jesse
itzler

Co-founder of 29029 and Marquis Jet · author

8 steps · last checked 18 oct 2026

no alarm, fruit until noon, a two-hour morning workout, sauna and cold plunge, and a workday that ends at 4.

from a 2025 day-in-the-life interview with Business Insider and his own blog post on eating fruit until noon. He co-founded the 29029 endurance events.

what jesse uses see the routine

alarmnone
until noonfruit only
coffeenever
work ends4 pm

the protocol · at a glance

what jesse uses.

protocol as of aug 2025

1 item

gear1

Hu chocolatehis night-time treat (2025)

copy the protocol

food · what he has described

what jesse eats.

until noonmorning
fruit only
fresh fruit or a fruit smoothie, for 33 years.
2·’23
after noonafternoon
mostly raw
about 80% raw food after noon.
3·’19
dinnerwith family
pasta, salads, veg
vegetarian for about 35 years.
1·’25
treatnight
a Hu chocolate bar
his night-time treat.
1·’25

no coffee, ever1·’25
no meat1·’25

the routine · 8 steps

jesse’s day.

morning4 steps day1 step afternoon1 step evening1 step night1 step

morning

About 6:30
No alarm
he wakes around 6:30 with no alarm; the day is planned the night before.
sleep
Until noon
Fruit until noon
only fresh fruit or a fruit smoothie before midday, a habit he has kept for 33 years.
nutrition energy
Morning
No coffee, ever
“i’ve never had a full cup of coffee in my life.”
nutrition
8–10 am
Two-hour workout
a run, bike or swim most mornings.
fitness

day

Daily
Sauna and cold plunge
both, every day.
cold & heat recovery

afternoon

Until 4 pm
Six-hour workday
no lunch break; work wraps up by 4 so he can be with his family.
focus

evening

Dinner
Family dinner, no meat
vegetarian for about 35 years: pasta, salads and vegetables.
nutrition

night

By 11
Asleep by 11
he aims to be asleep by 11 and says sleep is what he’s working on.
sleep

the reading list · 1 book

books.

what jesse calls a favourite, in their own words.

fit for lifeharvey & marilyn diamond
favourite
“Single biggest life changer for me.”
source · 2019

books founders recommend →

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more routines.

patrick bet-david

founder of valuetainment and php agency · host of the pbd podcast

affirmations read three times a day, at least three workouts a week since he was 14, no coffee since 25, phones away at dinner, and nothing heavy late at night.

see the habits

eliud kipchoge

marathon runner · two-time olympic champion

up at quarter to six, three key sessions a week, strength and mobility twice a week, training by feel, tea and bread after long runs, ice baths and massage, and six and a half to eight hours of sleep.

see the habits

Sources (3)

Last checked 18 Oct 2026.

Photo: Art of Charm, CC BY 3.0, via Wikimedia Commons (cropped, resized). All image credits.

jesseitzler