Health, it would seem, has become a commodity—something that can simply be bought, usually for a high price.
But what if I told you that much of the hype surrounding the health industry is simply another way to convince you to pay for something that is already freely available to you and me?
Would you believe me?
Today, we are being sold everything from peptides promising faster muscle recovery and increased energy to powders and supplements said to contain an entire day’s worth of vegetables in a single scoop.*
And boy, has this strategy generated a fortune for the people behind it.
In 2024 alone, the Global Wellness Institute reported that more than $6.8 trillion—with a “t”—was spent on wellness.
Behind this staggering statistic, I believe, is one of the most clever—and sinister—narratives ever woven into the fabric of society. It is a narrative in which our media, scientific, and business institutions serve as both subtle seamstresses and ultimate beneficiaries.
The story goes something like this:
- Media tells us that being healthy and beautiful means looking youthful.
- Science tells us that youth is ever-receding, inevitably giving way to age.
- Business tells us that there are products capable of counteracting this unavoidable force of nature.
It is a pretty damn good sales narrative, if you ask me.
It is easy to fall into the trap of believing this story and buying into all the hype surrounding wellness while simultaneously denying ourselves the truth about what it means to actually be healthy.
And it just so happens that the truth is free.
I can already hear your skepticism.
“Okay, wise guy. You think you know better? Tell us your wise ways.”
Well, first of all, they are not “my” ways. What I am going to share comes from a man who is often referred to as the “godfather of wellness.”
His name is Paul Chek.
I first came across Paul’s work in 2017 after hearing him discuss his career and approach to wellness on a podcast. His words felt true and authentic, and his ideas about wellness were radically different from any advice I had previously encountered.
After listening to that podcast, I purchased a copy of his book, How to Eat, Move and Be Healthy. In it, he explains that health is not simply an outcome. It is a continuous practice involving the mental, emotional, spiritual, and physical dimensions of our lives.
When asked about the fastest way to become healthy, Paul thought deeply and then answered with a single word:
Honesty.
More specifically, he encouraged people to answer the following questions honestly every day—or at least somewhat frequently:
- What am I living for? What is my dream?
- What are my authentic needs for movement in relation to my purpose or dream?
- What do I need to eat for my unique and individual needs?
- How do I create adequate rest so that I can regenerate?
Notice that the first question asks us about our purpose.
As the saying goes, “He who has a why to live can bear almost any how.”
Despite the health industry’s attempts to invent the next quick fix, achieving genuine health requires some measure of sacrifice and long-term commitment. Having a clear sense of why you want to be healthy can help during those moments when your evolutionary desire for immediate pleasure conflicts with the future you are trying to create.
For me, that dream is to continue doing physical farm work well into old age. I know that accomplishing this will require me to commit to a consistent stretching routine.
Do I do it every day?
Hell no. At least not currently.
Sometimes I am utterly exhausted, and my willpower is not enough to compel me to get out of bed and perform my stretching routine. But when I remind myself of my dream, I often find a way to prioritize stretching before I am nearly comatose at the end of the night.
When it comes to movement, it is important to understand that there is no one-size-fits-all strategy. Once again, the right approach depends on your dreams and the kind of life you want to live.
Our culture is often guilty of overtraining—of physically exhausting ourselves in pursuit of a “good workout.”
But sometimes the best workout is a gentle walk.
Chek calls this “working in”: movement intended to generate energy and support tissue repair. This differs from “working out,” which tends to expend energy and break tissue down.
Both are important.
Next comes nutrition, a subject that has inspired an endless number of books, courses, and competing philosophies.
Although there are many nuances to Paul’s ideas about nutrition, he generally encourages people to consider eating in a way that reflects their ancestry, a concept he calls “metabolic typing.”
The basic idea is that if your ancestors lived near the equator in a lush environment where plants were an abundant source of food, you might do well on a diet higher in plant-based foods. Conversely, if your ancestors came from an Arctic environment and traditionally relied more heavily on animal protein, a heavily plant-based diet might not suit you as well.
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Of course, nearly everyone would benefit from limiting highly processed foods and drinking an adequate amount of good-quality water each day. But if you are confused about which diet to try—carnivore, paleo, vegan, or something else—considering your individual needs and ancestral background may offer a useful starting point.
Lastly, Paul talks about the importance of adequate rest.
Good sleep habits—avoiding screens before bed, limiting caffeine later in the day, and eating in a way that supports your body—can all contribute to better rest at night.
But rest extends beyond sleep. It can also include moments of quiet, reflection, and contemplation throughout the day. A meditation or prayer practice, for example, can offer a brief but meaningful period of restoration within an otherwise busy schedule.
Health is something we should all pursue.
In the context of regenerative farming, I like to say that healthy soil creates healthy plants, healthy plants create healthy people, and healthy people create healthy communities.
And while the path to health will look different for each person, based on our unique needs, goals, and sense of purpose, a good place to start is by rejecting the idea that looking 17 years old forever is the definition of health.
Instead, I encourage you to embrace a more sustainable relationship with your health—one centered on whether your everyday actions align with the life you ultimately want to live.
Yes, many products on the market today may support you along that path. But they are not the foundation of health, nor are they always essential.
The most essential ingredient is honesty.
- It is sometimes joked that Americans have some of the most expensive urine in the world because many of the vitamins and supplements we consume are excreted when the body cannot absorb or use them.