AI + tech makes tracking easier

Apps can track calories and protein just by snapping a photo.

Wearables and data tools make progress visible and predictable.

This makes consistency simpler than at any point in the past.

High-protein foods are everywhere.

Ten years ago, hitting protein targets meant chicken, eggs, shakes.

Now, the market is flooded with high-protein yogurts, snacks, even ice creams.

It’s never been easier to make this first principle satisfying.

Culture is shifting toward fitness

Fitness has gone mainstream among high performers.

Running clubs, social fitness groups, healthier dining options - it’s become part of the culture.

Being in peak shape signals leadership and status more than ever before.