The SFL Story
Since developing our first meal plan in 2001, it’s been a recipe for success.
Over 1 million meal plans later, our mission continues.
Bruce and Claudine Sweeney had a vision: to create a company to empower people around the world to achieve and maintain their ultimate health by adopting simple, yet profound, nutrition & lifestyle choices. To do this, they searched out and trained the best motivational coaches in the country and gave them powerful tools based on state-of-the-art nutritional science so they could empower each of their valued clients with a customized, targeted meal & health plan.
Bruce & Claudine Sweeney – The Couple Behind The Vision
During 20 years of coaching athletes, Bruce Sweeney realized that there was a fundamental flaw in the way people approached their health. All too often they relied on gimmicks, “magic” pills, fad diets, or sporadic exercise to control their weight and enhance their health.
Passion and determination lead Bruce on a seven year journey to create a customized nutrition program. His quest for optimal health led him around the world to international conferences and networking with physicians and leading researchers. He took the time to discuss his observations and confirm his insights.
In 2001, based on his extensive research, Bruce developed a program that combined a multitude of nutritional indexes and key data to enable each person to receive the right balance of fruit, vegetables, grains, proteins, fats and carbohydrates. Bruce knew that with the right foods, eaten in the right portion, at the right time of day, it was possible to achieve optimal health.
Bruce was so good at educating and motivating clients, they didn’t seem to care that they were sitting in his basement on green plastic lawn chairs. Over time, his wife Claudine managed the business behind the scenes as Bruce built up the clientele. At one point the neighbours were getting suspicious about all the people coming and going from their house! It was time to get a real office. With an unwavering commitment, they took the plunge. They quit their full time jobs to open an office, hire employees and start building their dream.
Bruce and Claudine knew that the key to expanding Simply For Life was to find people like Bruce who cared deeply about nutrition. They created a network of Certified Nutrition Consultants who educate and motivate clients during weekly consultations. Bruce and Claudine personally train each consultant to ensure the SFL philosophy is adopted well and delivered seamlessly in every single location.
Together, Bruce and Claudine have opened over 30 Clinics across Canada. They hand pick each Franchisee to form a network of experts who offer a very positive and supportive environment for people to adopt small changes that make a big difference in their health.
Ten years later, Bruce and Claudine’s vision has come to life. Over one million SFL Meal Plans have been generated and delivered by over 90 SFL Nutrition Consultants. Each expert Consultant has been personally trained and continuously mentored by Bruce and Claudine. They lead by example, making every day at SFL about discovering fun, delicious new ways to fuel your body with the right foods, at the right time, in the right portion.