25 March - Friday Fuel

🔥 Raising Game Changers in Sport and Life.🔥

It’s been a big month behind the curtain—and we’re excited to bring you in on what’s been happening!

👋 Welcome to Our New Subscribers!  

Whether you’re a parent, coach, teacher, or just passionate about youth sport—welcome to the family.

Each Friday Fuel brings you expert advice, tips, and strategies for parents, coaches, and young athletes—covering everything from nutrition and wellbeing, to psychology, training, and performance.

And once a month, we’ll take you behind the scenes to share how we’re building FYA (Fueling Youth Athletes) and The Game Changer—the real, messy, late-night work that’s fueling this movement.

Here for the podcast? The messy behind-the-scenes? The products—well, they’re coming, and we’re just as excited as you are. You’re in good company.

🌱 Why FYA Nutrition Exists

We didn’t set out to build a brand—we set out to solve a problem that hit home.

Ben’s Story – The Struggle Was Real  

I was that parent juggling it all—work, coaching multiple teams, big DIY project, school runs, washing uniforms, and living life on the road with three sports-mad kids. Two had made academies in a neighbouring city, and we were constantly moving between school, trainings, games, and everything in between.

Feeding them right? That became one of the hardest parts of parenting. They were growing boys—deep in puberty, school stress, and serious sport—and they would get tired, grizzly and unfocused. I knew they needed real fuel on the go but there was no time. No fridges at school. No microwaves after class. I needed something they could eat in the car, cold, so that they could still perform at their best at school and trainings, as well as growing in a healthy way.

I walked supermarket aisles daily, frustrated. Everything was loaded with sugar, preservatives, and empty calories. Or there was the dairy with pies and chips. Then, life hit harder—my wife was diagnosed with breast cancer. Health became personal, urgent. We dove into labels, into food, into what we were really feeding our family—and it wasn’t good enough.

That was the wake-up call: I didn’t want to fuel them with junk. I wanted to fuel them with purpose.

Billinda’s Why – Why FYA Matters to Me  

I was on every sideline, cheering my teens on. Football, volleyball, school, training—it was non-stop, and we loved it. But somewhere in the rush, I realised something: we never missed a game, but we were missing the basics—proper nutrition.

Meals came from petrol stations. Snacks were whatever we could grab. And I started to wonder—were we truly fueling their growth, their focus, their dreams? Or just getting by?

That’s when FYA became more than an idea—it became a mission. A way to make clean, convenient, whole-food-based nutrition for youth athletes like ours—and yours. Fuel that fits into real life, and supports big dreams.

The Turning Point – A Better Way  

We knew there had to be a better way. So, we started looking for someone who could help us bring it to life—a nutritionist who understood the real needs of youth athletes, someone who could help us create fuel that wasn’t just convenient, but simple, effective, and safe for growing bodies.

That search led us to an incredible partner—someone who didn’t just understand the science but had lived the athlete experience too.

💥 Meet Dr. Katie Schofield  

Former international-level elite cyclist. National record holder. REDs recovery journey turned into purpose-driven advocacy. PhD in athlete health. Registered Nutritionist supporting athletes fuel their health and performance.

Katie’s been there—pushed too hard, crashed, and rebuilt. After competing at the highest level, she dedicated her life to helping athletes fuel better, train smarter, and stay healthy. She works with many athletes who face the demands of hard training sessions, grueling competition schedules and high-pressure environments.

We’re excited to share that Katie is now officially part of The Game Changer team.

What started with a few emails turned into countless late-night Zoom calls, WhatsApp chats, and even a few in-person strategy sessions where we knew—we’d found the perfect partner. Katie has been the brainpower and mastermind behind crafting the ingredients for our products, ensuring every formula supports young athletes the right way, nutritious, effective, and convenient fuel they can trust.

Her fingerprints are on everything we’re creating, and we couldn’t be more grateful to have her in our corner.

👉 Want to learn more about Katie or work with her directly?
Katie offers personalised sports nutrition services, including 1:1 consultations for nutrition, REDs recovery, performance optimisation, and more.

📍 Check out her website: https://www.katie-schofield.com/about
💬 Explore her services here: https://www.katie-schofield.com/services

She’s a powerhouse in athlete wellbeing and performance—definitely worth connecting with if you or your athlete are looking for expert, science-backed support.

🎤 Coming Soon: Live Q&A with Francis De Vries!  

Living in New Zealand has so many amazing benefits—stunning landscapes, strong communities, and a real love for sport. But sometimes, our location can feel like a barrier. Whether it’s the cost of travel, limited access to international experts, or just the realities of busy family life, it’s not always easy to connect with those who’ve truly walked the path.

We wanted to change that.

So, we created something simple: free, live access to elite athletes and top experts, right from your home. No matter where you are, you can sit back, listen in, and even join the conversation. No cost, no travel, no limits—just valuable insights from people who understand the journey.

This is an awesome free experience where some lucky audience members will even get to ask Francis questions directly—no matter where you're Zooming in from.

Ben and I recently had a Zoom call with Francis to plan the details, and he was everything you'd hope for—a down-to-earth Kiwi bloke with a passion for giving back and helping young athletes find their way.

📣 Please help us spread the word! Spaces for this event are limited, and we’d love to see as many passionate sports families as possible take part. Don’t miss out—secure your spot now and by emailing: [email protected] and share with others who’d love this chance to connect.

While you’re at it, check out Francis’ incredible work at Head Start Coaching—a brilliant space for youth athlete development here in NZ.

🎧 Behind the Mic: Unfiltered Podcast Moments

Todd Beane – TOVO Academy (Barcelona)  

Todd’s legacy is profound—he helped create the Cruyff Institute alongside the legendary Johan Cruyff and went on to found TOVO Academy, one of the most progressive football schools in the world.

We spent around 45 minutes chatting before and after the official recording, and honestly, he was everything we hoped for and more—thoughtful, humble, and 100% committed to transforming youth sport from the inside out. His focus on developing character, intelligence, and creativity in young athletes aligns perfectly with what we believe at The Game Changer.

If I could, I’d send my son Will to TOVO in a heartbeat.

We will be posting Todd’s interview next week so make sure you subscribe to our YouTube channel to get notified when new interviews are posted.

Wayne Goldsmith

Wayne has worked with Olympians, the All Blacks, and some of the most elite sporting organisations globally. But what stood out most was his down-to-earth, no-nonsense take on what really makes athletes succeed—and what often holds them back.

Our off-air conversation was packed with gold. He shared a story about the All Blacks that had us both hanging on every word, and his insights into the mental side of performance are something every parent and coach needs to hear.

Ben had been following both Todd and Wayne for years—reading their books, attending their courses, and soaking up their insights on social media. These were dream interviews for him, and they didn’t disappoint.

For me? Let’s just say I had a bit of a cringe moment during Wayne’s chat (see video below).

There I was, nodding along, when he started listing the things parents shouldn’t do if they want to raise independent, resilient athletes. And guess what? I was guilty of almost every single one. The big one? Constantly packing my 14-year-old’s sports bag. Every. Single. Time.

Wayne was talking about how kids need to take ownership—forget their drink bottles, miss the odd training item, learn from it—and I could practically hear my husband’s voice in the back of my head saying, “I’ve been telling you this for years!” We have this same argument on repeat: he tells me to let our son Will handle it, and I sneak in to double-check anyway.

I know I’m not doing him any favours, but the habit is hard to break. Some of you might be rolling your eyes right now—and that’s fair! But after hearing Wayne speak, I’ve been making small steps back and letting Will take the reins a bit more. I won’t go into all the details (because hey, no judgment, right?), but I’m learning. And honestly, it’s been freeing—for both of us.

These were incredibly genuine and thought-provoking conversations that added so much to our journey. We’ve been fortunate to speak with many amazing guests already—and with more inspiring voices on the way, we can’t wait to keep sharing these powerful stories with you.

🧪 In the Lab: What’s Coming  

We’re not just making products—we’re solving real-life fueling problems that youth athletes (and their parents!) face every day.

Here’s what’s in development:

🥤 Grab-and-go energy food and drink to kickstart training or match day

🍬 Energizer goodies for half-time breaks

🥤 Post-match boosts to rebuild, refuel, and come back stronger

And yes, we are exploring portable blenders and drink bottles—but $120K USD for moulds? Hard pass (also, no one loved my stick figure designs 😂).

The good news? All those late-night Zoom sessions with Katie paid off.

We had whiteboard after whiteboard filled with ideas—some wild, some brilliant—as we explored every possible option to make performance nutrition realistic for families. Katie’s deep knowledge and experience, combined with our relentless focus on making something parents and kids can actually use, came together to shape the products we’re building now.

🚀 Updates from the field:  

Yesterday, Ben and I had a Zoom with a manufacturer here in New Zealand to explore how we can bring these products to life. Let’s just say—it got us pretty excited! This is just the beginning, but momentum is building.

We also ordered some sample blenders and bottles from overseas. One arrived yesterday, and Ben’s son already took it for a spin at training last night. Can’t wait to hear how it held up!

Stay tuned... we’re just getting started, and the best is yet to come. 💥

💻 Behind-the-Scenes Blunders  

This month has been all about getting our systems right—and learning the hard way.

First, email chaos:  

[email protected] →  

[email protected] →  

[email protected] (yep… accidental purchase) →  

✅ Finally landed on:  

- [email protected] (nutrition)  

- [email protected] (podcast)

What seemed like a simple task—getting the emails set up properly—turned into a bit of a mission. I spent about 3 hours trying to figure out how to authenticate the different email addresses so I wouldn’t need to keep bugging Ben to do it for me. The frustration was very real.

And here’s the kicker: I actually think I’m not too bad when it comes to tech stuff! That’s what made it so annoying. I’m usually the one people come to for help with this kind of thing—but this? This had me completely stumped.

There I was, messaging with someone online (bless them for trying) while clicking between tabs, tutorials, and tech terms I swear were made up. Just when I thought I’d cracked it, something else would pop up—and back into the rabbit hole I’d go.

And then… social media.

We cleared our Instagram feed and rebuilt it to reflect our brand—aligned, focused, and consistent with the mission behind FYA and The Game Changer.

We’ve spent hours learning how to do it right—from writing hooks, to hashtags, to editing videos that stop the scroll. Courses, tutorials, and plenty of trial and error. It’s been a crash course in content creation, but we’re getting there.

Now, every post is part of the bigger picture—one that reflects who we are and what we’re building.

Come join us at https://www.instagram.com/fya_fueling_youth_athletes/  It’s still real, raw, and built from the ground up.

And then, of course, came the refund drama.  

Trying to get our money back for the domain and email we accidentally bought… oh my. That’s a saga still in progress. Let’s just say it’s currently sitting on my "to-fight-another-day" list.

🧠 Built in the Margins

This isn’t built in a flashy office. It’s built from school car parks, sideline chats, and the kitchen bench at 11pm—with a laptop open, washing waiting to be folded, and a million tabs open in my brain.

Since Christmas, it’s been full-on. I knew it would be hard, but I didn’t expect just how much learning would be packed into these past few months. Every part of this journey has been a steep, sometimes overwhelming, learning curve.

When we’re on Zoom calls with Katie, there are moments where it feels like she’s speaking a different language—she’s just that knowledgeable. I’m learning so much, but I’m still catching up on the science, the details, the depth she brings.

And then there’s the world of social media—something I thought would be simple but has turned out to be one of the biggest surprises. It’s not just about posting; it’s about strategy. Understanding how to genuinely connect, how to share our message in a way that cuts through the noise, and how to keep it consistent with everything we believe in. It’s creative, it’s detailed, and let’s be honest—it’s still a work in progress!

Navigating manufacturers? Don’t even get me started. Every step is brand new, and I’ve lost count of how many times I’ve Googled industry terms just to understand what’s going on.

Even the podcast interviews, as much as I enjoy them, haven’t come easy. The experts we talk to are incredible—leaders in their fields. During the first few interviews, I honestly felt way out of my depth. I didn’t want to look like I didn’t belong there. That pushed me hard. Now, I spend hours researching before every conversation—reading, listening, prepping—because I want to ask meaningful questions and give you something worth listening to.

Balancing all this—family, full-time work, FYA, and The Game Changer—it’s a lot. And it’s probably going to stay that way for a while. But we’re starting to feel it—momentum. We’re seeing the spark, the response, the energy. And that’s what drives us to keep going.

If you're juggling school runs, training sessions, late-night laundry, and big dreams—you’re not alone.

We see you. We're with you. And we’re building this for you.

And if you’ve got a dream or an idea that’s been sitting in the back of your mind—go for it. Life’s too short for regrets. If we can do this, with all the chaos, late nights, and steep learning curves—so can you.

💥 Thanks for being part of the movement.  

Here’s to raising strong, kind, focused kids—on and off the field.

Billinda + Ben  

🎙️ The Game Changer | FYA (Fueling Youth Athletes)