Matt began his interest in sports at an early age starting Karate at 12. These interests led to a life-time
obsession with all things training, nutritional and health related.
After gaining his instructors qualification in Karate, he went onto coach fitness at his local amateur boxing club.
After completing a degree in Political Philosophy at Bristol, Matt couldn't keep away from the health and fitness arena and qualified as a personal trainer; eventually running his own company in the City. This led to developing his other passion: nutrition. Matt undertook a further three years of study at the Institute of Optimum Nutrition.
He went on to spend time on Harley Street, specializing in elite sports, female hormonal health and body composition management.
The contacts he made through this work led to a spell, working as nutritionist with Millwall football club during which time they made the play-off for the Premiership and also qualified for the FA cup final.
In 2002 Matt started working with the England Rugby Team and was part of Clive Woodward's team that lifted the World Cup in 2003. He continues in the same role working with the England team and was a member of the team who against all the odds reached the final of the 2007 Rugby World Cup. Matt has worked with London Wasps, London Irish, Saracens and Leicester Rugby Clubs Sports Nutritionist.
Matt currently works UK Athletics team as they prepare for the Olympic Games in London in 2012.
Matt currently runs his own elite performance based company. This is aimed at elite athletes and corporations and includes all levels of health related performance. He has written the popular Fat Loss Program 'Four Week Fat Loss' and 'Regenerate' a muscle building anabolic program.
Gavin Allinson - Sports Nutritionist
Gavin Allinson is a certified Sports Nutritionist with the International Society of Sports Nutrition (CISSN). Having studied Applied Biology at Bath University,
initially I used my scientific background selling medical equipment in hospitals.
At an Indoor Rowing Competition I met Steve Backley the 3 Time Olympic Javelin Medallist. I started working with Steve on one of his internet projects and through him I’ve been introduced to Paul Hurrion Putting coach for Padraig Harrington and Rory McILroy and Matt Lovell the UK Sports Nutritionist
Matt and Gavin started working together developing a Fat Loss System. Gavin was providing marketing and copywriting experience and Matt his technical excellence. As both worked together on Four Week Fat Loss it became apparent that Gavin's biology degree was helping him understand a lot of the technical concepts and he was forever quizzing Matt on different supplement and training regimes that he could use personally for his Indoor rowing competitions.
Matt suggested Gavin that he become a Registered Sports Nutrionist. initially Gavin wasn’t that interested as he was focused on developing his other businesses as well as looking after his young son.
However the lure of working with professional sports people became more appealing and Gavin decided to study to become a Certified Sports Nutritionist with the International Society of Sports Nutrition.
Some of sporting highlights of Gavin
English Universities Rugby 1991-1992
Coventry RFC 1995-1998 National League 1
City of Oxford Rowing Club (Rowed at Henley 4 times)
Welsh Rowing Team Home Countries 2005
Welsh Indoor Rowing Champion 2008
Medical Director Dr Eric Serrano MD
Dr Eric Serrano is our Medical advisor. Dr Serrano is one of Americas best kept medical secrets in our opinion, a lot of the top stars consult with him however he does not court celebrity so he is well known in an underground sort of way. Matt Lovell has known Dr Serrano closely and went and spent a week with him in the US to learn and share ideas with him.
We are pleased that Dr Serrano has agreed to work with us as our Medical Director.
If you are going to take health advice from a Doctor then check out the vidoe and see if he can do this, the video speaks volumes...
Dr. Eric Serrano MD is the ace sought out by elite athletes around the world for help with the most difficult of problems. Now he is here to edit and contribute to a no holds barred newsletter and multimedia community unlike any ever created. Doc S Spends a large part of his time promoting the health of his every day family practice patients in Pickerington; a suburb of Columbus Ohio. Amongst the thousands of patients are elite athletes from around the globe who will travel to the ends of the earth to consult with Dr. Serrano.
A wide array of athletes from the NFL, NHL, MLB in addition to countless elite amateurs make up Eric’s elite client list of athletes. His cohesive expertise comes from years of practicing medicine and his career as record-breaking powerlifter. As an athlete and family man Eric understands the needs of his clients and pushes himself to stay on the cutting edge of training, supplementation, nutrition, injury rehabilitation and performance enhancement.
Dr. Serrano is a graduate of Kansas State University and earned his medical degree for Kansas University, currently he is a professor of family practice medicine at the Ohio State University. One will never have an idea of what extreme demand exists for Dr. Serrano’s services, which is obvious by viewing a message log full of inquiries from elite athletes, strength coaches and related practitioners around the world. He is truly the expert of experts, the on the elite come to for guidance and information.