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/

Entrepreneurs should think in two time frames:

30 years
90 days

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

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

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

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

It can be as simple as that.


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

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

You might not, but it’s free so WGAF:

https://ryanrouse.me/

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

It's bullshit.

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

Know what those extra decades give you?

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

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

The pressure to achieve young is manufactured. 

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

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

Good thing too. 

Because big moves develop over decades.


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

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

You might not, but it’s free so WGAF:

https://ryanrouse.me/

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:

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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

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.

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.

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:


First the 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.


Next: 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.


Now the 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.


Finally, 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 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)

You don't need to run to lose fat.

Here are 7 ways to drop 20-40 lbs without cardio:


1. Lift Heavy 3-4x Per Week

Strength training preserves muscle while you lose fat.

Every pound of muscle you keep burns 6 calories per day at rest (not huge, but it adds up).

More importantly: heavy lifting improves insulin sensitivity, which is critical for fat loss after 40.

Squats, deadlifts, rows, presses. 45 minutes. Done.


2. Prioritize Protein (1g Per Lb of Goal Weight)

Protein has a 20-30% thermic effect; your body burns calories digesting it.

It also preserves muscle and keeps you full.

Most people under-eat protein and wonder why they're always hungry.

Target: 150-200g per day if you want to lose 20-40 lbs.


3. Fix Your Sleep (7-9 Hours)

Poor sleep ruins fat loss by spiking cortisol and increasing hunger hormones (ghrelin).

You'll crave sugar, overeat, and store fat, especially around your belly.

Most people treat sleep like it's optional.

It's not. It's the foundation.


4. Use Intermittent Fasting (16:8 Window)

Eating within an 8-hour window makes it easier to stay in a calorie deficit.

It also improves insulin sensitivity and reduces inflammation.

Not magic, just a tool that makes fat loss easier.

Eat 12pm-8pm and drop 20-40 lbs without tracking calories.


5. Walk 10-15K Steps Daily

Low-intensity movement burns fat, lowers cortisol, and doesn't interfere with recovery.

It's also easy to fit into your day (walking meetings, phone calls, lunch breaks).

No need for cardio torture. Just move more.


6. Optimize Your Hormones

If your testosterone is below 600 ng/dL, fat loss will be harder.

If your cortisol is spiking all day, you'll store belly fat no matter how clean you eat.

If your thyroid is sluggish, your metabolism is broken.

Fix the biology first. Then everything else works.


7. Take Full Rest Days

Overtraining spikes cortisol, which forces your body to store fat.

Rest days optimize recovery and hormone balance.

Most people think more is better.

Sometimes, less is more.


Bottom line:

You don't need cardio to lose fat.

You need:

• Strength training
• Protein
• Sleep
• Strategic fasting
• Daily movement
• Optimized hormones
• Rest

Fix the biology. The body follows.


If you're an executive or founder over 40 who wants to drop 20-40 lbs without sacrificing your business:

💬 DM "OPTIMIZE"

I'll show you the exact system my clients use to lose fat, optimise hormones, and reclaim their energy, without running a single mile.

(Results guaranteed or you don't pay)

I don’t care how old you are. 

The belly fat has to go.

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.

(This is a paid program)

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)

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.

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)

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)

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)

Jeff Bezos and Mark Zuckerberg got jacked.

But most won’t admit why.

The richest men alive built elite bodies – after they built empires.

Because they realized something most men ignore:

Money doesn’t make you formidable.
A soft body makes power feel hollow.

Bezos was once a book nerd.
Now he commands every room he enters.

Zuckerberg was pale and fragile.
Now he’s training MMA and built like a weapon.

They had everything – jets, yachts, billion-dollar companies.

But still, something was missing.

They knew the truth every man feels but rarely says:

• Power without strength feels fake.
• Wealth without health feels fragile.
• Influence without presence feels incomplete.

You can drive the $200k car.
Speak on stage.
Run a nine-figure business.

But if you dread taking your shirt off…
Struggle to climb stairs without breathing heavy…
Or feel insecure in a room full of winners…

You know it’s costing you.

I’ve helped 500+ entrepreneurs and executives fix this – while scaling companies, traveling constantly, and leading at the highest level.

What we do differently:

• Systems that survive chaos (travel, late nights, stress)
• Precision from bloodwork and data – no guessing
• Strength, leanness, and presence built for leadership

Money alone won’t make you magnetic.
A powerful body will.

💬 DM me ELITE 

I’ll show you the exact system used by execs at Amazon, Shopify, and Accenture to reclaim strength, presence, and unstoppable energy.

Most doctors talk about lifespan.

Dr. Peter Attia talks about healthspan.

He's a physician focused on longevity, performance, and extending “healthspan.”

His philosophy?

Living longer is useless unless you live better.

Here are Dr. Attia’s 10 core protocols for promoting longevity:


1. Build muscle

Muscle is the organ of longevity.

And more strength = more years of independence.

• Lift 3–4x a week
• Stick to squats, presses, pulls
• Progress slowly

Start today.

Your 70-year-old self will thank you.


2. Cardio fitness

Your VO₂ max predicts lifespan better than cholesterol.

So you need to think of cardio as life insurance.

• 150+ mins Zone 2 weekly
• Add short Zone 5 sprints
• Do what you’ll actually enjoy

Train your heart now, live longer later.


3. Prioritize protein

Aging = muscle loss.
Protein slows it down.

• 1.6–2.2 g/kg body weight
• Load protein at breakfast
• Lean meats, fish, eggs

Hit protein every day if you want to stay strong.


4. Manage blood sugar

Glucose swings accelerate disease and brain decline.

• Cut refined carbs
• Walk after meals
• Track with a CGM if possible

Stable blood sugar today = less chronic illness tomorrow.


5. Protect sleep

Sleep is the cheapest health drug.

Skip it and you age faster.

• 7–9 hours a night
• Keep your room cool and dark
• Stick to a wake time

Stop treating sleep like a luxury. It’s medicine.


6. Lower stress

Constant stress keeps your body inflamed and worn down.

• Meditate or breathe daily
• Write to clear your head
• Talk to someone who listens

If you don’t manage stress, it manages you.


7. Eat simple

Forget extremes and fads.

Longevity diets are boring and consistent.

• Whole foods most of the time
• 30g+ fiber daily
• Keep alcohol and junk rare

Eat for the future, not just for today.


8. Get screened

Most killers don’t show symptoms until it’s late.

• Annual blood panels
• Cancer checks on schedule
• Heart imaging if risk is high

Testing early adds years. Skipping it steals them.


9. Train movement

Longevity isn’t just years…It’s years moving well.

Use:

• Daily mobility work
• Balance training
• Practice getting up from the floor

If you can’t move, you can’t live.
Train for life, not just the gym.


10. Stay connected

Strong relationships protect health more than any supplement.

• Regular family time
• Invest in close friends
• Find work that matters

Build your circle now. Longevity isn’t solo.

________

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 “LIVE” and let’s chat

(Results guaranteed or you don’t pay)

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