Did you know there was an alternative to sugar to help you achieve your athletic goals?
Alvaro, founder of Holyfat, made this observation during the French Divide, a cross-country bike ride across France. From this observation, Holyfat was born! Unique products with the unique feature of providing stable energy from lipids (and not carbohydrates).
In this very first podcast, Alvaro discusses the values behind the "Saint Gras," his entrepreneurial spirit, and his desire to create a brand that goes against the codes of today's society.
Arrival in France
At the age of 26, Alvaro Madrazo, founder of Holyfat, left Mexico for France, in search of what he calls the “French Dream”: elegance combined with frugality. He enrolled at EM Grenoble to pursue a master's degree in international business. But all this was really just an excuse to live at the foot of the mountains, in a simple and sporty lifestyle.
He quickly found himself confronted with the language barrier since at the time, he didn't speak a word of French. Speaking only English and Spanish, it was a real challenge when he started working as a salesman. He had to learn on the job!
Birth of Holyfat
After working for 14 years in the sports and retail sectors, Alvaro wanted to "fly on his own" by launching into entrepreneurship. A bit of a jack-of-all-trades when he was younger, he quickly developed a passion for cycling. He started mountain biking at the age of 12, at 15 he started on the national circuit and at 17 a golden opportunity presented itself to him: to represent Mexico at the 1994 Mountain Bike World Championships. An experience that would change his life forever. Ultimately, Holyfat was born from this love of sport and his past professional experiences.
A unique alternative in the world
In 2017, Alvaro embarked on the French Divide, a mountain bike crossing of France spanning over 2,300 km, with 35,000 meters of elevation gain, to be completed in less than 15 days. It was while preparing for this race that he began to encounter problems with the sports nutrition market. Namely, very sugary products causing reactive hypoglycemia. His thinking was this: “when you cycle for more than 15 hours a day, you can't take sugar every 45 minutes, it's crazy.”
Upon returning from the French Divide, Alvaro began researching market trends, particularly in triathlon, where fasted training is increasingly popular. The ketogenic (sugar-free) diet is booming, and more and more athletes are associating it with athletic performance. In 2018, Alvaro began his first ketogenic diet and was immediately amazed by the changes it produced. The conclusion was clear: fats, demonized for so many years, are actually an excellent source of energy!
90% of products on the market are essentially sugars. So there's a niche for people looking for healthier eating and athletic performance; and that niche is Holyfat.
After a year of R&D, the project took shape and the first Holyfat purees were born. A unique alternative in the world due to its texture (which is very similar to a cream) and its nutritional values: 60% fat, 20% protein, and less than 5% carbohydrates. The goal? To create a product that causes no glycemic variation.
Holyfat today is 3 ranges of complementary products intended for sports practice, but also for daily use, to replace sugary snacks.
Brand values
Beyond its products, Holyfat is above all a brand based on three pillars: truth, goodness, and beauty. From the English word “true, good, and beautiful,” Holyfat aims to convey a simple and authentic message by offering raw, quality products directly to consumers.
An authenticity that is found in the brand image whether in the finish of the packaging or the athletes' outfits, aesthetics remains a priority.
Today, around twenty ambassadors are part of Team Holyfat. A diverse team that includes performance-focused athletes, coaches who follow the ketogenic diet, and adventurers seeking ever-increasing challenges. Strong values and an optimistic message are the motto of Holyfat.
The brand's objective
In the short term, the objective is to ensure progressive growth and sustainable existence in the future.
The longer-term vision is international. A unique product means a unique opportunity to export. Holyfat already has a foothold in the European market, with nearly 30% of its revenue coming from exports. But Alvaro is looking beyond borders and would like to expand into the Asian and American markets. This vision resonates with Holyfat's message. Contrary to many brands that emphasize the ease of living, Holyfat advocates " a taste for sacrifice ."
A message that is often found in endurance sports and that can also be applied to everyday life. Life is brutal. It is made up of failures and successes, ups and downs, just like the ups and downs of an ultra-distance race. Difficulty allows you to surpass yourself; you must welcome it as a gift.
Who is Holyfat for?
With this message, Holyfat is reaching out to people who think differently. Rebellious, curious, and open-minded, Holyfat will appeal to those who are already looking for an alternative to sugar to reduce their daily consumption.
Sporting events are excellent indicators and allow you to better target people who are likely to like the products and connect with the brand's message.
Entrepreneurship
When asked, "Would you advise someone to start their own business?" Alvaro has a clear answer: no. A counter-intuitive answer, like Holyfat's, that will surely resonate with many.
Entrepreneurship means realizing that not all perspectives of the world around us correspond to us and seeking to propose an alternative solution.
Starting a business requires a 100% commitment. It's a sport that requires you to be completely committed and leaves no room for half-measures.
When Alvaro decided to embark on the Holyfat adventure, he completely stepped out of his comfort zone at the time: a stable situation, paid holidays, RTTs...
He doesn't regret taking this risk at all, because through Holyfat, he remains the master of his message. A priceless freedom.
Entrepreneurship also means making mistakes, adjusting, starting over... but always moving forward. Mistakes are sometimes necessary and are the best way to learn. Like a video game, in life you sometimes have to go back to find the solution.
If there's only one thing to remember, it would be this need to be 100% invested. Indeed, finding the right path sometimes requires straying a little from the beaten track, losing sight of the path while continuing to move in the right direction.
To conclude, Alvaro is asked for one last word and it is of course this sentence which sums up the roots of Holyfat so well: Life is brutal!