The 90-day program that teaches 110kg male executives how to become 90kg athletes. We have one mission: change for life.

HIGH PERFORMANCEPROGRAM

“I knew I could do it, but I didn’t necessarily know how. The EA program empowered me to make some simple changes, for a life changing result. Little things like moderating my alcohol intake without cutting it out, and making smart meal decisions for myself and my family without compromising flavour, were key. I now sleep well (no snoring which my wife loves!), have better concentration at work, an ache-free body and loads more energy which the kids love.”

Andrew Whitehead, Creative & Managing Director, Devotion Digital

Do you want to become resilient to fatigue?

Would you like to become immune to stress and anxiety?

Are you keen to develop a body that can physically rise to any

challenge?

Do you wish you were loved and admired for transforming your health?

This is an invitation for a male executive to lose 20kg and become

an Executive Athlete, no matter what your current ability may be. This

concept is yet to be seen in the health and wellness industry. To treat

an executive like a professional athlete and put you in the centre of

four scientific disciplines, recruiting the top professionals of each field.

The program is designed to give you certainty. We guarantee the

result. You will lose 20kg. However, the true definition of success will

be when you sustain the same transformative results one year, two

years, ten years after the beginning of the program. The program has

one goal: change for life.

IMPLEMENT FOR 90 DAYS AND SOLVE A PROBLEM FOR A LIFETIME

EXECUTIVE ATHLETE

“Impossible is just a big word thrown around by small men who find it easier to live in the world they’ve been given than to explore the power they have to change it. Impossible is not a fact — it’s an opinion. Impossible is not a declaration — it’s a dare. Impossible is potential. Impossible is temporary. Impossible is nothing.”

Mohammed Ali

BEFORE WE BEGIN

A high performance environment is the Holy Grail in sport and business.

High performance teams got where they are not by chance but by

choice. Their leaders consciously decided to create a high-performance

environment and put in place the elements required to get there.

Painstakingly establishing such an environment requires a lot of

courage, commitment and resources.

Our program sets the target at a level that is generally seen as

unachievable but we have made the resolution to make it the norm. We

have created a series of tools and processes to make sure results are

not left to chance. What we require of you is disciplined execution and a

willingness to take personal responsibility for your success.

To ensure the standard remains high we have limited the program to

just 12 executives. A successful application will be determined by your

willingness to do the following:

ADMIT that being overweight is a problem that you must solve.

Acknowledge how your health and fitness are negatively affecting your

life. Concede that your professional expertize has reached its limit and

you need help

COMMIT to the program like a business project. Apply the same

structured models, with equal importance that you would apply to

anything else you do successfully. Prioritise the tasks the same way you

would at work. Get people’s buy-in, so they understand its importance

to you.

LET GO of the existing behaviours and practices that are no

longer serving you. The challenge is overcoming the deeply rooted

assumptions and behaviours that aren’t doing you any favours. You must

believe that your ability to adopt new behaviours is not fixed and can

change with your effort.

EXECUTIVE ATHLETEEXECUTIVE ATHLETE

Becoming an Executive Athlete involves staring down your biggest

fear and winning. It will be one of the greatest moments of personal

growth in your adult life. To be able to transform your health from your

biggest liability into your greatest asset you will change how you define

yourself as a leader, partner and parent.

Executive Athletes inspire rather than command. They experience

more fun, joy and fulfilment. They are magnetic; colleagues, friends and

family want (and need) to be around them. They let people in rather

than shutting them out, and their joy is shared with those they lead and

those they love.

They see life as a never-ending game on a constantly shifting playing

field. This drives them to seek achievement and victory in all avenues

of life. They excel at work; they are fierce competitors on the field; and

they are loved and admired at home.

Admiration produces emulation, and the Executive Athlete is as

inspiring at home as they are at the office. They are healthy, fit and

productive, and those around them naturally follow their example.

They have the dream lifestyle, there is little more they need or want; yet

they manage to remain humble, for they remember the long climb from

the bottom to the top.

WHAT IS AN EXECUTIVE ATHLETE? YOUR TIME IS A PRECIOUS COMMODITY

An executive is used to looking for reproducible systems in their

professional lives. When it comes to their health it is hard to know

where to turn to and ask for help. Though there are countless authors

and health gurus who have a series of fitness, weight-loss or stress

management tips to share, they often don’t have a reproducible system.

The High Performance Program forms a coherent system, one that is

designed to reduce the number of decisions you have to make. The

hardest processes are automated, ensuring that your energy and time

aren’t wasted.

The program had to be maximally effective and minimally disruptive. This

was achieved by focusing on these three qualities:

AERODYNAMICThe bona fide expert is the one who knows what to discard and what

to keep. A truly aerodynamic system will reduce trial and error and

accelerate success. The issue is not what is needed, but how much and

in what proportion. The program has four common elements but each

element is precisely fitted to the executive like a bespoke suit.

TRANSPARENTNo player in the industry shares their success ratio. Without

transparency there is no trust. Our success rate and the long-term

success of our athletes will be public knowledge. We want to be

remembered in the Hall of Fame and need the stats to prove it. This

wont be measured in profit but in the number of seasons we went

undefeated.

CLARITYThe aim of the program is to relieve the executive from making

decisions. To turn bad habits into good ones, the correct option must

also be the easiest one. We do this by delivering every meal for 90 days

to your door, having a physio cure your persistent pain and you will

never train without a sports scientist. You will always know the way; all

you need to do is turn up.

EXECUTIVE ATHLETE EXECUTIVE ATHLETE

“If you find the prospect of changing your relationship with food a little daunting, don’t worry. If you feel adhering to a nutrition plan for 90 days is an unrealistic goal, that’s ok too. You’ve only now been given the opportunity to use the power of the compass to create a high-performance environment. A number of automatic behaviours need to be either removed or repurposed in order to create this environment. Even if this sounds beyond what you can accomplish, the other steps of the compass will give you the run-up you need to clear this hurdle. This is what it will take to solve this problem once and for all.”

Jonathan CawteFounder of Executive Athlete

W.ork and Rest Management

FATIGUE:For executives tired has become a way of life. When all

you crave is rest, watch your ability to solve complex

problems disappear. The tired brain is selfish. It feels

entitled to something sweet, a stiff drink or a big meal.

S.tress Management

DISENGAGEMENT:The stress that so often dogs the successful can quickly

sour relationships with family and friends. Relationships

of any depth demand constant input of new energy, and

often executives just don’t have the energy to spare.

E.xercise

PAIN:Few things are as distracting as constant pain.

Weakness, obesity and pain not only distract the mind,

they destroy the dream. The executive simply accepts

that this is who they are. At this point they often give up,

declaring “Exercise is not for me”.

N.utrition

OBESITY:If you want to feel run down and on edge all day: skip

breakfast, use caffeine as a primary energy source,

graze throughout the day and overindulge at night.

These are the conditions that first cause and then

accelerate executive decline.

What executives require is a system – one that provides a clear

methodology to stop executive decline in its tracks. This methodology

is the Compass. It was developed by reverse engineering failure and is

listed below alongside each of the four symptoms of executive decline it

solves.

There are two reasons executives fail: they are tired or stressed, and

often they are both. There is no doubt that losing 20kg is highly reliant

on nutrition and exercise. But without first obtaining optimal rest and

managing stress, trying to get results is like attempting to fill a sink with

no drain plug.

That is why the order I have presented the compass to you is important.

Each compass point builds on the last. The changes that occur in the

mind and body as you conquer one compass point improve your ability

to succeed with the next. This is why the compass succeeds where other

programs fail: it first creates the conditions in which success is possible.

THE COMPASS

EXECUTIVE ATHLETEEXECUTIVE ATHLETE

“A healthy brain enables you to be effective, thoughtful, creative, and energetic. A ‘broken’ brain leads to depression, anxiety, decreased work performance, impulsivity, anger inflexibility, poor memory function and relationship difficulties. We now know that we can improve the health of our existing brain cells so that they will work better and we will live longer.”

Dr John Hart

WITH DR JOHN HART

Dr Hart runs a busy functional medicine clinic

and is also medical director of Peptide Clinics,

an online supplier of performance and image-

enhancing medications. Dr Hart initially trained

in Sports Science, and was awarded a University

Medal for his Honors degree research in Exercise

Physiology. After completing his medical training,

he completed a Masters in Sports Medicine.

He commenced working in nutritional and

environmental medicine 16 years ago, and now

concentrates on health optimization using diet,

exercise, sleep optimization, stress management,

hormone balancing, gut repair and heavy metal

detoxification.

WHY W.ORK & REST MANAGEMENT?

When our brain is ineffective, so are we. A healthy brain

enables you to be thoughtful, creative and energetic. A

‘broken’ brain leads to depression, anxiety, decreased

work performance, impulsivity, anger, inflexibility, poor

memory function and relationship difficulties. Very few

people have perfect brains. We all need a little help.

The right plan can reverse your brain degeneration,

optimise brain function and improve your quality of life.

Making it possible to increase your IQ as you age and

maintain you memory, vitality and libido throughout your

lifetime. There are of course positive side effects to the

rest of your body including increased fat loss, muscle

power and endurance.

W.ORK & REST MANAGEMENT

PROGRAM SCHEDULE

Pre Season:

Wk 1: Onsite testing with Dr Hart.

Wk 1: Blood collection and testing at Douglass Hanly

Moir Pathology.

Wk 4: Consultation with Dr Hart covering medical

history, physical examination, testing results

and supplement program.

In Season:

Day 0: Half day workshop with Dr Hart: Brain Training

& Brain Healthy Foods

WHILE WORKING WITH DR HART YOU WILL:

• Complete the Executive Athlete blood test to

identifying any hormone, gut health, food allergy

or vitamin deficiencies that will impact your fat loss

results.

• Complete a body fat analysis plus cognitive and

arterial function testing.

• Have a prescribed supplement, hormone, nutriceutical

and pharmaceutical plan as required.

EXECUTIVE ATHLETE

“When you slow it down, the first thing you have is better conversations. This is a really, really good thing, to be able to sit in a room with someone, just the two of you and say, ‘tell me what’s on your mind?’ and have them actually tell you whats on their mind without thinking. Its a different conversation. You are able to form a much better connection around what is on your mind.”

Mark Adams

WHY S.TRESS MANAGEMENT?

Stress has a physiological response that needs to be

controlled. It starts with a change in mindset, with the

belief that stress is a product of your passion and the

challenges that come with your position. Your body’s

response to these pressures must be seen as its way of

preparing you for action.

Once you can recognise what your body is doing and

why, it becomes possible to control these reactions – to

decrease your heart rate, blood pressure and ease muscle

tension. Mark and David will provide tactics ease the

tension and help you execute all four compass points.

David Heine, the first ever Executive Athlete will appear

alongside Mark to share the kind of knowledge that can

only be gained by first hand experience.

S.TRESS MANAGEMENT

PROGRAM SCHEDULE

In Season:

Day 19: Half day workshop with Mark & David: Change

the Physiology of Stress

Day 40: Half day workshop with Mark & David: Key

Decisions of the 3rd Quarter

WHILE WORKING WITH MARK & DAVID YOU WILL:

• Create strategies to change your physiological

response to stress.

• Develop processes to minimise the collateral damage

after a period of high stress.

• Devise a method to make the best decisions for your

health during the most demanding times.

WITH MARK ADAMS

Mark Adams is the Executive General Manager,

Specialised Sales at National Australia Bank,

with direct responsibility for a team of over 600

people. A charismatic, innovative and inspirational

leader he couples vision with execution. Mark’s

expertise lies in transforming large, complex

business divisions. He creates world-class

leadership teams capable of reading trends and

delivering exceptional results. Mark has an ability

to connect deeply with people and create fantastic

environments where they can thrive and provide

for what really matters to them.

EXECUTIVE ATHLETE

“Exercise is part physical and part mental. When you exercise your body, you exercise your mind as well. The mental side is defeating the little voice inside your head that says, “I’m tired. I want to quit.” When you learn how to defeat this voice in your training, you’ll not only be improving your health, you’ll also be training to persevere when things get hard.”

Jonathan Cawte

WHY E.XERCISE?

Being so achievement-driven, executives often exercise

too hard too early. That is why we teach a method that

works in four phases: mobility – stability – conditioning –

skill. Step by step, the damage caused by years of sitting

at a desk is reversed.

The continual improvement of your fitness is a fantastic

motivator, but to transform exercise into something

enjoyable, you must make sure you reach the fourth and

final stage. A skill can mean any task that is physical: one

that is assisted by your newfound fitness, that demands

that you practise and that your motivated to do so because

of its pure enjoyment. Once you have found your skill

making a lifelong commitment to exercise will come

naturally.

E.XERCISE

PROGRAM SCHEDULE

Pre Season:

Wk 1: Movement analysis and mobility programming

with Matt

Wk 2 – 4: Ongoing physiotherapy treatment with Matt

In Season:

Ongoing: 3 – 5 training sessions with Jonathan each

week

WHILE WORKING WITH MATT & JONATHAN YOU WILL:

• Complete a movement analysis with Matt who

will create a mobility program tailored to correct

deficiencies and improve performance.

• Receive physiotherapy treatment from Matt to solve

persistent pain.

• Perform a bespoke exercise training program created

by Matt & Jonathan.

WITH MATT MCCUTCHEON

Matt is an APA Titled Sports Physiotherapist

and Elevate’s Head Physiotherapist. He has a

special interest in sports injuries, spine related

problems and work-related injuries. He has

developed several screening tools appropriate

for individuals of all abilities, ranging from elite

athletes to beginners just embarking on a new

fitness program, to identify injuries before they

happen. From this information exercise programs

can be tailored to correct deficiencies, improving

performance and avoiding injury. Matt’s clients

have included Olympic runners, international

boxers and he is a physiotherapist for the Sydney

Swans.

EXECUTIVE ATHLETE

“I founded THR1VE having experienced first hand the transformational power of the primal and paleo lifestyle, both for myself, and in friends and family that joined me on the journey. I have eaten, moved and recovered according to ancestral health principles for over 5 years now, and I honestly have never felt better.”

Josh Sparks, Founder & CEO

WHY N.UTRITION

What do executives do when they are confronted with a

particularly difficult business problem that they lack the

time or resources to solve on their own? They outsource.

We’re going to use that same strategy to power weight

loss.

Outsourcing your nutrition means shifting the responsibility

of preparing and delivering your meals to a professional

organisation with the skills and experience needed to

prepare balanced, nutritious and portion-appropriate

meals. Outsourcing your nutrition makes weight

loss predictable. It ensures that a system is in place,

dramatically reduces instances of ‘cheating’ and makes no

demands on the executive’s time.

N.UTRITION

PROGRAM SCHEDULE

Pre Season:

Wk 4: Trial week to test and create a tailor made

menu.

In Season:

Ongoing: Every meal for 90 days prepared and

delivered to your door.

WHILE WORKING WITH THRIVE YOU WILL:

• Have every weekday meal prepared each morning

and delivered to your office.

• Have dinner and all weekend food prepared and

delivered to your home.

• Enjoy the benefits of the tailor made food program

WITH THRIVE

THR1VE is a revolutionary health and wellness

brand, providing real, freshly prepared “fast”

food and beverages. A delicious menu of quality

produce and proteins, locally and ethically

sourced, always gluten free, and no added sugar.

High performance nutrition so you look, feel, and

perform at your best.

EXECUTIVE ATHLETE

TRAINING FACILITY

JONATHAN CAWTE

Jonathan Cawte is the founder of Executive

Athlete and a Sports Scientist who has worked

with over 1,000 executives from 35 countries of

the world. In that time Jonathan built a reputation

for achieving results with people who don’t have

time for health and exercise. In 2006 he was flown

to the Middle East on a one-year contract to be

personally responsible for the health of Prince

Faisal of Saudi Arabia and on his return he worked

with the NSW Waratahs.

FOUNDER & SPORTS SCIENTIST

EXECUTIVE ATHLETE

The Shangri-La Hotel offers a fully equipped gym

with treadmills, cross trainers and a wide selection

of free weights and weight training equipment.

You will find all you need to strengthen and

condition your whole body.

The gym also comes with everything that you

would expect with a five-star hotel. You can enjoy

a relaxing swim in the indoor pool or revive in

the heated spa and sun deck. Personal lockers

with towels for showering and working out are

provided. At the end of your session you can enjoy

a cold towel for a refreshing finish and freshen

up with the complimentary luxury toiletries in the

change rooms.

The Shangri-La Hotel is located at 176 Cumberland

Street, a five-minute walk from Australia Square.

“Frustration and embarrassment brought me to believe that exercise just wasn’t for me anymore. I was too old and too busy. I had accepted that I was just a big person. I stopped making excuses. I just said no.”

David Heine, Chief Operating Officer, eftpos

THE FIRST EXECUTIVE ATHLETE

David is an Executive Athlete today, but on the day I met

him he had given up. As he says, he was “hiding from real

life and hiding from the truth”. He used humour as a way of

keeping criticism of his expanding waistline at bay. He was

frustrated and embarrassed, and convinced that exercise

just wasn’t for him anymore.

Deep down, David had known he had a problem for some

time. He knew his weight was an issue, but he couldn’t

bring himself to admit it or ask for help. “As a moderately

successful person”, he says, “it’s hard to expose yourself

in such a way, to others and yourself, to be honest with

yourself about how overweight you are, and how you have

let yourself go. It’s embarrassing, it’s scary, and it certainly

doesn’t fit with the sense of ego you have as a successful

person.”

David worried about his weight every day, but what he

didn’t know was that he wasn’t the only one worrying.

Two people had front row seats to David’s struggle with

obesity, and both were anxious spectators. David’s wife,

Sam, and his executive assistant, Jess, had been watching

as David, once a vibrant and beaming professional, came

to prefer above all things the safety of the couch.

One day, when he was returning to his desk, David

overhead a phone call between Jess and Sam. Rather than

interrupting, he stopped and listened. They were talking

about David’s weight and the effect it was having on his

life. The words cut deeper than before because David

wasn’t able to defend himself with a joke. What concerned

him most of all, though, was the tone of the conversation.

Years of using humour to deflect criticism of his weight

had convinced him that he was the butt of everybody’s fat

jokes, but Jess and Sam weren’t laughing. As he listened

more, it became clear that they were scared about what

the future held for David if he continued on the path he

was on.

Not much later, David was on a family holiday at his

parents’ home in Wagga Wagga. David’s mother filmed

him playing with the kids in the backyard pool. When he

watched the video that night, he didn’t like what he saw.

He turned off the video and walked over to the scale in the

bathroom. He weighed 110kg.

David had fallen prey to what those in the world of

professional sport call ‘the creep’, the almost invisible

lowering of standards that leads athletes to stop doing the

extra work that led them to success. The true champions

fight against the creep by setting new goals for themselves

at every turn. The middle and back of the pack are full of

people who once vied for the lead but have since allowed

themselves to slide steadily backward. This is the creep,

and for the executive, it can be all too easy to let the

creep set in. The demands of the job make it all too easy

to forget to take care of themselves. Since their health

declines slowly, it is often hard for them to notice as they

slide into obesity and sickness. Worst of all, their personal

relationships suffer. Like so many other overweight

executives, David was missing all those special moments

with his beautiful wife and his growing kids.

David had allowed the creep to set it, but he had

recognised the cost before it was too late. He saw the look

of disappointment in his wife’s and his children’s eyes. This

realisation became David’s moment of resolution. He knew

that the time had come for him to do something, but he

also knew he couldn’t do it on his own. He had tried once

before to take up running, but on his first run he didn’t

even make it two kilometres before he had to stop. He

says he felt like he was having a heart attack: “I remember

finishing it and thinking, ‘I can’t do this’, and at that moment

I gave up.” He was determined not to let himself be

defeated so easily again.

It was only a few days later that I met David for the first

time. He turned up to his first session with Jess and

Leanne, two of the fittest girls in his office. David let the

girls set the pace, and before long he was sprawled on his

back in the Domain. Jess and Leanne joked that neither of

them would be giving David mouth to mouth if he stopped

breathing.

A week later I was sitting in David’s plush corner office,

where he told me that he would let me train him. “But”, he

said, looking me straight in the eye, “if you push me, I will

quit”. That was then.

This is now. I am writing this on a Saturday in August. It

has been six years since our first session and at 7am this

morning David deadlifted 140kg. He is still four weeks

away from reaching his goal of 150kg, but he and I both

know he’ll get there. These early-morning sessions have

become an important ritual for David. They help prepare

him for his always-full weekend schedule. This weekend,

his son Will has a rugby game and his daughter has a

hockey game. He’s going to be at both games. He will

spend the rest of the day playing with his niece, his

nephew and the kids while his wife does a trial session at

the gym David attends during the week.

After completing his fifth City2Surf with Will two weeks

ago, David wants to improve his 1.6km time so I have

written him a program to help him set a new personal best.

After his Sunday morning sprint session, he’ll be heading

to Centennial Park to start training for the 90km Sydney to

Wollongong bike ride, which he’ll also be doing with Will.

Next weekend, he’ll be one of my competitors in the Nike

Fastest Mile event on Saturday, and we will be teeing off in

the Sunday comp at Ryde-Parramatta Golf Course.

This is the same man who, not six years ago, preferred

the safety of the couch to something as physically

undemanding as a family walk in the park. He’s physically

transformed. He’s lost 32kg of fat and added 7kg of

muscle, and he’s done it all by following the Compass. His

willingness to say yes to anything physical, which stopped

surprising me long ago, has taken him a long way. But

as much as he loves to face east, he’s also made sure to

orient himself to the other directions as well. He executes

his nutrition program, rests when he needs rest, and he

calms his mind when he feels stressed.

David enjoys all of the obvious benefits of exercise: he

has as much energy as he did when he was a teenager,

he’s happier and he’s healthier. His body is stronger and

so are his relationships. He’s also become a powerful and

inspiring leader. When I met him he was in a technically

specialised executive role. Today he is COO at eftpos. His

newfound fearlessness in the face of challenges and his

ability to engage deeply with stakeholders at every level

made him a natural fit for the C suite.

David, like any executive, was time-poor but he didn’t

allow that to stop him. He saw this for the hollow excuse it

was. He says, “People will tell you it’s the real reason, but

it’s not. The real reason is you are afraid—afraid that you

can’t do it. You’re afraid of everything you should be doing

and doing well.” But behind the door you are most afraid to

open is your greatest opportunity for achievement. David

describes the beginning of his journey as “f***ing scary”.

What he got out of overcoming that fear and winning is an

immense sense of pride and accomplishment: “It wasn’t

part of who I was, but it is a fundamental part of who I have

become.”

Becoming an Executive Athlete involves staring down your

biggest fear and winning. It will be one of the greatest

moments of personal growth in your adult life. To be able

to transform your health from your biggest liability into

your greatest asset will change how you define yourself as

a leader, partner and parent.

As an Executive Athlete the best years of your life are

ahead of you.

David, his son Will and Jonathan Cawte

after completing the 2012 City to Surf

EXECUTIVE ATHLETE EXECUTIVE ATHLETE

“Remembering that I’ll be dead soon is the most important tool I have ever encountered to help me make the big choices in life. Because almost everything, almost all external expectations, all pride, all fear of embarrassment or failure – these things just fall away in the face of death, leaving only what is truly important.”

Steve Jobs

BOOK NOW

THE NEXT STEP IS TO REGISTER FOR A DISCOVERY SESSION Can you really defer prioritisng your health and wellbeing for another year? In your professional life, do you wait year after year for the perfect time to act? Do you let a lack of time stop you from achieving a target that is critical to the success of the business?

EXECUTIVE ATHLETE EXECUTIVE ATHLETE

“Sacrifice is what it takes to win. It is the essence of winning, and winning is not optional. Like the athlete, and the executive – I must win. The refusal to accept anything less comes from spending every working day for the past two years putting this program together so that I can guarantee that you will succeed. I am prepared to drop my whole life for 90 days to make sure you and 11 other male executives lose 20kg. I’m pumped for you just thinking about the awesome stuff that is ahead of you.”

Jonathan CawteFounder of Executive Athlete

Executive Athlete Australia

ACN: 614 824 618

P: 1300 21 73 73

E: info@executiveathlete.co

W: www.executiveathlete.co

EXECUTIVE ATHLETE