Project 50 Newsletter
For execs in their 40s who lack the time (but have the drive) to get in shape — while juggling teams, travel, and family.
No matter how low-carb you go, you'll still age like a turd
Last week, I got a DM from a 45-year-old exec who's been on and off keto for the last year. Lost 25 pounds initially, but now he's plateaued, his workouts are garbage, and he's binge-eating donuts every weekend like a college freshman. "Should I go carnivore?" he asked me. Wrong question. The Low-Carb Longevity Lie There's this idea floating around that going low-carb is the key to longevity. That it prevents insulin resistance and turns you into some kind of fat-burning machine. It's a...
Why most clients get stuck around week 6
What happens when the honeymoon phase ends "I cut out olive oil, limited peanut butter, got mayo on the side, no cheese on burgers. That dropped me five pounds. But now I'm just floating between 197 and 202." That's what Mark told me last week. And it's the exact conversation I have with most clients around week 6. The honeymoon phase is over. The Predictable Pattern Here's what happens with almost every new client: Weeks 1-4: Easy wins kick in. Cut the obvious stuff - oils, dressings,...
My client doesn't need me anymore (and I love it)
Had a call with Drew this week. Former client. We finished working together 18 months ago. He reached out just to catch up - no agenda, no "checking in" bullshit. And honestly? It was fucking awesome to see where he's at. Drew's living his life. Traveling with his family. Just booked a trip to Hawaii. Moving between states while his kids figure out where they want to go to high school. But here's the thing that got me... He's still in great shape. Better than most guys his age. No rebound...
Stop tracking macros like it's 2012
Every fitness influencer wants you tracking 160g protein, 90g fat, 200g carbs. Every. Single. Day. Like you're some 22-year-old kid living in mom's basement with unlimited time to weigh chicken breast and log every almond. Sure, beats white-knuckling keto again. We all know how that story ends - great for 6 weeks, then you're face-deep in a sleeve of crackers at 11 PM after another stressful day. But here's the thing: Obsessing over every macro is just as unsustainable. Try hitting those...
The protein obsession is making you weaker
Your Instagram feed is flooded with it. Protein bars. Protein chips. Protein cookies. Protein fucking cereal. Every fitness influencer pushing another high-protein snack like it’s the holy grail of muscle building. “Get 20g of protein in this convenient bar!” “Never miss your protein goals again!” And here you are, bag loaded with Quest bars, thinking you’re crushing your nutrition game. Here’s the thing… You’re getting played. The Protein Theater I just had this conversation with a prospect...
The 2x/week training plan that actually works
Hey Reader, Let’s make something clear: If your “plan” to get back in shape involves working out 5–6 days a week? You’re setting yourself up to fail. Not because you can’t handle it. But because that plan isn’t built for your actual life. You’re not 22 with nothing but free time and creatine. You’ve got a business to run. Kids to raise. A packed calendar. The guys I coach? Founders. Execs. Dads in their 40s. They don’t have time for 6-day splits and 90-minute sessions. What they do have time...
The simple rule that saved one client’s progress
First, let’s get something out of the way: You’re not bringing Tupperware to client dinners. You’re not tracking macros on a transatlantic flight. You’re not weighing steak at a business lunch. And you shouldn’t have to. Because eating out—whether it’s with clients, coworkers, or your family—isn’t the problem. It’s how most execs respond to the chaos that keeps them stuck. They swing between two extremes: “Screw it, I’m already off plan” Or “I’ll just fast all day and figure it out later”...
Try this ChatGPT prompt before your next meal
“ChatGPT won’t get you in shape!” I’m starting to question that… Over the last few weeks, I’ve been playing around with it to see how it could actually help my clients—especially the ones who are constantly on the road. And… Here’s one prompt that could change everything for you: “I'm a [your age] year-old executive, and I travel a lot for business. I'm [height] and weigh [current weight] lbs. I'd like to get down to [goal weight] lbs in a time frame that requires a calorie deficit that's not...
Cheat meals don’t kill your progress
“You shouldn’t have cheat days but an occasional cheat meal is fine.” Says the cute fitness influencer, smiling next to their “cheat meal,” trying to be relatable. Here’s the thing: Calling it a cheat meal puts you in a losing position right off the bat. And no, I’m not about to be another cute influencer telling you to call it a "unicorn meal" and suddenly you’ll drop 20 pounds, feel amazing, and everyone will love you. We’re not doing that shit here. Cool. Now that we’ve got that out of the...
Why most executives stay fat & confused
A few weeks back, I posted a screenshot of a client's WhatsApp message: What was interesting, though, was the exchange that followed in the comments. One CEO made a very generic claim that fat demonization is responsible for all obesity these days. And that we should all: Prioritize saturated fat Eliminate carbohydrates Get “fat-adapted” to maximize performance I would’ve posted the thread here, but he deleted his comments soon after our exchange. Anyway, here’s how I responded: “There’s more...
For execs in their 40s who lack the time (but have the drive) to get in shape — while juggling teams, travel, and family.