I’m Shaun La Franco, director and founder of The Food Alchemist, and I work with elite athletes and active humans who want their nutrition to match the standard of their ambition.

My coaching philosophy is built on scientific precision, accountability, and evidence-informed strategy — aligning nutrition with the true demands of training, recovery, adaptation, and competition.

I believe high performance is rarely limited by effort alone. The difference is in the quality of execution: how consistently an athlete fuels, recovers, hydrates, and prepares when the smallest of margins matter most.

My role as your coach is to bring clarity, structure, support and performance intent to that process through personalised and periodised performance nutrition coaching that is practical and built for real-world performance and lifestyles.

My background combines performance nutrition with deep technical expertise in food science and technology. I hold a Bachelor of Technology in Food Science, a Graduate Diploma in Oenology, a Certificate in Tertiary Teaching and have lectured internationally at university level in chemistry, physics, process engineering, and food-related disciplines.

I am also currently completing the International Olympic Committee Sports Nutrition development programme as part of my ongoing commitment to advancing my knowledge and skills as a world-class performance nutrition practitioner.