EP. 083

Keith Norris and James Fitzgerald

Keith’s Bio:

Keith Norris is a former standout athlete and military veteran.  He is an elite strength and conditioning specialist and habit change expert with over 40 years of in-the-trenches experience.  As a serial entrepreneur in the health and wellness space, he is a co-founder and Chief Development Officer of the largest Paleo platform in the world, Paleo f(x).  As well, Keith is the CEO of Phoenix Equipment Group, LLC, and a founding member of ID Life, a company whose mission is health and lifestyle optimization. In his spare time, he authors one of the top fitness and personal development blogs in the health and wellness sphere, Theory To Practice, and is the author of The Five T’s, the art of goal setting and continual improvement.

Keith’s Websites and Social Media Links:

Website – paleofx.com

Facebook – Paleo f(x)

Twitter – @PaleoFX

Instagram – paleofx

YouTube – Paleo f(x)

James’ Bio:
The guy that paints the picture, James is the founder of OPEX (Formerly OPT) and The International Center for Fitness. When not coaching, he’s a full-time husband, father and fitness athlete. His 20+ years of experience and service as a strength coach/technician, tireless practice on refining energy system work, nutritional and lifestyle balancing techniques and training of other coaches has made OPEX a sought after method of bringing fitness to a Higher Order.

James has found a desire and passion to understanding fitness through assessment, testing, research, programming and more. He has had many years experience as an athlete from early childhood into adulthood, from playing top level soccer, short and long distance running to CrossFit where he was crowned “The Fittest on Earth”, Winner of the 2007 CrossFit Games.

James’ Websites and Social Media Links:

Website – OPEXfit.com

Facebook – OPEX Fitness

Twitter – @OPEXFitness

Instagram – opexfitness

YouTube – OPEX Fitness

Books mentioned:

Homo Sapiens

Homo Deus

21 Lessons for the 21st Century

The Singularity Is Near

Adaptation in Sports Training

Dream On 

Resources and People mentioned:

OPEX CCP – Level 1

Tom O’Bryan

Andy Galpin

Joseph Mercola

Chris Poirier

Mark Sisson

Robb Wolf

Ben Greenfield


Health Optimisation Summit

Dave Asprey

Joel Kahn 


Shawn Baker

Mikhaila Peterson

Gabrielle Lyon 

Palmer Event Center

Michelle Norris


Mike Boyle

Certified Functional Strength Coach

Brett Bartholomew

Dan Baker

Mike Young 

Loren Cordain

JJ Virgin

Reed Davis



0:00 – 5:25 – Robbie intros the show and asks Keith to introduce himself? 

5:26 – 10:45 – James asks Keith about the genesis of Paleo f(x)

10:46 – 18:40 – James asks Keith how he is measuring the impact Paleo f(x) is having?

18:41 – 22:06 – James asks Keith if Paleo f(x) appeals to the educator or consumer?

22:07 – 26:05 – James asks Keith how he communicates the true meaning of Paleo?

26:06 – 31:09 – James and Keith discuss biohacking

31:10 – 42:20 – James asks Keith how he decides who will present at Paleo f(x)?

42:21 – 53:32 – James asks Keith what his goals are for paleo f(x) 2020?

53:33 – 56:10 – Robbie asks Keith if he kept the napkin that he and Michelle wrote out the vision for Paleo f(x)?

56:11 – 57:35 –  Robbie asks Keith if he and Michelle both have the same genetic predisposition for the Apoe-4 gene allele?

57:36 – 59:00 – Robbie asks Keith if he thinks the name Paleo could limit Paleo f(x) mission going forward?

59:01 – 1:02:40 – Robbie asks Keith about the details for Paleo f(x) 2020?

1:02:21 – 1:03:21 – Robbie wraps up the show!