Fitness model, content creator, marketing director, business owner, and a father who decided that letting himself go was not going to be part of the story.
I have been in shape for most of my adult life. I have modeled. I know how to train and I know how to eat. That was never where I struggled.
What almost got me was everything else stacking up at once. A demanding role as Global Influencer Marketing Director. A commercial janitorial company I started from nothing. A son who needs more of me every year, not less. Somewhere in there the training got optional, the food got convenient, and for about a year I stopped putting anything out at all.
I did not fall apart. I just went quiet. And quiet is how it starts for most men. You do not decide to let yourself go. You just stop deciding not to.
My son copies everything. Not what I say. What I do.
He does pushups on the living room floor because he has watched me do them. He asks how much protein is in things because he hears me ask. He stands on a stool at the counter and wants a job in dinner because that is what happens in our house.
I did not teach him any of that on purpose. He absorbed it. Which means the reverse is also true. Every morning I skip, every night I order in because I am tired, every time I look in a mirror and say something cruel about myself where he can hear it, he is absorbing that too.
That is the reason this brand exists. Not vanity. I am not building a body for a photo. I am building a template for a kid who is going to copy his father either way.
Two words because one was never enough.
The work. Waking up before the house does. The set you did not want to do. Cooking on a night you would rather order. Ripped is not a look, it is evidence of decisions you made when nobody was watching.
Strength without composure is just noise. Refined is the fit of the clothes, the patience with your kid, the way you speak, the way you show up. It is the difference between being big and being someone people take seriously.
Plenty of men have one. The whole point is having both.
I built their creator acquisition channel from nothing and delivered 500 percent domestic growth year over year, managing 75 plus creator partnerships. Years on the other side of the table, seeing exactly what makes a brand partnership work and what makes it fall flat.
An early stage commercial janitorial company. Unglamorous, real, and a reminder that building something means doing the part nobody posts about.
The one that actually matters. Everything else on this page is downstream of him.
I did not start a fitness brand because I got in shape once. I have been working inside this industry since 2010, and in front of the camera since 2008.
Community Manager at Dymatize Nutrition, where the growth I helped drive was part of what attracted the acquisition by Post Holdings. Assistant Brand Manager on A.B.B. at Glanbia Performance Nutrition. Six sports nutrition brands at Legacy Consulting. Head of Partnerships at NativePath. Affiliate lead at Tiege Hanley. Director of Influencer Marketing at Ben Group, running campaign budgets between $150,000 and $600,000 a month.
I have watched this industry sell hope for fifteen years. I know which supplements are worth the money and which exist because the margin is good. I know what a transformation photo hides. When I tell you something works, it is because I have seen the data behind it, not because someone paid me to say it.
Also, I coach youth sports and have since 2011. Turns out coaching a nine year old and coaching a thirty nine year old are closer than you would think.