Not long ago, I had the pleasure of meeting with Jared Williams who is the Founder of Fresh Fitness Food, the number one bespoke meal delivery service in London.
25 chefs, several of whom are from Michelin starred backgrounds, daily menu changes, 5 in house nutritionists who are assigned to deliver nutritional advice and education to every client depending on and working around their specific needs; Fresh Fitness Food is as much of a lifestyle business as it is a fitness business.
Jared spent 4 years as a lawyer struggling to eat the way he wanted to, rather than the way London wanted him to eat. So, he did something about it, and Fresh Fitness Food was the result.
In this interview, Jared goes into more depth about his motivations behind starting the company, his journey to where he is right now, where he sees the company going in the future, as well as the exciting new partnership between Fresh Fitness Food and Focus Fitness UK! Here is our interview with him when we met:
How did you first get into the fitness industry?
I came into the fitness industry from an unusual angle, law, which I practiced for 4 years. Growing up in Cornwall however, I always enjoyed fitness through rugby and other sports, mainly because I was able to recognise the positive improvement fitness can have on you as a person.
How did Fresh Fitness Food all begin, what was the inspiration behind the concept?
Generally, as a result of my passion for fitness but also frustration, working in corporate London with all its perks still couldn’t provide the food I wanted, yet I could order pizza at 3am. The idea really stemmed from me wanting to fufill my desire for a healthier food option when I pleased. Unfortunately, I was eating the way London wanted me to eat and not the other way around.
What were the biggest challenges that you have faced since founding Fresh Fitness Food?
The financial side of growing a young business was incredibly challenging. I keep a background photo of a bunch of coins on my phone to remind me of a particularly difficult time in the early stages of the business where I found myself with £4.50 to my name and I had no choice but to perform or the business would be over by tomorrow. Additionally there are also mental stresses to balance, and being a pioneer in the field, leaves you with no blueprint. As the business grew, the challenges and stresses simply changed, rather than disappearing; the key is to persevere through it.
What is your proudest achievement since you started Fresh Fitness Food?
The team we have in place. They are accomplished, motivated and achieving great things. It takes a lot for a start up to find, attract and motivate an awesome team and I think I have achieved that.
What would you say sets you apart from other meal delivery services?
Every food company in the world will say “the quality of food”, which is true but I’d also say there are 3 main things which really set us apart. The first being the service, we have a team of 5 specialised nutritionists in place and an entire support structure to ensure that our clients are supported and offered a truly exceptional service as well as product. Secondly, we deliver daily, which can be a huge expense but, importantly, it means our food is fresh, which has always been a key part of our offering. Lastly, we offer a uniquely personalised service and cater to our customers needs, the food options are flexible, shaped around people’s views, beliefs and tastes, allowing us to deliver based on their specific requirements.
Now, let’s talk about our exciting partnership! What do you aim to get out of a partnership?
I’ve always been convinced that strong partnerships make a difference, not only as a way of accessing new clients, but also strengthening the offer we have for our existing customers. Fresh Fitness Food is a mechanism to help trainers from Focus Fitness to succeed, it is an additional revenue stream for those trainers helping them get better results, in a nutshell Focus Fitness UK are setting up a personal trainer for a successful career, Fresh Fitness Food are making sure they keep that successful career.
What made you want to partner with Focus Fitness UK?
I am very fortunate to know the Managing Director Gavin Heeroo, whom I have a lot of respect for especially with regards to his work ethic, but also what he has done professionally before Focus Fitness. What I really like is that you only bring on a certain calibre of personal trainers and you expect people to successful high achieving personal trainers. I think that from your side, if your personal trainers still have a job in 2, 5 or 10 years, then it’s good for Focus Fitness UK’s reputation.
Fresh Fitness Food is a mechanism to help the personal trainers succeed, we want to help them get better results, save time, and expand their marketing materials, essentially, allowing them to outsource a lot of the stress of being a personal trainer to us. For that reason, I feel like we are actually doing the same thing, we both want our teams to succeed.
We hope you have enjoyed this post by Focus Fitness UK, please be sure to check out Fresh Fitness Food for some epic food options.
If you’ve found this post insightful, why not check out some of our previous posts on our blog page or if you are interested in becoming a qualified personal trainer check out our main page for course information.