OBJECTIVES

OBJECTIVE 1: RESTORE HUMAN MOVEMENT

TO REVERSE THE EFFECTS OF OUR MODERN DAY SEDENTARY LIFESTYLE, AND RECLAIM OUR PRIMAL LEVELS OF MOVEMENT & PHYSICAL ABILITY

OBJECTIVE 2:  EAT NATURAL

TO RESTORE AND REPAIR OUR NUTRITIONAL RELATIONSHIP WITH NATURE.

TO PROMOTE CONSCIOUS NUTRITIONAL PRACTICES, TO POSITIVELY IMPACT UPON THE HEALTH OF THE CONSUMER, AND THE PLANET

OBJECTIVE 3: OBEY THE SCIENCE

TO EDUCATE AND MOTIVATE THE PUBLIC TOWARDS SCIENTIFICALLY VALIDATED NUTRITIONAL AND EXERCISE PRACTICES, WHILE EXPOSING PSEUDOSCIENCE AND MISINFORMATION

FUEL

OBJECTIVE 1: RESTORE HUMAN MOVEMENT

TO REVERSE THE EFFECTS OF OUR MODERN DAY SEDENTARY LIFESTYLE, AND RECLAIM OUR PRIMAL LEVELS OF MOVEMENT & PHYSICAL ABILITY

THE PHYSICAL LIFE OF HOMO SAPIENS

200,000 BC-PRESENT

  • ​​200,000 YEARS AGO - HOMO SAPIENS EVOLVE IN EAST AFRICA.  A THRIVING EXISTENCE AS HUNTER GATHERERS                                                STRENGTHENS OUR PHYSICAL ABILITIES. WE COVERED VAST DISTANCES, OFTEN HAULING HUGE                                             WEIGHT ACROSS CHALLENGING TERRAIN. RUNNING, HUNTING, AND FIGHTING WERE ESSENTIAL TO                                     OUR SURVIVAL.

  • 12,000 YEARS AGO   - THE DAWN OF CIVILISATION. HOMO SAPIENS DOMESTICATE PLANTS AND ANIMALS, AND OUR                                             PHYSICAL LIVES BEGIN TO CHANGE DRAMATICALLY. WE COVER LESS DISTANCE, TECHNOLOGY BEGINS                                     TO REPLACE PHYSICALITY, AND WE BECAME FARMERS INSTEAD OF FORAGERS.

  • 1960 AD ONWARDS  - DIGITAL REVOLUTION; TECHNOLOGY SHIFTS FROM MECHANICAL TO DIGITAL, THE BEGINNING OF THE                                   INFORMATION ERA. PHYSICAL MOVEMENT IS NO LONGER A PRE-REQUISITE FOR SURVIVAL.

  • 1997                        - THE WHO FORMALLY RECOGNISE OBESITY AS A GLOBAL EPIDEMIC.

  • 2018                        - GLOBAL OBESITY RATES CLIMB DRAMATICALLY, ALMOST TRIPLING SINCE 1975. 

 

CHILDREN OF THE REVOLUTION

Looking at the science there is no denying we're getting physically weaker. The average human in 2020 is in far worse physical shape than our hunter-gatherer ancestors. True we live longer, thanks to our medical advances and gradual elimination of dangerous situations, but we are hardly any stronger for it.

The biggest changes happened 12,000 years ago when switched hunter-gathering for farming.

And as technology gradually reduced our reliance on physicality, so began the slow decline of the human race. But it was thankfully very slow. Until now...

The digital revolution finished what the agricultural revolution started, and massively accelerated our physical decline. Technically speaking you are now more likely to suffer ill health (or mortality) from over-eating instead of malnutrition. 

Movement is no longer a pre-requisite for survival.

The pace of our musculoskeletal decline has accelerated.

We must work harder than ever before to preserve our genetic physicality before it's too late.

OBJECTIVE 2: EAT NATURAL

TO RESTORE AND REPAIR OUR NUTRITIONAL RELATIONSHIP WITH NATURE, BY PROMOTING NATURAL NUTRITIONAL PRACTICES.

MANUFACTURED, NOT GROWN

If you are what you eat, as the old saying goes, then humans in 2018 are pretty much becoming manufactured crap.

These days we tend to eat higher quantities of lower quality food, and this has profound consequences for our health, and the health of the planet!

Humans had been eating the same Paleoithic diet for around 190,00 years, until we started manufacturing, instead of growing our food.

  • 1.8 million years ago: First recorded use of controlled fire by Homo Erectus. used for cooking meat, fending off predators, keeping warm, and partying late into the night... At this time Homo Sapiens ate mostly plants, wild game, fruits, vegetables, and nuts

  • 12,000 years ago: The Agricultural Revolution. Humans start to swap hunter gathering practices for localised farming

  • 5,500 years ago: Humans discover beer (by accident apparently...)

  • 2,500 years ago: Humans start to refine sugar in india, creating a cooled sugar syrup called 'Khanda'. the 'candy' industry has begun.... 

  • 1886 AD: Coca-Cola is born when Dr John S. Pemberton discovers that Cocaine and Kola nuts in soda water go rather well together. The world burps in anticipation

  • 1909 AD: Humans invented trans-Fats

  • 1940-1960 AD: The rise of fast food as McDonalds and KFC start their ruthless campaign to make the world obese and teenagers slightly greasier

  • 1950-1970 AD: The rise of convenience food, and the subsequent decline of fresh foodstuffs

  • 1980 AD: Humans develop the capability to genetically engineer certain plants and foodstuffs

  • 5 years ago: First public consumption of laboratory grown meat

A BRAVE NEW WORLD

Looking at the above timeline you can see what's happened to our diets. And just like our physical decline, this has been hugely accelerated over the last few decades. 

We don't really know what kind of global health problems this will cause, already we can say for certain that it's caused a huge spike in global obesity & diabetes levels. The rest we await to see.

OBJECTIVE 3: OBEY THE SCIENCE

TO EDUCATE AND MOTIVATE THE PUBLIC TOWARDS SCIENTIFICALLY VALIDATED NUTRITIONAL AND EXERCISE PRACTICES, WHILE EXPOSING PSEUDOSCIENCE AND MISINFORMATION

INFORMATION OVERLOAD

In the age of information we are unfortunately drowning in it.

Fake news, distorted science, and sponsored research are probably the greatest concern to the health & fitness industry. Something not exactly helped through social media.

The abundance of misinformation out there only serves to delay real progress in the fight against obesity and other health disorders.

Sensationalist headlines, pseudoscience, biased research, unproven claims, and fad diets are just some of the concepts causing people to waste their time, energy, and money.

Misinformation spreads fast, and the result is a confused and apathetic public, with no real consensus on what works and what doesn't!

HEALTH BEFORE WEALTH

People want to know what works, and what doesn't. 

Furthermore we have a right to know so we don't waste our time and money on bullshit!

The best defence against bullshit, is vigilance. So if you smell something, say something.

Thorough research, a vigilant eye, and an understanding of the scientific process is the best weapon we have against misinformation, pseudoscience and unproven claims.