Nutrition Coaching Origin Stories: The Birth of an Industry #4 - Ben Esgro

Contact Ben Esgro: https://eformulations.co/ https://thestrengthguys.com/ https://www.instagram.com/suppsci/ https://www.instagram.com/benesgro/ I created my first coaching business flier while still a student at the Indiana University School of Medicine studying physical therapy. It was 1992. I figured I could make a few bucks programming while piecing together odd jobs to fit my schedule. Once graduated and established in my orthopedic career, I pressed my foot down on the accelerator and created a legitimate process for fitness and nutrition entrepreneurially. I completed a doctorate in nutrition because the field interested me so much personally. In 1996, I bought a small boutique fitness facility and immediately added nutrition consulting as our centerpiece service. It was here that I pioneered a new process called macronutrient tracking, now known as Flexible Dieting. During 1998, I became the Science Editor for Natural Bodybuilding & Fitness magazine, wrote for other publications within that media company, and freelanced for Muscle Media, Muscular Development, Iron Man, and I think I had an article or two in Muscle & Fitness. My pro bodybuilding career ramped up and I knocked out a second doctorate in health education to fortify my writing pursuits. I was helping friends peak for bodybuilding contests and a couple of them won pro cards and pro contests. One Friday in 2001, the Editor in Chief of Natural Bodybuilding & Fitness reminded me that my ad was due. Part of my remuneration for writing was ad space. I just didn't have anything. Over the weekend, I thought, "Well, maybe people would actually pay for the nutrition coaching services I do for friends." My graphics guy created the first ad: Dr. Joe - Contest Peaking Specialist. Bolstered by my against-the-grain articles pioneering contrarian methods, it didn't take long for just that entry point to take over my schedule. Within a decade, I had helped clients win hundreds of pro cards and pro titles, and, more importantly, it