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Brendan Brazier is thriving—and he’s ready to show the world how it’s done

The vegan Ironman champ and founder of Vega is embarking on a new chapter that will help others mimic his healthy habits for success.
Brendan Brazier
(Photo: Brendan Brazier by Single Track Studio)


When I ask former pro Ironman, plant-based-nutrition expert, and bestselling food writer Brendan Brazier what sets his vegan protein powder, Vega, apart from others on the market, he meets my gaze and states firmly, “Each ingredient is purpose-driven.”

The sentiment could just as easily apply to his professional life, which is arguably the most successful recipe he’s created to date.

thrive bookThis March, Los Angeles-based Brazier will release the fourth installment in his bestselling Thrive book series while also launching a brand-new magazine, Thrive. He also just opened a Thrive Juice Bar (in Waterloo, Ontario), and is consulting on initiatives that address food systems and sustainability.

All of these projects bring his personal how-to-thrive philosophy to the masses in new, bigger ways.

In Print

While Brazier’s first three books outlined his approaches to eating, training, and living, Thrive Energy Cookbook, out on March 4, gives at-home cooks the practical tools, and 150 recipes, to really adopt them.

And Thrive Magazine takes the concept even further, tapping his celeb-packed Rolodex for advice on excelling in all of life’s areas, from career to fitness to diet. The debut March issue features advice from his trainer Tony Horton and the boxing workout of his friend Usher. Richard Branson, Venus Williams, and Alicia Silverstone are all columnists.

“I know people who work really hard and are smart and never get there,” he says. “And I’ve met so many people who have risen to the top when others don’t. There’s so much we can learn from that. How did they get there?” Thrive, the magazine, will attempt to answer that, and without making you feel totally mediocre.

ThriveThe bigger picture

And while Brazier wants to help you kill it during boot camp and business meetings, he’s also concerned about bigger picture issues, like food sourcing and sustainability. “People are sick because they’re not eating well, and the environment is being destroyed,” he says (neither of which he’s okay with).

Up-and-coming tech companies that are looking at solutions to these problems have asked for his expertise because of his “nutrient-to-resource” ratio concept, which look at which foods deliver the most amount of nutrition with the least amount of environmental impact. And his work with the Green Sports Alliance is looking at reducing energy and adding healthier, more responsible food options at stadiums.

If all of this seems like a lot for one uber thin, soft-spoken guy to take on, don’t worry. He’s also got new Vega protein bars coming out soon, which will help fuel his—and maybe your—success story. —Lisa Elaine Held

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