I've been thinking about my place in this industry.

More specifically, what I absolutely refuse to become.

After stepping back for a week and spending some time on the beautiful Croatian coast, some things became painfully clear about where this space is heading - and where I draw my lines.

The Three Types I'll Never Be

The 40+ fitness coach doing shirtless videos and screaming about calories.

I just can't fucking imagine doing that in my 40s and calling it a win. There's something deeply tragic about a grown man who needs to show his abs to prove his value. It's ridiculous, and it has nothing to do with helping anyone get healthier.

The conspiracy theorist sniffing government plots in everything food or medicine-related.

Even though he (or his family) was saved multiple times by modern medicine. These guys turn every meal into a political statement and every supplement into a rebellion against "the system." I can't think of a more useless way to approach life.

The self-proclaimed biohacker pushing questionable supplements while wearing blue-blockers.

Zero scientific evidence except for a few cherry-picked studies done on rats with massive overexposure. It's performance wellness for people who want to feel special without doing the actual work.

I'm just not interested in that shit.

Why This Matters

Having space to think helped me realize something uncomfortable. Even though my intentions were always different, I might have subconsciously picked up some of that behavior.

The fitness industry has this weird momentum where everyone's trying to out-extreme each other. And if you're not careful, you get pulled into that current without realizing it.

You need space to think, regroup, and regain clarity.

What I'm Actually About

My work is about working with individuals with high levels of integrity who are brave enough to establish their own definition of health on their terms.

Free from conspiracies. Free from taking sides in fabricated conflicts. Free from shouting about how consistent or tough they are - when in reality they depend on attention to feel good about themselves.

I'm about working with men who think for themselves. Who understand that strength isn't about having the most extreme position. Who know that real confidence doesn't require constant validation from strangers on the internet.

These are executives who've built real things in the real world. They don't need to perform their health journey for likes. They just want systems that work so they can focus on what actually matters.

The Lost Boys Problem

The fitness space is full of lost boys who put on a mask and take sides to feel like they belong somewhere - keto warriors, carnivore crusaders, plant-based evangelists.

These guys are exhausting because everything becomes about proving their approach is superior. They can't just eat a meal without turning it into a lecture.

Real men with character don't need to evangelize their eating approach to feel validated. They figure out what works and execute quietly.

What This Means for You

If you're here looking for conspiracy theories about breakfast cereal, this isn't the place.

If you want someone to validate turning every food choice into a moral crusade, keep looking.

If you're seeking the secret biohack that solves everything without foundational work, you're in the wrong room.

But if you're an executive who wants sustainable systems that work with your actual life... if you're tired of the performance theater and just want results without drama... if you can be honest about failures instead of protecting your ego...

Then you're exactly who I want to write for and, ultimately, work with.

The Real Work

Here's what building the strongest version of yourself actually looks like:

Understanding nutrition principles well enough to navigate any situation without rigid rules. Having confidence to make decisions based on evidence rather than tribe membership. Being present enough that you don't need to perform your health journey for strangers.

It's not about having the most extreme position - it's about having the most effective approach.

Moving Forward

That break gave me clarity about who I am and who I serve.

I'm not here to entertain you with conspiracy theories. I'm not here to perform my expertise through shirtless selfies.

I'm here to work with serious men who want serious results without the circus.

If that's you, then let's build something real together.

Ready to establish your own definition of health?

Hit reply and tell me: What's one piece of fitness industry BS you're tired of seeing everywhere?

I read every response, and the honest ones usually lead to the most productive conversations.

Talk soon,

Bart

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P.S. - If this resonates with someone you know who's tired of the fitness industry circus, forward this along. Real recognizes real.

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