Keith Norris is a former standout athlete and military veteran. He is an elite strength and conditioning specialist and habit change expert with over 40 years of in-the-trenches experience. As a serial entrepreneur in the health and wellness space, he is a co-founder and Chief Development Officer of the largest Paleo platform in the world, Paleo f(x). As well, Keith is the CEO of Phoenix Equipment Group, LLC, and a founding member of ID Life, a company whose mission is health and lifestyle optimization. In his spare time, he authors one of the top fitness and personal development blogs in the health and wellness sphere, Theory To Practice, and is the author of The Five T’s, the art of goal setting and continual improvement.