HOK was born out of necessity. Founder Alim Alva spent years navigating countless approaches to nutrition in search of something that could truly support his lifestyle. Along the way, he realised that real progress doesn’t come from quick fixes — it’s built through intentional routines and the discipline to show up, day after day.

“As my training regimen intensified over the years, priming my body for peak performance during key points in the season made recovery and replenishment paramount. Persistent injuries led me to seek guidance from some of the industry’s most experienced performance and lifestyle nutritionists. This collaboration sparked my own research, where I consistently found studies linking intense training with the need for targeted dietary strategies to support recovery and sustain optimal performance.

I began incorporating supplements and functional foods into my routines; it wasn’t long before I noticed significant improvements enhancing my overall health and addressing the specific issues I faced. Taking ownership of the things I could control became non-negotiable. Prioritising clean, natural resources became my new standard — and in turn, elevated my performance across all areas of life.”