It started as a way to convince his little brother that you could go plant-based and still perform at the highest level.
Now, elite athletes are swapping their supplements for his, and a lifestyle brand is growing out of a simple mission: show what’s possible when you lead by example.
In this episode of Tomorrow’s Bites, we speak with Tim Dekens, founder of The Change Starts, a plant-based startup born out of storytelling, not product development. What began as content to inspire others has grown into a trusted line of high-performance supplements used by top CrossFit and Hyrox athletes.
Tim opens up about:
- Why most plant-based brands focused too much on trends, and not enough on trust
- The power of community-first business building
- How he designed events to convert everyday athletes to believers
- Lessons from launching products with zero food industry experience
- Why story and authenticity matter more than ingredients
If you want to learn how to turn a community into a movement and a startup, this episode is for you.
🙏 LEAVE A REVIEW
If you like our podcast please leave us a review on your favourite platform, even one sentence or a 5 star rating helps! Thank you for your support; it helps the show a lot and it helps others to discover the show!
👋 GET IN TOUCH WITH US
👥 Linkedin
📸 Instagram
🌎 Website
😊 The Guest: Tim Dekens
Look into the company The Change Starts
Tomorrow's Bites with Andrés and Sjacco