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Bodyism, established by James Duigan in London in 2007, is an exclusive wellness company operating under the two brand names ‘Bodyism’ and ‘Clean & Lean’. It offers a total wellness solution, including supplements, clothing, bespoke personal training, and six best-selling books.
Through Bodyism, James promotes the concept of clean eating, which is eating food that is as close to its natural state as possible, and is an element of James' blueprint for a healthy, happy life. He believes that the rule "be kind to yourself" should drive every choice we make, and that trying to follow ‘healthy eating’ rules is not a long-term proposition. His advice is to tune into our bodies and find the foods that work best for us.
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