FINALLY, A WAY TO EAT HEALTHILY AND PLANT-BASED ... WITHOUT STRESSING OUT 
    Simple, streamlined meals. Sensible expert advice. And live nutrition coaching.
    All designed to take the stress out of meal planning and help you experience the health and energy you know is possible.
    If you believe that food should be simple and enjoyable -- and that there's got be a way to eat like this and still get all the nutrition you need to thrive -- then you're in the right place. 

    I’m Matt Frazier, the founder of No Meat Athlete, author of the No Meat Athlete book, and a vegan 100-mile ultra marathoner.

    Because of what I do, food is a huge part of my life … but just like you, I've got a lot else going on, too. With two young kids running around, most of the time life is so crazy I don't have time to think about what I'm going to eat.  

    And I know I'm not alone here. In fact, one of the questions I'm most frequently asked by audiences after I give talks is, "How do you find the time to fit all this in?" 

    Well, today I'm going to let you in on the secret, at least when it comes to food. Ready for it?  

    THE MORE HEALTHILY YOU EAT, THE SIMPLER AND LESS TIME-CONSUMING FOOD BECOMES.
    Which leaves you and your family more time (and more energy) to do the things you love. 

    This shouldn't be a surprise, really. I mean, wouldn't you agree that if your food and your diet are themselves causing you stress ... then your body and your health are going to reflect that struggle? 

    If you've tried to follow meal plans in the past and not gotten the results you'd hoped for, or really put a lot of time and effort into food but wondered why still don't feel as great as you'd hoped, the likely culprit is stress. 

    I'm here to tell you it doesn't have to be this way. You don't have to make a choice between healthy food and quick, stress-free food. 

    Healthy, plant-based, with minimal stress, time, and effort: you can have it all.

    But eating well wasn't always this simple for me.

    Instead, it was chaotic.

    Before I started eating plant-based (and even for a few years after), the way I ate was anything but streamlined. And even as an athlete, I really had no idea if I was getting the nutrition I needed. 

    SEE IF THIS SOUNDS FAMILIAR ...
    I’d wake up in the morning with no plan for what I was going to eat that day. Breakfast wasn’t too hard, because I could just drink a smoothie and know I was getting a decent start.

    But after that, all bets were off. 

    If I was lucky, there might be leftovers in the fridge from the night before. But if I didn't plan ahead and make enough food to leave leftovers -- or even if I did, but the recipe made less than I expected -- I’d have nothing planned for lunch. 

    So I’d scramble to combine whatever snacks happened to be in the cupboard into something resembling a lunch … but most of the time, I’d give up and grab something junky from the freezer to microwave for lunch. Or give up and decide to just get something out at a restaurant, “just for today.” 

    Low on energy after a lunch like this and falling asleep at my desk, I'd grab a second cup of coffee in the afternoon. Again, "just for today." 

    And when it was time to go home, I'd remember that I had nothing planned for dinner. 

    Best case, if I was out early, I'd swing by the store and grab ingredients for just a single meal (who knows how many hours I wasted like this). But if I got out late, or stuck in traffic on the way home, then I'd skip the store entirely and do another take-out or freezer special. 

    Somehow, I knew this wasn't good. As a marathoner trying to qualify for Boston, I had read enough sports nutrition books to know this sort of haphazard eating wasn't doing my body any favors. And yet, the "just for today" trap felt impossible to break out of.  

    THEN ONE DAY, SOMETHING HAPPENED THAT CHANGED EVERYTHING. 
    In 2010, my wife and I had our first child. 

    Now as any parent knows, having a kid isn’t the way to free up more time, or make life any less stressful. But what it did was make me see that the "just for today" trap for what it was. 

    With less time than ever, I realized that if I didn't make a change, "just for today" was going to become every day. And worse, now it wasn't just me and my health that would suffer when I microwaved a frozen dinner, ordered takeout, or just randomly threw together meals with no plan to get everything I needed ... no, now these decisions about what to eat would affect someone else, someone whose health and happiness I was responsible for. 

    So the solution to all diet woes is to just to have a kid, right? (Or another kid, if you've already got one?) 

    Of course not. Lots of new parents go the opposite direction anyway -- more junk, more takeout, more convenience food, because it’s all they can manage. 

    SO WHAT'S THE SOLUTION THEN?
    How do you eat ultra-healthily, whole-food and plant-based, without taking on so much stress in the process that it negates all the good you’re doing with your diet? 

    If the answer were easy, we’d all be healthy and stress-free. It’s not easy, but it is simple: you’ve just got to make a plan. 

    I started with breakfast. I was already drinking a smoothie a lot of mornings, but it was unreliable … too often I didn’t have the ingredients on hand to make the one I liked. That’s what lead me to create the now-famous “Perfect Smoothie Formula” you’ve probably read about on my site. 

    Then I did the same with energy bars and veggie burgers, so that I could almost always throw one together with what I had on hand. I made sure they were based on the ingredients I knew were healthy — and our choices of ingredients have evolved since then as we’ve learned more about plant-based nutrition — so that I could eat as much as I wanted and feel good about it. 

    Then I went even further. My wife and I committed to always making a double-batch of dinner, so that lunch the next day was instantly handled, every day. 

    Then we decided that any time we found a superstar recipe — one that was healthy, delicious, inexpensive, and most importantly, fast — we’d immediately save it in her iPhone, so that anytime we were in a pinch or just making plans for the week but stuck for what to make, we’d have a place to go.  

    With all of that in place, eating healthily became ridiculously easy. There was no more stress over getting dinner on the table, and more importantly, no more of that nagging feeling of guilt, where I knew I could do better with my nutrition (and my kids’) but just kept saying “just for today” when I took the convenient way out. 

    The way my family eats now is so streamlined — so automatic, so simple, that we don’t really need to think about what to eat, but we know we’re making the very best choices for our bodies, day after day after day. The way we cook now is more a quick and simple process of “assembling” meals — from whole, fresh ingredients — than “cooking,” in the make-a-giant-mess-of-the-kitchen sense where you put all this time and money into a new recipe that may or may not turn out the way you hoped. 

    Which isn’t to say we never try fancy new recipes or eat food that’s more about flavor than health … it’s just that we save those for when we feel like it, a few times a month on the weekend. 

    BUT WHAT I DID ISN'T PRACTICAL FOR EVERYONE, SO ...
    Look, I’m an admitted math nerd. And I find something I want to do, I get a little (okay, a lot) obsessed.

    So the idea of creating a “formula” for smoothies or a system for healthy eating was right up my alley. And for me it made perfect sense to put in all the time it took to refine this healthy, stress-free way of eating, and make sure that not only was it simple to execute day-to-day, but nutritionally sound.

    But like I said, not everyone is as weird as I am, and I get that.

    And that’s why I decided I needed to make this system available to everyone. Most people simply don’t have the time to create their own meal plan (much less a system of plans). And even if they did, they wouldn’t have the confidence that a plan so stress-free as this — where you don’t need to think about macronutrient numbers or even portion sizes — was healthy. And without that confidence in the change you’re trying to make, you know as well as I do how hard it is to make that change last.

    MEET NUTRITIONIST SID GARZA-HILLMAN
    To be honest, I wouldn’t have that confidence in my own meal plan if it weren’t for influence of so many authors, athletes, and experts in the plant-based nutrition field I’ve had the privilege of getting to know in the seven years since I created No Meat Athlete. But none of them seem so obsessively focused on habit change and de-stressing their approaches to health as I am ... 

    Except for one guy. His name is Sid Garza-Hillman, a certified nutritionist and author of Approaching the Natural: a Health Manifesto, a book that perfectly encapsulates the philosophy of simple health I believe in.  

    When I met Sid on my book tour in 2013 (at the Stanford Inn in Mendocino, CA where he’s the Wellness Programs Director), we hit it off immediately. We’re both passionately committed to simplifying this needlessly complicated and idealistic picture of health, in favor of an approach that recognizes that being healthy and having lots of time and energy for things besides food aren’t mutually exclusive. And we both know that when it comes to habit change, small, painless steps are the key to success. 

    And if you’ve heard us on a podcast together, you know we both like to clown around a bit, and not take anything too seriously. Sid is the perfect partner for a project like this -- a guy I could rely on to make absolutely certain that the meal plans provide everything you need for optimal health, even as an athlete -- and it’s my pleasure to introduce the meal plan system we’ve put together for you. 

    INTRODUCING THE HEALTH MADE SIMPLE MEAL PLAN SYSTEM
    If you’re reading this, then you’re invited to be a member of Health Made Simple, a new kind of meal plan system that offers whole-food, plant-based nutrition plans focusing on both health and simplicity, along with live nutrition coaching to help personalize your meal plan. 

    Sid and I have worked for over a year on this program, and this is the first time we’ve ever opened the doors to let people get in and start putting our plans into practice. 

    The first thing that means is that, as part of our first-ever group of members, that you’re going to get a crazy low price. That’s because as part of your membership, we’re going to be counting on you to give us feedback to help shape the program and make it into everything we know it can be. 

    HERE'S WHAT YOU'LL FIND INSIDE HEALTH MADE SIMPLE
    • Five different four-week-long meal plans: the Standard Minimalist Plan, the Variety Plan, the Athlete Plan, the Weight Loss plan, and the “Extreme” Minimalist Plan (for those who want to save major time and are willing to try something that looks a little crazy but works). All designed to make sure you get everything you need, as simply as possible. 
    • Weekly shopping lists for every plan -- so you’ll spend zero time planning your trips to the grocery store. And since they’re organized by section, the time you spend actually shopping will be less than ever. 
    • 85 simple, whole-food recipes -- all oil-free and gluten-free, or with easy options for making them that way. And they're all easy to shop for and make too otherwise they wouldn't be in our program (we kept the hard-to-find superfood stuff to an absolute minimum).
    • A simple, just-long-enough-and-no-longer, primer on our approach to nutrition -- everything you need to know, without the details you don't.
    • 23 videos -- including cooking demos, nutrition discussions, and even a trip to the grocery store 
    • Live nutrition coaching -- each month Sid and I do a live Q&A session, where we answer whatever questions you have and help you to personalize your plan for you. Since you always have this access to us, you never need to be uncertain about whether you're doing it right or whether a certain change is a good idea or not.
    THE HEALTH MADE SIMPLE PHILOSOPHY
    Just so that you know what you're getting into, here are three of the principles that all of our plans are built around:

    1. No calorie-counting or macronutrient ratios. 

    We’ve built this program on whole, plant-based ingredients, and when that’s all you’re eating, your body knows exactly how much to eat, and will grow to crave the foods it needs. (We've even refused to provide nutrition facts for our recipes, to encourage our members to take their focus away from numbers. Yes, we know a lot of people won’t join because of this … and we’re 100% okay with that.) 

    2. No portion control.

    Eat as much as you want from our bank of 85 recipes, all of which are oil-free and gluten-free or have easy options to make them that way.

    3. As little or as much structure as you want. 

    For those who like structure, our plans show you exactly what to eat for every meal and snack of the day. If instead you want some flexibility, you’re free to swap any meal out for any other, any time, and we provide guidelines for how to do this effectively.

    We also believe that:
    • Whole food, plant-based is the healthiest way to eat.
    • The key to losing weight (or gaining it) is caloric density … by changing the foods you focus on, you can reach these goals without calorie-counting or stressing over macronutrient ratios.
    And you'll find all of these ideas reflected throughout the plans and recipes in Health Made Simple.

     OKAY, HOW MUCH? 
    To figure out a fair price for this system, we looked around at other meal plans — typically just single-option plans, instead of the five different options we’ve got in this first iteration of Health Made Simple — and found some priced at over $100 per year, some at $240 per year, and a few at more than $350 per year. 

    This, by the way, was just for plans … no personalized, live nutrition coaching. 

    (Truly though, many of these other plans clearly put a lot of resources on fancy apps, beautiful photography, and delicious new recipes every single day for a year. If that's what you're looking for, you should absolutely join one of those, or just put your money towards cookbooks! But none of that fits in with our mission of streamlining everything to help you to achieve maximum health with less time and stress than ever … we don’t want to cook a new recipe every night, or have to follow a new plan every month!) 

    So we settled on a price at the low end of that: $97 per year, for access to not just the plans, but also the live nutrition coaching Q&A each month. 

    ($97 comes out to just $8.08 per month -- we don’t need to pull out the old "trip to Starbucks" comparison, do we?) 

    And of course, that introductory price is locked in for as long as you remain a member, so even if the price of Health Made Simple gets much higher as we add more plans and features over the next year or two, you’ll keep on getting the same $97/year rate for access to everything. 

    PLUS: JOIN NOW TO GET THESE 3 SPECIAL BONUSES!
    When you join, you’ll get immediate access to a few very special bonuses to help you get excited about this journey toward effortless health and help you get the most out of this program. 

    BONUS #1: "The Secrets of Plant-Based Weight Loss" interview with Chef AJ, author of Unprocessed

    When it comes to losing weight on a whole-food, plant-based diet, Chef AJ is it! Her appproach to weight loss through "caloric density" means choosing foods that help you to feel full (and get the nutrients you need to thrive) without packing in extra calories. AJ's methods are so effective that she's personally responsible for my wife's losing 20 pounds of leftover baby weight in 8 weeks, so I'm a believer.

    In this 93-minute video interview, we talk about:
    • Why calorie-density is the real key to effective, healthy weight loss
    • The "vegetables first" rule (the #1 change my wife made to lose the weight)
    • How salt, sugar, and fat hijack your brain and make it impossible to control your cravings
    • What a typical day on Chef AJ's diet looks like
    • How to tweak Health Made Simple recipes to make them fit AJ's approach
    BONUS #2: “A Minimalist Approach to Healthy Eating” interview with Leo Babauta, author of Zen Habits and The Power of Less 

    If you’ve been a No Meat Athlete fan for any amount of time, then you know what a huge influence Leo Babauta has had on my life and my approach to making changes. And given the nature of Health Made Simple, an interview with Leo — a minimalist, a vegan, and an expert in habit change — just made perfect sense. 

    In this inspiring 49-minute video/audio interview, Leo talks about how minimalism impacts his diet, what he eats in a typical day (and how similar it is, day to day), and how he lost 60 pounds and discovered health by changing his picture of himself and removing the “food rewards” from his life. 

    BONUS #3: “Approaching the Natural Diet in the Modern World” interview with Sid Garza-Hillman, vegan nutritionist and author of Approaching the Natural 

    When I started the No Meat Athlete Academy a few years ago, Sid was the first person I asked to be a guest (no surprise there). What I didn’t realize was that we’d get so into talking about the “natural” diet and lifestyle, and the small steps it takes to get there, that we’d talk for close to 3 hours!  

    This seminar is still one of my favorites, and it provides a perfect philosophical context for the principles we’ll help you apply when you join Health Made Simple. 

    All three of these bonuses -- more than seven hours of seriously information-packed audio and video -- are waiting for you inside Health Made Simple. So as soon as you join you can immediately start filling your brain with new ideas and inspiration for eating simply and healthily (even before you've started the plan). 
    READY TO MAKE HEALTHY EATING RIDICULOUSLY SIMPLE?
    Click the yellow button below to sign up now:
    WHY THIS MIGHT *NOT* BE FOR YOU
    All this stuff sounds good so far, I hope. But Health Made Simple is not for everybody.

    When we created this program, we made a choice. We decided it would be for people who valued health and simplicity equally, who want incredible health but also care passionately about other things, and don’t want food to take up all their time. 

    So that necessarily means there are a lot of people it’s not for. And we want to be upfront about that. 
    You shouldn't join Health Made Simple if:
    1. You want nutrition fact numbers with your recipes.

    We don’t provide them, and we don’t plan on ever providing them. We simply do not believe that a focus on numbers has a place in a healthy, stress-free diet, so we left them out.  

    2. You love cooking from cookbooks and want a new recipe every night. 

    No judgment here; this is exactly how I used to be. But it’s not what Health Made Simple is about. Our Variety Plan offers a different dinner every night for a month, and doesn’t rely on leftovers for lunch ... but that’s the exception. The philosophy underlying Health Made Simple is really about making choices like planning for leftovers and repeating meals that work, every few weeks (or even more frequently for some real time-savers and nutrition-packers, like smoothies).  

    3. You’re not in it for the long haul. 

    We deliberately decided NOT to advertise a 100% money-back guarantee on this program yet. Why? Because we're looking for members who are dedicated to creating change in their life, and to helping us make Health Made Simple the best possible tool for doing that. 

    We don’t want you to hit a little hurdle, give up, and ask for a refund. Instead, we want people who will view a hitch like that as an opportunity for us to improve the program. We’re counting on our members’ feedback over many months, not on their jumping ship at the first sign of struggle.
    WHO WE ARE
    -Rich Roll, author of Finding Ultra and one of Men’s Fitness Magazine’s “25 Fittest Guys in the World” in 2009
    Matt Frazier is an author and vegan ultramarathoner, best known as the founder of the No Meat Athlete movement and named by Greatist as one of the 100 Most Influential People in Health and Fitness in 2015. His work has been featured in books including Rich Roll’s Finding Ultra, Brendan Brazier’s Thrive Foods, Seth Godin’s What to Do When It’s Your Turn, and print magazines such as Runner’s World and Trail Runner. Matt's book, No Meat Athlete: Run on Plants and Discover Your Fittest, Fastest, Happiest Self, has sold over 25,000 copies and reached #1 in Amazon’s “Running and Jogging” category several times. Matt currently lives in Asheville, North Carolina with his wife, two young children, and two rescued dogs. 
    -Rich Roll, author of Finding Ultra and one of Men’s Fitness Magazine’s “25 Fittest Guys in the World” in 2009
    Sid Garza-Hillman, the "Small Step Advocate," is the author of Approaching the Natural: A Health Manifesto and host of the Approaching the Natural Podcast. He graduated from UCLA with a B.A. in Philosophy, and is a speaker, certified nutritionist, and Health Coach, working with private clients all over the world. He is also the Nutritionist and Programs Director at the Stanford Inn’s Wellness Center. Sid lives on California’s Mendocino Coast with his wife and three children, and recently completed both 50K and 50-mile ultra marathons. 
    JOIN US TODAY AND MAKE HEALTHY EATING SIMPLER THAN YOU 
    EVER THOUGHT POSSIBLE
    Click the yellow button below to join us inside now!