Journey, Fundamentals Alex Maples Journey, Fundamentals Alex Maples

Health is Not a Knowledge Problem

It all begins with an idea.

From Director of Health Alex Maples

After years of coaching, educating, and writing in the health and fitness space, I can confidently say: health is not primarily a knowledge problem. 

The things that actually matter aren’t a mystery. People generally know they should be physically active, eat mostly whole foods, get enough sleep, and manage their stress. The mystery is why it’s so damn hard to pull off.

Health, at least the part of it we can meaningfully influence, is largely an impulse architecture problem. We all know, at least in broad strokes, what we should be doing. The hard part is actually doing it. The human experience is a pinball machine of urges, cues, emotions, habits, cravings, fatigue, convenience, reward, and identity. So the real work isn’t finding the perfect diet or exercise plan. It’s learning how to notice, steer, and gradually redesign your impulses.

What I Mean By Impulse

By impulse, I don’t just mean craving or lack of discipline. I mean the full set of internal pulls that shape behavior: hunger, stress, fatigue, convenience, boredom, reward, habit, identity, relief. Some impulses are clearly destructive, some are clearly useful, and many are somewhere in between. The point isn’t that impulse is inherently bad. Instead, it’s that human behavior is constantly being influenced by it.

There are really two games being played in shaping impulse: inhibition and cultivation.

The Short Game: Inhibition

Here, we’re talking about noticing an impulse as it arises, creating enough pause to avoid immediately obeying it, and reducing its power in the future by adding friction, changing the environment, or interrupting the pattern before it completes itself. And early progress against an impulse (overeating, for example) doesn’t mean that the urge disappears. If you struggle with overeating, you may still feel compelled to eat beyond what you need. That doesn’t mean you’re not making headway. What you’re looking for is that the follow-through on the urge becomes less automatic. You see it sooner. You create space between feeling and acting. You stop giving every impulse immediate authority.

The Long Game: Cultivation

But inhibition is not the end game, because white knuckling through every impulse for the rest of your life is not sustainable.

The long-term game is cultivation. It’s the repeated practice of behaviors that lead to good outcomes until they begin to feel more natural. Eating regular meals. Learning satiety. Building forms of relief that are not just food, alcohol, scrolling, or avoidance. Walking after dinner. Lifting weights a few times a week. Going to bed a little earlier. Structuring a life where healthier choices require less negotiation. At first these behaviors are effortful. They’re hard because they’re not yet impulses. But with enough repetition, they begin to move in that direction. The healthy path becomes more familiar, more rehearsed, and more automatic.

Enter the Impulse Landscape

That’s where the work begins to shift. When the unhealthy urges stop being the only thing that feels natural, the old impulses lose some of their power. New patterns have been repeated enough times to become part of you. Which raises a deeper question: what shapes the kinds of impulses that are most likely to show up and win?

Not every impulse arrives with the same force, frequency, or authority. Some show up consistently. Some only show up under certain conditions. Some feel loud because they have been repeated for years. Others feel weak because they are new, fragile, or unsupported. 

Enter the impulse landscape. It’s the overall environment, both internal and external, that determines which impulses are most likely to arise and which ones are most likely to win.

Most people think behavior change is about winning isolated battles. Resist the cookie. Go to the gym. Put the phone down. Go to bed earlier. But those moments are not random. They are produced by a larger landscape.

A person who is underslept, overstressed, underfed, lonely, surrounded by hyperpalatable food, and used to soothing themselves with eating is living in a very different impulse landscape than someone who is rested, eating regularly, has structure in their day, has built a few reliable coping mechanisms, and has repeated healthier patterns enough times that they feel somewhat familiar.

Same person, different landscape, different impulses.

The Five Forces

So, what actually shapes a person’s impulse landscape? In my experience there are five major forces: physiological state, emotional state, environment, repetition, and identity.

Physiological State

By physiological state, I mean the condition of the body you are living in at a given moment. Sleep deprivation, pain, illness, under-eating, hormonal disruption, blood sugar swings, nervous system dysregulation, and poor recovery all change what feels appealing, what feels effortful, and what kind of impulses are most likely to show up.

Emotional State

Emotional state is the inner weather. Stress, boredom, loneliness, anxiety, resentment, sadness, excitement, and the desire for relief all change what we want and what feels easiest to reach for. A lot of impulses are not really about pleasure; they’re about regulation.

Environment

Environment is the set of external conditions shaping what behaviors are easiest to perform. What food is in the house, what cues are visible, what friction exists between you and destructive behaviors, and what support exists for healthier ones all influence which impulses get acted on.

Repetition

Repetition is the process by which behaviors become more familiar, more available, and more automatic. What we repeatedly do, especially under similar conditions, starts to feel like the natural thing to do next.

Identity

Identity is what a person believes about themselves. We all tell ourselves stories about who we are, and those stories shape our behavior. When I was 350 pounds, I identified as someone who did not care. A big part of becoming healthy for me was becoming someone who cared deeply about my body and was willing to do what was necessary to take care of it. 

Now that we see the landscape, the next step is to figure out how to shape it. 

The Wedge Between Impulse and Action

When you find yourself struggling with an impulse, start by pausing to check in and ask why. Are you underslept? Has work been stressing you out? Have you already had four cups of coffee and now your nervous system is redlining?

Tuning into your internal state can give you a lot of information. It can’t undo a bad night of sleep or that extra espresso, but it can give you a moment of pause to make the next choice a better one instead of cascading down compounding error mountain. That pause, what I like to call the wedge between impulse and action, is fundamental to the early stage of building a healthy lifestyle, the inhibition stage we talked about earlier.

Design the Friction

If you want to make it easier to do the things you genuinely want and harder to do the things you don’t, you’ve got to engineer friction in the right places. It starts with reshaping your environment. If you want to exercise more, that might mean getting a membership to a gym that is between your house and work so you drive by it everyday (less friction on getting to a workout).Or you might hire a personal trainer so you have some external accountability and a scheduled time to lift weights (more friction on flaking out of a session). 

When it comes to food, I have a rule about keeping tempting foods in the house. 

Early on, there were nights when I would leave my house, drive to the Walgreens near my apartment, and sit in the parking lot debating whether to go in and get a snack. Sometimes the impulse won. Sometimes I walked away. But even on the nights I lost, the rule held: do not keep it in the house. That was what mattered. Over time, the trips got rarer. The friction of having to leave the house gradually started doing more work than my willpower ever could.

It’s a lot easier to exercise discipline in the grocery store once a week than every time I walk past the pantry. Again, increasing friction between me and the foods I’m most likely to eat impulsively.

I know what comes next: “But my kids need snacks.” Or, “I can’t subject my spouse to that.” And you are right. There are situations where you have to keep things around that are not perfectly aligned with your goals. That is part of being in a family, having friendships, and living in the real world.

My wife, for example, likes to keep chocolate bars in the house. I am exactly the kind of person who will eat an entire chocolate bar in an evening, piece by piece, every time I walk past the cabinet. So I made a rule for myself: it is my wife’s chocolate. I can have a piece, but I have to ask her for it first. Obviously, she will say yes. That is not the point. The point is that the friction of having to ask is often enough to make me reconsider, especially if I have already had a piece.

The Story You Tell Yourself

The final part here is identity. The stories you tell yourself about who you are have a profound effect on how you respond to impulses. Identity matters because it shapes how you interpret moments of struggle. If an impulse comes up and your story becomes, “F**k it, I don’t care,” you’re dead in the water. But think about if the story is, “I do care, this is just hard.” Then, even if you don’t respond perfectly, you haven’t abandoned yourself. 

The point of noticing is not just to become more aware. It is to start making choices that leave the version of you an hour from now, tomorrow, and next week better off.

Say you notice that scrolling on your phone until midnight leaves you wrecked the next day. Awareness is step one. Step two is intervention:  an alarm clock so the phone doesn’t have to sleep in the bedroom, some light fiction to fill the pre-sleep window, or a Brick that blocks the tempting apps after a certain time. Different tools for the same goal: putting friction between you and the impulse. 

The more you learn to care for your future self’s physiological and emotional state, through environment, identity, and repetition, the more regulated and healthy you become. And the more regulated and healthy you become, the less effort it takes to make the next good decision, because you are already operating from a better baseline.

The Real Work

At the end of the day, I think this is the real work of health. Not memorizing more information. Not waiting for perfect motivation. Not trying to become some perfectly disciplined robot. It is learning how to work with the actual conditions of your life so that over time the healthy choice becomes easier to see, easier to access, and easier to repeat.

Read More
Journey, Fundamentals Alex Maples Journey, Fundamentals Alex Maples

Regulation: The Foundation of Discipline

It all begins with an idea.

From Director of Health Alex Maples

Deadlines, social life, 10,000 steps, the world is on fire, what’s for dinner? 

Life is stressful, no matter who you are or what you do. And, we often don’t realize how much of it we’re carrying.

As stress accumulates, our brains nudge us toward relief.  We feel the urge to scroll, grab a snack, reach for a substance, or let out a long sigh. These strategies are built over a lifetime, shaped by family, culture, peers, and personal experimentation. Over time, we each develop a set of small, automatic behaviors that our nervous system deploys to let off just enough steam to keep going.

These impulses aren’t inherently good or bad. They are attempts at regulation. In the short term, they serve an important role: alleviating stress so we can continue about our day. The issue arises when the strategies we rely on most often for momentary relief lead to outcomes we don’t want over the long term.

I grew up in a family that largely relied on food and alcohol for comfort. A tasty treat to feel good for a moment, or a glass of wine after a busy workday. Neither is problematic in isolation. But when these become the default strategies over years, small negatives compound into meaningful ones. When baseline stress rises or a major stressor appears, those short-term solutions can go into overdrive. A glass of wine might become a bottle, reaching for food might become binge eating, and what once soothed begins to create real problems. For me this led to being 350 lbs at 22 years old. Food, alcohol, and video games were how I navigated stress. I needed new tools that led to better outcomes. 

One of the first things I did was start walking. Initially, the goal was simple: lose weight.

What I didn’t expect was how it affected everything else. The more I moved, the more regulated I felt. The constant pull to eat for relief started to fade, not because I was exerting more willpower, but because I didn’t need that outlet in the same way anymore.

I thought I was walking to burn calories. In reality, I had found a reliable way to regulate my nervous system. That shift turned out to be a critical piece in overcoming binge eating.

I never intentionally gave up video games. I just found playing in the real world became more satisfying. Walking turned into running. Running turned into biking. Biking turned into mountain biking, then rock climbing, triathlons, martial arts, hiking… I found the gamification of the real world scratched the same itch for adventure and progress that video games had been occupying. The more I played in the real world, the healthier I became, eventually losing 150 lbs.  

That experience taught me something important: 

What Looks Like a Discipline Problem is Often a Regulation Problem

Emotional dysregulation drives impulsiveness. When the system is ramped up, it looks for the fastest, easiest path to regulation. That default tends to determine what we do next until we return to a more regulated state.

Discipline becomes easier when regulation is handled upstream. When we’re trying to be more disciplined in any area of life, the real work is learning to operate from a regulated state. I think in terms of building a toolbox for regulation and deliberately diversifying how I manage stress, both proactively and reactively.

The goal is to use tools that not only relieve stress in the moment, but also support health, resilience, and long-term goals. And, those tools have to be personal to you.

I’ve found it useful to think of regulation strategies along two dimensions: when they happen and what they cost.

Some strategies are proactive, things we do regularly that keep our nervous system regulated before stress builds up. Others are reactive, things we reach for in the moment when stress spikes.

The second dimension is the long-term consequence. Some strategies improve our health and resilience over time. Others are neutral. And some come with real costs.

Regulation Strategy Matrix
Reactive Proactive
Supportive Deep breath, stretch, walk Meditation, prayer, gratitude, exercise, meaningful connection
Neutral Snack, short scroll, moderate substance use Movie night with the family, cooking a special meal
Costly Binge eating/drinking, doomscrolling, substance misuse Having a couple of drinks with friends*

* Note that even social drinking sits in “costly” because the framework tracks long-term physical impact, not occasion. Plenty of people would slot it as neutral; this is a deliberately conservative read.

You might find you spend the majority of the time in the bottom left of the chart. 

The nervous system will always choose the fastest available form of regulation,which is why people tend to default to:

  • Phones

  • Substances

  • Pornography

  • Food 

  • Distraction

Practices like walking and breathing can work quickly too, but you have to practice them proactively before they become your reactive strategy. 

And, things can fall into more than one category. Exercise can be a great proactive or reactive strategy, but if it becomes compulsive and exceeds healthful amounts, it can start to break you down. Same goes for consuming media, a treat food, alcohol, or cannabis. The right dose in the right context can be neutral or even supportive, but taken too far they can become detrimental.

This is where a well-rounded toolbox becomes valuable. It allows you to notice how strategies are affecting you and call on different modalities at different times to best support your health and longevity.

There is no one size fits all prescription, and different seasons of life call for different strategies. Some patterns warrant professional support. If a coping strategy feels truly out of your control, the right tool is often a therapist or doctor, not a better matrix.

The goal here is to become aware of the strategies we have, build a supportive toolbox, and then monitor and adjust based on outcome. Turning from subconscious habits towards conscious systems.

“The Ditch is Never Far Away”

Rewiring subconscious patterns takes time, and the process is rarely linear. 

Lapses happen. The ditch is always near when you’re driving down the road. When you find yourself there, don’t panic. Correct calmly and get back on the road.

The deep neural grooves of your habits (the ditches) don’t disappear overnight. Under stress it’s easy to slide back into them.The real skill is having patience with yourself, noticing it quickly and steering back toward the strategies you’re working to cultivate.

Over time you get better at both staying out of the ditch and getting back on the road.

Build Your Regulation Toolbox

Before trying to change anything, start by noticing what you already do.

Take Inventory

Think about a typical day or week. When stress shows up, what do you reach for?

  • When you’re bored:

  • When you’re overwhelmed:

  • When you’re anxious:

  • When you’re tired:

  • When you’re avoiding something:

Write down your most common strategies.

Map Your Patterns

 For each strategy, ask:

  • Is this something I use reactively or proactively?

  • Over time, is it supportive, neutral, or costly?

Most people will find that many of their defaults fall into the reactive, neutral-to-costly range. That’s normal.

Look for Signals

  • Which strategies do you rely on most?

  • Which ones leave you feeling better afterward?

  • Which ones solve the moment but create problems later?

Upgrade, Don’t Eliminate

The goal isn’t to remove coping strategies. It’s to improve them.

Choose one or two supportive strategies you’d like to use more often. Keep it simple and realistic.

Make It Easy

The nervous system will always choose the fastest available regulator.

If you want to use better tools, they need to be just as accessible as your defaults.

  • Can you reduce friction to use the tools you want to cultivate?

  • Can you increase friction on the ones you want to rely on less?

Make One Small Commitment

The next time I feel ________, I will ________ instead of ________.

You already have a toolbox. The goal isn’t to build one from scratch, it’s to shape it so that the strategies you reach for most often are the ones that support you over time.

Read More
Journey, Fundamentals Alex Maples Journey, Fundamentals Alex Maples

Sleep, Recovery, and Stress Management: Vital Tools for Staying in the Game

It all begins with an idea.

From Director of Health Alex Maples

In a fast paced world that shows no signs of slowing down it can feel crazy to prioritize downtime. But the faster the world gets, the more vital it is to intentionally unplug and recharge. If we get caught in the trap of “more more more,” we end up operating at a deficit – and never see our true potential. 

Taking time away can feel like falling behind. In reality, it’s what gives you the energy to keep pace. With the performance benefits of sleep, recovery, and better stress management, the reality is you can’t afford not to make them a priority. Think of these habits as maintenance: a small, regular expense that protects every other investment.

Sleep: The Cornerstone of Physical and Mental Recovery

Sleep is the foundation of recovery, both mentally and physically. From emotional regulation and cognitive performance to actually laying down the improvements you chased in the gym, sleep isn’t an afterthought. It’s the work behind the work.

What It Does

Walking: A Simple, Powerful Recovery Tool

Walking is widely accessible, adds to your recovery bank, and pays off without having to walk 10,000 miles. 

  • Blood flow: Gentle contractions while walking act as askeletal‑muscle “pump” that pushes venous blood back to the heart. 

    • Short bouts of walking (3-5 minutes) counter endothelial dysfunction caused by prolonged sitting.

    • A healthy endothelium (the “smart lining” of blood vessels) opens and closes flow on demand and keeps surfaces slick – meaning less plaque and clot risk.

  • Improved glucose clearance: A 10-15 minute walk after a meal reduces blood sugar spikes and low-grade inflammation risk (think type 2 diabetes, nonalcoholic fatty liver disease, and rheumatoid arthritis).

  • Boosted mood, focus, and creativity

Nature Exposure: A Low-Friction Stress Relief

 
 

Proactively Managing Stress Pays Dividends 

Stress is part of the game and a necessary ingredient for performance. But there’s a sweet spot. Too little stress means no focus and no action; too much systems start to fray. High stress load is tied to higher risk of all cause mortality (22%) and cardiovascular disease (31%). Plus, it compromises immunity (hello, frequent colds).

It’s not about avoiding stress; it’s about noticing when you start to drift too far out of a healthy range and using simple tools to come back into balance.

The Takeaway

Sleep, recovery, walking, nature, and a few repeatable stress tools aren’t luxuries; they’re vital infrastructure. When you protect them, everything else (from training and metabolism to thinking and mood) works better.

And, you don’t need a perfect routine. Start with one: 10 minutes of walking after lunch, a quick wind-down before bed, or three big breaths between meetings. Small, consistent deposits compound, and they’ll keep you in the game for years to come.

Read More
Journey, Fundamentals Alex Maples Journey, Fundamentals Alex Maples

Meaning and Purpose

It all begins with an idea.

From Director of Health Alex Maples

A labor of love is sustainable (nothing else is).

Taking care of your body is work. Forgoing the tasty thing in front of you to keep a healthy body weight. Sweating and grunting in the gym to build muscle. Making time to move so your cardiovascular system runs smoothly. Being disciplined about getting to bed each night so you can recover and do it all again. It can feel daunting, especially at the start. 

That’s why I encourage anyone building a healthy lifestyle to start by connecting their fitness and health journey to meaning and purpose. Don’t just do it because you “should.” Tie it to your ability to be effective as a parent/spouse/business owner – the roles that matter most. Then, what seems like a chore becomes the scaffolding for the life you’re building.

Aesthetics are Great, but There’s More to It

We all want to look good. But consider expanding the frame: connect body composition to the functional realities of blood sugar management, inflammation, and longevity. Managing it is a lever to support your performance now and in the future – so you can watch your kids grow up and build families of their own, get down on the floor to play with your grandchildren, or have the physical capacity to do the activities you love decades down the road.

Movement as a Celebration

Find ways to move your body that truly bring you joy: pickleball with good friends, dancing with your spouse, training to summit that mountain you’ve dreamed of. A daily foundation of movement keeps you primed for adventure and fun. When it’s fun, it stops  being a task and becomes something you can’t wait to do.

Take Care of Future You

Sleep can feel like it's getting in the way. “More work to be done.” “The kids are finally down – this is my only me-time.” “One more episode.” Every night offers a barrage of choices that either hurt or help your future self. Prioritizing sleep sets tomorrow up to win. Remember how much better you feel. think, and train after a solid night's rest – it might help you resist the scroll.

Putting It Together

Widen the time horizon. One workout, one walk, or one night of sleep won’t make or break you. But ten years of small good choices vs. small bad ones? It’s the difference between creaky and capable. When things start to feel like a grind, zoom out. Re-orient to the things you really care about. Think about how much better a healthy version of you will feel and perform in those situations. Health is the quiet engine behind it all – steady deposits that compound into the life you want.

Read More
Journey, Fundamentals Alex Maples Journey, Fundamentals Alex Maples

The First Principles of Health and Fitness

It all begins with an idea.

From Director of Health Alex Maples

You’re busy. You’ve spent a lifetime dialing in where and how to spend your time, effort, and resources to get the best results: in your business, with your investments, with your family, and maybe in your fitness journey. There’s a lot of noise in the fitness space, and there’s nothing more frustrating than wasting your time and energy on something that doesn’t get you the results you want. 

Welcome to First Principles, a series of posts and resources to help you focus on what truly moves the needle so the energy you spend improving your health is as efficient and effective as possible.

We’ll dive into four main pillars – the foundations that provide the greatest return on our investment when it comes to building lasting health. Here’s the quick overview:

Body Composition: What You’re Made Of Matters

You probably know that body composition matters. (Look better? Check. Be healthier? Double check.)

But your ratio of muscle to fat isn’t just about aesthetics or a standalone marker of “health” – it’s metabolic currency. More muscle improves insulin sensitivity, bone density, and resting metabolic rate. Too much fat, especially around your organs (visceral fat), drives inflammation and increases the risk for chronic disease. Improving lean mass while reducing fat is strongly associated with lower all-cause mortality. 

Think of muscle as a long-term asset – it keeps you strong, mobile, and resilient as you age. But, we all lose muscle as we age. Building more now helps retain more later, helping you stay upright and independent.

Fat, on the other hand, is the cost of doing business. Sometimes it accumulates as a byproduct of growth. That’s okay – it's part of the process. But eventually, the books need to be balanced. That’s where fat loss phases come in. They’re financial audits – strategic, intentional efforts to trim the excess and keep the health account in the black.

Cardiorespiratory Fitness: The Engine Under the Hood

Often relegated to the realm of endurance sports nuts, cardiorespiratory fitness (CRF) is in fact one of the strongest predictors of lifespan. VO₂ max, a key measure of CRF, reflects how well your body delivers and uses oxygen – a capability every cell in your body depends on.

Good CRF helps you think clearly, recover faster, and handle more physical and mental stress. It lowers the risk of heart disease, stroke, and even some cancers. (And, yes, it lets you run that ultra if you want to.)

The best part? You don’t need to run marathons. Consistent zone 2 cardio (think brisk walking, cycling, rowing at a conversational pace), along with occasional higher-intensity sessions, can make a profound difference.

Sleep and Recovery: Your Built-in Repair System

When you’re trying to get healthier, the first instinct (like many people’s) might be to add more: more workouts, more supplements, more productivity hacks. But sometimes the most powerful lever is knowing when to rest.

Without quality sleep and recovery, you don’t adapt – you just accumulate stress. Recovery is when your body rebuilds, your hormones rebalance, and your mind processes the world around you.

Lack of sleep impairs glucose metabolism, weakens the immune system, disrupts mood, and fogs cognitive function. Deep sleep, in particular, is essential for physical restoration.

When you train, you write the check. Recovery is when you cash it.

Stress Management and Purpose: The Psychological Core

You can’t out-lift chronic stress or out-supplement a lack of meaning. (Read that again.)

Stress isn’t inherently bad – if you have goals or care about anything (i.e., you’re human), stress comes with the territory. In fact, too little stress can be just as dangerous, often signaling a lack of purpose or engagement.The real key is learning to manage and channel it. 

Chronic stress disrupts your hormones, appetite, sleep, and focus. But when stress is anchored to purpose, it becomes fuel instead of friction. A clear why is a GPS for your nervous system. It helps you reframe discomfort as growth, and it keeps you aligned when life gets messy.

You build resilience just like you build strength: through consistent training. Breathwork, boundaries, meaningful relationships, movement, time in nature – these are essential tools, not luxuries.

It’s a System, Not a Checklist

These four pillars don’t exist in isolation – they support and amplify one another. Better sleep enhances body composition. Cardio improves stress tolerance. Purpose sustains consistency.

Health isn’t about chasing perfection – it’s about mastering the fundamentals and building a system that works for your real life.

This series is designed to equip you with practical tools and mental models to strengthen the core pillars of health. You’ll learn how to filter out the noise, focus on what actually matters, and tailor a system that fits your goals and lifestyle. Whether you want a quick overview or a deep dive, you’ll find both the why and the how, along with a clear roadmap to support not just your health, but your life as a whole.

Read More