Amino Man Philosophy - the Journey.

Amino Man DNA

Amino Man is for holistic human performance. A behavioural philosophy. An undercurrent of principles that hold the keys to better cooking, eating, training, relationships and life. And to enable this a range of some of the highest grade supplements available on the current market; completely natural, field tested, performance and evidence based formulas. Pharma grade and drug screened, these products are to supplement the lifestyle you’ve chosen.

Before we go any further, this story will stay with me for life and its hidden principles captures the essence of Amino Man:

From a close friend of Bruce Lee’s…

Bruce had me up to three miles a day, really at a good pace. We’d run the three miles in twenty-one or twenty-two minutes. Just under eight minutes a mile [Note: when running on his own in 1968, Lee would get his time down to six-and-a-half minutes per mile].

So this morning he said to me “We’re going to go five.”

I said, “Bruce, I can’t go five. I’m a helluva lot older than you are, and I can’t do five.”

He said, “When we get to three, we’ll shift gears and it’s only two more and you’ll do it.”

I said “Okay, hell, I’ll go for it.”

So we get to three, we go into the fourth mile and I’m okay for three or four minutes, and then I really begin to give out.

I’m tired, my heart’s pounding, I can’t go any more and so I say to him, “Bruce if I run any more,” — and we’re still running — “if I run any more I’m liable to have a heart attack and die.” He said, “Then die.” It made me so mad that I went the full five miles.

Afterward I went to the shower and then I wanted to talk to him about it. I said, you know,

“Why did you say that?” He said, “Because you might as well be dead. Seriously, if you always put limits on what you can do, physical or anything else, it’ll spread over into the rest of your life. It’ll spread into your work, into your morality, into your entire being. There are no limits. There are plateaus, but you must not stay there, you must go beyond them. If it kills you, it kills you. A man must constantly exceed his level.”


Amino Man founder, Matt Lovell;

I was born to help people.

It could have been my parenting. Dad retrained as an acupuncturist when he was 30 and he & mum ran their own health food outlet way ahead of their time. As a youngster, crunching up Chinese herbs and chewing on adaptogens was routine.

My normal way of eating is the way I was raised. I spend a lot of time getting people back to eating the right way for their metabolism. Food has to come 1st.

The karate classes started. Bruce Lee became a role model. The weights gym was joined aged 12, the dawning realisation that through training you could control how your body responded, adapted, got stronger and faster. The control over the training replaced the lack of control many growing adults have over their personal lives.

Training has defined me as a person.

Meditation, Chinese philosophy and Thai boxing followed as the years unfolded.

Reading labels in the health-food stores after school, saving up for Arnold’s encyclopaedia, getting the monthly muscle mags and reading them like gospel. Training, over-training, recovering – developing deficiencies, reading, learning, experimenting. All before Internet dawn.

And yet not responding as I’d hoped to, how I yearned to. Never getting the full results I knew I deserved from the application and effort, lead me to retrain as a physical trainer – then as a nutritional therapist. My nickname at college ‘amino man’.

Amino acids became the subject of my dissertation – the saviour of my fatigue, the builder of my new found strength. Then, the base for the success of my athlete programmes. The mineral blends and vitamin supplements supporting a whole food organic lifestyle bought me better and better results with my clients. Something was starting to click.

And now – well now I’m bringing you the blends I’ve used for years, pre-mixed in a GMP facility for ease of use, for the quality of the ingredients, for the effectiveness of the blends.

And finally I’m bringing you the ‘way’ I’ve learnt to live my life, approach my relationships my friendships, business and my philosophy of living and thinking.

I’m bringing you Amino man… Born to help you.


There are 12 principles which undergird the Amino Man, Strength for Life™ and One Life™ range. These things  have defined the philosophy behind Amino Man. These are the cornerstones of our DNA. The foundation that encapsulates what we do and the way we do it.

This #aminomandna is what I’d like to discuss with you 1st. The 12 principles which fall under the Amino Man Strength for LifeÔand One LifeÔrange, including the Bushido Code, Sustainable Living, Family, Attentiveness, Kindness, Freedom, Hardiness, Spirituality, Adventure, Play and Being here now in this life……

I’m bringing you Amino man….. Born to help you.


Strength for Life

One Life


Attentiveness, directness

Bushido Code + Character

Training ethic

Clean planet


Body mind soul / spirit

Performance supplementation / biochemistry……




Inspired by inner strength, physical strength, resilience and belief.


Inspired by the tree of life


Be aware; embrace consciousness. Being present, in the moment, here now, is difficult for many to master. Perhaps at the centre of mindfulness is accepting and acknowledging the past has gone whilst simultaneously learning and realising that what we do now impacts the future. Without fear, or dark lingering thoughts we tackle the present, remain in the now and define the future - this is how we pave the way ahead.

Attentiveness Directness Presence and Mindfulness. 

  • Be aware embrace consciousness




The bushido code is the truest form of living each day as if it were the last, because in many cases it was. Modern interpretation of this can lead to reckless hedonism so we have to approach life projects with the mindset of being eternal.

Not everyone can be a ninja. Nor do you need to be. For me, martial arts and the training ethic I gained from the discipline associated with this defined me as a human. We can use the same code throughout other forms of training, and business too has obvious ways it can benefit from using a code such as the bushido.

My readings into samurai text were inspired partly through my first martial art, Karate, and then my study of Bruce Lee. Around the same time my father gave me a key text, the sword of no sword written by master Tesshu. Many hail him as the last samurai.

To live each day as if it were you last, to engage in projects as if you were immortal. Tesshu was respected in his lifetime for the thousands of pieces of calligraphy he created. A story that stands out in my mind was regarding his student who said, ‘you’ll never complete that task of copying all that masters work,’ to which he replied, ‘I’ll just carry on in the next life’. So no task was too big to consider or even complete.

Great Quote Teshu - 

Bushido code means;

Symbols can often help people keep steadfast in their behaviour and cultural framework changes. The simple anchors and visual reminders can trigger the mind to remain calm, strong and relaxed. You will see these types of symbols appearing on the Amino Man T-shirts and merchandising range and also on packets and shakers.


EARTH; SUSTAINABLE, RECYLING think about burden here, thinking about being a facilitator rather than hinderer. It’s also about sustaining your own life, your legacy and your impact on this earth.

Whilst Amino Man isn’t perfect, he desires the choice to breathe clean air, drink clean water and eat choice organic foods and produce.

Sustainability, recycling and doing a bit more each day than you are comfortable with is the only way we can collectively work to reduce pollution and increase the life cycle of this planet. We can all work a little harder in our choices, be it buying in plastic containers, buying locally, growing our own, generating our own electricity, using less water, shorter cycles on the washing machine.

There’s a lot we can do, but even if we all do a little then a lot can still change for the better.

It’s our planet and therefore our responsibility to treat it with care.


 It's almost impossible to shop without piling up the plastics. We all have a responsibility to do better. Part of the amino man ethos is to give back and try harder to reduce the stress we are placing on our planet. We're part of the % for planet scheme, putting our money where our mouth is. Sustainably is also about our impact, our energy consumption our charity to the World and to others.




aminomanmatt#AminoManDNA#sustainability#healthyplanet#recyle#lesswaste. It's increasing hard to shop without accumulating tons of plastics. We've all got to try and do a bit better now. Part of the amino man ethos is to give back and #tryharder to reduce the stress we are placing on our planet. We're part of the % for planet scheme. Amino Man is putting his money where his mouth is. Save the planet, Breath the air (clean) drink the water (clean). We recommend where possible to control the quality of your environment.


 TRAINING ETHIC ‘train hard or go home’…..

  • Feel like you are dying (in training) so you feel like you are alive

This above about Bruce Lee, will stay with me for life, I’m a long term Bruce Lee fan I’ve taken pieces of his philosophies and added them to my own life. When things are not going as well, it’s normally cause I’ve forgotten some of his wisdom and magic.

  • Next time you are feeling small ask yourself ‘what would the amino man do’?
  • Be the amino man
  • Support the Amino Woman - Amino Women - support your men!


Chinese dragonstraditionally symbolize potent and auspicious powers, particularly control over water, rainfall, typhoons, and floods. The dragonis also a symbolof power, strength, and good luck for people who are worthy of it. Dragon’s do not give up. The protect and serve the people around them to death. Next time you think about giving up – be the Dragon. Never give up.


 So what does it mean to be a modern man or woman in today’s world? How do we stay strong and preserve our identity as physicality is being progressively removed from our environment?

Our jobs are often highly sedentary, our harvesting to ingesting calorie ratio is completely out of balance and many of us are ill equipped to withstand the pressure to give in.

 Amino Man’s philosophy is here to help you;

  • Adventure
  • Laugh
  • Play
  • Cry
  • Embrace life!
  • Be here now

You are not complete until you have given up or resisted the very things all people crave and enjoy. Moderation (in moderation), perseverance, patience and discipline.

  • Relax
  • Sleep
  • Give
  • Respect, honour, integrity, compassion, courage, duty and loyalty 
  • Family first

Next time you are feeling small ask yourself ‘what would the Amino Man do?

Ways we can cut down on plastics;

  1. Seems obvious but not buying so many foods wrapped in plastic is a good place to start. I pay more to go to local butcher who wraps in paper, some local butchers will be cheaper and still wrap in paper!
  1. Your local fruit and veg shop should also use paper bags rather than plastic. Shopping local and fresher is the way forwards. Also you can grow some of your own veggies. Save some cash, have some fun and they taste great too.
  1. It’s hard not to buy plastic toys – Lego etc., but when kids are smaller wooden toys do just fine. Try to keep a mix of natural toys when kids are smaller the plastics are particularly harmful in small people.
  1. Taking your own cloth bags out with you. I sometimes forget to do this and it hurts me. Plastic bag overuse is a pet hate of mine. Remember your toke bag and get a few of them to leave in coat pockets and the like.
  1. Tuperware; a lot of keen exercisers and body conscious people use tuperware and plastic shakers. Whilst BPA free the plastics these are made from maybe still as harmful and leaky. Use stainless steel and get a jerry can to reduce this use of plastic.
  1. Synthetic fibres are all the rage now, especially with sportsware. These are made from plastics and support the plastic industries. Plus they make you stink when you wear them. Switch to natural fibres, players also should push sponsors for natural fibre kit. We should lead the way here. Footwear and trainers are harder to replicate with natural fibres, what we can do here is to focus on recycled fibre use. I’m sure someone will be making decent training shoes from natural fibres very soon.

Plastics are everywhere and some have clear benefits and use. However, the sheer volume of plastic use is out stripping our ability to recycle efficiently. Globally the plastic use in the eco system is likely messing with health and longevity. We need to do as much as we can NOW to reduce our consumption and binning of plastic back into the ecosystem.


To choose, ultimately you are free to read this, to act, to choose what you do next. To plan to focus. If you decide to include our products in your journey we are happy to have you as part of our family, if you do be sure to know you are choosing the best;

Choose one of the best range of supplements available to you at this time; honest, detailed formulas which deliver, expert driven products which work, completely natural, field tested, performance and evidence based formulas. Pharma grade.