Greg has been obsessed with health, performance, and longevity for as long as he can remember. He has spent countless hours diving into research, breaking down ingredient lists, analysing the latest science, and figuring out what actually works versus what’s just clever marketing. Sourcing the highest-quality, most effective products—while ensuring they are ethically produced—became a passion, but also a frustratingly complex and time-consuming process.

Through conversations with friends and family, Greg realised that most people want to prioritise their health, feel great, and perform at their best—but in the busy world we live in, they don’t have the time to sift through endless information, labels, and conflicting advice. They just want simple, effective solutions they can trust.

This realisation led to the creation of Urthed—a platform designed to cut through the noise, remove the guesswork, and bring together the highest-quality, research-backed products in one place. Every product is obsessively sourced, rigorously vetted, and selected with a singular goal: to help people optimise their health and unlock their full potential—without the stress.