“I now see how owning our story and loving ourselves through that process is the bravest thing that we will ever do.”   – Brene Brown


Behind the scenes of Paleo f(x)’s Bulletproof Keynote stage.  Early morning, Sunday, in the calm before the last day’s chaos.


Wow, where to even begin?  Paleo f(x) 2017 was the most wildly successful event in the series to date. Financially, yes.  But more importantly, in overall reach and global impact.

But Paleo f(x) is only a mirror of the Paleo movement as a whole.  A platform and forum for the expression of new ideas.  The rallying point for the revolution in personal empowerment.  And as such, I can say this: the Paleo movement is alive and well. Kicking ass, taking names, and changing the world.

We’ve moved so very far from being a show (and a movement) about diet and physical fitness alone.  In fact, this was true even before the inaugural Paleo f(x) in 2012.  Unfortunately, the world at large is slow to catch up to the fact that what we’re really about is empowerment.  That is, leveraging the evolutionary lens to create well-rounded, vibrant lifestyles.  And we accomplish this by considering every aspect of life…

  • mental
  • physical
  • emotional
  • spiritual
  • relational, and
  • financial…

…through a highly focused, evolutionary lens.  Leveraging modern technology, when appropriate (but not when nature proves superior) to achieve unbridled, ancestral wellness.  The result?  A rediscovered, 21st century, human vibrancy!

Where to from here?

Not surprisingly, this is a movement that’s blossomed into a full-fledged revolution. Or at least, an accelerated evolution.  I’m certainly down for that, and ready for the long and protracted fight against those entities who thrive on a sick, disempowered populace.  But as I spoke about at both Health Entrepreneur f(x) and Paleo f(x), history has shown that revolutions are mostly very successful in the toppling the old regimes.  There’s rarely a shortage of rage and fury to carry the revolution through to a successful conclusion.  Where revolutions ultimately fail, however, is in their ineptitude to govern following the overthrow.

Or as astute Texas lawmaker, Sam Rayburn, once quipped:  “Any jackass can kick down a barn, but it takes a carpenter to build one.”

Which is why we at Paleo f(x) are so very adamant (and proud!) about our entrepreneurial training programs, Health Entrepreneurs f(x), Evolved Entrepreneurs f(x) and Soulpreneur f(x).


I won’t dive into the specifics of each of those programs noted above here (another story for another time; please check the links, though, if you’re curious),   but the idea is this: the mighty tool of unimpeded capitalism is what will not only save us from complete financial (and physical, mental, emotional, spiritual, relational) collapse, but lead us to unprecedented prosperity.  And that’s prosperity for everybody. The problem heretofore has not been with the tool (i.e., capitalism), it’s with the unskilled / ill equipped artisan.  And, too, with a culture trapped in scarcity mindset.  Capitalism in clumsy hands fuels the inequality we see today.  Much like entrusting the tool of atomic power to those not prepared to handle it.  We’ve made significant progress from the day of the Robber Barons, and the Gordon Gekko “greed is good” zeitgeist. But we ain’t nearly at our best yet.  A position we aim to rectify.

Citizen Science

The bottom line is this: results trump credentials.  The revolutionaries in the Paleo movement realized this long ago, and now the idea is beginning to spread to a wider audience.  And we’re not talking about being outsource agents or data collectors for established academia.  We have no problem with that model, so far as it goes.  But this brand of citizen science is science done in the true sense of the word, and in the spirit of  Da Vinci, Copernicus, Newton, Franklin and Tesla.  Those whose ideas and passions were scorned and constrained by the establishment precisely because they put a glaring and embarrassing spotlight on the establishment’s inadequacies.  Criticizing not just with rhetoric, but by creating a better alternative.  Better yet, an alternative that cannot be ignored.

…and an Upcoming Project

My good friend and fellow collaborator and revolutionary, Ryan Frisinger, and I are very near to rolling out a Patreon project that will spearhead some mind-bending citizen science and bio-hacking endeavors.  This, coupled with a deep philosophical and activist bent.

Ryan’s insight into genetics, methylation cycles, diet, botanicals and philosophy are impressive indeed.  We’re a formidable team, and riff off of one another like a coked jazz ensemble.  That I’ve transformed immeasurably in the year or so that Ryan and I have been collaborating is testimony to our work together.  I’ve lost 20 lbs (without losing any strength), rethought, restructured and reconsidered much of what I previously understood to be true.  And I like to think that I’ve pushed him to that uncomfortable-but-creative place as well.  Like Lennon and McCartney,  Crick and Watson, we get, at the intuitive level, the need to make one another a bit uncomfortable.  To hijack the jazz metaphor once more, it’s in that unique tension between rebellion and cohesion, depression and elation, where genius is born.

In my next post I’ll dive a little deeper into our upcoming project.  Like Martin Luther railing against the abuses of the Catholic church, we’re raging against the machine of the status quo in medicine, agriculture, government and education.  Our own Ninety-Five Thesis is one of disruption, dismantlement and de-centralization.  And we intend to dismantle the old by creating a new paradigm.

I hope you’ll join us for that.  It’ll be one hellova ride.

Heal thyself, harden thyself, change the world –


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Keith Norris is a former standout athlete, a military vet, and an elite strength and conditioning expert with over 35 years of in-the-trenches experience. As a serial entrepreneur in the health and wellness space, he is an owner, co-founder and Chief Development Officer of the largest Paleo conference in the world, Paleo f(x) . As well, Keith is a partner in one of the most innovative lines of boutique training studios in the nation, Efficient Exercise. He’s also a partner in ARXFit training equipment, and a founding member of ID Life. In his spare time, he authors one of the top fitness blogs in the health and wellness sphere, Theory To Practice.


  1. More than forty years ago the late Willis Harmon addressed the guts of what I understand you to be saying in his seminal essay The New Copernican Revolution. Harmon more than anyone introduced ‘paradigm shift’ into visionary vocabularly back then – and it stuck! His The Changing Image of Man became an underground visionary manual once published in 1974. About 20 years ago The Paradigm Wars superceded Image. What I take away, and it’s reflected in my work as well, is we need to be beyond paradigm shifts – too limiting. Since we’re heading into a neo Dark Ages, the cure for such is what it was in the medieval period – nourishing a Renaissance, a rebirth.
    The new Renaissance has to be much bigger on its Humanism, in part so the inevitable conflict between fath based religion and faith based scientism is removed from bogging us down. Slightly more than a century ago visionaries including William James used Tertium Quid – The Third Way beyond/outside the two faiths. For me that implies nothing less than a full quantum leap in understanding (Japanese, satori) as a gestalt bigger than the pieces we have today. And a humanism that’s universal in scope, not limited to the preoccupations of Western white civilization, not limited to the pseudo-science Illness Industry passing itself off as health care in drag disguise.
    I been at it going on 60 years since lifting a barbell turned me into an old school Physical Culturist. Then Japanse Buddhist graduate school to immerse in a culture that understood Mind, and knew maps and pathways for actualizing otherwise dormant potentials. But I did that as a Physical Culturist, not someone stinking of religion. In the end the Japanese Buddhist community sent me to Japan for advanced training and deep digging make you uncomfortable until you ‘get’ it understanding – once done the made me a kyoshi, same as a Zen master but in post-monastic. My teacher’s teacher was the first, Wm McGovern, role model for Indiana Jones. Not beta male religion. Some of you know Frank Zane and I crosstrained in what I named Bodhi Building as he became Mr Olympia three times. We were no longer doing merely physical training, instead going places in the mind, in energies, if em-bodiment, that are not only the official Inquisitional semi-science map of our dominant paradigm – no more than The Paleolithic Prescription is despite being pubished 31 years ago.
    Jonas Salk inspired me big time. He saw Next Evolution as for Survival of the Wisest. He said we’ve been through material and biological evolution doing it in the passive, knee jerk reaction to environment – that’s over. Time to get in the driver’s seat with meta-biological evolution.
    From my lifetime work in Wisdom Heritages East, West, and Primal – mastering them because alphas play to win, to get the gold, not be passively kowtowing gurus – this much is crystal clear. We of the west have as our greatest, most pervasive handicap very little understanding of Mind. All the computer models and neuroscience are secondary because mind cannot be reduced to a side effect of matter in real science. Only in Faith Based scientism. And we’ve been misled about what Dao, Buddhist, and Indic Brahmanic traditions do – they are all Mind based, all tantra, and almost impossible to translate from Sanskrit, Chinese and Tibetan for that reason (work out in all them languages as part of my growing up). That’s where training, ‘meditation’, entheogens, and re-visioned blissing (including sex) become essential to what Keith mentions – including getting damned uncomfortable as emotional disabilities are dissolved with a kind of psychic Rolfing.

    My blog is coming back up on just this theme: Evolutionary Mind Renaissance for Primal Bodhi Building. There’s a lot of metaphors, plural, in those two bonded phrases.

    Good stuff, brother Keith. Incredible.


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