This week I was talking with my client Matt.

He’s in his early 30s, running a fast-growing business that’s closing another round of funding. He’s got a team of 90, a 1-year-old at home, and he’s been working from 7 am until 1–2am most nights.

So I asked him the same question I ask every high-performer who’s juggling a dozen plates:

“How are you handling food right now?”

His answer? Predictable:

And Matt’s not alone. Whether you’re running at his speed or not, you’re still managing work, family, training, stress, sleep, and hundreds of daily decisions.

That’s when nutrition usually slips, not because you’re lazy, but because your brain’s maxed out. And when fatigue sets in, “easy” wins over “optimal.”

Here’s what I told Matt:

That’s what I do for my clients. I build systems so they stay dialed in without having to obsess over food.

And one of the easiest wins? Meal delivery services.

When lunch is handled, everything else gets easier:

• No last-minute decisions at 1pm.
• No mid-afternoon crash from a missed meal.
• No wasted mental bandwidth.
• No bingeing later because you under-ate earlier and calling it "fasting."

High-performers don’t try to be world-class at everything. They delegate. They use systems. They remove friction.

And the kicker? Meal prep often costs less than your current routine.

• Chipotle: $15–$17
• Fast food combo: $13
• Prepped meal from Icon Meals? ~$11

So here’s your move for this week:

Win lunch. Take that decision off your plate entirely.

If you want a starting point, here’s what I recommend:

➡️ https://iconmeals.com/BACHPERFORMANCE ​
🔖 Use code BP10 for 10% off
📦 Try the Lean Lifter Plan

Less thinking. More execution. Better results.

Talk soon,
Eric