On this episode of Build Better Brands, Danielle Clarke is joined by Anthea McCourtie about her career from full-time employment to finding her passion, to having a side hustle which eventually became her full time job as a nutritional therapist.

KEY TAKEAWAYS

• As a teenager I was into the dieting approach, I was very obsessed with calories and all the unhealthy attitudes that a lot of us had in the 90s. I became really interested in what food could do for us, so I did a BSc in nutritional therapy part time while I was working and finally qualified at the end of 2012. I was also doing martial arts about 14 hours a week until I had to have shoulder surgery which meant I had some free time, so I got a personal training qualification which bolted on to nutritional therapy.
• People are never just looking for help with their nutrition, there’s factors of weight loss or fitness. Now I work with my one-to-one clients at their homes (for the initial consultation at least) so I can get a feel for how they’re living and their lifestyle. If they do the transformation programmes with me, they’ll be doing nutritional therapy as well as personal training and/or yoga. We work on lifestyle changes as well, it’s more all-encompassing than when I first started.
• Becoming more of a personal brand, with You By Anthea, to incorporate the different things that I do gave me a lot more freedom because, at the end of the day, you’re buying from the person. When I work with people one-to-one, they are buying into me. That allows me to put a lot more of myself into what I do than in my early days on Instagram, it was soulless and very factual. Now I post pictures of myself climbing and doing pole fitness, I don’t teach those things but I feel like I can show it because I want to share what I’m about.
• Calorie counting is a massively flawed system, I don’t use it. Calories are not the same across all foods. Half the time they’re not measured correctly, especially when you’ve got food that’s more than one ingredient, it’s not possible. Calorie output is such a difficult thing to measure – even the machines at the gym or smart watches, it’s wild guess work. But also, food is information: 100 Calories of almonds is going to have a completely different impact on my body than 100 calories of gummy bears! So much of it depends on our hormones, our sex hormone balance, sleep levels, cortisol levels, blood sugar levels and insulin response. The gut and the microbiome have a massive impact on how much energy is extracted from food. 

BEST MOMENTS

‘I like to really immerse myself in things, I’m a bit of an all-or-nothing person.’
‘I work a lot locally, but since the pandemic we’ve all figured out we can do more online than we realised before.’
‘Having my name in the brand has given me a lot more scope to show myself.’
‘My mission is all about empowering mainly women, though I do work with some men as well, to feel amazing about themselves, not just discovering their health, there’s a massive mindset thing in there as well that will directly impact their health and their food choices.’

ABOUT THE GUEST

Anthea McCourtie: I am a registered Nutritional Therapist with a BSc in Nutritional Therapy from the Centre for Nutrition Education and Lifestyle Management (in partnership with Middlesex University).

I am a Level 3 qualified Personal Trainer specialising in at-home and outdoor training using a range of equipment including kettlebells, suspension (TRX) equipment as well as Thai Boxing fitness.  I also have a Level 3 award in designing Pre and Post Natal Exercise Programmes and am a Master Kettlebell Instructor. 

I am a qualified yoga teacher, registered with Yoga Alliance Professionals and offer vinyasa, yin and ashtanga yoga classes as well as individual and partner yoga instruction.

I am a full member of BANT (British Association for Nutrition and Lifestyle Medicine), the CNHC (Complementary and Natural Healthcare Council) and Personal Trainer.

Website: https://youbyanthea.co.uk/ 

Instagram: @you.by.anthea

PODCAST DESCRIPTION

The Build Better Brands podcast is to inspire small business owners and help them realise that they don't have to be Nike to have a great brand, and the sooner they start to focus on making it better, the sooner they can improve their lives and the lives of others.

On the show I’ll be talking to business owners that have built brands from the ground up. Branding is how you present your best self to your audience consistently. And if they can do it, so can you!

ABOUT THE HOST - DANIELLE CLARKE

Danielle Clarke is a Brand and Marketing Consultant, University Lecturer and Business Owner. She spends her time consulting and working with business owners to help them attract and retain their best customers.

WORK WITH DANIELLE TO HELP BUILD THE BRANDING AND MARKETING STRATEGIES YOUR BUSINESS NEEDS TO GROW: https://calendly.com/hello-danielle-clarke-creative/free-15-min-discovery-call 

CONNECT WITH DANIELLE ON LINKEDIN: https://www.linkedin.com/in/danielle-clarke-creative-brand-designer-marketing-consultant 

SUPPORT THE SHOW: https://www.buymeacoffee.com/danielleclarke 

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