About

For over two decades, Justin Friedman has dedicated his life to the betterment of both people and the planet. His extensive experience includes working in  Europe, Asia, the UK, the USA, and Southern Africa, always with a profound emphasis on fostering unity. The name Friedman, which means "Man of Peace," is a guiding principle for Justin. He views his work as an opportunity to promote unity.

Justin has had the privilege of collaborating and working alongside Governments, Global Foundations, NGOs, Ethical Businesses, changemakers, Entrepreneurs, Artists, and prominent Individuals. Throughout his career, He has engaged in projects and endeavors that seek to maximize their positive impact locally and globally. Justin possesses an extensive background in the Health and Well-being industry, where he has developed various concepts, products, brands, and strategic partnerships. He has also advised numerous innovators in this field.

Throughout my life's journey, I've been driven by a constant purpose from early on —to align head, heart, and root, to express myself freely, to become fully embodied, to experience deep intimacy and cultivate the harmony of yin and yang - not just within but also in how I relate to the world around me.  

Ritual has played a significant role throughout my existence,and when it wanes, it becomes a telltale sign of life's flow. I've striven to discover the sacred within the mundane, to cultivate awareness of my thoughts, emotions, feelings and actions. I strive to prioritize relationships noticing how in times of survival, these areas bear the brunt of the impact.

For years a mantra of mine has been " Feel Deeply, Function Fully"

I've always been deeply committed to driving behavior change. Initially, I focused on reshaping the narrative through design and media to influence our thoughts and emotions.

Later, I recognized the significance of transforming our consumption to enhance receptivity to a new way of thinking, seeing, and feeling. Food as Medicine  - what we put into our bodies profoundly impacts how we see the world. Couple that with putting in ancient medicinal compounds, and it can also play a role in shifting our perception and approach to life by influencing cognition, sensation, and physical capabilities.

I then looked at facilitating meaningful dialogue between people, assisting them in having difficult conversations to shift patterns of belief and behavior and Cultivating safety and trust.