OBJECTIVES

OBJECTIVE 1: RESTORE NATURAL HUMAN MOVEMENT

RESTORE NATURAL HUMAN MOVEMENT BY REVERSING THE EFFECTS OF OUR 21st CENTURY SEDENTARY LIFESTYLE, AND REDISCOVER OUR INNATE LEVELS OF MOVEMENT & PHYSICAL ABILITIES.

OBJECTIVE 2:  REPAIR OUR NUTRITIONAL RELATIONSHIP WITH NATURE

REPAIR OUR NUTRITIONAL RELATIONSHIP WITH NATURE BY PROMOTING NATURAL EATING PRACTICES IN LINE WITH OUR EVOLUTIONARY NUTRITION.

OBJECTIVE 3: REVERSE THE SPREAD OF MISINFORMATION

SLOWING THE SPREAD OF FALSE INFORMATION PUSHED OUT BY THE DIET & FITNESS INDUSTRIES.

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

FUEL

OBJECTIVE 1: RESTORE HUMAN MOVEMENT

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 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: REPAIR OUR NUTRITIONAL RELATIONSHIP WITH NATURE

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: REVERSE THE SPREAD OF 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. 

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.