Guy is the co-founder of TRIBE, a natural performance nutrition business that makes energy and protein bars from whole food ingredients.
Famous for their spirit of community, which regularly brings scores of runners together to pound the streets, the business is on a mission to change the world of performance nutrition by "trusting Nature" and to "inspire our tribe to reach their infinite potential".
Why do you do what you do?
I love the idea that our products inspire people to take on challenges and provide the fuel to get them to the finish line.
After years of frustration guzzling highly refined sports nutrition, we set of to make products that help our customers perform everyday whether that is in a yoga class, between meetings... or running ultra marathons. Our products are packed with nature's finest ingredients to help you perform every day.
What's the one thing that your work has taught you that you wish everyone knew?
Our products and community provide a myriad of benefits: it is very easy to overcomplicate the offering. Instead of trying to tell everybody everything about what makes you/your product great, distill the 2 or 3 things that really matter to that specific audience and hammer them home. Simplicity of message is the most important thing.
What book have you found most inspiring recently?
Measure What Matters is a book on goal setting and leadership. I find it a really useful resource to help me work with our team to set targets and get the best results.
What are your plans or ambitions for the next 6 months?
The focus for the next 6 months is to continue to expand distribution into retail sites nationwide. After having proven the footprint in the UK we are looking to take TRIBE international!
What's your morning routine?
I wake up at 5am, meditate for 20 mins and go on an hour's run, come back home and make porridge for my wife and kids. I leave home feeling a million dollars.