

To do this make sure you know your caloric intake. Without this knowledge there will always be 'guesswork'.

Once you know it, hit it consistently.

4. Your second biggest nutrition priority is protein intake. Without enough protein you will lose fat and muscle and end up skinny fat. The vast majority of people should aim for 150-200gms of protein per day (1gm/lb of body weight)

5. The biggest hurdle most face is hitting their caloric and protein goals consistently. Make your nutrition simple, low friction, tasty and repeatable. 

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

7. Plan your next day's meals the night before. 

8. Include food you love. If you don't enjoy it, you will never maintain it long term. 

9. Aim for 50g of protein each meal.

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

10. Carbs will not make you fat. A caloric surplus will. Include them in your diet to feel better and lift more.

11. 99% of people battle late night snacking.

⚬ Remove temptation from your house (if it's there you'll eat it)
⚬ Brush your teeth immediately after dinner (it will taste like crap if you eat it)

12. If you struggle to hit a caloric deficit then low calorie - high volume foods will be a cheat code.

⚬ Beans
⚬ Berries
⚬ Lean Protein
⚬ Popcorn (plain)
⚬ Potato
⚬ Pumpkin
⚬ Broccoli
⚬ Spinach
⚬ Low Fat Greek Yogurt

13. Remove friction, make it easy to stick to. 

⚬ Use low to no prep meals
⚬ Eat the same meals most days
⚬ Include foods you actually enjoy eating

14. Do not skip events or socializing. If you have an event coming up where you are likely to 'overindulge' plan ahead.

⚬ Bank a caloric allowance in the days prior.
⚬ Eat 200-300 calories under your standard intake.

15. Spend at least two weeks tracking your food intake. IMO that is the biggest ROI for understanding intake, portion control and how nutrition works

16. Use digital kitchen scales most of the time.

17. Intermittent Fasting is simply a tool to help some hit their daily caloric and macro goals consistently. 

18. How many calories per macro?

⚬ Protein: 1gm = 4 calories
⚬ Carbohydrates: 1gm = 4 calories
⚬ Fat: 1gm = 9 calories

19. Discipline is going to be your biggest lever to success. 

PS.

Want to get in the best shape of your life?

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

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

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

Injuries happen.

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

1. Hack Squat:

Arguably the best quad builder.

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

*Pendulum squats are also elite

2. RDL:

Elite at hitting entire posterior chain.

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

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

3. Leg Press:

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

⚬ Massive external stability
⚬ All emphasis on the legs

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

4. Leg Extensions: 

Rarely do you see these get used appropriately for muscle gain

Often thrown in as a light weight 'finisher'

Make sure to hit these with heavy high intensity efforts

⚬ 5-10 reps
⚬ 0-2 RIR
⚬ 2-3 sets

Your quads will be screaming by the end...

5. Seated Hamstring Curls: 

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

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

Elite option.

There you have it...

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

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

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

PS.

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

Optimize your health and performance:

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

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

Results guaranteed...

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

I torched 37lbs of fat in 19 weeks by changing one thing.

Nutrition.

This is exactly what I ate every single day:

Struggling to drop fat?

Learn this:

Nutrition is the key to fat loss. 
 
→ Stop doing hours of cardio.
→ Start dialing in your nutrition. 
 
It's how I lost 37lbs of fat in 19 weeks.

After 17 years simplicity always scales. 

Below is exactly what I ate every day: 

1. Breakfast:

Low Fat Greek Yogurt + Whey Protein:

⚬ 450g Chobani Greek Yogurt
⚬ 1 Scoop Chocolate Whey Protein

+One protein shake (whey protein, creatine monohydrate, water)

Protein: 92g
Carbohydrate: 27g
Fat: 5g

*Elite breakfast, which takes 30 seconds to make two serves

2. Morning Tea:

⚬ Coffee (espresso, and yes, still with full fat with milk)

Protein: 3g
Carbohydrate: 10g
Fat: 4g

Caffeine cranks that metabolism and is a great dopamine hitter instead of crappy food.

3. Lunch: (cooked from dinner before) 

Chicken + Rice + Beans

⚬ 200g Chicken Breast Cooked
⚬ 150g White Rice Cooked
⚬ 150g Green Beans
⚬ Nandos Sauce
⚬ Pepper seasoning on chicken

Protein: 52g
Carbohydrate: 54g
Fat: 5g

4.  Afternoon Tea: 

Chocolate Oats:
  
⚬ 50g Rolled Oats (uncooked) 
⚬ Banana 
⚬ Milk (180ml) 
⚬ Whey protein (1 scoop)
 
Protein: 40g 
Carbohydrate: 80g 
Fat: 20g

 
5. Dinner: (Usually cook double the below and pack lunch for the next day)

Chicken/steak) + Rice + Beans:

⚬ 200g Chicken Breast Cooked
⚬ 150g White Rice Cooked
⚬ 150g Green Beans or salad
⚬ Nandos Sauce
⚬ Pepper seasoning on chicken

Protein: 52g
Carbohydrate: 54g
Fat: 5g

Days Total:

Protein: 245g
Carbohydrate: 210g
Fat: 40g

Caloric Total: 2176

I want to show you how consistency in a dialed-in nutrition plan is what you NEED to get in great shape.

Stop winging it.

The only thing that changed to drop 37lbs in 19 weeks with zero extra cardio is a gradual decrease in carbs...

Nutrition Nutrition Nutrition.

But..

To do this successfully you need to work out two things:

1. Your daily caloric intake
2. Your daily protein intake

Then hit those consistently most days.

That is it for successful and sustainable fat loss.

Remove the guesswork.

Now why are all these meals so simple?

Friction is the enemy of nutrition success.

Simplicity scales.

Low-friction meals, which taste good, that you can eat every day are so important

Do NOT overcomplicate it.

So if you want to get lean and optimize your health.

Nutrition is your key lever to losing fat.

Get it.

PS.

'You looked better before'

The premise of the thread is simply that no matter how lean you want to get, nutrition is your answer to do it.

Use it to take your bf% to whatever your goal is.

Get after it...

As well as this...

PS.

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

Optimize your health and performance:

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

And get a body you can be proud of.

Results guaranteed

DM me 'APEX' for info

If I wanted to get as lean as possible in 2026, here are 21 fat loss mistakes I would avoid:

1. Keto

Can see temporary fat loss. But any diet which cuts out a major food group or macronutrient will be typically be unsustainable. Avoid for long term results.

2. Relying on cardio. If you use Cardio as the key lever to get lean you'll spin your wheels. Nutrition is the primary answer for fat loss.

3. Changing the way you train. Training is to stimulate new muscle tissue and strength, NOT to lose fat. Why would you change this when leaning down? Avoid.

4. Relying on Motivation. Sounds good. But the issues is... it's temporary. What happens when it goes? You'll fail. The key is Discipline. Learn to keep taking steps forward even when you don't feel like it.

5. Cutting out carbs. Carbs don't make you fat. A caloric surplus does. Eat them.

6. Adding extra Volume in the gym. A great way to increase fatigue, decrease recovery and decrease performance in the gym.

7. Decreasing rest time between sets. (*see point number 5)

8. Using lighter weight for higher reps. All this does is decrease the stimulus on the muscle.

9. Ignoring caloric intake. Data is always your friend and caloric intake is your most important data for fat loss. Without it it's pure guesswork.

10. Decreasing protein intake.  A great way to lose muscle tissue and end up skinny fat. Maintain protein intake 24/7.

11. Not planning meals in advance. Nutrition is your key to success and consistent application is your key to results. Plan your next days meals in advance.

12. Changing your workouts regularly. You do not need to 'shock your muscles into growth'. Keep your training consistent.

13. Rushing the process. You always have more body fat than you think to lose. Aim for 1-2lbs per week. Prioritize sustainability over short term results.

14. Dropping calories too fast. 500 caloric deficit max. Anymore and you will feel tired, fatigued and lose muscle mass.

15. Not being accountable. Accountability is proven to increase chances of success by 95%. You'd be silly not to use it.

16. Using Fad Diets. Temporary results purely from putting you in a caloric deficit. Focus on quality high protein meals/foods and a system you can maintain.

17. Using restrictive diets. A great way to have no energy, feel like crap and get unsustainable results. You need to enjoy the process or you will never maintain it long term.

18. Underestimating rest/recovery. Do NOT ignore. Get 3-4 Liters of water and 7-8 hours of sleep/day.

19. Overcomplicating Nutrition. The three pillars of nutrition are:

⚬ Caloric Intake
⚬ Macro Intake
⚬ Consistency

Simple, repeatable meals you enjoy are key. Simplicity scales.

20. Not eating Greek Yogurt. 

21. Excuses to not start

PS.

What if I could guarantee you achieve your health and fitness goals?

Get lean, strong and confident?

DM me APEX for more info on our limited 1:1 Coaching Opportunities.

Can't get to the gym?

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

(Video included)

1. Split Squats:

Muscles targeted:

⚬ Quads
⚬ Glutes
⚬ Hamstrings

Tips:

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

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


2. RDLs:

Muscles targeted:

⚬ Hamstrings
⚬ Spinal Erectors
⚬ Calves

(Entire posterior chain)

Tips:

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

3. Bent Over Rows:

Muscles targeted:

⚬ Rhomboids
⚬ Lats
⚬Traps

Tips:

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

4. Push Ups:

Muscles targeted:

⚬ Chest
⚬ Delts
⚬ Triceps

Tips:

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

(Start with knees if full reps are too much)

5. Tricep Over Head Extension

Muscles targeted:

⚬ Triceps

Tips:

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

6. Bicep Curls

Muscles targeted:

⚬ Biceps

Tips:

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

The workout:

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

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

Well there you have it...

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

Is this as good as a gym?

Absolutely not.

Is it far superior to doing nothing?

Absolutely.

I hope it helps.

Are you interested in...

Optimizing your health and performance permanently:

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

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

Results guaranteed.

DM me APEX for more info

(First in best dressed).

If my goal was to torch 25lbs of fat before Summer, these are the workouts, meals, grocery list, and daily routine I would use to do it:

The biggest challenge people have when trying to get in shape?

1. Knowing what to do
2. Being able to stick to it

The key is to pull the big levers of training, nutrition and recovery in the simplest way possible.

Decrease friction and make it easy to stick to.

Here is an example:

1. Simple 3x/Week Workout Plan:

The key to this workout plan:

→ Simple
→ Repeatable
→ Time efficient

Each workout includes a Leg, Push, and Pull movement.

Workout Structure:
1. Leg Movement
2. Push Movement
3. Pull Movement

3 sets each, 6-15 reps, 0-3 RIR, and 3 mins between sets

You'll hit each muscle group 2x/week and be out of the gym in 40 minutes.

Track and increase reps + weight over time.

2. Meal Plan:

The key to successful nutrition?

→ Simple
→ Repeatable
→ Time efficient

I want meals which are: 

→ Enjoyable
→ High Protein
→ Simple and Quick

The easier it is, the more likely you are to stick to it.

I would choose 3 meals from the below each day:

1. Greek Yogurt + Whey:
→ 300g Low Fat Greek yog
→ 1 Scoop Whey
→ 150g Blueberries

2. Chicken + Veg
→ 200g Grilled Chicken Breast
→ 150g Cooked Rice
→ Veg of my choice
→ Hot Sauce

3. Beef Burrito:
→ 200g Cooked Lean Beef Mince
→ 50g low fat grated cheese
→ Veg + Salad of my choice
→ Salsa 

4. Steak:
→ 200g Sirloin Steak
→ 150g Roast Potato
→ Veg + Salad of my choice

Snacks:
→ Frozen Blueberries
→ Cottage Cheese
→ Plain Popcorn
→ Canned Tuna
→ Whey 

Grocery List:

*Stock up on simple low prep/grab n go options.

→ Rice
→ Salsa
→ Potatos
→ Hot Sauce
→ Sirloin Steak
→ Low Fat Cheese
→ Canned Tuna
→ Whey Protein
→ Plain Popcorn
→ Cottage Cheese
→ Chicken Breast
→ Lean Beef Mince
→ Low Fat Greek Yogurt
→ Mission Tortilla Wraps
→ Veg and Salad (of your choice)

Daily Routine:

Break the big goal into small actionable steps.

→ Weigh myself
→ Drink 500ml water immediately
→ Train/exercise 40 mins
→ Eat 3 High Protein Meals
→ 10,000+steps 
→ Drink 3L Water (+electrolytes) 
→ Plan meals for the next day 
→ Get 7+Hours of Sleep

Bonus: How to avoid plateaus:

If over two weeks your weight stagnates:

Adjust a variable which impacts your energy in vs energy out balance

→ Increase daily energy expenditure
→ Decrease daily caloric intake
→ Improve insulin resistance
→ Decrease stress
→ Improve sleep

The key behind this plan is tackling the two biggest challenges people face with their health and fitness goals.

1. Not enough time
2. Inconsistent application

So we have made every aspect of this program as simple, low friction and time efficient to make easy to stick to.

PS.

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

Optimize your health and performance:

▫️ Torch fat 
▫️ Optimize your health 
▫️ Life a longer and better life.
 
Results guaranteed.
 
DM me APEX for more info.

(First in best dressed)

A Game-Changing Transformation with Executive & Father Dylan 

Seven weeks ago, I started working with Dylan, a high-performing executive and devoted father who was feeling stuck. 

Between grueling travel, long hours, and family responsibilities, he was stretched thin. 

He’d tried everything to regain control of his health, but nothing stuck. 

He knew he wasn’t where he needed to be—physically, mentally, or professionally.

Fast forward just 7 weeks later at our most recent check in...

He’s dropped 15 pounds, dipped under 200 pounds, and is stronger than ever. 

But it’s not just about the numbers. 

Dylan’s energy is through the roof, his work performance is sharper, and he’s showing up for his family with a renewed sense of presence and vitality. 

His day-to-day productivity and quality of life? 

Massively upgraded.

What’s the real game-changer? 

His mindset. 

Dylan now knows he’s capable of so much more. 

He’s built a sustainable system that fits seamlessly into his demanding lifestyle—one that feels easy and built to last. 

No quick fixes, no burnout, just a framework that empowers him to thrive.

This isn’t just about fitness; it’s about unlocking your potential as a high performer. 

Dylan’s story shows what’s possible when you align your health with your ambitions. 

The ripple effect—better focus at work, more energy for your family, and a mindset that screams “I’ve got this”—is life-changing.

Listen to Dylan’s story below to hear how he turned “stuck” into “unstoppable.” 

You don't need to stay stuck.

You just need to take action with the right sytem.

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

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

Ready to take control like Dylan? 

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

Here are 5 exercises I used to add 6 inches to my arms:

1. Heavy Chest Presses:

No doubt heavy compounds are a key to adding size to your arms.

Execute with good exection on heavy chest presses and get stronger over time, and your triceps will grow significantly.

Track for accountability.

Triceps make up 2/3 of your arm, so need to be your primary focus.

2. Heavy Pulls/Rows:

Same deal as the chest presses.

Heave pull based compounds will add a fantastic stimulus to your biceps.

Chest-Supported T-Bar Rows and Pull ups attribute a lot of the credit for the my bicep growth.

Execute well, track and get stronger on these over time.

3. Tricep Cable Push Downs:

Just make sure you keep your elbow still,

But these are a great tricep isolation movement.

▫️ Elbow still
▫️ Full range of motion
▫️ Don't lean too far forward
▫️ Slow and controlled eccentrics

4. Barbell Skull Crushers:

Old School, but will do the business on the triceps (especially the long head).

Focus on still elbows and slow eccentrics on this one.

Squeeze hard on each contraction.

5. Incline Dumbbell Curls:

I love these purely for isolating the biceps and removing momentum.

The loading you can add in the stretch position is also spectacular.

One of my faovote bicep isolation movements.

Keep your elbow still and 'forward'

Full range of motion on these too.

There you have it.

The 5 movements I used to add inches to my arms.

1. Heavy Chest Presses
2. Heavey rows/pulls
3. Tricep Cable Pushdowns
4. Skull Crushers
5. Incline Dumbbell Curls

If I can, you can.

Use these, track, and get stronger over time with good form and they'll grow.

Nailing your nutrition and recovery is always imperative to adding muscle tissue as well.

Are you interested in...

Optimizing your health and performance permanently:

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

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

Results guaranteed ⬇️

DM me APEX for limited 1:1 coaching opportunities.

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

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

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

That’s when he joined the APEX coaching system. 

Result? 

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

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

New energy, and renewed spark. 

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

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

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

The Cost of Hesitation: 

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

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

Ron turned his dream into reality. 

Your turn.

PS.

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

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

Results guaranteed.

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

This 48 Year Father is crushing it as an Apex Client.

He was busy, tired and stuck...

But is now already:

⚬ 16lbs leaner
⚬ Increased muscle tissue and strength
⚬ Has seen a drastic improvement in key health metrics

Setting an incredible example for his family.

This is how we did it:

1. A Holistic Plan:

If every aspect of your programming is not taken care of you will not see results.

We deliver a holistic approach:

⚬ Travel
⚬ Habits
⚬ Training
⚬ Nutrition
⚬ Daily routine
⚬ Accountability

All done for you.

No guesswork, just high-level results.

2. High-Level Personalization:

No copy paste rubbish.

The reason our client is experiencing dramatic results is because we gave him what works but also...

Customized it completely for him.

A HUGE reason we have a 15-year track record of world class results?

Because...

We optimize everything whilst considering your specific:

⚬ Goals
⚬ Career
⚬ Family
⚬ Travel
⚬ Time Availability
⚬ Food preferences
⚬ Medical Background
⚬ Gym or Home Access

Now he can:

⚬ Save time
⚬ Enjoy what he is doing
⚬ Get amazing results
⚬ Keep them for life

4. Customized Training Program:

Optimal exercise selection and execution immediately.

No wheel spinning.

⚬ Start building muscle mass
⚬ New levels of energy and stamina
⚬ Find the strength to live your best life

Quality > Quantity. 

Get better results in less time.

5. Customized Nutrition Plan:

Done for you. 

⚬ Specifically calculated caloric & macro goals
⚬ Simple, delicious meals made from foods you love
⚬ A proven sustainable system for lifelong results

+ Our elite 'Lean on the Go' system.

He's now getting lean eating pancakes.

6. Accountability:

You get:

⚬ 24/7 1:1 access with me
⚬ Unlimited 1:1 Zoom check ins
⚬ Key Data tracking via APEX App
⚬ LIFETIME Access to the APEX Fitness Community

Questions? Answered.
Adjustments? Made.
Guesswork? Removed.

High level support every step.

The reason the APEX System has banked amazing results for so long is it:

⚬ Uses what works
⚬ Customizes it to YOU
⚬ Creates an environment of success

You are given a step-by-step road map with zero guesswork and supported every step of the way.

This dad now looks like he should be on the front cover of Men's Health.

Ready to take action?

How about a proven system with zero guesswork to optimize your health and performance for life.

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

And start living to your potential.

Results guaranteed.

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

(first in best dressed)

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

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

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

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

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

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

5. Pre-Cooked Rice Microwave in 90 seconds

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

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

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

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

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

No meal prep Sundays. 

No 45-minute “healthy” recipes. 

Just grab, heat, crush.

Your schedule isn’t slowing down.

Your nutrition shouldn’t either.

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

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The Battle

Ryan Rouse

Matt Button

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The Battle

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