How One Franchise Owner Is Fueling His Ironman Journey—And Helping Austin Do the Same

When you think of someone running a business, you might picture endless meetings, late nights, and very little time for anything else. But for Matt Lupi—owner of our Austin, TX Simple Plan franchise—discipline, structure, and performance don’t stop at the kitchen. They extend all the way to the finish line.

Right now, Matt is deep in training for one of the most physically demanding races in the world: the Ironman. That means months of swimming, biking, and running… all while managing day-to-day operations at Simple Plan Austin. It’s no small feat. But for Matt, it’s not about doing the bare minimum in either pursuit—it’s about doing both well.

In this blog, we sat down with Matt to talk about what fuels him (literally and figuratively), how he balances Ironman prep with business ownership, and why he’s so passionate about bringing healthy, high-protein meals to the Austin community. Whether you’re an athlete, entrepreneur, or just someone trying to level up, there’s something in here for you.

What inspired you to sign up for a Half Ironman, and how do you stay motivated during such a long training cycle?

I was looking for a new fitness challenge and decided on a triathlon because it was so new to me. I have never swam or biked competitively, and have never been a great distance runner. This was the perfect event to challenge myself physically and mentally. I set a goal to go sub-5 hours for the race, which is a big stretch goal for my first race. That keeps me motivated because each training session matters, and I know that I need to be intentional about making progress each week in order to get to where I want to be. 

How do you structure your weekly training schedule around running a business?

I typically have early mornings to get ahead on my day. Most of my days include 2 workouts, so I have to be intentional about planning out my day. I hate the feeling of going to bed knowing that I missed a workout or could have done more work. Scheduling out my responsibilities and tasks for the day helps a lot. 

What has been the most surprising thing you’ve learned—about yourself or training—through this Ironman prep?

I have learned that it is never too late to learn something new! Too often we get into self-limiting beliefs and don't try anything new. I went from not swimming a lap in a pool for probably 15 years to now swimming proficiently multiple times per week. The only thing holding you back from trying something new and getting better at it, is yourself! 

Nutrition & Recovery

What does a typical day of eating look like for you during Ironman training?

I burn anywhere from 3,500-4,000 calories per day. Therefore, I am eating upwards of 4,000 calories daily to ensure I am properly fueling myself and also not losing too much muscle mass in the process. My day normally consists of a big breakfast, two lunches, a big dinner and a snack before bed. 

How do you use Simple Plan meals to support your training? Any favorites?

Simple Plan is a staple for my lunch. On most days, I will eat two Simple Plan meals late morning / early afternoon for my lunches. I do this for a few reasons: they are high in protein, they taste great, and most importantly, I do not have to cook or clean when I am going from the pool to the gym, etc. My current favorite meal is the bacon burger bowl. I could eat that every day. Other favorites are the chicken fajita bowl and the cookies and cream overnight oats. 

What do you prioritize most when it comes to recovery—sleep, hydration, protein? And how do you make sure it actually happens?

I am a big advocate for proper sleep. The other bio-hacking won't work if sleep is not optimized. I go to bed very early and typically have to wake up early, but still get a solid 8 hours. This is only possible by getting my work done during the day to ensure I can get proper rest. Hydration is another big factor, especially training in the Texas heat. 

Mental Resilience

There must be tough days. How do you handle training sessions when you’re tired, stressed, or unmotivated?

I visualize myself running the red carpet, the final stretch of the Ironman race, and think about these are the days that matter the most to get to that point. If I want to earn a great time, or even complete the race, the tough days cannot break me. I am also very lucky to be around so many mentally strong individuals. There are times where I feel physically broken during a workout and they keep pushing, which gets me pushing forward even more. On top of this, lots of caffeine and carbs! 

Business & Balance

As a franchise owner and athlete, how do you keep your personal health a priority without sacrificing your business goals (or vice versa)?

I am a strong believer that these go hand in hand. As a franchise owner for a meal prep service, I need to be physically fit and set a strong example for my customers to build trust in me and my product. Pushing myself harder physically will help my business grow in return. Although these are two demanding areas of my life, I signed up for both. It is my responsibility to do both to the best of my ability. I hope to lead by example and inspire others along the way. 

What advice would you give to someone trying to build better habits who feels like they’re “starting from scratch”?

Accountability and competition. First off, accountability changed my life. As a college student, I spent an entire semester waking up at 4am and rucking with a mentor of mine. It was nearly impossible for me to skip a day because I knew he was counting on me. It is amazing how much progress you can make just by having the responsibility of showing up every day. Next, competition is missing from society today. When is the last time you have toed the line in a race of physical feat? When have you set a goal and you would do whatever it takes to get there? Healthy competition will jumpstart your progress and you will quickly start to ask yourself, "what else can I achieve?'. And as you get better, you will notice the holes in your life that need to improve. 

Long-Term Mindset

Once the Half Ironman is over, what’s next for you—physically, professionally, or personally?

A few weeks after the race, I will be competing in HYROX. I'm sure I will get the itch to complete a full Ironman soon, so be on the lookout for that in 2026! In between the training and competing, I am working on building Simple Plan Austin to be the biggest meal prep service in Texas.