A Journey in Nutrition & Being Knocked Into Ironman with Claire Fudge

In this episode, Claire Fudge is interviewed by co-host Charlie Reading. Claire, a dietician and high-performance nutritionist, shares her journey from growing up in a family-operated bakery to becoming an Ironman athlete and starting her own nutrition business. Her path took a dramatic turn following a severe accident that challenged her physical capabilities and reshaped her professional focus towards sports nutrition. Having completed 20 full Ironmans despite her injuries, Claire discusses the biggest mistakes in nutrition she observes among business professionals who are also endurance athletes. She emphasises the importance of personalised nutrition over following generalised diet trends and hints towards the future of nutrition with advancements like continuous glucose monitors and DNA testing. The episode also touches on the role of AI in creating personalised nutrition plans and the importance of kindness in making the world a better place.

Highlights:

• From Dietitian to High Performance Nutritionist
• The Turning Point: A Life-Changing Accident and Its Aftermath
• The Evolution of Nutrition: Mistakes, Solutions, and Personalization
• The Future of Nutrition: DNA Testing, AI, and Personalized Plans

Contact Claire Fudge: Website | LinkedIn

Claire Fudge is the dynamic force behind 4thDiscipline. Claire's journey merges her two passions: food and sport, into a career that transcends the conventional boundaries of nutrition and endurance athleticism. As a clinical dietitian with a heart firmly rooted in the world of sports, Claire has carved a niche with her 4-dimensional approach to nutrition, emphasising education and empowerment at its core. Claire's credentials are impressive, not only has she competed in the pinnacle of endurance sports, the 70.3 World Championships and the Ironman World Championships in Kona, but she has also led consultations with a spectrum of clients from professional athletes preparing for the Olympics, to those in clinical settings grappling with various medical conditions. Her 20 years of clinical experience, coupled with her dedication to high-performance sports nutrition, make her a revered High-Performance Nutritionist and Clinical Dietician. Claire's philosophy on nutrition is what truly sets her apart. She believes in empowering individuals with the knowledge to understand the 'why' behind their dietary choices, advocating for a personalised approach that acknowledges the uniqueness of each athlete and client. 

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Transcript

Speaker 2: 0:04

I'm Charlie Redding and I'm Claire Fudge.

Speaker 1: 0:06

Welcome to the business of endurance.

Speaker 2: 0:15

One of the biggest flaws in collecting nutrition information still to this day is that we cannot fully collect 100% data of what somebody eats unless they're sat in a lab with you for 24 hours a day. Things are moving more towards actually collecting data that's personalised towards you and then finding somebody to be able to support you to make those changes with that data in this rather special episode, I have the pleasure of turning the spotlight onto my esteemed co-host, claire fudge, the dynamic force behind fourth discipline.

Speaker 1: 0:56

Claire's journey merges her two passions food and sport into a career that transcends the conventional boundaries of nutrition and endurance athleticism. As a clinical dietitian with a heart firmly transcends the conventional boundaries of nutrition and endurance athleticism. As a clinical dietitian with a heart firmly rooted in the world of sports, claire's carved a niche with her fourth dimension approach to nutrition, emphasising education and empowerment at its core. Claire's credentials are impressive. Not only has she competed in the pinnacle of endurance sports the 70.3 World Championships and the Ironman World Championships in Kona, hawaii, but she's also led consultations with a spectrum of clients, from professional athletes preparing for the Olympics to those in clinical settings grappling with various medical conditions.

Speaker 1: 1:42

Her 20 years of clinical experience, coupled with her dedication to high performance sports nutrition, make her a revered high performance nutritionist and clinical dietitian. Beyond her professional accolades, claire's philosophy on nutrition is what truly sets her apart. She believes in empowering individuals with the knowledge to understand the why behind their dietary choices, advocating for a personalized approach that acknowledges the uniqueness of each athlete and client. Her commitment to evidence-based science coupled with a practical application that she has honed over years of experience, enables her to transform the nutrition landscape for many, so I know you're going to love this interview with Claire Fudge of Fourth Discipline.

Speaker 2: 2:35

So before we dive into the episode that's all about me actually this week, where Charlie is interviewing me, if you stay tuned towards the end, I am going to give you access to some of the tools that I use with my clients who are busy professionals who want to organize themselves during the week.

Speaker 1: 3:00

So, claire, welcome to the Business of Endurance podcast. Now, I know that we said that when we relaunched the podcast under the Business of Endurance it'd be really good for the listeners to get a better understanding of who you and I are, and I know that when it was the TriBathlon podcast, we did an interview with you, so we don't necessarily need to cover the same ground, but I think it'd be really good for listeners to get an understanding of more about you and what you do, and so that's what this is all about. I'm looking forward to putting the interview boots on to interview you. So, and as we always love to start the podcast with a story, I'd love you to tell your story. Why do you do what you do?

Speaker 2: 3:44

It's a good question, isn't it? When the boot's on the other foot? Well, I guess like taking you back quite a few years when I first qualified as a dietitian. That's different, by the way, to a nutritionist. That was back in 2000. I qualified from King's in London.

Speaker 2: 4:02

I guess there was a reason why I first went into nutrition and that really sort of taking a step back from my degree was that I grew up in a family bakery I'm not actually in the bakery, but with a family bakery for many generations and so I'd always been around like really good quality food and I guess that's where probably my love of food came from. And I was a really sort of sporty person. I love being active, I love being outside and I had a real competitive drive. So I sort of found myself in a position where I wanted to do something with the love that I had of food but kind of explore it in a different way. And I didn't know at that point actually that I wanted to really go down the sports route. In fact that wasn't really something that was on my agenda at that kind of point in time, but it was really. I think back now that there really was something behind wanting people to also see the joy in really good quality food, because even at that time back in the 2000s I'm sure you can take your mind back to that time we still had a lot of really highly processed food and I think looking back now time we still had a lot of like really highly processed food and I think looking back now I can see kind of how quickly nutrition has just really sort of sped forward, although a lot of the basics actually haven't changed underneath.

Speaker 2: 5:14

So from 2000, I came back from a year abroad being a holiday rep which may surprise some of you which was fantastic fun, but I really had to kind of settle down and kind of do some proper work and I really kind of loved my first job in the NHS and a lot of dietitians find themselves working in healthcare because that is certainly a massive part of our training in terms of from a medical perspective and I found my time working with patients like really fulfilling. However, for any of you listening who have worked in the NHS or maybe know the NHS or maybe are sort of in business or do business with the NHS, I think the NHS is fantastic. I really do. I just never had enough time with clients. I never had enough time to sit down with people and it got to the point where I used to have a really full clinic and be exhausted coming out of it because I would give everything to the clients that walked through that door. But in 15 minutes, how on earth do you work on helping to change somebody's behavior, but also helping somebody to really kind of see and find out like where does the real problem sit and how am I going to get that person to where they need to be, rather than sat there dictating what one should be doing? Or the biggest question I still get asked is can you write me a diet plan, you know, and that's dictating to somebody how they should eat and help you know what their day should look like. So I love my time.

Speaker 2: 6:35

I, you know I covered every sort of medical speciality and that's where a lot of my knowledge has really come from. And you know I've really sort of brought that forward in my work now with business professionals and with athletes, and I remember, you know, my mum and dad not having a break, not eating. You know I've really sort of brought that forward in my work now with business professionals and with athletes and I remember, you know, my mum and dad not having a break, not eating. By the end of the day they're absolutely exhausted. I was starting to really kind of feel there was such good quality food around me but people were not like thinking about looking after their health. I was seeing people from a medical perspective that you know had these businesses and weren't kind of proactively looking at themselves. You know had these businesses and and weren't kind of proactively looking at themselves.

Speaker 1: 7:09

so claire's just been talking about how entrepreneurs and business owners can often find themselves burned out, and we see this really regularly when we're helping our coaching clients and we find that people, you know they're not growing the business as much as I would like to, but they're also working every hour god God sends and they're kind of losing the fun from business. So we have a online event that will help you grow your business whilst working less and enjoying it more, and we call it three steps to entrepreneurial happiness. So if you want to join us, we do them regularly. It's completely free. It's a three-hour workshop to help you create more entrepreneurial happiness in your life. Click the link in the show notes to join us.

Speaker 2: 7:59

And, I guess, fast forward. I spent a lot of time thinking about what I was going to do with all of these ideas, I'd say, and during that time I found myself up in the Yorkshire Dales, like beautiful part of the country for those of you that know it, and like for training ground. It's just amazing. You've got like miles and miles without you know you can't see houses, you can just see sheep. I mean, believe me, the hills are extremely steep and if you take a wrong turning you're probably about 50 miles out from where you need to be. So the training was certainly excellent in terms of sort of cycling and running. I was working pretty hard actually as a dietitian at the time and I probably hadn't stopped I was quite, I guess, because of my competitiveness. I just kept on working and I think that's also where I have this kind of drive in life of having seen people in business and that drive to kind of succeed. So I was really pushing myself forward in my career, which I was loving. But you know, looking back, was I actually giving myself enough time? You know, self-care myself as well, and I was out running one morning, so it was on the crisp autumnal morning, like it wasn't particularly icy, but you know, the kind of air was just kind of lifting from the grass. So it was really beautiful and the sun actually was pretty low because it was that kind of time of the morning. For any of you that know those kind of roads in Yorkshire, yes, there were some long straight roads, but these were kind of little sort of wriggly roads with those lovely stone walls beside them. So you know, so you can't just jump onto a pavement or over a hedge or into a gateway because it's stone walls.

Speaker 2: 9:28

And I crossed the road whilst I was out running and to go on the other side, so that I wasn't facing traffic coming around the corner. So anyway, I crossed the road. The next thing I knew is that I was laying on the grass and I think I sat up very quickly, looking in the opposite direction to where I was just going, and I suddenly realized there was a silence, like I couldn't hear anything at all and I was like I was literally like what has happened? I couldn't see anything. So like at that point in time I had no idea what, what had happened, and I thought maybe, maybe I have just blanked out like I'd never. That's never happened to me before, but it's a possibility and I pulled myself off the ground and I went to stand up. But before I did that one, I knew I couldn't hear. So that made me think and I looked across the road and my trainer was sat over the cross of the road. So I thought at that point I need to look and see what state my foot, leg, body is in.

Speaker 2: 10:24

And I knew kind of from my medical background, like actually shock is an amazing thing, like you can do all sorts of things and you know we've interviewed people, charlie, that will get up and get themselves off the ground and yet they've broken, you know, vertebrae and things. So my number one concern was that I could walk. I wanted to do the things I wanted to do it. You know, in life and that was my number one thing is get off the ground, and so I went to stand up and I couldn't. But actually, as I tried to do that, suddenly I had this kind of sharp, piercing noise and my hearing was coming back and I'd realized that I probably knocked my head really hard. A lady appeared beside me. She was driving an oil tanker. So a small country oil tanker that you might see, if you live in the countryside, those little kind of oil tankers, and I could suddenly smell diesel. That's all I could smell. Anyway, she helped me off the ground and as I had turned around to sit down, I'd realized that at that point she'd knocked me over. So she'd come from behind me, she'd knocked me over, I'd managed to break the front bumper and the rear bumper and somehow managed to stay standing and roll along the side of the lorry whilst it crushed my foot.

Speaker 2: 11:29

So I guess there was at that point, and actually the days afterwards there was, a real panic of like, what is life going to look like? Because I, you know, I'm in a point where I love training, I love doing sports, but there was also that kind of like, actually I need to find a way forward and I don't quit. And I thought actually, rather than just running and going to a few local events, I want to do something that really pushes me. Because I was told that, you know, I couldn't or maybe wouldn't be able to run again. And I thought actually, don't tell me, I don't run, I will absolutely run again.

Speaker 2: 11:59

So of course, I entered my first Ironman as my I guess my goal, and that was a big goal at that point in my life, but I also knew that I would do it Like there was no way that I wouldn't finish that event, no matter how my foot was feeling, I would do it. And at this point I was still in like a plaster cast and wouldn't be able to. I wasn't even walking at that point. But that was my goal and that was something that that drove me forward. So I started my post-grad sports nutrition also at that point, and now I am a high performance nutritionist as well as a clinical dietitian.

Speaker 2: 12:30

And that's really where I decided, also at that point and I think there's a saying isn't there? When you get to a point of trauma, like you often make lots of big changes. So not only was I going to do this Iron man, I also started my business at that point as well, and I thought actually I really want to help and support other people to be able to think about their health, so preempt their health, look after themselves and actually be able to optimize themselves in terms of from a sporting perspective, but also be able to really live the life that they've built around them. So that was really where the business was born and that's really where I am today and that's why I love helping the people that I do.

Speaker 1: 13:10

I mean, you kind of played it down, but how many full distance Ironmans have you done since that time? 20. Wow, that's serious. So given what you went through, it's seriously impressive. So back to the nutrition thing then. So obviously I deal with a lot of guys and girls that are super busy in business. Usually they run their own business, but also the majority of people that I coach are also really keen on their endurance sport. So when we look at somebody like that is a professional in business or a business owner, but also an athlete, what are the biggest mistakes you see them making with regards to nutrition?

Speaker 2: 13:48

Good question. Where do I start? I think one of the biggest mistakes I see, and more in the last couple of years, is we have so much noise around nutrition, don't we? If you think of the world of social media now, the world of being able to really Google anything on the internet, there is so much information and it's so noisy and what I see people doing really often is jumping from one thought from some new guru or health experts to another, so never really sticking with something and actually seeing is it actually something I need? Number one does it work for me? And if I try it out, am I getting what I need from it? And actually, is it kind of doing the job that I need it to do?

Speaker 2: 14:29

And what happens from there is that people then jump from one kind of style of eating to another. That isn't really. It's generalized in nature and it's not really personalized to them, because they haven't really thought about actually what is it that I need and does that apply to me? Or do I need to slightly change it? And it can leave people in a place of being low in energy. So it could be that you know, people are not eating for a certain number of hours in the morning, which is fine when we're looking at you know from a fasting perspective, but does that suit your lifestyle? Actually, if all your meetings are first thing in the morning, have you got enough clarity to be able to concentrate and actually for training in the morning, should we then be, you know, following some intermittent fasting if we're trying to do a training session in the morning? So I think the biggest thing is huge amounts of information and applying that in a too generalized fashion to themselves and then flitting from one thing to another.

Speaker 1: 15:20

And what's the answer to that? What's the solution?

Speaker 2: 15:23

I think, in terms of a solution, it's really number one. It's finding out how your own body works. So, number one you've got to listen to yourself, you've got to find a solution. And what I do with my clients is really help them to understand their, for example, their own hunger, their own fullness, collecting their own data, then looking at that data and saying, okay, what does this mean? Where are you now, where do you want to be? How are we going to get there? And you can then apply some of those principles, but it has to be more personalized towards them, otherwise it's not going to work. You know, something generalized gets you kind of halfway up the mountain, doesn't it? And then it drops you and you go well, what now? What do I do now? So it's really being able for people to understand themselves and being really supported to know how to do that. How do I find out this information about myself? What does it mean and what do I do with that data? How do I move forward?

Speaker 1: 16:13

it's really interesting, actually, because it's just occurred to me. So carol and I both have a very healthy diet and we but we've also had both had digestive issues of one form or another over the years, and they're actually whole opposites of each other. And yet, if you think about it, if we looked at it, probably 95 percent of our diet is the same as each other, and yet how it's materialized in the two of us is complete opposite. So it's interesting that I'd never really thought about it like that before. But yes, it's the fact that everyone operates differently. And you listen to this great podcast, got this great idea and you do that, but that might work very differently to you as it does, even if you can be the exception to the rule, can't you? Okay, so that's fascinating. You know I love data, I love tracking my aura. Ring my garment, give me more data and I'll forget to do anything with it. How do you think data can help optimize or change nutrition? And also, what are the pitfalls with doing that?

Speaker 2: 17:09

I also love data when it comes to things like nutrition and I think it's you know I do think it's really important we collect it. You and I think it's you know I do think it's really important we collect it. You know, maybe some of you can have a little sink as I say this, but I wonder how many people listening will be collecting food data on MyFitnessPal, as an example. Maybe it's that you're tracking data on some sort of other app, but my question is what do you do with that data? You know, so data is only as good as one knowing what to do with that data and knowing how to make those changes. Otherwise, there's no point in. You know, there's no point in collecting it.

Speaker 2: 17:41

So I think, in terms of nutrition data, I think you know things are moving more towards actually collecting data that's personalized towards you and then finding somebody to be able to support you to make those changes with that data. You know again, not just buying those generalized kind of strategies, but you know, I'm sure some people have already tried it but things like the continuous glucose monitors. So we use them. We've used them in sport now for a couple of years and I know, obviously in the world of social media. There's lots of people now working with continuous glucose monitors and I'm sure everybody knows Zoe out there. You know, and actually that's a way for you to be able to track, actually, when I'm eating certain foods, what happens in a really crude way to my blood glucose levels, you know.

Speaker 2: 18:21

So it's becoming more and more personalized if you can start to collect more of this data about yourself. But the most important thing about collecting that data is actually what does it mean and what does it mean for me and therefore, what changes do I need to make? And also collecting data again. So if you think about business like you might collect data, but are you just going to go back to that meeting and say, well, here it is, without making any changes to it? Well, if it's still not working, something's still not working. You're going to have to do something with that data and make a change and then recollect that data, and you have to play by that same principle, you know, with your own nutrition and so that kind of leads me nicely on then to, you know, looking to the future and going.

Speaker 1: 18:59

Well, okay, where do you think the world of nutrition is heading? What's next? You know you've talked about zoe being a good tool to kind of create personalization of a sort. What's next?

Speaker 2: 19:11

I think we're going to see things move really quickly forward. Actually, the world of DNA testing for nutrition has already started. It's just at the moment we don't really know enough, we don't have enough information really to be able to make informed kind of decisions and choices about that. I think that's going to move really quickly forward and I think, with AI, of course one of your favorites I think this is going to accelerate in terms of, like, what data we can collect, the speed at which that data can be interpreted. So I think, certainly the genetic side of things I think we're going to see more changes in and I think we're actually going to see even more wearables. I think there's going to be a lot more in terms of, you know, understanding our body. We'll probably see more things like the pills that you can swallow at the moment to target certain areas in your body for medicine.

Speaker 2: 19:58

I think we're going to see more of that in nutrition, because right now, one of the biggest flaws in collecting nutrition information still to this day is that we cannot fully collect 100% data of what somebody eats, unless they're sat in a lab with you for 24 hours a day. You're weighing their food, you're collecting what's left on their plate what's eaten we don't know. So I think there is going to be something and they're already labeling certain foods and they can track certain foods through the digestive system, but again, that's a really laborious process and I haven't heard an update on that in a couple of years. So there's going to be finding a way of actually really tracking what we are eating and also what are we absorbing of what we're eating, because of course, a calorie in isn't a calorie out. You know we absorb foods in in different ways. I think it's gonna be really exciting and I think we're gonna have an explosion of new sort of devices and data so obviously we've talked a bit about tridot being an AI version of building your training plan.

Speaker 1: 20:55

Do you see that kind of playing out in the same way? And the reason I love that as an example is because we get so much data from our watches no coach is going to sit there and look at all that data. So actually AI kind of grinding through all of that data and creating a bespoke, not like probably not a training program that a professional athlete would use, but one that is bespoke and as good as any age group athlete could possibly need. Do you see that ending up being where nutrition goes? You kind of get this like AI doing essentially an almost bespoke nutrition plan and nutrition strategy.

Speaker 2: 21:34

You're already starting to see it. So, for those of you who've got things like training peaks, there's already an app that is using some data to be able to kind of periodize carbohydrates around your training, and it's using all of that data from your training. It's using all of your data from things like your wearables and things, so we're already kind of seeing the beginnings of that, and I think, moving forward we will. I think the interesting thing, though, is this is where a plan for sport and a plan for nutrition really vary, like if you take your average day. So, charlie, you take your average day. If you were getting up and swimming in the morning and the two things in your plan are swimming in the morning and maybe I don't know an hour's aerobic run in the afternoon, they're relatively easy within your working day. If that's how you set your day up, they're relatively easy to fit in, but food is constantly moving, because you know, over that period of you being awake, things happen, don't they? Maybe somebody rings up and you know one of your daughters need to be collected earlier than you thought, or maybe there's a business meeting that runs over, or maybe you now need to go down to London to meet somebody. You know those variables are changing a lot more than usually than things do sat in a training plan. I think we will see it. I think we we will absolutely see very bespoke, personalized plans hitting things like AI very soon.

Speaker 2: 22:49

But it still comes down to human still has to implement it and is that realistic? You know, a bit like we talked about training dot, you still need that professional sat behind it to really help you interpret that data and really put that human spin on it. So you know we take data from our watch, for example. You've got your aura ring. You know, sometimes you can and I'm sure you can, think back to a time and I'm sure you know listeners can think back to a time. If you're tracking sleep, you might think I feel great today and you look at your sleep, you go well, I blimmin well. Shouldn't be feeling great tells me not to train. So you know there's got to be a point at which we have to be also human around the data we're collecting and the data we're seeing, and I think that's going to be probably where you're going to see both professional trainers and coaches and nutritionists and dieticians sort of sitting is kind of it, you know really working with people to help implement it brilliant.

Speaker 1: 23:42

Yeah, I think you're right. I think you can look at the data and suddenly feel tired when you felt good. The other is also again. When I was cycling last week in south africa, I woke up one morning I was like, oh god, I really don't. I've had a really bad night's sleep, really don't feel good. But I'd got as far as putting my cycling kit on and ready to go out in the heat and the day before we'd cycled over a hundred miles in over 40 degrees and I'd done a run off the bike. I was like no legs feel fine, it'll all be okay. Looked at my aura ring and my body temperature was up one and a half degrees. My heart rate resting heart rate was up 20. And I was like actually and I just sent the guys a message saying we're having a recovery day and I got heat stroke and I slept the whole day. You've got to bake it with a pinch of salt. But also it's that awareness of actually something's off here. It's a good idea not to train Now. Obviously in the podcast. Idea not to train now.

Speaker 1: 24:35

Obviously in the podcast we have this tradition of getting the last guest to ask the next guest a question. But as you did when you interviewed me. I've picked out a question from the diary of a ceo on this and I picked out a question from mo gordat, who is I mean, if you haven't read his two books soul for happy and scary smart. You absolutely must. He is a very, very interesting guy and I really loved his question that she left for the next guest of diaries here. So that's the one I'm going to fire at you. So that question is what do you promise to do to make the world a better place?

Speaker 2: 25:08

oh, that's a big promise, charlie it's a big promise it, a big question, probably a larger question that I'll be able to answer today, but a good one for actually to go and think about, and you know you always talk about goal setting and goal sheets and that's probably something that could sit in there, I think. I probably. I think I would need to answer this in two parts, so probably at a business level, but also on a like a personal level, and I think if I look at a business level, then really I want to be able to impart as much of my like knowledge and enthusiasm to really help people be able to live like a better fun, more fulfilled life and creating time and by doing that, by understanding to do that, to understand their body, to be able to understand their health, their nutrition, and if I can make a small dent in this world in terms of helping people make lifelong changes and not these quick fixes for people to be able to fulfill their lives for longer, then I'd love to be able to do that and continue on the journey. I am with, you know, working with people. I think, from personal perspective, it's about making little ripples, isn't it To make big waves? I think that's the saying and this really is little ripples.

Speaker 2: 26:26

But I guess how does it make you feel when somebody does something that you don't know them and they do something really kind, a stranger makes a kind gesture, or even if they smile at you, how does it make you feel?

Speaker 2: 26:39

And it makes you feel great for the rest of the day. And actually often what happens as a result of somebody else being kind randomly to you? Often it makes us be kind to other people or it makes us do a nice deed for somebody else or in fact, just smile and be in a better mood and I would say, to be able to be kind more often to more people. It doesn't take very much, it doesn't cost you anything to do that, but just being able to actually take a step back and out of your life for a couple of seconds to do something kind for somebody else. And that doesn't have to be huge amounts of money. You know what. It could be helping somebody cross the road, it could be buying somebody a coffee that's in front of you, whatever that might be. But that is something that I kind of like to do more often and have started to do more often, and that really creates massive ripples if you can just be kind.

Speaker 1: 27:30

Brilliant. I love it. I think there was a film called was it Pass it Forward or something? Play it Forward.

Speaker 2: 27:35

Yeah, that's right, pay it Forward, pay it Forward.

Speaker 1: 27:37

Which is a lovely film. I'd forgotten about that film, but you're absolutely right. It's such a lovely thing and you do one good deed for somebody and it's amazing how that comes back. And the last question we always ask is and I didn't warn you, I was going to ask you this and put you on the spot the last question we always ask is a book that you found helped you on your journey. I know you have a bit of a love-hate relationship with reading books and not buying books, but reading, not buying, but pull out a book that you found really interesting or helpful for you recently so I don't read a lot, although I like to read and, as you know, I like to collect books on for a bookshelf.

Speaker 2: 28:15

But thanks to you, charlie, you have really opened my I was gonna say eyes, ears, to listening to reading books. I still like to say I'm reading books, but listening to books, and actually by doing that I've managed to listen to a book very quickly, so I can't actually remember the name of it. It's a hundred million hundred million dollar. Leads by Alex Formosi yes exactly so, because I've, so I can't actually remember the name of it.

Speaker 1: 28:35

Is it 100?

Speaker 2: 28:36

Million Dollar Leads by Alex Formosi yes, exactly so, because I've recently listened to it.

Speaker 2: 28:39

I think that would be a good book to talk about, but anyone that likes anything that's fast-paced, that was a fast-paced book.

Speaker 2: 28:47

There are so many ideas about how to get leads and get people to buy things that they didn't realize they needed and to get people that don't know you to buy your things as well, and he kind of takes you through his stories and you know we always talk about starting with a story here and I think you know through his stories he really teaches you where he's learned the hard way and how he's applied that to his business in terms of generating leads within your business and also how advertising actually can work, and sometimes we think I think in the world of business about advertising, we think, oh, I don't really need that. There's so many other ways. But that was a really good book and if you love lots of ideas but also need some ways to implement them, I think that book is brilliant and there's lots of downloadable tools as well and very quick to listen to once you're in it that book book is like drinking from a fire hydrant, isn't it?

Speaker 1: 29:36

I don't think I've made as many notes while listening to a book as that one for quite a long time. It's a stick book if you're looking for something on marketing. So it's been a brilliant fun getting to know you some more and getting to hear some stories that perhaps we heard in a slightly different way ages and ages ago. So thank you so much for that. Good luck with your training and good luck with the nutrition business as well. I'm sure it's going to continue to go from strength to strength.

Speaker 2: 30:08

So, having talked a little bit about my background and my story, I mentioned about the tool and certain tools that I use with my clients at the beginning of this. So I'm going to give you access to our grocery and weekly menu planner, and I use this with my clients to be able to help them really easily plan out what they might be looking at cooking or eating during the week, but also being able to really think about what are they going to need to buy. What are they going to think to really think about what are they going to need to buy, what are they going to think about having to prepare, what are they going to think about buying and taking with them as snacks? And actually, if they are training or doing any sort of sports, what are they going to have before and what are they going to have afterwards? So it's a really easy, clear template to be able to use time and time again to be able to get yourself organized when you're busy.

Speaker 1: 30:55

Brilliant, that sounds fantastic. I think I might download that If you want us to keep getting amazing guests onto the Business of Endurance podcast. We don't ask you to pay for us. We don't ask for patronage. All we ask for is that you subscribe to the podcast, ideally on Apple. Give us a five-star rating because it shows us you care and, if you've got time, leave us a comment. One word is fine, something like inspiring or amazing or something like that, but we really do appreciate it and it will help us to continue to deliver amazing guests on what we hope you find to be an amazing podcast. Thanks very much.