Watch the full interview below or listen to the full episode on your iPhone HERE.
Guy: I’m sure we can all relate to this… You’re starving hungry, you have no food and you’re stuck in an airport or the city and all you have to choose from is the food court! With a few tweaks and a bit of insider knowledge, you’ll be amazed at what meal you can whip up to get you out of trouble. The key is to know what NOT to eat in this situation.
I have to admit, I was SHOCKED to find out what some of the cafe owners get up to in the pursuit of making their food tasty. But with the nuggets of info’ in this weeks 2 minute gem above you can easily avoid the pitfalls of the food courts and make better meal choices…
Today we welcome entrepreneur, health and fitness enthusiast and top bloke Josh Sparks. Josh is the founder of the hugely successful Thr1ve cafe/restaurant chain, which can be found in most CBD food courts. In a nutshell they make real food, real fast, and it is a place I actively seek out to dine at when I’m in the neighbourhood.
Stu and I had a huge amount of fun with this podcast as we tap into Josh’s wealth of experience when it comes to the food industry, his own personal journey and paleo discoveries and how he stays on top of his own health with his very hectic lifestyle!
Trust me, after listening to this podcast you will be inspired to take action on whatever your own goals or endeavours are :)
Full Interview: Life’s Lessons to Look Feel Perform & Thrive
In This Episode:
The biggest lessons he’s learned since cleaning up his diet
How to navigate your way around a food court to make healthy choices
His daily routines and how he stays in great shape!
Why he enjoys being bad at meditation
What stress and your life’s purpose have in common
Guy Lawrence: Hey, this is Guy Lawrence at 180 Nutrition and welcome to today’s Health Sessions. I’ve been very much looking forward to today’s guest, because it’s safe to say he is a entrepreneur, but not only that, a very healthy one.
You know, from myself and Stu’s experience in developing and running 180, it’s all well and good us doing podcasts, creating posts, developing new products and all the rest of it. But it can become very stressful and we have to look after our own health at the same time and it can actually be very challenging sometimes.
So, I was very keen to pick today’s guest’s brains, because he does a very good job of that. His name is Josh Sparks and he is the founder of the THR1VE cafeteria chain here in Australia.
Now, if you’re not aware of the THR1VE cafeteria chain, in a nutshell, they do real food, real fast. And if you’re in most CBDs in Australia you can go into a THR1VE café and actually have a really great meal. It’s one of the places that I will seek out and find when I’m in the city, no matter which one it is here in Australia.
You know, Josh’s background; it’s basically 14 years in high-growth leadership roles as CEO in the fashion industry, mainly, of sass & bide, managing director from Urban Outfitters and CEO of Thom Browne in New York, as well.
Whopping amounts of experience, but then he’s gone and taken that and started to develop his own cafeteria chain, which is what we talked to him about today.
He says now he’s been eating, moves and recovers according to the ancestral health principles now for all the last five years and he’s probably fitter and stronger than he was 20 years ago. More importantly what he does stress as well is that his blood markers of health were improved dramatically as well.
So, Josh was consistently astounded, you could say, by the lack of authentic healthy dinning in top areas within the CBDs. So, he helped and did something about it and has created a very, very successful brand about it.
We get to talk about all them things. His own health journey and even what goes on in the food courts, which there were some things he said in there that is quite shocking what can go on.
So, we delve into all of them things, which is fantastic. So, I’m sure you’re going to enjoy.
Now, last but not least, you may be aware that we are, yes, we are live in the USA. So, for all you guys in America that are listening to this podcast, 180 Super Food, you can get your hands on it. You just need to go to 180nutrition.com.
If you’re unsure what it really is; I always tell people it’s a convenient way to replace bad foods, really quickly. So, I generally have a smoothie; I can mix it with a bit of water or coconut water, if I’ve been training, some berries and I normally put a bit of avocado and I make a smoothie. Especially if I’m out and about, going into meetings in the city or whatever and I know I’m stretched from time I will make a big liter of it and sip on it and it gets me through to my next meal.
So, yeah, you can do that. Go over to 180nutrition.com and check it out.
Anyway, let’s go over to Josh and enjoy today’s show. Thanks.
Guy Lawrence: All right. I always get this little turn every time. Anyway …
Hey, this is Guy Lawrence. I’m joined with Stuart Cooke. Hey, Stewie!
Stuart Cooke: Hello, buddy.
Guy Lawrence: And our awesome guest today is Josh Sparks. Josh, welcome to the show.
Josh Sparks: Thanks guys. Thanks for having me.
Guy Lawrence: Now, look, very excited, mate. I think today’s topics are going to be great. We’re going to certainly want to cover a few things, especially like bringing Mr. Paleo Primal himself over, Mark Sisson, earlier in the year for the THR1VE symposium; which was awesome, by the way.
Josh Sparks: Oh, great.
Guy Lawrence: And of course the THR1VE brand itself and how you’ve taken the food courts kind of head on with the THR1VE cafeteria chain. So, there’ll be lots to discuss, mate, so, very much looking forward to it.
Josh Sparks: I’m excited to be here.
Guy Lawrence: So, before all that, we get into those subjects, what did you used to do before you got in the health industry?
Josh Sparks: Before I did THR1VE?
Guy Lawrence: Yeah.
Josh Sparks: So, my journey has been a fairly interesting one. I studied law and I worked very briefly in mergers and acquisitions law and decided, as I think many young lawyers do, that law school is not the same as being a lawyer and got out of that fairly promptly.
And then for the bulk of my career, the last 15 years prior to THR1VE, I was in various fashion businesses. So, all retail, I guess THR1VE is a retail, but fashion and lifestyle focus, never food.
So, I was the first CEO of sass & bide, which is an Australian women’s label that some of your listeners may be familiar with. And then I moved to the U.S. and became the CEO of Thom Browne of New York, which is a men’s line in New York. And then I moved to Philadelphia and ran the ecommerce business at Anthropologie, which is part of the Urban Outfitters group.
So, all fashion; tons of fun. You know, the really interesting thing about fashion and I think how it relates to what you guys are doing, and what I’m doing, what any of us are trying to strike out on our own and create a brand is that within the fashion industry what you’re really doing is storytelling. You’re building brands around what is otherwise largely a commodity product. The $30 jeans use the same denim as the $200 jeans.
So, it’s really about the creativity you can bring to the design and the creativity you can bring to the storytelling to really set it apart. So, I think that that’s what I loved about the fashion industry.
On the flip side my personal passion, really my whole life, has been around health and wellness. Every since I was a high school and college athlete, I’ve always been particularly interested in the intersection of training modalities, training methodologies and nutrition and how to best support each and really ultimately the synergy between the two.
But as I got older, while I was doing all this fashion stuff, I think I experienced what so many of us do and I started to … my body wasn’t responding quite the way I wanted and my thinking that you could steer the ship through exercise started to be challenged by the evidence that confronted me in the mirror every morning and on the scales and in the gym and I just wasn’t performing or looking or feeling quite as I did.
So, I started to explore the nutrition side much more actively. Until then, I think like a lot of guys in their 20s and early 30s, it’s much more about training for a while, or at least it was for me and perhaps my generation.
But as I started to explore nutrition, like you guys and like so many in our community, I discovered ancestral health templates. So the Paleo, the Primal, the Weston A Price and started to experiment with reducing processed foods. I mean, it sounds crazy now that this was an experiment, but reducing processed foods, reducing our processed carbs in particular, amping up the veggies. It’s just so incredibly obvious now, but at the time it was a revelation.
So, as I was professionally developing the skill set around branding and marketing and communications and running businesses here and in the U.S., personally I was having this journey of discovery, this very exciting revelation around what we eat and how profoundly it impacts how we feel and perform, whether it’s physically in the gym or whether it’s mentally and emotionally at work, in our relationships, or whatever.
So, it’s really … I guess I just had this light bulb moment of, “How do I connect the two?” This professional experience that I’ve had, what I’ve loved, around the fashion industry with what is a much deeper personal passion to me than the fashion space and that is health and wellness.
And to cut a very long story short, that’s how I came to develop the idea for THR1VE.
Guy Lawrence: Yeah, right. How long ago was that, Josh?
Josh Sparks: So, I moved back from the U.S. in 2011 and I started working on … I came back and I was consulting in the fashion space here in Australia, in Sydney and Melbourne to Just Group and Gisele and M. J. Bale and a bunch of different brands. And I was doing that really to save money to do my own thing, to do my own brand.
So, I started working on business plans for THR1VE. It would be unrecognizable to you, knowing THR1VE today. My first two business plans were terrible and it was going to be a one-off restaurant. Then it was going to be a home delivery meal system. Then it was going to be a supplement line and then it was going to be … and I didn’t know what I was doing and I was so all over the place. And then I really came back to focus on what I know and love best, which is this premium consumer retail, effectively.
Which in Australia, for food, that is either food courts or one-off cafes and restaurants, and I decided I didn’t want to do a one-off for a number of reasons. But probably most importantly, I wanted to reach as many people as possible. And the café and restaurant scene in Australia is pretty good. You can get some really healthy, yummy meals in a whole bunch of cafes and restaurants in Australia. Even in small town Australia now, you can get some pretty good food in cafes and restaurants.
But the food court, whether it’s in a mall or in an airport or strip retail, you know, a cluster of food outlets in strip retail. Pretty average. Predominately processed, 70 to 80 percent carbohydrates. You know, you walk into a food court; it’s just all carbs. All processed carbs. You know, its bread and pasta and sugar and all sorts of stuff that we know we could probably benefit from eating a lot less of.
So, I saw it as the area of greatest opportunity and the area of greatest need and thus THR1VE became, through multiple business plans, a food court focused retail offer.
Guy Lawrence: Yeah.
Stuart Cooke: How long did that process take, Josh, just thinking from your sketches to the day of opening?
Josh Sparks: Yeah, it took a little while, Stu. So, late 2011 I was really actively working on it. I had registered the name and I had settled on broadly what I wanted to do. But we didn’t open the first store until late 2012. So, it was over a year of very focused work here where I settled on THR1VE. I settled on the fact that it was going to be a retail location and I was out talking to landlords and prior to that … I mean, I started working on a business along these lines probably about seven or eight years ago, when I first read Loren Cordain’s stuff.
But that was when I was still in the U.S., I was in Philly, and at that point I was thinking about doing a sort of gym and café combo, where it was going to be a sort of a high-end personal training only gym with sort of a café/restaurant attached to it. Which sounds great, but I never would have been able to pull it off, because I’m not a PT. It just was doomed to go nowhere.
So, how long did it take to really take shape? It took years and years and years of very focused work around the idea of THR1VE as vaguely recognizable as it is today. I was a good 12 months of just hitting the pavement and talking to landlords and pitching it to staff. I mean, no one wanted to know about it. I had a huge amount of difficulty convincing a landlord to give me a location.
Guy Lawrence: Wow.
Stuart Cooke: Really?
Josh Sparks: Yeah.
Stuart Cooke: Why do you think that is? Just the whole idea?
Josh Sparks: It’s very easy for us to forget that even in 2011, late 2011 when I first started talking to landlords, no one had heard of paleo or primal. I mean, there wasn’t … it was … the subject; we were so niche. I mean, it was a very small subset of the market and I probably still at that point was being a little bit purest about it as well.
So, when I was talking to landlords, I was probably sounding a little evangelical and a little dogmatic and probably a little bit crazy. And so, I kept having this look, “You know, you seem to have done OK with these fashion brands and you had a bit of success and maybe you should stick to that.”
Guy Lawrence: Yeah.
Josh Sparks: “And I don’t know if food court really wants healthy food.”
Stuart Cooke: Right.
Josh Sparks: “And we’ve got salads. So, what else do we need?”
Stuart Cooke: Sure.
Josh Sparks: And, “Yeah, we’ve got a Japanese operator. So we’ve got health covered.”
Guy Lawrence: Yeah, right.
Josh Sparks: It was these sorts of conversations. I think it was, even just three or four years ago it was considered a bit ahead of its time and in branding, any sort of branding, whether it’s fashion, whether it’s lifestyle, whether it’s automotive, whether it’s what you guys do. Whatever it is, you want to be ahead enough of the curve to capture some mind shares, some early mind shares. At the same time it’s very easy to go broke if you’re too far ahead of the curve.
And it’s just finding that sweet spot and the feedback I was getting landlords was that I was to far ahead of the curve.
Guy Lawrence: Yeah, right.
Josh Sparks: And my sense was not at all. This is; we’re at a the tipping point here. This is going to go mainstream in the next couple of years. And it might not be called paleo and it might not be called primal. It might not be call ancestral health. It might not be called THR1VE. But this way of eating, this awareness of just how profound the impact is on how you look, feel, and perform when you eat differently, that’s right at the tipping point. You know, the obesity levels and the Type 2 diabetes level and the fact that Medicare is publicly funded and it’s just unaffordable for us to continue to pay for bad lifestyle choices. Whether it’s smoking or whether it’s excess sugar. So, I felt that we were just at a bit of a tipping point, but it was very challenging to convince people around me, whether they were landlords or investors or potential employees, that I wasn’t completely crazy.
Guy Lawrence: Yeah. I’m curious, right? Just a thought came in, because I’m always fascinated by everyone’s journeys, was it a particular niche; tipping point or something that happened in your own life? Because I know you’re saying that you were starting to put on weight and things like that, but was there an “aha” moment where you’ve got to go, “Right. I’m going to cut out the process foods. I’m going to change my lifestyle.”
Josh Sparks: So, I think, there’s two. For me personally it was recognizing that I just, I wasn’t happy. And it started off for me with a sense of, you know, emotional well-being suffering.
And it wasn’t so much, because I didn’t get huge, I’m naturally pretty skinny and even when I … I sort of the skinny fat guy. If I’m out of shape, I get skinny-fat. Like, I don’t get a huge gut.
I just don’t … I lose tone. I lose strength. I lose all those physical markers of health, the objective physical markers of health.
This was more subjective to answer your question, Guy. I just wasn’t feeling great.
Guy Lawrence: Yup.
Josh Sparks: And so, it led me to an exploration, “Look, am I drinking too much? Is it something I’m allergic to? Is there something in my diet that’s problematic?”
I stopped drinking completely. I cut out sugar. I started cutting out processed foods. That led me on a journey around fat. I started upping my Omega-3 intake.
But all those things really started for me around a sense of emotional health, not being as good as it could be. I wasn’t depressed. It wasn’t that acute. I just didn’t feel great anymore and I was used to feeling so motivated and so energetic. It was really sad to think, “God, is this aging? Is this normal? Am I meant to feel this way?”
Stuart Cooke: It just sounds like you weren’t thriving, Josh.
Josh Sparks: Thank you very much. I’m glad we got that in there. It’s very fine of you.
Guy Lawrence: So, back to THR1VE, right? And I really want to put this question: like, how would compete against now, like the Subways of this world? Because they’ve got “healthy food” marketing, that’s getting bombarded and the food court’s littered with it.
Josh Sparks: Yeah. Look, I think it’s a really great question. So, there’s two things. One: I think the use of the word “health” is becoming as ubiquitous as the use of the word “green” was about 10 years ago. You know, like, Chevron and Shell were running ads about how “green” they were. It’s like, “OK. Where are we on this ‘green’ thing?” And I think we’re in the same place with everyone’s claiming to be “healthy.”
So, first of all I think there is … that that’s going to lead to a certain level of backlash and I think consumers are already starting to become aware that they’re being hoodwinked with marketing. And great marketers are really good at what they are doing.
So, there’s health messages that are overt and there’s a whole bunch that are much more subtle and nuanced, but they’re rife throughout the food industry; whether it’s retail or wholesale or supermarket, wherever.
So, I think there’s going to be a little bit of a backlash and a little bit of growing skepticism, which I’m hoping will lead to my next point, which is: ask the follow-up questions.
So, yeah, I think whether it’s the press or whether it’s us as consumers, we’re terrible at asking the follow-up questions.
“So, great. You’re healthy.” What is healthy? Define healthy to me? You know, what is your paradigm of health? What protocol do you subscribe to? And that can lead to some really interesting conservations, because we see … I used to go … I read this and I must admit that I read this in a Playboy magazine, which I was reading for the articles when I was about 28 or 29 or so …
Guy Lawrence: Yeah, yeah, yeah.
Josh Sparks: And it was the first time I’d ever read about Paul Chek. It was actually an interview with Paul Chek in Playboy, of all places. And Paul Chek was talking about the fact that he’d been interviewed on TV and he got into this head-to-head around diet with a, I guess what we’ll call a conventional dietitian or a nutritionist who was stuck on the U.S. food pyramid, which is very similar to our recommendations.
Stuart Cooke: Yup.
Josh Sparks: Anyway, he obviously lost patient with the process at some point and he said, “Listen, do you subscribe to … everything you just espoused, your so-called philosophy of eating, do you subscribe to this a hundred percent in your own life?” And this guy’s, “Yeah. Absolutely.” And he’s like, “Great! Take off your shirt and I’ll take off my shirt.”
And it was just this kind of moment of: OK. So, if this is really working for you, do you look, feel and perform exactly how you want? And if you do, well, let’s see it. Come on. Let’s get this on.
And I thought, OK, it’s a little bit crass. I don’t think it would work on Australian TV. But at the same time I really respected the kind of cut through the B.S.
If you claim to be healthy, give us a sense of what that actually means and hopefully you’ve thought about it enough to have some kind of protocol, some kind of framework that you’re working within. And then is it working for you? And give us some sense of that. You know, “I came from here to here; it’s backed up by bloodwork.” Or, you know, I’ve lost a ton of weight and I know it’s fat, it’s not water or muscle because I did a DEXA scan before and after.
Give us some evidence, you know. Not this kind of fluffy, “healthy” thing.
Guy Lawrence: It’s interesting that you say that, because I worked as a PT for a long time and I would do … I must have … no exaggeration, sat in from the thousand of people, right? Doing consultations and the first thing I would do was ask them, “Do you eat healthy?” I mean, we do that even with our clean eating workshops we’ve been doing with CrossFit, right?
Josh Sparks: Right.
Guy Lawrence: And nine times out of 10 they, go, “Well, yeah. Yeah, I eat pretty healthy.” I go, “Great. Let’s write down what you just ate for the last 48 hours.” Right?
Josh Sparks: Right.
Guy Lawrence: And then once they start doing that there’s two things that generally happen. One: they actually, genuinely think they they’re eating healthy, but I look at it and go, “Oh shit. That’s not healthy.”
Josh Sparks: Yeah. You might have something there.
Guy Lawrence: Or two: they’ve just sort of been in denial. They go, “OK. Maybe I could improve a little bit.” and stuff like that. When you get down to that detail, but we just don’t. It’s human nature.
Josh Sparks: It is human nature. There’s a great stat where I counted it as 92 or 93 percent of male drivers think they’re better than average. So, it’s like, we are great at doing nothing. We are great at deluding ourselves, right?
So, when you have an objective check, someone like you, when you’re sitting in front of them and you’re forcing them to actually go through it, there’s nothing more powerful than documenting a food diary or training log, you know, “Because I’m training hard.” and you kind of look back at what actually you know, “I’m been a complete wuss.”
And it’s the same thing with a food diary. We don’t encourage things like obsessive diarization or cataloging or counting calories or measuring food. We don’t focus on that at all.
But the point that you just made, a point in time gut check, no pun intended, on “How am I eating?” and “Is this truly healthy,” and “Do you even know what healthy is?” And then engaging with the right kind of advices to give you some options and some alternatives.
And so, I think for me, whether you … whatever you call it: paleo, primal, ancestral health, whatever, I’m not really stuck on the labels. In fact, I think the labels can be extremely damaging because we can get a little bit dogmatic around that.
So, setting aside this specific label, what I want to know is whoever is claiming to provide their customers with healthy food and their customers are trusting them. I mean, that’s a relationship of mutual trust and confidence. It’s an important relationship. It should be respected.
Are they lying to them? Or have they actually put some energy into documenting what they believe and have some evidence to back it up? And then have they … again, another follow-up question … have they audited their supply chain? Is there sugar being snuck in the products? Are there bad oils being snuck in the products?
You know if you go around the food court, you would be staggered by … the Japanese operators add processed sugar to the rice. Many of the Mexican operators, not all of them, but many of the Mexican operators add table sugar to their rice.
Now, why do they do that? Because they tested it with customers and surprise, surprise, customers preferred the rice with sugar.
Stuart Cooke: Right. Yeah.
Josh Sparks: So, it’s great that we’re talking about health. I mean, on the one hand, let’s be positive and celebrate the fact that at least it’s a topic of conversation in the food court, which five, 10 years ago, you know, not so much. Certainly 10 years ago.
On the flip side, now that we’re talking about it, let’s have an intelligent conversation about it and let’s ask a couple of follow-up questions. And then we can make an informed decision where your version of health, Mr. Vegan, is right for me or not right for me. And your version, Mr. Salad Man, is right for me or not right for me.
So, that’s what we’re trying to encourage at THR1VE. You take that discussion further.
Guy Lawrence: Yeah. Awesome.
Stuart Cooke: Fantastic. Well, first up Guy, I think, it’s only right that we perform these podcasts in the future without our tops on. OK? That’s a given. We’re going to do that. It won’t start today.
So, just thinking, Josh, if you can’t access, you know, THR1VE in the food courts around here, how would you navigate the food courts? And I’m just thinking in terms of our customers who might think, “Well, sushi is the best option out there.” When we’re looking at the likes of the Chinese and the kabobs, and the McDonald’s and all the other kind of footlong gluten rolls or whatever they are. What do you do?
Josh Sparks: Footlong gluten roll.
Stuart Cooke: I’ve just sold it. I used to work in marketing don’t you know.
Josh Sparks: That’s a marketing winner, I reckon.
Stuart Cooke: No one’s thought of it.
Josh Sparks: It’s a really good question and I think that, I mean, we’ve got six stores, we’ll have nine or 10 opened in another nine or 12 months. So, we are not everywhere, sadly. In fact, if you go Australia-wide, there’s not enough places where you can find THR1VE or something like THR1VE.
So, to answer your question, I think you’ve got a few options. You’ve got … most salad operators will have a range of salads that don’t include the added pasta and the added grains. And I’m not terribly concerned about gluten-free grains as long as I know that … you know, it’s such a difficult question to answer diplomatically, but I’ll give you a version.
So, most salad places will have something for you. Most of the proteins in the less expensive salad joints are not … they’re reprocessed proteins. So, they’re reconstructed proteins.
So, they’re by no means great and there tends to be sugar and gluten snuck into those products. It gives them better form and it gives them better preservation and what not. But it’s not going to kill you, once in a while.
With respect to the Japanese operators, if you go for sashimi you’re pretty safe. Be conscious with the rice, as I mentioned before. But again, I’m not anti-rice by any stretch, but I don’t want table sugar added to my rice. So, I probably tend to avoid it in most of the Japanese operators. Unless they can tell me, and I believe them, that they’re not adding sugar to their rice. But that’s sticky rice. Traditionally prepared, they don’t use sugar. They use a specific kind of rice. But in most food operators there is sugar added to it.
Mexican operators, if you go without the bread, without the corn chips, without the processed carbs. And again, I’m persuaded that lentils are not the end of the world and beans aren’t the end of the world.
I’ve read a whole bunch of interesting stuff on that recently, particularly after Mark Sisson came out at the THR1VE Me Conference in March and said that he was reading a lot of evidence that legumes in small amounts occasionally can actually be beneficial to gut flora and so on and so forth.
Guy Lawrence: Yeah. Absolutely.
Josh Sparks: So, Mexican operators, if you go for kind of the beans and the guac and the salsa and the meats, maybe skip the rice if you’re having the beans. You probably don’t need a double hit. But maybe you do, if you just worked out.
So, what I do is I look those operators with brands that I trust. I prefer to feel that there’s some integrity in the supply chain. And to a certain extent I find, and it’s a terrible term, but the idea that it’s reassuringly expensive is not always true, but if you go to some of those really sort of dirty café, you know, greasy spoon type operators and you can get a bacon and egg roll for three bucks. Not that I have the roll anyway. But you can pretty well be sure that that bacon and that egg is not going to live up to your standards. It’s probably not the sort that you would have at home.
So, I prefer probably going to the more premium ends of the operators in the food court. Taking my; you mentioned the kebob operator, so in a pinch you can get on a plate, you can get the meat and you can get the salad and you can ask for extra salad, now I normally put some avocado on it and just skip the bread.
Now, I wouldn’t do that unless there was no alternative. But I think that’s a hell of a lot better than having a burger or a XX 0:26:09.000 dirty pieXX or whatever.
So, I think it’s more about … for me the simple rule is, it’s more about what you take out and if you can remove the processed sugars and the processed carbs as much as possible, then you’re going to be left with something that is relatively benign, if you are indulging in it occasionally.
Stuart Cooke: Yup.
Josh Sparks: If you’re having it every day, then you’ve probably got to take it a little bit further and say, “Well, if this is processed chicken, what did they process it with? If this is reconstructed chicken, what else did they put into it? What oils have they used in this salad dressing? What oils do they cook in?”
But you’re getting down to some lower dimension returns on that stuff. It makes a ton of sense if you’re doing it every day. So, if you’re doing it every meal, but if you’re doing it once every two weeks because you’re stuck in an airport and you’ve got no alternative, I would say don’t sweat it.
Guy Lawrence: A hundred percent. Yeah.
Stuart Cooke: Exactly.
Josh Sparks: There’s also all that stuff about hermetic stressors right? Which I’m just fascinated by and the idea that you can go too clean and all the stuff that Robb Wolf has done around Special Forces.
They go back to base. They eat 100 percent strictly extremely clean, because they’re allowed to. And they’re cooking for themselves and they’re eating off-base. They’re not eating in the cafeteria, etc., etc.
They then go on to deployment and they’ve got to eat these MRAs that are just horrendous. Because they’re packaged for stability and shelf life, not for the kind of nutritional profile that we would look for. And these guys are getting really sick for the first two days on deployment. And if you’re sent out on some sort of Special Forces mission, you don’t want to spend two days over the toilet when you just landed in enemy territory or whatever.
So, the idea is to … I think, don’t sweat the occasional indulgence. And don’t sweat the occasional toxin, you know, in strict sort of paleo/primal sense. But eat clean as much as you can. And then don’t worry about it too much. If you find yourself stuck eating a salad that’s probably used vegetable oil and they’ve added sugar to the dressing, I say don’t sweat it too much.
Stuart Cooke: I think so and also you can switch on stress hormones by sweating it too much.
Josh Sparks: Yeah.
Stuart Cooke: And seriously that can be just as harmful as the food that you eat.
Josh Sparks: That’s so true.
Guy Lawrence: Do you … you talked about the other cafes and food courts, right? And their owners putting sugar in the rice and they’re using different oils. Do you think they’re even aware that they’re doing things that could be damaging to health? Or do you think it just not even on their radar and it’s just purely business perspective and they just think they’re doing the right thing?
Josh Sparks: Yeah. It’s a really good question. I don’t think … I don’t think … I would love to think that there is no malice involved.
Guy Lawrence: Yeah.
Josh Sparks: You know, I think it is a genuine desire to please customers and maximize sales. And most of these guys, certainly the big brands, have done blind taste testing and they know that customers prefer high sugar.
Now, the customer doesn’t know that rice “A” has no sugar and therefore is going to taste very bland on its own and rice “B” has added sugar. They just know that rice “B” tastes a whole lot better and, “I’m not quite sure why, but it’s great!”
So, I think they’re doing this testing and it’s revealing that there’s a certain level of sugar … these days we’re so detuned; our tastes is so detuned to sugar now, because it’s everywhere, Certain level of sugar is almost necessary, particularly if the food is otherwise rather bland.
And then in terms of oil, I mean, we spend a fortune on oils. Oils for most of our competitors are … it’s a rounding item. They’re getting 20 liters for $8 or less. Fifteen liters for $15 and these are industrial oils that are mass produced and, we know, problematic for a whole bunch reasons.
So, that’s not a taste issue. Because the average consumer, once its mixed up and it’s cooked and it’s got a sauce on it on and a side, you can’t tell whether it’s canola oil or whether its macadamia oil at that point. Most of us can’t, you know. The truth is, we just can’t tell.
However, my competitors have got an extra 4 percent in gross margin, because they spent a lot less on oil.
Stuart Cooke: Yeah.
So, I think that there’s two decisions being made here. One is around taste and the other one is around the economics.
Australia’s such a high-cost market for what we do and our rents are near world highest. Our food costs a near world highest. And our hourly rates are the highest in the world for causal workers.
So, there’s a real scramble on to work out, well, how do we make this thing profitable? And when you’ve got something like oil costing 10 times as much, it’s an easy decision I think for a lot of operators. But I don’t think it’s malice. I think it’s pleasing customers and survival.
Guy Lawrence: Yeah.. I wonder if they’re actually, genuinely aware. It’s the brands I get frustrated with, because obviously, like you said, the paleo movement and primal and health are more on people’s radars now and we’re seeing more health brands coming onto the market. But then I’m looking at what they’re selling and I’m like, “ugh!” They’re just, they know they aren’t doing the right thing right here.
Josh Sparks: Yeah.
Guy Lawrence: That’s where it can get frustrating.
Josh Sparks: It is frustrating and I think, you know, on the flip side I guess, Guy, it’s capitalism, right? And that is what a large percentage of the market wants.
It’s like McDonald’s, when they first started doing salads, they don’t sell any salads, it just makes you feel better about walking into McDonald’s. So, you’ll tell your friends that you went to get the salad, but they end up buying a cheeseburger.
So, I think that there is … most people think that they want health, until they’re given the choice at the counter.
Stuart Cooke: Yeah.
Josh Sparks: And so, some of our competitors feel, competitors broadly defined, have a really good salad offer, for example, but they also do sandwiches on this incredibly thick ciabatta bread. It ends up being about 70 percent processed carbohydrates.
And you see it all the time. Like, people get up to the counter and that thing being toasted, that sandwich being toasted that smells amazing or you can have the healthy salad and willpower seems to come off.
So, I think there’s always going to be a percentage of the market that says they want to be healthy but don’t really mean it. But what we’re trying to do is encourage those that say they want to be healthy and actually, genuinely want to be healthy and are prepared to make decisions on that basis. We want to give them something that they trust that there’s been real effort into creating a meal and auditing the supply change around it.
Stuart Cooke: Got it.
Josh Sparks: But it is frustrating for us, because we’re being undercut by … you know, we are not the cheapest source of calories in the food court. We don’t use the processed crappy food that is cheap. Processed carbs are cheap, right?
Guy Lawrence: Oh, yeah.
Josh Sparks: So, it’s frustrating for us when someone slaps a whole bunch of nice images of seasonal food across a poster and splashes: “This season’s local produce. Healthy this. Healthy that.” And we know that 79/80 percent of their salad is processed food.
It is frustrating, but at the same time I think it fires us up. Like it makes us … it puts a bit of fire in our belly, because it means that we’ve got to get smarter about how we’re communicating. That not only are we healthy, but there is a follow-up question and please ask us, because we’d love to tell you. We’re going to get smarter and smarter in that conversation.
Guy Lawrence: Yeah. Brilliant
Stuart Cooke: Excellent.
Now, when I was younger, much younger than I am now, going through college. I worked in England for a very large supermarket chain. And I used to do the evening shift. So, you know, we’d get rid of the customers and we’d tidy up and we’d attend to waste.
So, food wastage, it was unreal. Now, I’m talking big supermarket chain. So, it was Sainsbury’s. I don’t know whether you’re familiar with that brand.
Josh Sparks: Yeah.
Stuart Cooke: So, I worked on the produce, the produce section, and occasionally the bakery. And every night we would just fill up probably three or four of these huge wheely bins of donuts and cakes and pies and pastries and all this kind of wonderful fruit, that just kind of past its cosmetic expiry date.
At the time, being a young guy, we used to eat donuts and you know, “You can eat a couple of donuts, guys, before you throw them.” And that was awesome, at the time. But it did open my eyes to: boy that is huge, huge, huge amounts of waste and on a global scale, as well.
Now, I was listening to a podcast the other day about food wastage with you guys and I thought you had some really neat policies. So, I wondered it you could share that with our audience, please.
Josh Sparks: Why sure. So, thanks for asking and I completely agree with you. It’s just I find it horrendous to think about the amount of waste.
So, what we do is twofold. One: we minimize what; we’re incredibly focused on developing systems and processes to minimize our waste. So, we’ve actually engaged a bunch of consultants and we’ve developed a system in-house that, they call them “build to’s” and this is all new to me, right? Because this is not fashion terminology.
So, there’s sort of “build to’s” each day in terms of the amount of stock that’s being prepared. And it’s based on a history of sales. Like-for-like sales.
So, Thursday’s today. What did we do last Thursday? What did we do Thursday before? It’s summer. It’s winter. It’s sunny. It’s not sunny. There’s a bunch of variables that we look at and really dial in what’s been what’s being prepped.
Typically that means we actually run out towards the end of the lunch rush and we’re normally open for another couple of hours beyond that. So, if that happens and that’s the ideal, after the lunch rush we actually prep to order. So, it means you order what takes takes two and a half to three minutes; that is our objective. It will take four to five minutes, but if you’re happy to wait that, you know, mid-afternoon, then it means that we don’t have any waste in those key products at all.
Now, having said that, we’re very rarely perfect, because the day’s never predictable and it’s extremely rare that we aren’t left with something in some ingredients.
So, we’ve got certain things right. We under cooked, we under cut some and then we did too much of others.
So, then we work with OzHarvest and they’re basically a group that collects food on a day-to-day basis, from a bunch of food operators actually, and provide them to the homeless.
So, our raw ingredients end up going into the raw ingredients for things like soup kitchens, to prepare their own food. And our prepped, ready-to-go food, is literally just given as a meal to the homeless.
You know, I had this very funny interaction not long ago, I guess it was about a year ago, in our store at Martin Place in Sydney, there used to … it’s not anymore, it’s just been refurbished … there used to be a little bench just outside the store.
I used to do all my meetings there, because we still don’t have an office, like I’m doing this from home, you know, we’re a small business. So, I was kind of using this as my desk. And I was meeting with my general manager and this guy came over, he was obviously homeless. I mean, he had an old sleeping bag around him. He had the big beard and the crazy hair. He looked like he was sleeping rough and he was clearly coming to me. Like he was making a beeline for me. Like, “What have I done to you?”
And so I’m sort of looking at him coming over and he goes, “Hey, hey, hey …” and I was wearing this THR1VE t-shirt … “Hey, are you Mr. THR1VE?” And I went, “Ah, I guess.” and he goes … am I allowed to swear on this podcast?
Josh Sparks: He goes, “I fucking love your food. It’s the best food.” Why that’s awesome!
Stuart Cooke: Wow.
Josh Sparks: I said, “I’m glad you enjoy it. Come back anytime.”
And it was just one of those moments. Because what’s happens is he’s getting one of the meals that’s got the THR1VE branding on it, so he knew it was from us. It just made me realize that you kind of set up these relationships, but you’re not always sure that it makes it to the end user exactly how you anticipate it might. But that was just a nice little moment and I think what OzHarvest does is fantastic.
And these days we don’t do as much prepped foods as we used to. We used to do salads that we made just before lunch rush. So if you’re in a hurry, you point at it in the fridge and we’d give it to you and you’d be good to go. But we moved away from that, because we wanted to give customers more choice in terms of how they build up the bowl.
So, we don’t have the level of giveaways we used to. So, OzHarvest, unfortunately are not getting as much from us as they used to. But we still provide them with any waste that we do have at the end of the day.
Guy Lawrence: Yeah. Sounds fantastic.
Stuart Cooke: It’s still a fantastic initiative. And just so you know, we’ve got quite a large station wagon, so if you need a hand transporting any of that food wastage, we’ll happily fill up our car with that and drive into the sunset with that. Don’t worry about that. Just say the word.
Josh Sparks: I may take you up on that.
Guy Lawrence: Mate, just a quick question. If anyone is listening to this is new to, say, “clean eating” and they walked into your THR1VE café today and go, “Right. I want to order a dish.” What would you recommend them?
Josh Sparks: OK.
Guy Lawrence: Somebody starting out.
Josh Sparks: Great question. Great question. And should we define “clean eating?” Should we define …
Guy Lawrence: Yeah. Go, yes.
Josh Sparks: So, for us; again the follow-up question thing; for us “clean eating” is about no processed foods. So, it’s no added sugar. No gluten-containing grains. It’s no chemicals, preservatives, etc., etc.
So, that’s how we define “clean eating.” It’s not strictly paleo. It’s not strictly primal. It’s certainly inspired by those protocols. But “clean eating” for us is about eliminating processed foods, added sugars, bad oils as well, and any gluten-containing grains. So, that’s how we define it.
So, what we typically do with someone who’s brand new to this way of eating or this way of living, we suggest something that is very familiar. And I have actually have this really strict brief that in our environment; a food court it’s not a niche healthy café in Bondi or XX0:40:19.000 Byron Bay or Neustadt, or the Mornington PeninsulaXX.
It is a high-traffic mainstream environment and we have to have food that sounds and looks familiar and comforting. We’ve just taken the effort of pulling out the bad stuff. So, most of our menu, I would say, hopefully would look and feel pretty approachable and unintimidating.
But our bestseller is our Lemon and Herb Pesto Chicken. Which is just a chicken breast that’s been butterflied, grilled. We make our own pesto. So, we use olive oil, we don’t add sugar to it, etc., etc. We do add a little Parmesan, because I’m not anal about dairy. So, it’s a really nice fresh pesto. We use roasted peppers.
And that will all sit on a bed of whatever veggies or gluten-free grains you want. But I’d suggest you do it on our zoodles, which are … literally it’s just a zucchini that’s been spiralized. It’s not cooked, it’s just … it looks like … it sort of looks like pasta, but it’s raw zucchini. It’s awesome.
Guy Lawrence: I love it.
Josh Sparks: And I do it a half zoodles base and then I’m really into a kind of seasonal grains thing at the moment, because like everyone, I feel like I’m not eating enough grains. So, I do half zoodles on the base, half seasonal grains and I do a side of avocado; maybe a side of broccoli. And depending on what you get, that’s going to cost you anything between, sort of, $12 and $16; depending on how hungry you are and how large each portion you want it to be.
So, that’s kind of a really nice, familiar lunch/dinner. It’s the kind of thing you would see on lots of café menus and lots of restaurant menus and lots of people make it at home.
So, I would recommend something pretty simple like that to start off with.
Guy Lawrence: Perfect. You’re making me hungry.
Stuart Cooke: I am very hungry as well. And good tip as well on your zoodle. Because I had always … well when I say “always,” I’ve experimented with zucchini pasta and for me I’ve always boiled ,,, I’ve kind of boiled it too long and always ended up with a really sloppy mess.
Josh Sparks: Right.
Stuart Cooke: And I’ve been really disappointed. I’m not looking forward to the next one. So, you just do that raw, do you?
Josh Sparks: We do it raw. Yeah.
Stuart Cooke: Right.
Josh Sparks: Because the other, I’m sure you guys read all the same research as well, when I talk about diversity of vegetables, most of us don’t have enough. And then in terms of diversity of preparation, most of us get stuck on a prep step. So, we like steaming or we like roasting or we like frying or whatever. Everything that I read suggests that we should have a mix of a whole huge variety of veggies and a huge variety of prep, including raw. And I realized outside of salad leaves and salad greens I never eat a lot of raw veggies.
So, it’s a way, and I don’t want to say the entire business is built around my selfish desire for raw veggies, but it seems like those zoodles were a good idea and they’re selling very well.
Guy Lawrence: Yeah. Great. Well, they say variety is the spice of life, mate. That’s for sure.
Josh Sparks: Exactly. Exactly.
Stuart Cooke: That’s beautiful. That’s so deep, Guy. I’m really moved by that.
Guy Lawrence: He’s bagged me twice all ready on this podcast. I’m sure I’ll …
Stuart Cooke: I just can’t help it. Sorry. It’s the beard, the beard. Have you noticed he’s got a beard now?
Josh Sparks: He’s rocking it. It’s very masculine.
Guy Lawrence: It’s very hip, I reckon.
Stuart Cooke: He’s going ancestral.
Josh Sparks: And when he does go shirtless, it’s going to be sort of hipster meets paleo.
Guy Lawrence: Exactly. I’m getting in theme for this podcast. That’s all it was. It was for you, Josh. It was for you.
Stuart Cooke: Thanks a lot.
Josh Sparks: Thank you.
Stuart Cooke: So, I’m going to steal another question, Guy.
Guy Lawrence: Why not, you bagged me twice.
Stuart Cooke: So, paleo, Josh. So, paleo’s all over the media right now. It’s getting some great press. Good. Bad. Indifferent. Has this particular message affected you in any way?
Josh Sparks: Yeah, it has. So, I think that there’s two things I would say. First of all I think … further the point I made earlier, it’s great that paleo is even appearing in the press. Just like it’s great that health is now appearing in the food court and to the extent it’s inspiring a dialogue, and at times a well-researched and intelligent dialogue, then obviously I applaud it. I think that’s a fantastic thing.
Stuart Cooke: Yup.
Josh Sparks: On the flip side, because the media deals primarily in sound bites and research takes time and to give them their credit, they work in very short-form media these days, I mean, everything’s a Tweet, basically, in whatever format it’s coming.
I don’t think we’re getting the benefit of a lot of the nuance around what is paleo, what is primal, what’s ancestral health, and I think it’s as a subset of that, people tend to hang onto certain aspects of it that appear dogmatic or prescriptive and I think most people, me included, don’t like being told what to do.
So, I think the backlash that we’re seeing is a natural human response to the perception, you know, real or imagined, that we as a community are coming out and scolding and lecturing people and telling them how bad they are and how better they could be if only they were as purist as we are.
Now, I don’t work that way. I know you guys don’t work that way. But the perception is that we as a community are inflexible, we’re dogmatic and we’re prescriptive. And I think that’s something we need to be very, very focused on countering. Because the reality is, that as Mark Sisson keeps saying; as Robb Wolf keeps saying, as Chris Kresser keeps saying, there is no one paleolithic diet. It’s a template. It’s a template. And there are paleolithic communities that have nothing but meat, primarily fat and protein, there are paleolithic communities that have 16 to 17 percent from their carbs … 16 to 17 percent of their calories from carbs, now, ancient carbs, but carbs.
So, when we’re coming out and saying, for example, “paleo is low-carb,” not only is that historically completely inaccurate, it also fails to recognize that there’s a huge swath of population that are interested in paleo. And they run from skinny weightlifting boys through to, you know, obese Type 2 diabetes, syndrome “X” men and women in their 40s, people who train intensely with weights, people who like going for a walk; obviously completely different need for carbohydrate.
So, I think that it’s a great thing, but it’s a double-edged sword. I think it’s a great thing, but the over-simplification of it I think personally has definitely led to some rather challenging conversations between me and customers and me and the press.
Stuart Cooke: Yeah.
Josh Sparks: But also our business has taken … it took a knock when it was really intensely fervently being debated. We noticed that certainly salads and certain products came off. Thankfully they’ve gone back up again. But I think it’s a consequence of over-simplification and the perception of dogma, I think.
Guy Lawrence: Yeah.
Josh Sparks: So, this sort of conversation is what I love, because we can put it in its rightful context. Rather than saying, “paleo is this and paleo is that. And you’re not allowed to do this and you’re not allowed to do that.” Which just instantly gets people’s back up. And what you end up doing … I know it’s a long-winded answer … but what you end up doing in that sort of environment is preaching to the converted.
And if we got into this, because I know I did and I know you guys did, because we genuinely want to help other people, I mean, I certainly didn’t get into it for the money. I should have stayed in what I was doing instead. It’s a grand way to not make a lot of money. But we got into it because we genuinely want to help people.
Now, if that’s the belief and there’s real authenticity and integrity around that, we have to reach people that aren’t already converted and that are probably going to be a little bit resistant to the message. And to go back to my fashion days for a second, because it’s a stupid analogy, but I think you’ll understand what I mean.
You know, you have catwalk pieces that are gorgeous and expensive and no one really wears.
Stuart Cooke: Right.
Josh Sparks: They end up on the backs of celebrities and they end up in magazines. But they attract attention and they spark interest. But they’re way too intimidating to the average consumer.
Guy Lawrence: Yeah.
Josh Sparks: So, the average consumer, you’ve got to provide a bridge and that bridge is something like a XX 0:48:22.000 t-shirt brand or a dinner brand or a swimwear brandXX or whatever. They come in; they experience the brand; they get excited about it and hopefully they work their way up the ladder.
Now, that may sound like a stupid analogy, but I think we’ve got to a certain extent a analogous situation here where we bombard people with the pointy end of the stick, you know, the last 5 percent, this is all we want to debate the first 95 percent.
If we had people just decide they wanted to step over that bridge with us and we soften the message just a little bit and say, “Look, if you’re not ready to give up bread and you show no signs whatsoever of gluten intolerance, well then, let’s try to get you on an organic salad XX 0:49:00.000 or oatsXX it’s naturally a lot lower in gluten, and let’s just start by giving up the sugar and giving up these horrible oils that you use for cooking and deep frying.”
And then notice some changes, and this is what Sarah Wilson done so brilliantly.
Guy Lawrence: She’s done brilliantly, yeah.
Josh Sparks: Start the journey with sugar. And that is naturally going to … you’re going to see profound change in how you look, feel and perform. And if you’re a curious person and you’re interested in furthering the journey, then you ask, “Well, what’s next and what’s next?”
The opposite is what I think some in our community are doing, which is coming out and saying, “You either do all of this or you do nothing.”
Stuart Cooke: Yeah.
Josh Sparks: And if you don’t subscribe hook, line and sinker, to everything in this book or everything on this website or whatever, then you’re not worthy and you’re not truly one of us. And I think that is; that’s great if you’re trying to build a small club. It’s not great if you’re trying to change the world, because we need to bring as many people with us as we possibly can.
And just recognizing that not everyone is as ready for the hardcore message, softening it a little bit, I think you’re going to bring a lot more people with you and that’s going to have a much bigger impact.
Guy Lawrence: Yeah, mate. Great answer, man. Absolutely. Couldn’t agree more.
I’m just looking at the time. I’m aware that the time’s getting on, right? So, I want to just touch on a couple of questions and then we do some wrap-up questions to finish …
Josh Sparks: Cool.
Guy Lawrence: … which is always fun.
But, one thing that I was really intrigued to know and I just want to bring on the podcast. I think people listening to this might not appreciate the effort; almost you could say the entrepreneurship of what you do and stress and everything else that’s going on. You’re a busy boy. You’re doing wonderful things. You’re very successful. How do you keep that work/life balance? Any tips? Like, what do you do?
Josh Sparks: That’s a great question and I would say that … well, first of all I live with my Creative Director, so I’m romantically involved with my Creative Director, Steph, so I don’t know whether I’ve pulled off work/life balance rightly there. Truthfully, I mean, taking about THR1VE every night at dinner is not work /life balance.
But you know what we do, what Steph and I do, what we encourage everyone in the business to do, is make time to train. So there’s this … no matter what’s going on, it’s in the diary and I don’t train every day or anything like that. I train every second day. So it’s three or four times a week, depending on the week. That’s always locked in.
I try to get sun every day. Even if it’s a crappy day, I just sit outside for a while. You know, 10, 20 minutes over lunch.
I started meditating, which I am absolutely rubbish at. The whole “still the mind” thing, I don’t know if that’s ever going to be possible, but I kind of love that too, that I’m really rubbish at it and I’m getting better at it so slowly. It’s going to be a lifetime thing for me and I’ll probably still never get there. So, I’m finding that really helpful.
But in terms of … so you know Keegan, right?
Guy Lawrence: Yeah.
Stuart Cooke: Yeah.
Josh Sparks: Keegan Smith, who we all know and love. I think the guy is genius in many ways. He’s got; he started to focus on one specific area, but I think he’s a very clever guy. And he said to me once; we were talking about stress and he sent me a follow-up note. And he said, “Look, I could tell you were really stressed. I can tell you’re really busy.”
And there was a point earlier on, I mean, not that it’s not stressful now, but it was early on, we were running out of cash. The stores weren’t yet profitable and there was a very real possibility that it just wasn’t going to work. We were selling food and we had a group of customers that loved us, but we just didn’t have enough of them.
And so, I remember meeting him and sort of sharing with him a little bit, “Look, I think someday this is going to be an amazing business, but oh my God it’s incredibly difficult right now.” And he sort of empathized with me.
Anyway, he sent an email later and he said, “Josh, the thing with stress, you’ve got to decide whether the stress relates to your life’s purpose or not. And if it relates to your life’s purpose, then not only do you not resist it, you embrace it. Because that’s exactly what you need to make you harder, stronger, fitter, faster, you know … blah, blah, blah. It’s a hormetic stress. But if it doesn’t relate to your life’s purpose, you have to be ruthless about eliminating it. Just get it out of your life.”
So, a negative person, a negative relationship, some kind of partnership or some sort of hobby or something that isn’t serving you any more, you eliminate it.
Guy Lawrence: Great.
Josh Sparks: And I think that’s … it’s probably not balanced as such, but I’ve really taken his advice to heart and I’ve become a lot less social. Like, if I’m social now, it’s because it’s something I really want to do and it’s people I really care about and they mean a lot to me. I’m not going out through the opening of an envelope or because someone’s throwing a party or whatever.
So, I’m really focused on spending quality time at home with Steph and with the kids. Prioritizing in training. Prioritizing in good eating. Mediation. All that kind of stuff.
But then also recognizing that some days are going to be incredibly stressful, because I’ve chosen to do something that is challenging and I can’t blame anyone else for that. And so, I need to embrace it and work out, “OK, why am I feeling stressed?” Really get underneath the skin of the challenge and how are we going to take this to the next level.
So, I mean, I know I’m skipping ahead to talk about something you often talk about with your guests around favorite books.
Guy Lawrence: Yup.
Josh Sparks: But just on this stress point. A book called “Antifragile.” Have you ever heard of that?
Josh Sparks: So, his surname is: Taleb. And his first name: Nassim. He wrote “The Black Swan.” His background is from … he was a quantitative trader. He made a lot of money out of quant trading on the markets and he’s now basically a fulltime philosopher.
But anyway, the whole “Antifragile” book is written on the idea that systems, be they natural systems; be they the human cellular system; be they economic structures or political structures or whatever. All rely on a certain amount of stress to thrive.
Guy Lawrence: Yup.
Josh Sparks: Got to get the THR1VE word in there again.
Guy Lawrence: Again. We’ve got to make it three by the end of the podcast, mate.
Josh Sparks: Yeah. Yeah.
Not only; there’s a difference between being robust or resilient and being anti-fragile. Robust and resilient means that you absorb the stress and try to maintain stasis. His idea around anti-fragility is that stress makes you stronger.
So, say, for example, you go out and train with weights. All right? And the short term, if we took your blood after doing German volumetric training squats, 10 sets of 10 squats, your bloodwork would be horrendous. And if we showed that do a doctor and didn’t tell them that you’d done 10 rounds of 10 reps on heavy squats, they would probably want to hospitalize you. Your stress markers would be out of control. You’d be showing a whole bunch of damage at the cellular level. Cortisol would be slamming through the roof. Etcetera etcetera.
But next time you come into the gym, provided that you have the right nutrition and adequate amount of rest, you’re going to be stronger.
So, that’s a short-term stress that makes you stronger and more capable of coping with the same stress next time. Everyone understands the weight training analogy, right? But I think Keegan’s point, at least the way I interpret it, is that it’s the same with emotional/intellectual stress as well. If you don’t have at, at least in a way that’s something that you can cope with and doesn’t put you in the ground, and it relates to something that you consider really important, then surely you can overcome it. That stress that seemed completely unmanageable before, we’re good to go and we’re ready to move on to the next level.
So, I know that’s a really long-winded way of answering the question, but…
Guy Lawrence: No, that’s fantastic, and a great analogy. And I know Tony Robbins goes on about exactly the same thing, and he gets you to draw like a stick man on a piece of paper with a circle around it, you know. And that circle is your comfort zone.
And we very rarely go to the edge of that. But he encourages that you go up against it and you push it, but you don’t step outside. So, your stress muscles are being built and then that circle slowly gets bigger and bigger and then as years go by you don’t realize it but you’ve grown tremendously through actual stress. But you only want to take on what you can cope with.
Josh Sparks: Yeah, exactly. You won’t know until you’ve taken it on. And you know that old saying about “bite off more than you can chew and chew like hell.” I think is a part of that with me as well, where I think that, you know, it’s an other terrible cliché but an accurate one. And you guys might relate to this. But if you knew everything about what you were currently doing before you started, you probably wouldn’t have started it, right?
Stuart Cooke: Oh, my God. No way.
Josh Sparks: But you are. And you’re doing really well. You guys are killing it here. You’re moving into the States. And you’ve got a fantastic product. I think you’ve got best-in-class product. And you’re taking it to the world.
So, you know, you wouldn’t have done that if you knew everything. And that’s why sometimes I think it’s better to just leap. You trust your gut. Your intuition says this is gonna work. You know it’s gonna be difficult. But you can probably figure it out along the way. So, just go for it.
Guy Lawrence: I often joke sometimes that being naïve has been my best friend in some respects, because if you have no idea and sometimes you just jump, you just figure it out and then you learn along the way.
Josh Sparks: For sure. And if you don’t; if; the worst-case scenario is that you start again. This is not life-and-death stuff, right? This is about, whether it’s business or a relationship or sport or trying to do a PB in the gym or whatever it is, if you fail, OK. Well, pick yourself up and go give it another shot. I mean, why would you not want to do that?
Stuart Cooke: Exactly right. And life’s lessons, right? You learn from each mistake you make, which makes you stronger or a better person moving forward.
Josh Sparks: I totally agree. It doesn’t make it feel great at the time, always. But it’s the only way to live.
Stuart Cooke: Oh, look, no. I love that. Everything that we do, albeit negative, I want to know: Well, what can I learn from this? What can I do different next time?
Guy Lawrence: And another great tip, I think it was Meredith Loring, when we asked her, she came on the show, and she said, well, the best thing she’s realized is only focus and set goals that are within your control. Like, don’t try and control the uncontrollable and just let it roll and then things will come in time. And she said once she had that shift in the headspace…
Because we think about this with the USA at the moment, it’s probably the biggest decision we’ve ever made to move into an American market. And, you know, I could seriously lose sleep over this if I chose to. But it’s beyond my control, so with Stu and I we just meet up and we just focus on the things that we know we can do, we can control, and the rest is up to fate, to a degree. You do your best and then the rest is just see what happens.
Josh Sparks: Yeah, absolutely. Yeah. And give yourself the time and the space to figure out along the way. You know, you don’t set yourself crazy goals where you’ve got to conquer the entire market in 12 weeks.
Guy Lawrence: Exactly. Patience has been…
Josh Sparks: Yeah, it’s a tricky one.
Guy Lawrence: It’s massive. It’s everything, almost, to a degree, and then you just, “OK. Let it go.”
But we’ve got a couple of wrap-up questions. I reckon we should just shoot into them. One was the books. So, what books have greatly influenced or make an impact in your life. Are there any others on top of Antifragile?
Josh Sparks: There’s tons.
Guy Lawrence: Give us three.
Josh Sparks: OK. So, OK, this is a little bit off the reservation but Fear and Loathing in Las Vegas. I read that as a teen and it blew my mind and I think it’s done that generations of guys and gals. And I think probably what I found most entertaining about it was the guy was just such a; there was no rule that he wasn’t comfortable breaking. And of course it’s fictionalized and of course there was an obsessive amount of drug and alcohol abuse going on. So, his particular vehicles for demonstrating his willingness to rebel, we don’t necessarily recommend to all your listeners. But the idea that he was just out to have the adventure of a lifetime and didn’t care what the rules were, I think at a pivotal age to me… Because I was pretty conservative. I was very much; I followed the rules and I was a very good student and all that kind of stuff. And I just did a 180 in my thinking: “Hold on a second. Maybe I don’t have to follow the path that’s been laid out for me. Maybe there’s another way to go about this.”
So, though I hate to recommend it because it’s full of massive powdered drug use, it’s actually a really good book from the perspective of: Let’s think about this differently. Don’t necessarily follow the example, but let’s think differently.
I think the other book that I’d say, apart from all the paleo and primal ones; your audience will be very familiar with those ones. I think Robb’s book; Robb Wolf’s book and Mark Sisson’s book had a huge influence on me.
I think Tim Ferriss is underrated by a lot of people in the paleo and primal community. But I think his work has probably had a greater influence over me in more areas. Because he touches on business and he touches on relationships and he touches on sex and a whole bunch of stuff that the paleo and primal crowd tend to ignore a little bit. And they shouldn’t because they talk about lifestyle but they tend to write primarily about food. So, I found Tim Ferriss’s stuff really good.
The other thing that had a huge impact on me, I went to a Zen school. I lived in London for five years after graduating from uni, and I went to a Zen school very sporadically and it was just, I guess, my first attempt to meditate, really. I heard about this school. And it was in Covent Garden, which you guys obviously know well, and it was this crazy little place where you just sat around and nothing happened. And my first few times, I was like, “What are we going to do? We do we start?” And they were: “It’s done now. You’re finished.”
But there’s a book called “Zen Mind, Beginner’s Mind” that I read at the time and the idea is that for all of us to try to acquire a beginner’s mind. There’s a quote in there that in the expert’s mind there are very few possibilities. In the beginner’s mind, it’s unlimited, right? So, the smarter we get and the more we know, the more narrow and dogmatic we tend to become. And the whole idea is let go of all that and try to reacquire a beginner’s mind. Come to things fresh with an open mind. And you see things that you otherwise would have missed. So, I thought was a fantastic book.
Guy Lawrence: Yeah, that’s an awesome message. Our beliefs shape so many of our judgments moving forward, and you’ve got to avoid that, for sure. Fantastic.
Josh Sparks: You mentioned Tony Robbins before, and I think that Tony Robbins; I went to all his courses. So, when I was living in London, I did the three-day Unleash Your Power. And then I went to Hawaii and did; I can’t remember what it’s called.
Guy Lawerence: Date with Destiny? Did you do that one?
Josh Sparks: Yes. Date with Destiny on the Gold Coast. And one in Hawaii, and I can’t remember, and Financial Mastery I did in Sydney. So, I certainly did them all over the place.
But his stuff is awesome. And it sounds kind of; I don’t know if Hunter S. Thompson and Tony Robbins have ever been mentioned in the same sentence before, from Fear and Loathing in Las Vegas to Unleash Your Power. But in their own way, they both challenge us to think differently. To think more creatively and to free your mind.
Guy Lawrence: Yeah, “Awaken the Giant Within” had a huge impact on me; that book itself. And I’ve been to a couple of his seminars as well, yeah.
Josh Sparks: He’s here in a few weeks, I think.
Guy Lawrence: We should get him on the podcast, Stu. I’m sure he’ll come on.
Josh Sparks: I think we’re busy, Guy.
Guy Lawrence: Yeah, I’m confident of him.
Stuart Cooke: It would be a good get.XX
Guy Lawrence: So, last follow-up question, Josh. What’s the best piece of advice you’ve ever been given?
Josh Sparks: Oh, man. I think, wow, you know what? I didn’t expect this one so this is a good surprise wrap-up question.
Guy Lawrence: You’ve had a lot to say up until now and now he’s stumped.
Josh Sparks: Just talk amongst yourselves.
Guy Lawrence: Have you got any fashion tips for Stu?
Stuart Cooke: Don’t hang around with you, mate. Well, maybe that’s the best fashion tip. I just need to hang around with you and suddenly I look hugely fashionable.
Josh Sparks: You guys can keep doing this. This is good.
You know, it’s such a cliché but I think probably my mom. And when I was debating what to do and whether or not I should get out of fashion and do what I really wanted to do, she said, as mothers do, she said: You know your own heart and you’ve got to follow your heart. And it’s so cliché. And I know it’s on a million different Hallmark cards. But when it comes from someone you really respect, who knows you inside-out and backwards and says, “You do know what to do, so just go and do it,” I think that was the best piece of advice I’ve ever had.
Stuart Cooke: Perfect. I thought you were gonna say that your mum told you to eat your greens and that’s how you got where you are today.
Josh Sparks: She did say that as well. That was the second sentence.
Guy Lawrence: So, what’s next for you, mate? You got anything coming up in the pipeline?
Josh Sparks: Yeah, we do. A bit like you guys, we’re looking overseas. But not just yet. We’ve decided after much contemplation, we’ve registered the trademark all over the world, and we bought the trademark in the U.S. But after much thinking about it, we’re going to focus on doing another six to 10 stores in Australia first and just really kind of dial in the model.
So, another six to 10 stores in Australia, we’ve got three lined up in the next 12 months. We might do four; I think probably three. Every four months feels about right. Which feels fast to me, but it’s incredibly slow, as I understand, in our industry. They want you to do 10, 20 a year, franchise, and do all that kind of stuff. And I just want to focus on doing our own stores and getting them right and help seed this conversation that we’ve been talking about: trying to get the follow-up questions asked, trying to get a more nuanced, intelligent conversation around what we do and what you guys do, in our whole community.
So, I think rather than rushing off too soon, because retail takes time to build out, wholesaling, what you are doing, you can grow a little bit faster. I think just focusing on Australia for the next 12 to 24 months. But then I would love to take what we’re doing overseas.
And there’s a raging debate amongst a whole bunch of people who I respect whether that should be U.S. or whether it should be Asia. But some kind of off-shore opportunity. Because the Australian market, ultimately, it’s finite. It’s not huge. And it’s very high-cost for what we do.
So, if we took our exact business model anywhere else in the world, it would instantly be meaningfully profitable because the costs are lower.
Guy Lawrence: Wow.
Josh Sparks: So, I think that’s an exciting opportunity. Because at one point I need to pay everyone back, right?
Guy Lawrence: Just keep borrowing, mate. Just keep borrowing. Just roll with it.
Josh Sparks: The investors want a return at some point. So, I think they have been very supportive of my vision, which is great. But in Australia it’s very difficult to do what we’re doing and make it meaningful for investors.
Australia’s a great place to prove a model and prove a brand. It’s a very difficult place to build a small business. Which is why Australia’s full of these massive XX1:08:14.000 shop places? The cost base is so high.XX
But I love doing it here, and I’d happily do it here forever. But I think to really maximize the impact we want to make, which is the “heart” stuff, and return a meaningful number to my investors who have placed so much faith in what we’re doing, which is sort of the “head” part, going overseas at some point makes sense.
Guy Lawrence: Yeah, cool. And, mate, I mean, you have been super successful so far. It’s a fantastic brand and I have no doubt moving forward that you’ll be successful wherever you heart leads you to in those endeavours.
Josh Sparks: Thank you very much. I appreciate it.
Guy Lawrence: For anyone listening to this; obviously they might not be near a THR1VE café but they might like to find out more about you and what you do, where’s the best place to send them?
Josh Sparks: Probably the website, which is Thr1ve.me. Thr1ve with a 1, dot me. And Instagram, which is Thr1ve. Our social media, which is done Steph, my partner, obviously I’m a little bit biased. I think she’s brilliant. So, there’s a really good level, I think, of understanding around what we do that is conveyed through social media.
We’re re-launching our blog. We just sort of got to busy doing the store, so we haven’t really spent enough time on the blog. We’re gonna re-launch that in a few weeks. And in the meantime, there’s some good information on the website as well.
But if you can’t get into a store, the best way to get a sense of what we do is to buy 180 products and read the books that we are talking about and get involved in the community. Because what we’re doing is really, or trying to, hopefully, with some degree of success, distilling a message that we’re all sharing and presenting it in our specific environment, which is the food court and fast-casual restaurant environment.
But you guys can sell over the internet. I can’t send a bowl over the web, unfortunately. But you guys can send protein all over the place.
So, you know, get involved with what you’re doing, which obviously they already are, because they’re watching this podcast. But enjoying your products, reading up on the books, getting involved in the community, trying to spread the word like we discussed in a way that really attracts the unconverted and perhaps those who are a little bit intimidated.
And when they do eventually get to a THR1VE, it’s gonna feel like coming home.
Guy Lawrence: Yeah, awesome, mate. Awesome. And we’ll link to the show notes. And just before I say goodbye, I’m going to ask you, you can give me a very quick answer, because we didn’t get to talk about it: Is Mark Sisson coming back to Australia?
Josh Sparks: I certainly hope so. We are not doing THR1VE Me in 2016. We’re going to do it every two years. It turned into a; it was such a massive exercise. I mean, you guys were there. It was great, but it was huge.
Guy Lawrence: It was awesome.
Josh Sparks: I’m really looking forward to doing it again, and Mark’s keen to come back. So, I think realistically for us it will be 2017.
Guy Lawrence: Brilliant. And, yeah, we got to spend some time with Mark and he’s a super nice guy, but also exceptionally fit and walks his talk.
Josh Sparks: Exactly. It’s all about authenticity and integrity.
Guy Lawrence: Yeah, yeah. And you need to go and see him once. Like, you need to be there. Awesome. Something to look forward to.
Josh Sparks: Yeah, great. Well, I hope you guys are back. We certainly want you there.
Guy Lawrence: Oh, we’ll be there, mate. Definitely.
Awesome, Josh. Look, thank you so much for your time today. I have no doubt everyone’s gonna get a great deal out of this podcast.
Guy:Are you confused about the conflicting messages we hear constantly regarding nutrition? Well, you’re not the only one! That’s why I’m super excited to be able to let you know about this fantastic event.
This is truly an amazing opportunity to come and experience some of the best in the business when it comes to what is actually going on in the health and nutritional industry.
Whether you are passionate or confused about health, I can’t recommend checking out these events enough! Not only is it a great information packed day, it’s a great opportunity to meet like minded people.
Depending on location, speakers include:
Jimmy Moore - “Cholesterol Clarity and Keto Clarity”
Sarah Wilson - “Why Quit Sugar?”
Dr Stephen Phinney - “The Art and Science of Low Carbohydrate Living”
Dr Kieron Rooney - “Sugar and Cancer”
Dr Peter Brukner - “Low Carb and Elite Sport Performance”
Dr Rod Tayler - “Practical LCHF – Breakfast, Lunch, Dinner and Snacks”
… and I’m very excited to say I’ll (AKA Guy Lawrence) be speaking at the Sydney event on Saturday 29th November where I’ll be sharing my story.
Today we welcome back best selling author & podcasting superstar Jimmy Moore, as we talk about his new book ‘Keto Clarity’. Have you looked at a low-carb diet simply as a means to lose weight? What if you learned that combining a low-carb nutritional approach with a high fat intake produces a powerful therapeutic effect on a wide variety of health conditions that most people think requires medication to control? That’s what Keto Clarity is all about.
Join as we get down to the knitty gritty stuff regarding fat, ketosis and low carb living.
Guy Lawrence: Hey, this is Guy Lawrence of 180 Nutrition, and welcome to another episode of The Health Sessions.
Our special guest today is no other than best-selling author Mr. Jimmy Moore. Now, he’s here to talk about his new book, Keto Clarity. And Jimmy’s wealth of knowledge when it comes to ketosis and low-carbohydrate is outstanding and we really dig deep today into covering all the myths and misconception that we might hear in the media as well regarding: “Low-carbohydrate diets are dangerous, we shouldn’t be doing it, and it’s all fad,” and everything else.
Jimmy’s story is exceptional. We’re gonna hear it straight from him in a moment. But, in a nutshell, he was over 200 kilograms in weight at one stage and was following a low-fat diet, tried many fad diets, was getting larger and larger by the year. And so once he sort of really understood low-carbohydrate living, bringing in; measuring ketones in the blood and going into ketosis, then he managed to drop all that weight and now lives a very happy, healthy life.
And this book, I think, is very important and needs to be written, you know, and to get a really clear understanding of what exactly low-carbohydrate and ketosis is and what the relationships are. Because they do differ, actually.
You know, I learned a heap from this podcast today and I have no doubt you will enjoy it.
As always, if you are listening to this through iTunes, and you enjoy our podcast, we’d love you to leave a review for us. It simply helps, A, give us feedback, where we can improve as well but also the fact that it helps with rankings and helps get our podcast and our message out there. Because me and Stu certainly believe that everyone should be, you know, at least listening to these podcasts, because I think our message is so important and we want people to truly understand what good health and nutrition is.
Anyway, I’m gonna stop talking. And let’s get over to Jimmy Moore and chat about his new book, Keto Clarity. Awesome.
All right. Let’s get into it. Hey. So, I’m Guy Lawrence, I’m joined with Mr. Stuart Cooke, as always, and our superstar podcasting low-carb special guest expert today is, Mr. Jimmy Moore.
Stuart Cooke: He’s behind you.
Jimmy Moore: I’m looking for him. I don’t know who you’re talking about.
What’s up, guys? How are you all?
Guy Lawrence: Fantastic. Thanks for coming back on the show.
Jimmy Moore: Thank you. I love this show.
Guy Lawrence: Last time, you were obviously talking about your book, Cholesterol Clarity, and we were very keen to have you back on today to talk about Keto Clarity, your new book.
But I was actually reading it a couple of days ago about your story and I’ve gotta be honest; I felt your pain that you were going through and frustration coming out. And it’s so inspiring to what you’ve actually gone on and done from that and turned it into something amazing.
So, I figured before we kicked off into the book, can you just tell people, especially for all our new listeners who haven’t heard the last show, who’s Jimmy Moore, a little bit about that. Because it’s phenomenal, I think.
Jimmy Moore: Sure. Go back and listen. (I’m just kidding!).
So, back in 2003, I was a 410-pound man. So, what’s that? Just over 200 kilo. It’s a lot of man; let’s put it that way.
Guy Lawrence: That’s incredible.
Jimmy Moore: And I was wearing, you know, humongous shirts, humongous pairs of pants, ripping them every week. I was on three prescription medications for high cholesterol, high blood pressure, breathing medication.
I was 32 years old, you guys. And I’m a tall guy, but 400-plus pounds is not healthy on anybody.
And that’s where I found myself. And I had tried low-fat diet after low-fat diet and all of them had always failed me. And I defaulted to low-fat because we know that when you want to lose weight, people say cut your fat down, cut your calories down, and then exercise on the treadmill for an hour a day. And that’s how you magically lose weight.
Well, unfortunately, that magic pill doesn’t work for everybody.
So, my mother-in-law, for Christmas that year, had bought me a diet book. Yes. Mother-in-laws are wonderful about giving not-so-subtle hints to their son-in-laws that they’re fat.
Guy Lawrence: Very straight to the point, that present, mate.
Jimmy Moore: Absolutely. And she’s a sweetheart lady, so I definitely am very thankful that she gave me the book that she did at Christmas 2003, because it was not a low-fat diet book like all the ones I’d gotten before. It was one about this diet that I had not really tried before: a low-carb, high-fat diet. It was the Atkins Diet.
And I read that book, and I’m thinking, “Man, this guy is wackadoodle. How in the world do you energize your body when you don’t eat a lot of carbs?” That didn’t make sense to me.
And then the fat thing? I was looking at it and going, “Doesn’t he know that raises your cholesterol and clogs your arteries and you’re gonna keel over of a heart attack?”
But, guys, I think the breaking point for me was I was 400-plus pounds. That was reality. I was on three prescription medications. That was reality. I was ripping pants that were size 62-inch. That was reality. I needed to do something.
And I had tried literally everything but this, so what the heck? Let’s give it a whirl.
So, I made it my New Year’s resolution, 2004, to lose weight. And I started January 1st, 2004, lost 30 pounds the first month. What’s that? About 13, 14 kilo. And then the second month I was so energetic at that point I could really feel the effects of what I now know is keto-adaptation. And I had to start exercising. So, I added a little bit of exercise, which, for a 380-pounder at that point, meant walking about 10 minutes on a treadmill at three miles an hour, which was a lot of work. I tell people I was lifting weights. It was my body weight.
And I lost another 40 pounds that second month. By the end of a hundred days I lost a total of a hundred pounds. And I knew at that point there was something special about this. And, unlike any other diet I had ever been on in my entire life, I had no hunger, I was not craving anything. By the end of that hundred days, I had really become fully keto-adapted and able to sustain myself and do quite well without worrying about all that processed carbs that I used to eat.
So, it was a total transformation, not just physically but here. I mean, I remember there was a mantra. I didn’t tell this story last time I was on. There was a mantra I did to try to help myself overcome my carbohydrate cravings, and I made the mantra: “sugar is rat poison.”
So, if you think something is rat poison in your mind, are you going to eat it? No.
And so, after awhile, I honestly believed anything sugary was rat poison.
Guy Lawrence: That is a very good mantra.
Jimmy Moore: Yeah. I mean, it tricked my brain into thinking, “That is not a good thing to consume.” I now call those things “food-like products.” Not real food.
“Just eat real food” does the same thing. But having that negative imagery with this thing that I thought I could never live without was so vital. By the end of the year, I did end up losing 180 total pounds and it kind of kicked me off to the man you know me as today.
I started my blog in 2005 and that rose me to prominence that this guy said, “Hey, you should be a podcaster.” So now I have one of the biggest podcasts in the world on health. The Livin’ La Vida Lo Carb show. And, yeah. I mean, I’m gonna keep doing this for as long as the good Lord gives me breath to breathe.
Guy Lawrence: That’s awesome. That’s awesome.
How many podcast are you up to now, Jimmy? Just for people to know.
Jimmy Moore: So, on the Livin’ La Vida Low Carb show, it’s over 850 episodes. I’ve interviewed well over 900 guests from around the world, literally. All the experts that you can possibly think of have been on that show. And I do several other podcasts as well.
So, all in all, well over a thousand episodes that I’ve done combined with all of my work. It’s really humbling when you start thinking about, “Whoa! A thousand episodes!”
What episode is this? What episode are you guys on?
Guy Lawrence: We’re up to about 25. We do them once a fortnight.
Jimmy Moore: Nice.
Guy Lawrence: Sometimes that goes over to once every three weeks, depending on work outside of running the 180 business. But we just have literally converted our website over. We’ve been spending a lot of time on that. And we really want to start bringing these back in a minimum once a fortnight.
Guy Lawrence: It’s really hard, if you’re not consistent, you know. And if you get like a good schedule. Plus, you start saying, “OK. I just talked to the Jimmy Moore guy. That was so exciting. I want to do another one.” And so you have this passion and zeal wanting to do more.
Because when I first started my show, it was once a week. And the people were like, “Oh, we want to hear more.” So I went to twice a week. And now: “We want to hear more.” And so I went three times. “And we want to. . .” And I’m like, “I’m not going any more than three times a week.”
Guy Lawrence: It’s amazing. Because we appreciate it. I mean, what people don’t know is that you actually inspired me to start podcasting when I met you in Sydney last time. We had this conversation. And it’s like, “Right. We’re gonna do it.”
And then we came back to our studio and did a podcast. And then we switched into making a video podcast as well. And, yeah, love it. But I can appreciate it, because we now realize how much work goes into it, just per episode. So, what you’ve done is phenomenal, and I certainly hope that people appreciate that. Incredible.
But let’s crack open the new book. So: Keto Clarity. This is a two-fold question. Why did you write the book? And, B, could you explain to people what ketosis is, if they’re not sure? I thought that would be a good place to start.
Jimmy Moore: So, yeah, so, why write the book? Quite frankly, the book has never existed before. We’ve had lots of books about weight loss and ketogenic diets. Thank you, Dr. Atkins. Thank you, Protein Power. You know, some of the ones that have been out there for a long time.
And then we’ve had a few others that talk about the treatment of epilepsy, which we’ve long known is one of the strong benefits of a ketogenic diet on health. But that’s it. And you’ve never really seen any kind of practical guide as to: Here’s how you get into ketosis and then once you’re there, here’s how you stay in it. And then if you can’t get there, here are some of the problems you’re probably doing trying to get there.
So, we tried to make like a step-by-step guide: This is how you do it. Because that’s never been written before.
I was, quite frankly, shocked, you know, when I was doing my research for the book that, hey, nobody’s ever written a practical how-to on ketogenic diets before. And then all in one place talking about the totality of health benefits that come from eating this way. It goes well beyond weight loss. Well beyond epilepsy. Which, those two things we have very strong evidence for. But there are so many other things that I’m just really excited about, and some research that’s coming.
So, that’s why Keto Clarity was born, and now that the baby’s out there, it’s really done very well, because it is unlike anything that’s ever been out there on the market before. And in fact, I was just checking before we came on the air: It’s the No. 1 nutrition book in Australia right now, on Amazon.
Guy Lawrence: There you go! That’s awesome.
Jimmy Moore: So, I’m proud of my Aussie friends.
Guy Lawrence: And it’s a beautiful book. Like, it’s so well laid-out. And I love the way that you go the, you know, there were 22 food people you had on board as well, and all the way through each chapter, you know, everything is reinforcing your message as you go through the book. And it does make it very clear to understand.
Jimmy Moore: Thank you. Yeah, we tried to do the same format. Cholesterol Clarity, when I talked to you guys last year, that was kind of the: All right. Let’s prove the concept that people will like this format, with the moment of clarity, quotes from the different experts, and then my co-authors Dr. Eric Westman, a very respected researcher and clinician with low-carb diets, and he did little doctor’s notes throughout.
And in Cholesterol Clarity, it was funny because he didn’t give a whole lot of input on Cholesterol Clarity, as much as he did with Keto Clarity. Because he’s just one of the foremost authorities on the world on ketosis. And so I really relied heavily on him, especially in those science chapters.
You’ll notice at the beginning of Chapter 16, we tell you: This is how you read scientific papers and which ones are more important as we see these headlines in the newspaper, and I know you guys have it there in Australia: “Red Meat Causes Cancer!” “Avoid the Atkins Diet Like The Plague!” And then you go and look and it’s a mouse study. So, a mouse study doesn’t do a whole lot unless you’re Mighty Mouse. And unless you’re going around saying, “Here I come to save the day!” you’re not going to have any application for your body.
So, you have to figure it out for yourself. Look for the randomized control clinical trials. Those are the ones that are really the gold standard. Unfortunately, they’re not using that standard of science on ketogenic diets. So, that is coming. In the coming years, we’ll see more and more. But right now it’s few and far between seeing those kinds of studies.
Now, you asked earlier, “What is ketosis?” That is a great question, Guy!
So, ketosis, in a nutshell, and just to keep it real simple for people, most people walking around, about 99 percent of the world’s population, are sugar burners. So, carbohydrates become the primary fuel source for their body. And then that’s what most people think of when they say, you know: “How do you fuel your body?” How do you. . . That’s why athletes carb up. Because that’s the fuel for their body.
Well, that’s if you’re a sugar burner. But ketosis shifts your body from being a sugar burner over being a fat burner. And so how do you do that? You have to eliminate the sources of sugar, and in this case it’s glucose in your body.
So, what raises glucose in the body? Oh, yeah! Carbohydrates is like the biggest way to raise glucose. So, if you lower those down, and it’s not gonna be the same amount for everybody, but if you lower them down to your personal tolerance level (and we show you how to do that in the book; how to figure out that number), and then moderate down the amount of protein. . . This is a biggie. This is probably the biggest mistake most people make on a low-carb diet is they forget, if you eat too much protein, more than your body can use, there’s this long G-word we talk about in the book called gluconeogenesis.
And that’s just a fancy-schmancy word for: if you eat a lot of protein, your liver is going to turn that protein into, guess what? Glucose. So, when glucose is high, ketones cannot be produced. So, eliminate the carbs to your personal tolerance level, moderate down your protein to your individualize threshold level. And then, guess what? All that’s left is fat to eat. So, you’re eating monounsaturated fats and saturated fats and, of course, the omega-3 fats are in there. Definitely not drinking vegetable oil. We talked about that in Cholesterol Clarity, why that’s a very bad idea.
Guy Lawrence: Yeah, don’t do that.
Jimmy Moore: And so if you do all those things, you’re going to be shifting your body from using sugar and carbohydrates as the primary fuel source to being a fat and ketone burner, and that’s being in a state of nutritional ketosis.
Guy Lawrence: Fantastic.
Stuart Cooke: I just; I’m intrigued, Jimmy, about your keto journey. Any “aha” moments along the way. You know: How did you find it? What were the pitfalls? Because I think the common perception over here is, to people that don’t know a great deal about it, that it’s a wacky diet. It makes your breath smell. And, you know, it’s crazy.
So, what was your journey like?
Jimmy Moore: Yeah. So, I’ve been low-carb, you heard my story at the beginning, you know, for a very long time. And low-carb; a lot of people have made low-carb and ketogenic synonymous. They are not. You have to really get sophisticated, and we can talk about that here in a second, but my journey looking into ketosis really, really seriously actually began reading a book called The Art and Science of Low-Carbohydrate Performance. It’s by these two very famous medical researchers in the low-carb realm, Dr. Jeff Volek and Dr. Steve Phinney, and they really outlined, you know: Look. If you want to get into a state of nutritional ketosis, you have to start measuring for blood ketones (and I had never heard of blood ketones before; I always thought, ketones, you pee on a stick and it turns pink or purple. That’s ketosis). But there’s much more sophisticated ways to measure now.
So, I read that book and I thought, well, dang. And I was struggling a little bit at the time, as you guys know. So, I was like, “Hmm. Maybe I should give this a go and do an experiment and, well, what the heck, I’m a blogger, let’s do it publicly.”
So, May of 2012 I started on my nutritional ketosis N equals 1 experiment. We give a whole chapter in the book about how that went and the results. But I started, and what I found was, I was not in ketosis when I started. Even though my carbs were low, I was not eating enough fat. That was a big mistake. I was eating too much protein, thinking that chicken breast was a health food. It is not. I was probably indulging in some low-carb snacks, counting the net carbs and not the total carbs. I am, like, adamant now: You have to count every single carbohydrate you put in your mouth, I don’t care if it’s made out of fiber or not, to be intellectually honest with your personal tolerance level, you have to count it all. And some people will be, like, “Well, fiber you get to subtract it because it doesn’t impact your blood sugar as much.” That’s true, but it still impacts. Even though it’s slower, it still has an impact.
So, if we’re looking at carbohydrate tolerance levels, you have to be really honest with yourself and say, “Hey, look. Thirty grams is 30 grams. And that’s what I’m gonna count.”
So, that was kind of the start of my journey and so I started bringing my carbs down pretty; I pretty much knew where my carb tolerance was. It was the protein that really had to come down, down, down, until I found that sweet spot for me and then added in more fat.
I was probably eating 55 or 60 percent fat, which by all definitions would be a high-fat diet. But I found it wasn’t enough. I needed to get close to 80 to 85 percent fat in my diet before I finally saw the ketones show up in the blood that then gave me all the health benefits that I was looking for.
Guy Lawrence: There you go. Now, I imagine that would vary from person to person, right?
Jimmy Moore: Absolutely. And we explain this in Keto Clarity. Please do not try to mimic what Jimmy Moore did. Because you may not have the crazy, messed-up metabolism that I did, being a former 400-pounder.
My wife Christine, actually, she did a nutritional ketosis for a month just to kind of “let’s test and see where you are.” Her macros came in at right around 55 percent fat instead of the 85 that I was doing. And then about 30 percent protein, which I was doing about 12 percent protein. And then 15 percent carbohydrate for her, and I was doing about; what was it? About 3 percent carbohydrate for me. And she got higher ketone levels than I did. On a totally different macronutrient ratio.
Guy Lawrence: Wow. Who do you think should; anyone listening to this, you know, if ketosis is a new paradigm they haven’t thought about before, like, who should consider ketosis, Jimmy? Do you think it’s for everyone? Does it fit all? What’s your standpoint on that?
Jimmy Moore: I think everybody should at least try it one time, just to see what it feels like. You know, certainly if whatever you’re doing now is giving you optimal results in your health, Jimmy Moore is gonna be the first one to step up and say, “Dude. Why would you stop?” Unless you’re a girl. Then I’d say, “Dudette, why would you stop?” Keep doing whatever it is that’s giving you that optimal health.
But unfortunately, you guys, you know most people aren’t healthy. More people aren’t experiencing that optimal health and they’re looking for some kind of modality that might give them that.
So, that’s the cool thing about ketosis. And, you know, if it’s all about weight loss, certainly it is a great benefits to go ketogenic to lose weight. But don’t do it just to lose weight. There are some many more benefits, and I’ve often told people: I would eat ketogenic if I never lost another pound, just for the brain health benefits. Because your brain is so optimized when you eat this way, because the brain loves fat and ketones. It thrives on those. And so if you’re depriving your body of fat, which then, in turn, is depriving your body of ketones, guess what? You’re bringing on early-onset of some of these neurodegenerative disease like dementia, Alzheimer’s, Parkinson’s. We’re actually finding ketosis helps with all of those things, improve them, and even prevent them from happening to begin with.
Guy Lawrence: Exactly. It’s funny, because the whole keto thing for me, like I first heard about it when; I was just telling a story because I did a talk in Tasmania, the weekend, about how 180 Nutrition got off the ground. And it was being exposed to a charity that was helping people with cancer. And when I got up there, you know, there were about 35 people in the room. All had serious issues of cancer, you know, from brain tumor to breast cancer to skin cancer. You name it. And the first thing they did was put them on a ketogenic diet. I hadn’t even heard the terms back then.
And I got frustrated, because I was seeing the results from these guys and how it was helping them. And that doesn’t get recommended even to this day, still, by doctors.
Jimmy Moore: Yeah. Unfortunately, it’s a fringe thing, and I just got back from a huge paleo conference here in America called the Ancestral Health Symposium. And I was a moderator on a panel there that we talked about this very topic, Guy, of ketogenic diets and cancer. And even the practitioners on the panel were still real hesitant about saying too much too soon about it, that, “Well, we don’t really know the mechanism. We just know that it does put people on the right path to maybe not use as much chemo.”
And, you know, it’s certainly something that I would love to see more randomized control clinical trials on. It’s just when you talk about something like cancer, you know, they kind of look at ketogenic diets as the last resort after you’ve done all these chemicals and everything trying to get the cancer, and I’m certainly not bemoaning any oncologist who’s doing that; they’re trying to save their patient’s life. But I wonder, I just wonder: are we promoting that they should just eat, eat, eat whatever, which is what I’ve heard. I’ve got some family members that actually have cancer and they’re told, “Just eat whatever. If it’s Twizzlers, if it’s, you know, Coca-Cola, just get calories in your mouth.”
That is a horrible, horrible message. Why wouldn’t you want to at least starve those cancer cells of what it thrives on, and that’s sugar? Don’t feed it sugar. And then you give your body a fighting chance to maybe not have to go through as many chemotherapies as you otherwise would.
Guy Lawrence: Yeah. It’s frustrating. It’s frustrating.
Stuart Cooke: So, where would be the best place to start a keto journey? Would we have to go to the doctors first and get our bloods checked and get some markers as a starting point? Or do we just dive into your book and just go for that?
Jimmy Moore: Well, I’m not a; I often tell people I’m not an MD, RD, Ph.D., or any D after my name. I’m just a Joe Schmo out here that lost some weight and got his health back and now is kind of a; I consider myself like an empowered patient trying to be a patient advocate of helping people grab back control of their own health.
I know we talked about this with Cholesterol Clarity. People have abdicated their responsibility for their health to that man in the white coat. And they’ve said, “OK. Whatever that person says for me to do, I’m gonna do in my health,” not realizing that person has no training in nutrition, really no education in how to deal with formulating a really good diet.
And so I definitely would not make any recommendations for anybody. Definitely consult your physician if you have any questions. But this book is ready-made for somebody to test on themselves and try and just see how you do. I mean, there’s certainly no harm, because guess what? We’re talking about real food. That’s it. We’re not talking about some wacky green tea supplement or raspberry ketones or any kind of weird things that are out there in our mainstream culture. We’re talking about eating bacon and eggs cooked in butter for breakfast.
Guy Lawrence: I’ve got to ask you a question as well, Jimmy, just for the listeners. Because for so many people it’s so hard to get their head around that they can eat fat. Like, as a natural fat. We’re not talking about the homogenized or the manmade fats or whatever.
You know, just to hear it from you, how much fat can somebody eat, if it’s natural?
Jimmy Moore: So, yeah. Trust me, Guy. This was the hardest chapter in the whole book to write, because I know people are fat-phobic. In Australia, in America, and around the world we grew up propagandized that fat’s gonna make you fat, fat’s gonna clog your arteries. It’s just like when I saw the Atkins diet for the first time I’m like, “Man, this guy is wacked out. What are you talking about eating all that fat?”
And I think how much is enough will depend on your satiety signal. I think first we need to dial in those things that are making you hungry, so, that’s the carbohydrates in excess and that’s the protein in excess. So, you dial those in to your personal tolerance and your individualized threshold levels and then what we say in the book is: Eat saturated and monounsaturated fats primarily. So, that’s: butter, coconut oil, meats, cheese, cream, avocado, avocado oil, macadamia nut oil, all those kinds of fats. You eat those to satiety.
So, when you bring down the things that would drive your hunger, it may not take as much fat to make you satiated. And one of the cool things about ketosis is it gives you a natural satiety. But you get that satiety because you’re eating enough fat.
So, what we tell people is limit the carbs, moderate the protein, but then have fats to your satiety signals. So, you kind of learn, “Oh! This is what my body’s supposed to feel like. I’m not supposed to be hungry and jittery at 10 o’clock in the morning. And after I just ate two hours before that nice bowl of oatmeal with margarine in it and a glass of orange juice, and I’m wondering why I’m hungry so soon.
Stuart Cooke: Absolutely. It makes perfect sense. Eat till you’re full. Your body will tell you when it’s full. I guess our body is smart enough to let us know when we’ve had enough.
Jimmy Moore: Well, and one of the quotes that my co-author gave in the book, Dr. Eric Westman, he said in Asian countries, they have kind of this old proverb of: “Eat till you’re 80 percent full.” So, you’re not stuffing yourself but you’re kind of getting to that imaginary point: “Oh, I’m at 79.9 percent.” No, I’m just kidding.
So, you get to that imaginary point in your brain of, “OK, I’m satisfied. I don’t need any more food.” And that’s a beautiful place. And the cool thing about this way of eating is you’ll feel satisfied and you’ll be able to go hours upon hours after finishing your meal without feeling hungry again.
How many people walk around in this world, they eat breakfast at 7 a.m. and they go, “Hmm, I wonder what I’m gonna have for lunch?” While they’re still eating their breakfast.
Stuart Cooke: “I know. We’re so focused on that.”
Jimmy Moore: That happens all the time. We are so “breakfast, snack, lunch, snack, dinner, snack, midnight snack.” And we’ve got to get out of the mentality you need to eat that much. Even the dieticians promote that: “Oh, you need to keep your blood sugar under control and keep it nice and steady throughout the day, so eat little small meals every couple of hours.” And I’m going, “No! I eat one to two times a day, and that’s it. I don’t need to eat any more.” And do you know how freeing it is to not have to eat constantly? It’s great.
Stuart Cooke: Absolutely. It’s liberating. We’re just following the carbohydrate train, aren’t we? Up and down and up and down. That’s what we’re doing.
Jimmy Moore: Yep. A rollercoaster ride.
Stuart Cooke: So, tell us about the; you mentioned the ketone sticks originally. Perhaps they weren’t the best way to measure our levels. So, what do we do now?
Jimmy Moore: So, as I was mentioning the Volek and Phinney book, they talked about this thing called blood ketones. But let’s back up and let’s explain why urine ketones aren’t that great.
So, the keto sticks are traditional. You pee on the stick. It’s a little container of 50 of them for about 15 U.S. dollars. And you pee on the stick, it turns pink to purple, and when you first start off, that’s probably a good way to measure for ketosis. Now, the name of the ketone body in the urine is called acetoacetate. OK? So, what you’re detecting is the ketone body, acetoacetate, spilling over into the urine. All right. Great. It’s changing a color. I’m in ketosis.
But then something interesting happens when you are in this ketosis for a couple of weeks. Suddenly, you pee on the stick and guess what? There’s no change. And you haven’t had carbs and you’ve moderated your protein and you’re doing all the great things and suddenly there’s no more acetoacetate. What’s going on?
Well, acetoacetate actually gets converted once you become keto-adapted, and there is this adaptation period of a couple of weeks to four weeks in some people. For 410-pound Jimmy Moore, probably two or three months. But you have this adaptation period. And once you become adapted that acetoacetate then turns into the blood ketone. And that’s called betahydroxybuterate.
And so that’s why measuring for blood ketones, like Volek and Phinney talked about, is so critically important.
Now, you guys are really lucky there in Australia because you have a meter called FreeStyle Optium. It’s the exact same one we have here in America called Precision Xtra but the strips for your FreeStyle Optium are like 70 cents Australian dollars. Here in America, those same strips are about 4, 5, 6 dollars apiece. And so it can be very expensive. There are different ways, and I’ve tried to work with the company to get them to get on the bandwagon of nutritional ketosis.
And it’s funny: now that they book’s out there, people are starting to call the company that makes them, and they’re, like, “You know we want these strips but we can’t spend $5 apiece. What can you do?” And when I tried to convince them there’s a market out here for it, they were like: “Oh, all we care about are diabetics, for this thing called diabetic ketoacidosis.” They were not at all interested in people wanting to do nutritional ketosis.
So, I’m hoping with all those tens of thousands of books that are out there now that people will flood them with calls and say, “Hey, we want this.” Because, quite frankly, they’re just being idiots leaving money on the table because it’s a great business opportunity for them to expand their market.
Guy Lawrence: And I think just; you triggered something saying “ketoacidosis.” That’s another thing people get confused with.
Jimmy Moore: Let me explain that one in a minute. Let me finish the ketones story, because there’s one other ketone body in the body that you need to be aware of. But the blood ketones, Volek and Phinney say, should be between .5 and 3.0. When I first started my experiment: .3.
So, I was below the level of ketosis. I’m like: Hmm. Now we’re getting somewhere as to why I was struggling.
So I started testing that. So, now there are some really interesting ones that have come along measuring for the third ketone body that’s in the breath is called acetone, and there’s actually only one meter right now, it’s this guy that has epilepsy, he lives; he’s an engineer, of all things, that lives in Sweden. And he wanted to; he didn’t like the messiness of peeing on a stick and he didn’t like the prick and the very expensiveness of measuring for blood ketones. So, he went and tried to find a breath ketone meter. He couldn’t find one. So, he made one. He’s an engineer, and he called it Ketonix, K-e-t-o-n-i-x, and he started sharing it with his friends: “Hey, check this out” and they wanted one. And then they wanted one and their friends wanted one. So he’s like, “Well, maybe I should make this into a business.”
So, now Ketonix.com is out there. Right now, he’s the only commercially available breath ketone meter on the market. But there are a lot more on the way. There’s one in Arizona here in America that’s working on a breath ketone meter that she’s trying to get FDA approval for. And then in Japan, on your side of the world, they’re actually working on an iPhone app that you would connect to your iPhone and you blow into it and it’ll give you a breath ketone reading. And the breath ketones correlate pretty well to betahydroxybuterate in the blood.
So, those are the three was that you test for ketones. And if you don’t know where you stand, you really can’t tell if you’re in ketosis or not. Don’t assume, just because you’re eating low-carb, that you’re in ketosis.
Guy Lawrence: Is it something you would probably measure for a month and then after that you wouldn’t know when you’re in ketosis, or is this something you would keep monitoring?
Jimmy Moore: Well, you know, I monitored day and night and sometimes every hour on the hour for a whole year, just to kind of see. But, yeah, you’re right, Guy. After awhile, after about two or three months, I knew when I was in ketosis. And pretty much within a few tenths of a millimolar, I could predict what my blood ketones were.
And so people are like, “Well, I can’t afford to do the testing every day like you did.” And so one of the strategies that we came up with, if you don’t find the breath meter very desirable, if you want to test for blood and really get accuracy, test eight times in a month. So, sometime during the first week that you’re doing this, test in the morning. Sometime in the first week you’re doing this, test at night at least four hours after you ate or drank anything. OK?
So, then you do that over a four-week period and you see the curve. You see, you know, are you making progress or is it going down or is it just saying the same. And then you can make adjustments from there. But that’s a good cheaper way to see where you stand.
I don’t think you have to be obsessive about testing, but if you don’t test at least a little, you have no idea how well you’re doing.
Stuart Cooke: Yes. You need a starting point. And how easy is it to be knocked out of ketosis and then perhaps get back in, if, for instance you have a cheat meal?
Jimmy Moore: Yeah. And it doesn’t need to take a cheat meal for somebody like me who’s really sensitive to carbohydrates. You know, I could have a 12-ounce steak and that gluconeogenesis will kick in and I’m out of ketosis. And it’s not a big deal when you’ve been in ketosis awhile and you get out of it because of the higher protein or higher carb meal. It takes about two to three days and I’m right back in again. So, it’s not that long adaptation. Once you’re in, you’re pretty much gonna stay in, unless you had like a 500 grams of carb whatever cheat. That might take a little while to recover from.
Now, you mentioned diabetic ketoacidosis versus ketosis. I definitely want to address this, because you might have noticed in the book, it didn’t say it just once or twice or three times; I think we ended up doing it about seven total times, because we’re like, we wanted to slap you over the head with it to know this is an important topic.
So, people might be going, well, I’ve heard ketosis is dangerous. Well, ketosis and nutritional ketosis like we’re talking about in the book is absolutely not dangerous. It cannot harm you. There’s no harm in being in a state of ketosis. What is the harm is for Type 1 diabetics and those Type 2 diabetics with no beta cell function – in other words, they don’t make any insulin at all – so, those are the only two people, two groups, that need to work about diabetic ketoacidosis. But catch this: The hallmark of diabetic ketoacidosis is very high levels of blood sugar and very, very high levels of blood ketones.
So, for a Type 1 diabetic or a Type 2 without beta cell function, let’s say they have a high-carb meal but they don’t shoot themselves with insulin. What’s gonna happen? Predictably, their blood sugar will go way up, well over 240 milligrams per deciliter, in American terms, and that’s not good. But then the body thinks it’s starving. So then it starts raising blood ketone levels in parallel with that high blood sugar level and you have these humongous rises in the blood ketones, upwards of 15 to 20 millimolar, on the blood ketone meter. That’s a dangerous state.
Guess what? If you make any insulin at all, you can never, ever, ever, ever – did I say “ever”? – EVER get to that point.
Now, you guys know I tested day and night and sometimes every hour on the hour. The highest reading I’ve ever seen is 6.7 on that blood ketone meter, but here’s the kicker. My blood sugar at the same time: 62. Which is extremely low; it’s really, really good.
So, this is really just distortions by people who want to try to discredit ketosis. I know ketosis and ketoacidosis sound the same, but they are two totally metabolically, diametrically opposed states. And diabetic ketoacidosis can only happen in the presence of a high-carb, not low-carb, diet.
Stuart Cooke: Bingo.
Guy Lawrence: No, it’s good. Because I hear it. Definitely.
Which direction do you want to go, Stu?
Stuart Cooke: You know, I had a question. You touched upon diseases of the brain. And I have a friend who is very dear to me who has just been diagnosed with early-onset Parkinson’s Disease. Now, I am aware that, you know, high-fat diet, ketosis, would be completely alien. And this person would just be following a conventional diet. You know: processed carbohydrates. Where would we start if we were to suggest anything at all?
Jimmy Moore: So, we actually have a few pretty decent studies of about a year that. . . a very high-fat, very low-carb diet, which would be ketogenic, would help with people with Parkinson’s, Alzheimer’s. You know, coconut oil, adding coconut oil to their diet is probably a great first start. One of my experts in the book is Dr. Mary Newport, and she put her husband Steve, who had Alzheimer’s disease; early onset Alzheimer’s disease, that’s what she started with. She didn’t change his diet. She kept his oatmeal and everything. But she just started adding coconut oil and MCT oil to his oatmeal.
Stuart Cooke: Was that the study where he was drawing the clocks?
Jimmy Moore: Yes. That’s exactly right. Same one.
And so she started doing that and then slowly he started getting better. And then she and I talked on my podcast, and I said, well, have you thought about maybe reducing down the carbohydrates. So, she started doing that and he saw tremendous benefits starting to happen there, and improvements in his health. That would certainly be applicable, I would think, to any neurodegenerative disease: Alzheimer’s, Parkinson’s; any of those.
So, it’s definitely worth a shot to try to increase the fat and lower the carbs somehow. I’m certainly not giving medical advice, but if that was my family member, I would immediately say, “Hey, can I take control of the diet just for a little while?” And try it, because there’s certainly no harm in doing real food. And they try to put all these drugs to combat these diseases when maybe it’s not a drug deficiency; maybe it’s a fat deficiency, and too much carbs.
Stuart Cooke: No, that’s great. And it makes so much sense to provide your body with such a fantastic source of fuel for the brain in a time when I think we’ve gone through a prolonged period of too much starvation for the body because we just don’t get all these nutrients on a conventional diet.
Jimmy Moore: Literally starving your brain. And, you know, people are like, well, aren’t you worried about heart disease with the saturated fat? And I’m like, “You know what? I’m over that. I care about my brain health too much to deprive my body of saturated fat.” Did you know you have 25 percent of all the fat in your body is right there. Right there in your head. And so they don’t call us “fatheads” for no good reason. I mean, we are fatheads. And guess what? If you’re not feeding your body that fat that it needs to have raw materials to fuel that brain, why are we surprised when people start getting dementia? Why are we surprised when you start having those senior moments. Now, we laugh about those in our culture. It’s not funny.
And then, you know, we just had a very tragic death of Robin Williams, a great entertainer. I wonder: Was his brain fat-deprived? It got him to be so depressed that it got him to kill himself.
You know, there are things we’ve got to talk about, and I think ketosis is a big part of the answer to that.
Stuart Cooke: Absolutely right. I’ve got; just had another thought popped into my head when we were talking about fat as well. Gallbladder. So, my friend’s had his gallbladder removed. It’s quite common.
Jimmy Moore: Do you know when?
Stuart Cooke: Recently.
Jimmy Moore: OK. Real recently. OK.
Stuart Cooke: So, he has been told, “You’ve got to steer clear of fat.”
Jimmy Moore: That’s what they say.
Stuart Cooke: That’s what they say. So, what’s your take on that?
Jimmy Moore: So, my wife Christine actually; let me see if I can get Christine to make a cameo. Come here, Christine. I want everybody to see. See, she’s never on, like, my video podcast that I do so I want to show; are you. . . There she is. OK. She’s like brushing her hair back. It’s like nighttime here in America, so. . .
All right. Come to the camera. She’s coming. There is the beautiful part of Jimmy Moore.
Stuart Cooke: Hi, Christine, how are you?
Guy Lawrence: Hi, Christine.
Jimmy Moore: They’re saying hello.
Jimmy Moore: Say hi.
Jimmy Moore: All right, cool. Bye, honey.
So, she, in 2000; your gallbladder. . .
Jimmy Moore: Had it taken out and it took. . .
Christine: About a year for me to be able to start eating fat again. Is that what you wanted to know?
Jimmy Moore: Yeah. So, she had to build up an adaptation to the fat again, and it was a slow journey, right?
Christine: Yeah. I found that if I ate too much, too quickly, my liver didn’t know how much bile to produce and so after awhile your body just knows how much bile to produce once you’ve been eating this way awhile.
Jimmy Moore: And now the woman eats more fat, almost, than I do sometimes. She loves, what is it? Five slices of bacon for breakfast in the morning.
Christine: Oh, yeah. Yeah. Bacon every day.
Jimmy Moore: Thank you, honey.
Christine: You’re welcome.
Guy Lawrence: Fantastic. So, it’s a process, right?
Jimmy Moore: It’s a process. And about a year later, she was able to ramp her fat back up. And I’d say she probably now eats about 55, 60 percent of her diet is fat, whereas maybe that year, like your friend, Stu, probably 25 percent, 30 percent the first year and you just kind of like work your way up to get back to that level again.
So, I don’t think it’s a forever and ever you have to eat low-fat and avoid fat like the plague. You need fat. Fat is one of the macronutrients that is essential. So, that’s why they talk about essential fatty acids. They talk about essential protein. Guess what? There’s no essential carbohydrates.
Stuart Cooke: Yeah. Absolutely right. That’s awesome advice. And it’s just, yeah, I’m so intrigued to look at conventional advice and then talk to people who are just questioning this. Because, you know, we’re all so very different and perhaps, you know, we can just dial in to these little intricacies that will take us on a better health journey.
Jimmy Moore: Right. You guys realize you got like an exclusive. I’ve never had Christine come up on any podcast.
Guy Lawrence: That’s awesome.
Jimmy Moore: You’re special, man!
Stuart Cooke: I feel special.
Guy Lawrence: Definitely. Just to tie it up, we won’t take too much more of your time, but I saw you put out a blog post a couple of days ago regarding what a journalist had been writing about ketosis and the diet and with the claims. And I thought, you know what? That would be really just a couple of good points to touch on because that’s what we’re hearing all the time. So, pull a couple of the claims up and I thought you could address them on the podcast.
And one of them, the first claim was: Your brain and muscles need carbs to function.
Jimmy Moore: That is what they say, isn’t it? In fact, they claim needs 130 grams at least of carbohydrate a day. And you know what I say, Guy? They’re 100 percent exactly right. Dot, dot, dot. . . if you’re a sugar-burner. Because if you’re burning sugar for fuel, your brain does need that. Otherwise, you’re gonna be starving it of the glucose that it needs. Because the brain can function on glucose or fat and ketones.
So, if you’re a sugar-burner, you’d better darn well be getting plenty of carbohydrates in your diet. Otherwise, your brain’s gonna be going; you know, people kind of get that foggy brain and they’re going, “Oh, why do I feel kinda cranky?” That’s it. You’re stuck in sugar brain. So, you’ve got to feed it sugar to make it happy. That’s why when people say, “Well, I didn’t do well on low-carb diet, and I added back carbs and I felt better,” I’m like, “Yeah, because you never fully made the switch over to being a fat-burner.”
So, when you’re a fat-burner, that is idiotic advice to tell people to eat that many carbohydrates, because that is counterproductive to making the ketones.
So, you can choose: sugar-burner or fat-burner. And if you’re a fat burner you’re gonna, you know, fuel your brain with fat and ketones. If you’re a sugar-burner, you’re gonna do it with carbs.
Guy Lawrence: And I think, as well, if somebody; a lot of people have been a carb-burner their whole life. You know? And if the body’s gonna adjust, it’s not gonna happen overnight like if you’re been doing it for the last. . .
Jimmy Moore: Two to four weeks for a lot of people, right around two to four weeks.
Guy Lawrence: Another claim was: Low-carb diets eliminate entire food groups.
Jimmy Moore: You know I love this one, Guy, because they never say anything about vegans removing whole food groups. And I would argue whole food groups that are nutrient-dense foods they should be eating. So, yeah, this is; and then they consider, like, whole grains being a food group. Whole grains are not a food anything. I don’t consider them a human food. You have to highly process grains in order for them to even be humanly consumable. And so that’s one of the things that they’re talking about removing whole food groups.
But here’s the kicker. You’re not really removing anything. You’re just limiting to your personal tolerance levels, but you’re not removing. I mean, I still have 30 grams of carbohydrate. Is that “removing” the food group of carbohydrate? No. It’s just limiting it down, knowing that I have a certain tolerance level. These people say, “Well, just eat everything in balance.” I’m like, “How much arsenic do I have in balance?”
Stuart Cooke: Yeah. Exactly.
Guy Lawrence: Well-addressed. And the last claim was: Don’t do a low-carb diet for more than six months.
I hear these things as well.
Jimmy Moore: I know. And these are things that are put out there in our culture, and this was a very prominent article on a website, Philly.com, I think it’s associated with the Philadelphia Inquirer, which is a major newspaper here in America. I actually wrote to this journalist, by the way, after this, and I said, “You know, if you want the truth, I’m happy to talk to you about what a true low-carb ketogenic diet is.” But I never heard back from her. And didn’t expect to.
I later found out a lot of her posts are pro-vegan. So, take that for what it is.
So, no more than six months. I’m thinking, so at the end of six months of being on low-carb diet and I’m seeing great results and getting great health, then how am I supposed to eat? What’s my next step? If I’m thriving in that state of eating, why would I change?
It’s a logical question to ask. Now, if you’re not seeing results after six months, by golly, change. Do something different. But if you’re seeing results and improvements in your health and your weight, why would you change anything?
Guy Lawrence: Yeah. Absolutely.
Stuart Cooke: Perfect sense. It makes sense.
So, what’s next for Jimmy? Any more clarity books?
Jimmy Moore: Jimmy needs a break from writing, because he wrote two books in one year. That was a lot, you guys.
So, I actually did just sign a contract with my publisher for a follow-up to Keto Clarity that I’m gonna collaborate with this American blogger and Author named Maria Emmerich. Do you guys know her?
Guy Lawrence: I haven’t heard of her name, no.
Jimmy Moore: Ah. Well, you’re gonna find out about her. She was one of my experts in Keto Clarity and so we quoted her throughout the book, but my publisher said, hey, we’d love to have a cookbook. And I’m going, “Do you know how Jimmy cooks? He takes a bowl and he throws stuff in the bowl here and there and I don’t measure anything.” Like a quarter cup of this and a teaspoon of this. I don’t use this at all. This is not something I would use.
And so Maria does. Maria is really good at. . . doing all those measurements and taking beautiful pictures. So, we both are very enthusiastic about ketogenic diets. So, we’re gonna collaborate on a ketogenic diet cookbook that will be coming out sometime around summer; next summer.
So, that’s kind of the next one. Not as much writing for me for that book as it has been the last two books.
Guy Lawrence: Yeah. I can imagine. And you’re coming to Australia soon, right, as well?
Jimmy Moore: I am. The low-carb Down Under tour is coming back, and we’re actually gonna go to a lot more cities this time than we did the last time. We’re definitely gonna hit all the biggies: Brisbane, Sydney, Melbourne, the Gold Coast this time. We’re gonna go to Tassie this time. (Tasmania, for my American friends.) Perth this time.
So, we’re definitely gonna try to hit, like, all the major ones. But that’ll be in the month of November. And, in fact, before I come over to Australia, on the way over, I’m gonna stop in New Zealand with Grant Schofield and his group and do a talk in Auckland, New Zealand on like that Thursday night before.
So, definitely check out my social media stuff and we’ll share all about that real soon.
Guy Lawrence: Yeah, definitely. And keep us posted, because we’ll share across our channels as well once we get closer to the date.
Jimmy Moore: Awesome. Thank you.
Guy Lawrence: And in the meantime, if anyone wants to get more of Jimmy Moore, where do they go? Jimmy?
Jimmy Moore: “More of Jimmy Moore.” I love saying that. “More of Moore.”
Well, so, the book, Keto Clarity, if you’re interested in that, we have a website KetoClarity.com. We have all kinds of media pages. We have a sample chapter from the book. I think the introduction is the sample chapter of the book. And then I did the audiobook to my book as well. It’ll be on Audible real soon, but we have a sample of that. I believe it’s chapter one. We have the sample of where I actually did the reading. When you’re a podcaster, people want to hear your voice. So, I did the reading of that.
And then if you want to find out more about my work, it’s LivinLaVidaLowCarb.com or if you Google “Jimmy Moore,” it should be everything on the front page is all my stuff.
Guy Lawrence: Awesome. Mate, that was brilliant. You are such a wealth of knowledge.
Jimmy Moore: Thank you.
Stuart Cooke: Yep. Absolutely. Fantastic. We’ve learned so much and we can’t wait to share it as well. It’s gonna be great.
Guy Lawrence: Yeah. Yeah. Absolutely. Awesome. Thank you so much, Jimmy, for your time, mate. And look forward to seeing you when you get to Australia.
Jimmy Moore: We will see you guys in Oz, man. Rock it!
Here is a list of CrossFit boxes, gyms and personal trainers throughout Australia who are currently stocking 180 Natural Protein SuperFood. If you would like a second opinion regarding our unique natural protein powder, don’t take our word for it, feel free to contact any of our partners below.
We have also been proud sponsors of some of the CrossFit games within Australia. Here is a list of both:
Sponsored Crossfit Games
The links below are the Crossfit games 180 Nutrition sponsored in 2011 within Australia.
We’ve got 3 of Nora Gedgaudas’ books to give away to celebrate her Sydney talk here in May 2013. For a chance to win click here. http://on.fb.me/YXkGdH
I have placed some relevant links at the bottom of the page which I would recommend checking out when you have 5 minutes to spare. From meeting Kelli 4 years ago at the small organisation I mention in the video, to Nourishing Australia (Organisers of Nora’s tour in Australia), to a couple of podcasts with Nora talking in depth. So check them out, and if you have experienced Nora live or have read her book, would love to hear your comments. You can also buy Nora’s book here Primal Body, Primal Mind: Beyond the Paleo Diet for Total Health and a Longer Life
Hey, this is Guy Lawrence of 180 Nutrition and I just wanted to share with you the great experience I just had over the last weekend. I was very privileged to meet Nora Gedgaudas in person and listen to her speak for the day.
Now you maybe wondering who Nora Gedgaudas is and why this has any relevance to you.
And all that’s great yeah,… but why THIS book? Why Nora?
I can only speak from my own experiences over the years working as a Fitness Trainer, so bear with me as I backpeddle slightly.
About 4 years ago I stumbled upon a small organisation that were doing things a little differently in the way they were supporting people who where faced with major health issues, mainly cancer. What got me really interested, was the fact that they were helping these people through a very different approach to the regular channels. The main points of difference were 1. what these people ate and 2. they also moved them into progressive resistance training programmes, whether it be from home or at their gym.
So why is this relevant?
To cut a very long story short, the thing that fascinated me the most was WHAT they were encouraging these people to eat. In a nutshell, it was the elimination of modern day processed foods, along with a natural high fat diet, with good protein and vegetables but also the elimination of carbs from their diet as much as possible.
Combined with resistance training the results that they were getting was nothing short of amazing. It was one of the most humbling experiences I’ve ever had and it certainly made me appreciate my health a lot more. But it also helped me looked at what’s going on within the health and fitness industry, and set me on a path to find out what really is optimum health and what we can do to achieve this… as I’m sure you will agree… there’s a lot of noise out there.
In the 4 years up until now, I’ve met some great people and read some great books, but Nora has managed to put an extremely confusing topic into an easy to understand informational packed resource. If you are wanting to take the right steps forward regarding your health and nutrition, I can assure you, Nora is the real deal! This book is a must read.
Whether you’re an athlete, weekend warrior or suffering from poor health, I would encourage everyone to check out Nora Gedgaudas: Beyond the Paleo Diet, because she makes total sense to me, and this book really delivers…
There’s also still time left to catch her speak here in Australia too. She is speaking at the Gold Coast on the weekend, so if you get the chance, GO… there’s nothing better than the live experience where you get to meet many like minded people.
It’s great to be able to say we are going to being a part of the Immortals CrossFit Teams Challenge on Sat Nov 12th organised by CrossFit GoldCoast.
With 270 athletes competing over 2 days and testing themselves to the extremes, this is going to be a rip roaring event! But what makes this event greatly unique, is the fact that it’s about bringing that team spirit and the CrossFit community to the outer public.
The CrossFit community are not only athletes but are compassionate people that help support others. All funds raised for this event will go to Legacy to help support the families of past fallen soldiers. 180 Nutrition has donated our SuperFood to the games, so keep an eye out! More