OBJECTIVES

OBJECTIVE 1: RESTORE HUMAN MOVEMENT

To reverse the effects of our modern day sedentary lifestyle, and reclaim our primal levels of movement and physical capabilities.

OBJECTIVE 2:  EAT NATURAL

To restore and repair our nutritional relationship with nature. 

To promote the development of conscious nutritional practices, benefiting both the health of the individual, and the health of the planet.

OBJECTIVE 3: HEALTH BEFORE WEALTH

To educate and motivate the public towards proven exercise and nutritional science, while exposing pseudoscience and clearing up misinformation.

FUEL

OBJECTIVE 1: RESTORE HUMAN MOVEMENT

To reverse the physical effects of our modern day sedentary lifestyle, and reclaim our primal levels of physical capabilities.

THE PHYSICAL LIFE OF HOMO SAPIENS

200,000 BC-PRESENT

  • ​​200,000 YEARS AGO - HOMO SAPIENS EVOLVE IN EAST AFRICA. WE COVER VAST DISTANCES, RELY ON OUR                                                             PHYSICAL CAPABILITIES TO KEEP US ALIVE, AND THRIVE AS HUNTER GATHERERS. 

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

  • 500 YEARS AGO        - THE SCIENTIFIC REVOLUTION; THE EMERGENCE OF MODERN SCIENCE

  • 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. 

 

FIRST WE WERE HUNTER GATHERERS

THEN WE BECAME SUCCESSFUL FARMERS

NOW WERE SLAVES UNTO OUR OWN TECHNOLOGY

HUMANS HAVE EVOLVED TO MOVE

Hundreds of thousands of years of evolution shaped our physical abilities and allowed us to run, fight, climb, swim, throw, adapt, and survive.

 

Human movement undoubtedly played a vital role in assisting our rise to become the most dominant species on the planet. 

Human movement shaped us. It helped us evolve, adapt, survive, and thrive. It was our movement, combined with our cunning, that helped us hunt large game, evade predators, cover vast distances, and explore new lands.

Yet, in the last few centuries we have willingly 'devolved' into a weaker, less mobile, less physically able species, capable of fulfilling only basic actions and limited movement without the assistance of technology.

WE HAVE ADAPTED TO OUR ENVIRONMENT.

We no longer have the necessity to run, leap, crawl, fight or climb. Our bodies have become bored, unconnected with our minds, and our physical freedom of movement has become restricted.

We aren't designed to sit on chairs, or stare at screens, or run on treadmills. The human body needs to move!

MOVEMENT IS NO LONGER A PRE-REQUISITE FOR SURVIVAL. 

It's become a laborious chore to counteract our modern day sedentary lifestyle, or an optional past time for those who desire better looks.Your body is your vehicle as it moves throughout out life's complex journey; it will define your actions, where you can go, what you can do, and how easy that journey will be. 

By moving like our ancestors and restoring our movement, and eating like our ancestors and repairing our nutritional relationship with nature, we can start to reconnect with our primal selves and reverse the negative effects of modern lifestyles

We can 're-wild', and counteract the effects of sedentary society on the human body.

OBJECTIVE 2: EAT NATURAL

To restore and repair our nutritional relationship with nature.

To promote the development of conscious nutritional practices, benefiting both the health of the individual, and the health of the planet.

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, the dietary equivalent of rust...

  • 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

As we increasingly adopt a diet less synonymous with nature, we weaken our nutritional relationship with nature, and reap the physical consequences.

Obesity, depression, and immobility are all on the rise, and there's something very natural we can do about it...

WE NEED A NATURAL REVOLUTION

Now is the time that humans can restore our dietary values, and repair our nutritional relationship with nature! All we need to do is start eating more in line with how our ancestors did, and explore the wonderful array of natural foodstuffs the earth has provided for aeons. 

WE the consumer can drive food production markets in the RIGHT direction, and promote sustainable food production practices through conscious food choices and informed purchasing. 

And by eating naturally you're not only benefiting your own health, but the health of humanity, and our planet on the whole!

OBJECTIVE 3: HEALTH BEFORE WEALTH

To educate and motivate the public towards proven exercise and nutritional science, while exposing pseudoscience, and clearing up 'misinformation'.

INFORMATION OVERLOAD

Modern fitness is awash with information. Some of it proven and scientifically valid, yet unfortunately a great deal of it is not...

The abundance of misinformation out there 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!

WE DESERVE THE TRUTH

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.