Tyson Fury and Sam Warburton are among the fans of A-Head of the Game Nutrition
A FAST-GROWING food firm is opening a new cafe in Whitchurch to prove to people that healthy eating can be convenient and exciting.
Despite only starting during Covid, A-Head of the Game Nutrition already provides meals and snacks for 21 gyms and sports organisations, including the Welsh Rugby Union, Cardiff City and Wales Cycling.
Now the firm – which includes boxer Tyson Fury and Welsh rugby legend Sam Warburton among its fans – is opening the doors to a new health café on Saturday, at the site of the former NatWest bank on Penlline Road.
The business is run by Rory Pitman, 35, a former Wales U20 international rugby union player who spent his 11-year career taking care of his diet.
But he’s also a dad.
“Trying to get my kids to eat better is hard enough,” said the father-of-two.
“I think we get too caught up sometimes in trying to change the world. Let’s change our own environment first.”
To help with that, the company is partnering with cancer charity Maggie’s to offer children healthy breakfasts at an affordable price.
But Mr Pitman also wants to help educate people on how simple it can be to make and eat more nutritious food.
“We know how everyone is these days. Everybody lives fast-track lives, and they want convenience,” said Mr Pitman.
(L to R): Rory Pitman with Tyson Fury. Sam Warburton partnering with AHOTGN.
“What we’ve tried to do is show convenience can still be key, but it can come with fantastic taste, quality and nutrition at the heart of it.
“The biggest thing for me is having that everyday customer walk-in – whether it be a plumber, electrician, a school teacher – and pick up a meal or wrap and feel good about themselves.”
The café will offer everything from breakfast dishes such as steak and eggs, to grab-and-go lunch wraps, protein brownies, cakes and treats as well as mushroom coffee blends.
Mr Pitman recommends the Teriyaki noodles dish because it is most popular with customers.
“We can’t make them quick enough,” he said.
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With its varied menu, AHOTGN wants to prove that healthy eating is far from boring, with dishes from Pan-Asian to Thai cuisine, Moroccan meatballs or paella and even the viral Dubai chocolate.
“The choice and the flavours, that’s what we’re known for. You’ll be able to go round the world in a week,” said the company direcor.
“Without sounding cheesy, that’s why we’re called A-Head of the Game, because we like to stay on trend with what people like, what people don’t like, and how we can get those nutrients, protein and everything else packed into those meals without you having to do all the hard work.”
‘We’re passionate about being Welsh’
While AHOTGN prides itself on international flavour, the company is also dedicated to using produce from local Welsh companies, including Whitchurch’s The Gourmet Butcher.
“We’re passionate about being Welsh and passionate about helping our economy grow and helping each other grow,” said Mr Pitman.
“I just hope that we can add value to the fantastic community Whitchurch already has.”
Lockdown take-off
The former professional rugby player started the company during the pandemic, after becoming fascinated by the psychological and physical impact of food on our wellbeing.
“I wanted to create an environment and a brand that people were comfortable in being around and made them feel fulfilled and made them understand their health and well-being as well,” Mr Pitman said.
The business started small but by the end of the pandemic it grew from 10 customers to more than 100 customers, and was able to expand into a café in Bridgend in 2022.
And the expansion shows no sign of stopping. As well as the Whitchurch cafe, AHOTGN is set to open two juice bars in Penarth and Pontcanna, both called ‘Mother Nature by A-Head of the Game’, in the next few weeks.
“Without having the good people I’ve got around me I would never have got to this point,” Mr Pitman said.
