Midlife Reinvention: BOSH! Founders Embrace Sobriety and Plants at 40
As Ian Theasby and Henry Firth, the childhood friends behind the wildly successful plant-based food brand BOSH!, approached their forties, they embarked on a quiet yet profound lifestyle overhaul. Rather than opting for a flashy sports car or other stereotypical midlife changes, they focused on cutting alcohol, slashing sugar, and doubling down on their "more plants" philosophy. The result, they assert, is better sleep, sharper mental focus, and energy levels robust enough to chase toddlers and tackle ultra-marathons with equal vigour.
A New Philosophy for Health and Longevity
"We both looked at ourselves in the mirror and recognised that, yes, we had been eating lots of plant-based food, but maybe we hadn't been doing it as well as we could," explains Sheffield-born Theasby. He notes that prior to this shift, they were consuming too much sugar, drinking alcohol regularly, and neglecting proper sleep and rest. The arrival of children—Theasby has a two-year-old, and Firth a three-year-old—further catalysed this change. "When a child comes into the equation, you are reminded that you want to be there for as long as possible for them," Theasby says. "The best way to do that is to give yourself a fighting chance at real longevity."
This drive for longevity inspired their latest cookbook, BOSH! More Plants, which serves as both a recipe collection and a manifesto. "We think eating more plants is the best way for people to maximise and optimise their health," Theasby states. "This book shows that if you eat plants, and a good variety of them, you can turbo-charge your health and your energy."
The Tangible Benefits: Weight Loss, Energy, and Productivity
The transformation has yielded measurable benefits. Theasby reports feeling "very, very good," with both founders losing significant weight in a healthy manner. Their families frequently comment on their improved appearance. More importantly, their energy levels have surged, enabling them to keep up with their young children. A key component of this shift is their decision to go teetotal. "It was time," Theasby reflects. "Both of us recognised we were enjoying the feeling of waking up fresh more than the feeling of having a couple of drinks in the evening."
He describes sobriety as a "cheat code to productivity." "You wake up fresher every single morning, which means you're probably getting exercise done in the morning, which means you feel more energised throughout the day, so you're more productive," he elaborates. This increased vitality supports their rigorous fitness routines: Firth participates in triathlons, while Theasby runs ultra-marathons. "We're not out to win these things, but to compete in them is very satisfying and keeps you on your toes, health-wise," Theasby adds.
Tracking Health and Embracing Biohacking Insights
Both founders wear Whoop fitness trackers to monitor their health and biological age. The data is compelling: Theasby, 41, has a health age 8.1 years younger, while Firth's biological age is five years below his actual age. "That's because of prioritising sleep, prioritising the correct food, prioritising exercise and not drinking booze," Theasby explains.
Their approach incorporates elements from the biohacking community, including references to controversial figures like billionaire Bryan Johnson, known for extreme longevity experiments. Theasby views Johnson as an "army ranger going into unknown territory for the benefit of everybody else," pushing boundaries to highlight fundamental health principles. "He might be doing something absolutely mental, like super, super extreme, but he's just widening the possibility [for the rest of us to learn from]," Theasby says, noting that Johnson often underscores the importance of sleep, saunas for detoxification, and early eating for better digestion.
Practical Tips: Incorporating 30 Plants Weekly and Feeding Toddlers
Adopting a diet rich in diverse plants can be daunting, especially with recommendations to consume 30 different plants per week. Theasby offers practical advice: "Thirty plants a week does seem like a lot. However, there are ways and means of hacking the system." He suggests simple additions like mixed seeds and nuts on morning granola, combined with chopped fruit, sultanas, and oats, which can contribute up to 10 plant varieties in a single day. "You just have to approach it as if it's not a chore," he advises.
When it comes to their toddlers, Theasby emphasises variety and a low-pressure approach. "It's almost like, just pop the food down. That's what we're having today," he says. "It's not like, 'What do you want to eat?' Or, 'Is this nice?' The food appears in front of them. They look at it and just go, 'I'll have a bit of this, I'll have a bit of that.'" He acknowledges that challenges may arise as the children grow, but for now, they are in a good place.
Indulgence in Moderation: The Dark Chocolate Fix
Despite their disciplined regimen, Theasby admits to a nightly indulgence: dark chocolate. "Every night, once I've eaten my dinner and I'm sitting down to watch some football or whatever, the chocolate comes out," he confesses. He enjoys two or three squares of high-quality dark chocolate with nuts and raisins, creating a treat reminiscent of a Dairy Milk Fruit & Nut bar. This balance underscores their philosophy: health optimisation doesn't require absolute deprivation.
Recipe Spotlight: Plant-Based Comfort and Innovation
Their new cookbook features recipes designed to be both nourishing and satisfying, reflecting their "more plants" ethos. Examples include:
- Coconut, Basil, and Broccoli Noodle Broth: A fragrant, feel-good soup with a creamy coconut and basil broth, charred broccoli, and a spicy peanut rayu for heat and crunch. It offers 7 plant points per portion and is rich in protein.
- Smoky BBQ Pulled Oyster Mushroom Tacos: These tacas feature meaty oyster mushrooms with a smoky, spicy marinade, fresh salsa, and a silky green drizzle. Each serving provides 7 plant points and is a vibrant, satisfying meal.
- Ginger and Berry Black Bean Brownies: A dessert that combines indulgence with nutrition, these fudgy brownies are packed with protein and fibre from black beans, oats, and blackberries, offering 4.25 plant points per portion.
Theasby and Firth's journey demonstrates that midlife can be a period of enhanced vitality through conscious lifestyle choices. By prioritising plants, sobriety, and sleep, they have not only improved their personal health but also aim to inspire others through their culinary creations and philosophical shift. BOSH! More Plants: 30-Minute Plant-Based Meals by Henry Firth and Ian Theasby is published by DK, priced at £22.
