I’m Robb Dorf, founder and CEO of PureFit. PureFit is truly a product of my own personal passion for living a healthy lifestyle rooted in fitness and good nutrition. As a student, I studied exercise physiology, and I followed my studies with more than a decade of experience in the health and nutrition industry. Fitness and nutrition is more than just head-knowledge for me. It’s also more than just a business proposition.

I am an athlete who, like anyone who has had the satisfaction of achieving personal goals, is proud of my own athletic accomplishments. More importantly for my customers, however, the first-hand knowledge I have gained in the process of training and competition has been invaluable in my pursuit of the ideal nutrition bar.

PureFit is, for me and my team, truly a way of life. We are constantly aware of how much misinformation is out there when it comes to nutrition and fitness. Educating people on what it takes to achieve maximum health and fitness is as much a part of what we do at PureFit as deciding what ingredients should go into our next nutrition bar.

My vision has always been to take a holistic approach to one’s health, and like I’ve always said, I like to keep it simple. Life is too short to not do what you enjoy, and regular exercise and good nutrition make doing what you enjoy even more enjoyable.