NEW: Plant Yourself merch designed by my daughter, Yael Zivan.

The Plant-Based Athlete: Matt Frazier, Robert Cheeke, and Josh LaJaunie on PYP 475

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Matt Frazier of and Robert Cheeke of are two of the vegan athletic movement's OGs (that stands for Optimal Greens, I suspect). Robert's been promoting vegan muscle building for over 20 years, and Matt has been inspiring plant-powered runners since 2014.

And they just collaborated on the definitive guide to becoming and thriving as   a plant-based athlete, fittingly titled The Plant-Based Athlete.

Josh LaJaunie (whose story is featured in the book, along with 60 other top-notch plant-based performers) and I joined Matt and Robert to talk about the book, the movement they helped start, and the future.

We talked about why they wrote the book, and the intended audience, which isn't vegans, but regular folks who have been seeing all the plant-based athletic buzz (Tom Brady, Cam Newton, the Tennessee Titans, Venus and Serena Williams, Novak Djokovic, and many more) and are wondering whether a fiber-centric diet can give them a competitive edge (or just help them hurt less after a weekend of warrioring).

And for plant-based folks who aspire to athletic achievement.

We talked about the benefits of viewing nutritional science through a performance lens, as a kind of safeguard against dogmatism and cultish adherence to unhelpful protocols.

And we spoke about the athletic identity, not as a label for the gifted few, but as an aspirational touchstone for all humans.

We talked about an unfortunate dynamic in the vegan community to deny having any physical or mental problems while on a plant-based diet, as if admitting our humanity somehow invalidates the diet and gives ammunition to our critics.

Robert, in a moment of great grace and vulnerability, publicly admitting to a 15-year long anxiety disorder that he felt he needed to conceal for the sake of the movement. I hope that if you're dealing with a health challenge, whether physical, mental, or emotional, Robert's coming clean will allow you to fully embrace your reality without wondering if you're doing something wrong.

My favorite part of the conversation was when Matt and Robert talked about how much it meant to them to hear from championship athletes the impact their work has had. So many professionals and Olympic athletes have Matt and Robert's books on their shelves, have turned to them for recipes and guidance, that reaching out to connect with them turned out to be a wonderful full-circle experience.

Josh, as always, added nuance and color to the discussion by sharing his experiences and perspectives.

I hope you enjoy and benefit from the conversation, and that you rush out and purchase a copy of The Plant-Based Athlete for yourself and everyone you care about.

Extra Resource

My friend Michele Olender of Vedge Your Best has put together a resource list for people looking to transition to and thrive on a plant-based diet. You can request it here.

Looking for Transformational Change?

You know how when you discovered plant-based eating, you basically went, “Holy shit, how come the entire healthcare system isn't totally embracing this as one of the most powerful keys to disease prevention and reversal!”?

That's how I feel now about a psychological approach to transformational change called “Memory Reconsolidation.” Few psychologists have heard about it, and when they do hear the radical transformations it can bring about in a very short time, they're often skeptical to the point of disbelief.

But I've added Memory Reconsolidation work to my own coaching, and can attest to its amazing efficacy. So much so, that I'm devoting the next year to mastering it, studying with the best clinicians and teachers in the world, and then introducing it into health coaching through my trainings.

Right now, I want to triple my coaching practice to get more and more opportunities to do this work. And I'm lowering my fees – a lot – to make it easier for people to work with me.

If you're interested in working with me (and willing to commit to a minimum of 2 months), click the link below to open the form in a new browser tab and I'll get back to you within 3 business days.

Yes, I'm interested in Memory Reconsolidation Coaching.

You CAN Change Other People!

Well, that's what Peter Bregman and I claim in our provocative book of that title.

What we really mean is, you can help the people around you make behavioral changes in their own best interests. If you think you're powerless to help people change, it's because you've been going about it the wrong way.

Discover our straightforward, replicable process here: You Can Change Other People.

Audiobook: Use the Weight to Lose the Weight

Listen to Josh LaJaunie and me narrate our latest audiobook, about how to start moving when you're obese.

It's $10, and Josh and I split it evenly 🙂

Tip Jar

This podcast is not underwritten by advertising, so I can experience complete editorial autonomy without worrying about pissing off the person paying the bills. Instead, I pay the bills, with your help. It's free for those who can't afford to pay, and supported by those who can. You can contribute to the growth and improvement of the podcast by clicking the “Support on Patreon” or “Donate” buttons on the right to help out.


The Plant Yourself Podcast theme music, “Dance of Peace (Sabali Don),” is generously provided by Will Ridenour, a kora player from North Carolina who has trained with top Senegalese musicians.

It can be found on his first CD, titled Will Ridenour.

You can learn about Will, listen to more tracks, and buy music on his website,


Thanks to Plant Yourself podcast patrons – Kim Harrison – Lynn McLellan – Brittany Porter – Dominic Marro – Barbara Whitney – Tammy Black – Amy Good – Amanda Hatherly – Mary Jane Wheeler – Ellen Kennelly – Melissa Cobb – Rachel Behrens – Tina Scharf – Tina Ahern – Jen Vilkinofsky – David Byczek – Michele X – Elspeth Feldman – Leah Stolar – Allan Kristensen – Colleen Peck – Michele Landry – Jozina – Sara Durkacs – Kelly Cameron – Janet Selby – Claire Adams – Tom Fronczak – Jeannette Benham – Gila Lacerte – David Donohue – Blair Seibert – Doron Avizov – Gio and Carolyn Argentati – Jodi Friesner – Mischa Rosen – Michael Worobiec – AvIvA Lael – Alicia Lemus – Val Linnemann – Nick Harper – Bandana Chawla – Molly Levine – The Inscrutable Harry R – Susan Laverty the Panda Vegan – Craig Covic – Adam Scharf – Karen Bury – Heather Morgan – Nigel Davies – Marian Blum – Teresa Kopel – Julian Watkins – Brid O'Connell – Shannon Herschman – Linda Ayotte – Holm Hedegaard – Isa Tousignant – Connie Haneline – Erin Greer – Alicia Davis – Heather O'Connor – Carollynne Jensen – Sheri Orlekoski of Plant Powered for Health – Karen Smith – Scott Mirani – Karen and Joe Crabtree – Kirby Burton – Theresa Carrell – Kevin Macaulay – Elizabeth Rothschild – Ann Jesse – Sheryl Dwyer – Jenny Hazelton – Peter W Evans – Dennis Bird – Darby Kelly – Lori Fanney – Linnea Lundquist – Emily Iaconelli – Levi Wallach – Rosamonde McAtee – Dan Pokorney – Stephen Leinin – Patty DeMartino – Mike and Donna Kartz – Deanne Bishop – Bilberry Elf – Marjorie Lewis – Tricia Adams – Nancy Sheldon – Lindsey Bashore – Gunn Marit Hagen – Tracey Gulledge – Lara Hedin – Meg from Mamasezz – Stacey Stokes – Ben Savage – Michael K – David Hughes -Coni Rodgers – Claire England – Sally Robertson – Parham Ganchi – Amy Dailey – Brian Tourville – Mark Jeffrey Johnson – Josie Dempsey – Caryn Schmitt – Pamela Hayden – Emily Perryman – Allison Corbett – Richard Stone – Lauren Vaught of Edible Musings – Erin Hastey – Sean Owens – Sagar Naik – Erika Piedra – Danielle Roberts – Michael Leuchten – Sarah Johnson – Katharine Floyd – Meryl Fury – for your generous support of the podcast.


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