Joseph is based in Loughborough, UK and am currently a Performance Nutritionist at the English Institute of Sport (EIS) working with British Athletics (AKA UK Athletics). Alongside this role, Joe the Managing Director of Joseph Agu Nutrition Consultant Limited. In essence, Joe changes people’s lives for the better by manipulating their long-term eating habits and various lifestyle factors. He prides myself of being very objective in my approach (which is pretty rare in this field), using the weight of the available scientific literature to support my practise. Joe never subscribes to fads or the latest diet craze, just stuff that has proven to work effectively. Over the past decade or so Joe has been educating himself in all matters related to nutrition and fitness, and continues to do so. During this process, he has completed his BSc. in Sport and Exercise Science as well as my MSc. in Sports Nutrition, achieving the highest honours. I am currently undertaking a PhD at Bangor University where I am looking at nutritional interventions for strength and power athletes. In addition to this, I have been fortunate enough to apply the theory I have learnt in to practise, providing nutritional and lifestyle guidance to people ranging from your typical gym-goer to business professionals to olympic standard athletes, with some outstanding results. It is also noteworthy to include that I don’t promote supplements, have any conflicts of interests or potential biases. The only thing I have to sell are my services, which are supported by a combination of my experiences and weight of the available evidence. As such, if the weight of the evidence changes, so does his opinion, resulting in an improved service; Joe has no problem changing his mind, as any real scientist would do the same.