Four things I will not compromise on — no matter how nicely a client asks.
Evidence first.
Peer-reviewed or it doesn't enter your plan. The literature is enough — we don't need TikTok.
A 20-year plan.
If you can't see yourself eating this way at 50, we are designing the wrong protocol. Sustainability is the brief.
Humans, not bots.
No automation in the relationship. You message us, a senior coach reads it within four hours.
Pleasure is clinical.
A plan that strips out joy fails — biologically, behaviorally, and beautifully. Always.
A decade of practice.
M.S. Clinical Nutrition
Graduated with distinction. Thesis on macronutrient partitioning in perimenopause — still the most-cited paper I've written.
"I thought I'd work in clinical nutrition forever. I was wrong."
Clinical foundations
Years in clinical nutrition settings. Learned what really moves the needle when a body is under stress — and what definitely doesn't.
Consultation after consultation, one lesson kept repeating: fundamentals win.
Performance lead
Programmed for competitive athletes across two seasons — and learned how far patient fundamentals scale.
First time I realized the methods that worked for athletes worked beautifully for working professionals — with one or two changes.
Vital Plus founded
Twelve clients. One spreadsheet. A laptop. Word of mouth carried the rest.
First-year revenue: enough to hire one coach. We've grown deliberately ever since.
Clients across Europe & beyond
A small studio of senior coaches and a lean software team.
"Still capping the practice at what we can deliver — never what we could sell."