For over 20 years Greg Zuffelato has been investigating and researching everything related to nutrition and exercise. He has coached high school and college basketball for 13 of those years. At one point he stepped full time into training athletes and developed a successful training business in Santa Barbara called Max Potential. He's always been a life-long learner, picking up a Master's degree in leadership, a certification to train athletes - Certified Strength and Conditioning Specialist - with National Strength and Conditioning Association, and a personal training certification through the National Association of Sports Medicine. Recently, through his fascination with the current Crossfit movement he became a Crossfit Level One trainer. In addition to reading almost every major nutrition book that has come out the past twenty years, Greg has made himself a human guinea pig, experimenting with all the new diets and nutrition trends - from Atkins to vegan, Zone to vegetarian, Paleo to raw foods, he's experimented with everything expect illegal drugs. His experiences have allowed him to see what really works and his thirst for knowledge provides a concrete understanding of the science of nutrition.All of the experimentation was vital to understanding weight loss, but honestly led to a tremendous amount of frustration. Until the evolution of the I Believe Weight Loss Program, which started with one of his guinea pig experiences.Because of his own struggles and the struggles of those around him, Greg has committed the rest of his life to helping people around the world escape the physical, mental and emotional torment they experience with continued failure to lose weight.