How Whole30 Became a Diet Empire Without a Single Study

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Whole30 has sold millions of books, built a coaching empire, and partnered with Chipotle and Walmart — all without a single peer-reviewed clinical trial. In this episode, Zoë traces the program from its origin on a CrossFit blog in 2009 to its multi-million dollar licensing ecosystem, digs into the loaded vocabulary (sugar dragons, tiger blood, sex with your pants on), and examines what happened when a nutrition science student fact-checked all 450 citations in It Starts With Food. Kylee breaks down how real elimination diets work, why this one poses specific risks for athletes, and what the plant-based Whole30 contradiction reveals about whether the rules were ever based on science at all.

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