The idea came from a simple frustration. Fitness-focused people were often forced to choose between healthy food that lacked flavour and great-tasting food that didn’t support their goals. At the same time, meals, supplements, nutrition products and fitness services were spread across multiple companies and platforms.
Munch Now was created to change that.
The company currently offers performance-focused meals designed around three goals: Bulk, Maintain and Cut, while building what it calls “The Home of the Athlete” a platform that brings together food, supplements, fitness products, athlete content, brand partnerships and community in one ecosystem.
Over the past six months, Munch Now has rapidly established itself within London’s fitness community. The company has launched within PureGym locations, supplied fitness events, built relationships with athletes and creators, and launched its own mobile app to support customers on their fitness journeys.
Founder Joshante Amihyia believes the future of fitness is about more than just food.
“We’re not trying to build another meal prep company. We want to build the platform athletes use for everything around performance. The meal is simply the starting point.”
Before launching Munch Now, Amihyia built businesses across technology, trading and e-commerce. Together with Lesley, who brings experience in hospitality and restaurant operations, the pair are focused on creating a modern fitness brand built around convenience, community and performance.
Munch Now’s long-term vision is to become the UK’s Home of the Athlete by connecting meals, products, opportunities and fitness-focused communities through a single platform.
Website: www.munch-now.com
Instagram: @munchnow_uk
