Opinion: There was a time in my life when I was struggling to keep up. But going back to my roots as a chef, I found powerful ways to fuel my success both in business and in life.
A few years ago, after merging the business I started with my two brothers with a competitor, I suddenly found myself in the CEO role of a much larger organisation. The challenges and expectations were massive – there were new legal intricacies to navigate, complex financial structures to understand and new tech infrastructure to master. The pressure was overwhelming.
I couldn’t disconnect. And over time, that constant pressure started to take its toll.
I struggled with insomnia, found it nearly impossible to switch off at night, and was constantly on the brink of burnout. It was during this intense period that I rediscovered a passion that had always been a part of me – cooking.
What began as a way to find balance and relief from the demands of running a business, soon became a powerful tool for reaching my peak performance. More than that, it sparked a deeper purpose-realignment after exiting the business, allowing me to reconnect with something I loved while finding a meaningful way to give back and create a lasting impact.
Finding my third space
This idea of a “third space” – a physical or mental space away from the pressures of work and home life – has been studied by experts in productivity and well-being. According to research by Harvard Business Review, engaging in activities like cooking, which require full attention and creativity, can help reduce stress and enhance cognitive function by giving your mind a break. Cooking became my third space, offering the mental decompression I needed to stay sharp and balanced in both my professional and personal life.
I’ve always loved cooking. In fact, it’s been a part of me as long as I can remember. Growing up, I worked in restaurants and kitchens through high school and went on to complete a chef apprenticeship after graduating. But life took me down a different path when, alongside my two brothers, we launched a real estate sign boards business that later evolved into Realbase, a property marketing platform.
“We scaled the company without external funding, merged with a competitor, and ultimately sold it to Domain Group for $180 million when I was 29.”
Frank Greeff
When we exited our business, I wanted to realign my purpose and do something that could positively impact others. That’s when I realised food could be the answer.
Eat with Purpose
It was this intersection of food, high performance, and personal well-being that led me to want to share what I had learned with others from my past life as a chef.
My team often asked how I managed to find the time to cook, and it got me thinking: what if I could help others – especially those who feel time-poor and overwhelmed – experience the benefits of cooking for themselves?
That’s when the idea for a cookbook called Eat with Purpose was born. It was about giving people the recipes to fuel their best selves, no matter how busy life gets.
Nutrition has a profound impact on our energy, clarity, and ability to manage stress. It became clear that eating with purpose is a foundational element in maintaining high performance, whether in the boardroom, the kitchen, or in life. That’s why I created Eat with Purpose – to share my love for healthy, easy-to-make meals that fuel success and empower others to be their best.
The best part? 100% of the proceeds are going to the Children’s Cancer Institute and I’m aiming to raise $1 million.
Here are three ways I use food to improve my performance:
- Use cooking as the “third space”
We’ve lost touch with the power of cooking as a meditative practice. Today, we prioritise speed and convenience, but we miss the ritual of preparing food, which can be deeply grounding. For me, cooking was more than just about creating a meal – it was about creating a space to disconnect and recharge, while powering the body for peak performance.
By reintroducing cooking as the third space, we can reclaim that time and use it for maximum impact with minimal effort.
- Nail your macros to fuel peak performance
One of the most important lessons I’ve learned about food is how essential it is to balance the right mix of protein, carbs, and fat. As a high performer, your body and mind need the right fuel to function at their best. Protein helps with muscle repair and cognitive function, carbs provide sustained energy, and healthy fats support the brain.
By intentionally balancing these three macronutrients, you can maximise your energy and improve your focus. The recipes in Eat with Purpose are designed with this in mind, ensuring you get the right mix to power through your day and perform at your peak.
- The key to success: intention
In business and in life, intention is everything. The most successful people aren’t those who simply go through the motions, they’re the ones who act with purpose. The same goes for food.
By being intentional with what you eat, you make a conscious decision to fuel your body and mind for success. In the book, I focus on simple, easy-to-follow recipes that make it possible to eat with intention without overcomplicating things. Taking the time to plan and prepare your meals intentionally can make all the difference in how you perform, how you feel, and how you show up in your life.
So, whether you’re in the boardroom, at home, or anywhere in between, make time to eat with purpose. Your mind and body will thank you.
About Frank Greeff
Frank Greeff is the author of Eat with Purpose, a cookbook featuring 62 recipes designed to fuel high-performance lives, and 100% of the sales will be donated to the Children’s Cancer Institute. Frank is a former CEO who co-founded property tech platform, Realbase, which sold to Domain Group for $180 million in 2022. Through his cookbook, Frank shares his passion for healthy cooking, empowering others to unlock their full potential.
