Over the past 3 years, we have worked with literally hundreds of athletes on the importance of nutrition. In trying to figure out why more athletes were not as focused on nutrition we realized something: It was not lack of understanding or of skepticism, lack of effort or will power that was keeping these athletes from living this way all of the time. It was simply a matter of inconvenience. We get it, and we're here to help! Read more on our About page.