Image credit: Jacob Lund
Bacon knows my name. It calls me from the fridge!
— Bruce Whitfield
It’s a purist, old-fashioned approach… no one is as obsessed with whole foods as we are!
— Wayne Kaminsky, FitChef
You place your order online… People love simplicity… We have a two to eight working day delay… We ship everything in frozen food trucks…
— Wayne Kaminsky, FitChef
FitChef founder Wayne Kaminsky ran, swam and did bodybuilding.
He even practiced hard-core Bikram yoga.
Yet, he remained overweight and not in great health.
In 2012 he tried out for MasterChef, which led to the launch of FitChef after realising that all good diets fail for the same reason:
We will always eat what is most convenient. If you don’t have healthy ready-to-eat meals in your fridge – and at work – you will fail.
What if your fridge and freezer was filled with really tasty, healthy food that took less effort to prepare than a sandwich, he wondered?
You’ll succeed!
And so FitChef was born…
The Money Show’s Bruce Whitfield interviewed Kaminsky for his weekly “ShapeShifter” feature.
Listen to the interview in the audio below (and/or scroll down for more quotes from it).
A friend of mine said, ‘If only you could lose five kilograms, you’d look great!’
— Wayne Kaminsky, FitChef
Food is more than food.
— Wayne Kaminsky, FitChef
You’ve got to think of food first, but we don’t have the time.
— Wayne Kaminsky, FitChef
We’ve got 70 people now…
— Wayne Kaminsky, FitChef
…It’s a complex business…
— Wayne Kaminsky, FitChef
We own as much as possible…
— Wayne Kaminsky, FitChef
How many customers sign up for recurring orders? We have people who have been with us for four years…
— Wayne Kaminsky, FitChef
It was incredibly hard [to set up the business]… It was a case of ‘think smart’, ‘try and find partners’… we could not scale big enough…
— Wayne Kaminsky, FitChef
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