Who We Are
The idea for APE was developed when Izzi and Josh were travelling in India. Both of them were unhappy in their London based jobs so needed to take some time out. This time away created the space that they both needed to realise what they actually wanted to do with their lives. Josh had always been heavily into sports, nutrition & health optimisation so was using this time for personal research and reading. At the same time, they both began to deep dive into meditation and it became part of their morning and evening routine.
This caused something to click into place for Josh and he began to explore the relationship between the body, mind & soul. He started to understand how a more holistic approach, taking the time to work with each of these aspects, was the most optimal for him to live his life. By gaining deeper knowledge of health, nutrition and how to leverage them, he was able to take his performance to another level and surpass limitations he had been previously experienced.
A desire to share this message acted as the catalyst for APE Nutrition and Josh started to think about which products could best help people on their journey to optimal health and performance. Both Josh and Izzi felt that there were so many ‘health’ brands selling gimmick products that weren’t genuinely healthy. They recognised that the majority of ‘health foods’ were packed with artificial sweeteners and genetically modified ingredients. With a huge number of supplements on the market being poorly sourced and therefore lacking in the beneficial compounds they’re known for.
They set out to create a brand which encompassed Josh’s passion for helping others with training and nutrition in the best way they could. A philosophy was developed and they began writing recipes, planning ingredients and creation methods 6 months before they came back to the UK. Many recipes and logo drawings were scribbled down on those 32 hour Indian sleeper trains.
When they arrived home they began experimenting with self developed recipes and methods of creation. After a bunch of trials and errors they developed the first ketogenic protein bar that they were happy with. As with all of the products that followed, this was 100% real-food and made from highest quality organic ingredients.
During this period Josh had to go back into finance in order to self fund the launch of the company and Izzi was working as a Nanny whilst training to become a Meditation Teacher. Fast forward a few years, Izzi and Josh are now full-time at APE with a growing product line. There was a lot of hard-work and tears to get where they are now, but they couldn’t be happier with the decision they made to start. Every order placed goes towards helping two people achieve their dream, so thank you to everyone who makes this possible.