About Brad

I'm Not An Expert.
I'm Just Ahead of You.

"No letters after my name. No clinic. No lab coat. Just someone who went through it, figured it out, and genuinely can't stop talking about it."

A working-class lad from Nottinghamshire who went plant-based in 2017 and never looked back — now helping others do the same, without the overwhelm.

Brad Brassica
Plant-Based Coach · Nottinghamshire
2017
Plant-Based
Since
The Story

Where I
Came From.

Not a straight line. Not a tidy origin story. Just a bloke who kept asking questions until the answers started to change everything.

The Beginning

A Working-Class Upbringing

I grew up in Nottinghamshire. Nobody in my world talked about nutrition, gut health, or microbiomes. Food was fuel — you ate what was on the table and got on with it. That background shapes everything about how I coach. I don't do complicated. I don't do posh. I do real.

The Day Job

Eight Years in Field Sales

I've spent eight years as a sales rep for PepsiCo — Walkers Crisps, to be precise. Yes, the irony isn't lost on me. But it's taught me to read people, understand habits, and see how behaviour actually works in the real world — not in a controlled study.

2017 — The Turning Point

One Film. Everything Changed.

I sat down with my wife Shan and watched Cowspiracy. By the time the credits rolled, something had shifted. I didn't go plant-based gradually — I just stopped. What followed was a deep, obsessive dive into the science of food and the gut microbiome.

The Diagnosis

Finding Out I Was Dyslexic

I was diagnosed with dyslexia during my time at PepsiCo. It reframed a lot of things — not as a limitation, but as an explanation. I've always processed the world differently. Turns out that's not a bug. It's shaped how I communicate — simply, directly, without the waffle.

The Obsession

The Gut Health Rabbit Hole

Dr Will Bulsiewicz's Fiber Fueled changed how I think about food completely. The gut microbiome, the link between fibre and mental health, the way your bacteria shape your cravings — I became genuinely fascinated. Because I couldn't stop. Still can't.

Now

No Formal Qualifications. No Apology.

I want to be straight with you: I have no formal nutrition qualification. What I have is seven years of lived experience, an obsessive relationship with the science, and a genuine drive to help people cut through the noise. My clients come because I've been through it.

"My mission is to empower you — not to make you dependent on me. I want you to understand your body so well that one day you simply don't need a coach anymore."

— Brad, BradBrassica
What I Believe

The principles that shape every session.

01

You're not broken. You just have the wrong information.

Most people aren't failing because of a lack of willpower. They're failing because nobody's ever explained how their body actually works. That's the first thing we fix.

02

Empower. Don't create dependency.

My job is to hand you the tools and then get out of the way. I'm not building a client for life — I'm building someone who eventually doesn't need me. That's the whole point.

03

The gut is where it all starts.

Cravings, energy, mood, immunity — it's all downstream of your microbiome. Once you understand your gut, you stop fighting your body and start working with it.

04

Environment beats willpower. Every time.

You can't white-knuckle your way to lasting change. But design your environment right — your kitchen, your shopping, your defaults — and the right choices become easy.

05

Plant-based isn't a sacrifice. It's an upgrade.

I'm not asking you to eat rabbit food and feel miserable. Done right, this way of eating has more variety, more flavour, and more energy than most people have experienced.

06

Consistent beats perfect. Always.

I'd rather take Clover on a long walk through the countryside than grind it out in the gym for hours. Progress doesn't require perfection — just showing up consistently.

Outside the Coaching

Life Is
More Than
The Gym.

I'll be honest — I'd rather be out in the Nottinghamshire countryside with Shan and Clover than grinding away under fluorescent lights. Long walks, fresh air, cooking a proper plant-based meal at home — that's my version of a healthy life.

Too much of the fitness world is obsessed with aesthetics, PRs, and suffering for results. That's not what I'm about. I want you to feel good, move well, eat food you love, and actually enjoy your life.

Married to Shan

We went plant-based together the same evening in 2017.

Clover

Clover the Cavapoochion

Chief motivation officer. 100% of the good moods.

Countryside Walks

Zone 2 cardio doesn't need a treadmill. Nature is better.

Obsessed With Food

How do we make this taste incredible AND be good for you?

My Mission

Not to do it for you.
To make sure you can do it yourself.

There are coaches who build clients that keep coming back because they never really learned anything. That's not how I work.

My goal is to give you enough understanding of your own body — your gut, your habits, your psychology around food — that you finish coaching with genuine confidence. Not just a set of rules to follow until the rules run out.

I'm just ahead of you on the path. I've made the mistakes, read the books, done the trial and error. I'm here to show you the shortcuts — then hand you the map and let you run.

Ready To Start?

Take the first step towards feeling better, moving faster, and understanding your body.

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