Our Story

Head Down Heart Up (HDHU) created the Perfect Fitness Framework to simplify food and fitness for people who are frustrated and overwhelmed by misleading misinformation because the industry is overflowing with hype and half truths.

The Perfect Fitness Framework is a practical solution to a long-standing problem. Many food and fitness programs have an underlying agenda. We use a client-centric approach that revolves around two things: finding what works and doing more of that and finding what doesn’t work and doing less of that, all while finding ways to help our clients be consistent, persistent, and put in the effort needed to make the changes they want to see.

Learn more about what we do by clicking here.




We lead with our heads, and we live from our hearts. And we recognize that we are all in this together.


We're conduits, guides, humble servants, not gurus.  We don’t have all of the answers.


Honestly, we just like nice people so we set out each day to be ones ourselves - knowing and respecting that each person is doing the best they can, in that moment, with what they have.


Few journeys are smooth and easy. This includes our journey. This includes yours. We have to show up each and every day with all that we have.


We fight each and every day to lead and live as an examples.


Where ever we go, find the person having the most fun and do everything you can to learn about that person. Because they have figured out something you might want to know. Whenever we're having the most fun, we come alive.



Our coaches are highly trained and experts in their craft. They understand that no two bodies are alike and will work to find the best approach for you.

Ev Coaching Photo

Evan T. Cook

Habit-Based Nutrition
Unconventional Training
Obstacle Course Racing
Fat Loss

Evan is the founder of HDHU Fitness & Nutrition Solutions and creator of the Perfect Fitness Framework. Evan's core philosophy centers around answering these two questions:

  • "If it were easy, what would it look like?" and
  • "How can we have the most fun?"

ISSA Certified Fitness Trainer
ISSA Specialist in Fitness Nutrition
Precision Nutrition L1 Certified
OTA Certified Online Trainer
Onnit Academy Foundations Trainer
Certified Health Coach