ThinkBusiness
No Nonsense Fitness Targets Nutrition Confusion
Profile of Keith O’Beirne and the launch of Protein Swap Lab, the free Irish food-label comparison tool.
I'm Keith, 37, married and a dad of two, with a full-time job. I built No Nonsense Fitness to share what I've learned about food and training, and help people make better decisions for themselves.
Journalists: facts, sources and an approved photo are in the media kit.
I've spent 14 years at Greyhound Recycling, where I lead Sales, Customer Success and AI adoption. No Nonsense Fitness is what I build in the evenings and at weekends, around work and family life.
In February 2023, six months before my wedding, I decided to get in shape, so I hired an online personal trainer.
The first sessions felt awkward. I was overweight and finding my feet, but I stuck with it. He helped me understand a calorie deficit, eating enough protein and being consistent. Those basics worked for me.
Friends and people at work started asking me questions. I enjoyed explaining what I'd learned, so I put it into guides and tools that anyone could use.
I'm currently completing a QQI Level 6 in Sports Nutrition. I'm still learning, and I want to keep sharing what I learn in a way that makes sense when you've a job, a family and other things to get on with.
I don't sell coaching. Everything I learned, I share for free through the guides and calculators here.
I read food labels for the whole family. If you've ever stood in a supermarket trying to work out what's actually in the food you're buying, you'll know why I wanted to build something to help.
With FoodSussed, you photograph a product's ingredients and get an estimated Level 1–4 processing score, with the reasons behind it. It also includes calorie and macro tracking. Watch the label-reading demo.
It doesn't label food good or bad. It gives you information so you can make your own choices. FoodSussed is independent of supermarkets and food brands.
I'm preparing to launch FoodSussed on Android, with iPhone to follow. See what I'm building, or read how the processing score works.
Profile of Keith O’Beirne and the launch of Protein Swap Lab, the free Irish food-label comparison tool.
Keith O’Beirne was quoted on calorie-tracking accuracy and food-logging error.
Keith O’Beirne was quoted on why portion estimation is harder than food identification in AI calorie tracking.
I built the website I wish I'd found when I started. The guides and calculators are free, with no ads and no email gate.
If you're starting out, the Day One guide gives you somewhere to begin. You can work out a starting calorie estimate with the TDEE calculator, or read the fat-loss guide and muscle-building guide, depending on your goal.
You can also compare foods using Protein Swap Lab, the free Irish food-label comparison tool. Its sources and limitations are explained on the page.
Use what helps you. I'd be delighted if something here makes getting started a little easier.
Plain explanations, free tools and things I've learned from putting the basics into practice.
The questions friends and colleagues asked me, explained in the same plain language I'd use over a coffee.
I work full time and have a family. That's the life I build this around, and the context behind what I share.
I explain what the research says, where it is strong and where there are still questions. You can make your own decisions from there.
Real reviews from the Google Business Profile — nothing written by us.
"Absolutely fantastic to deal with and great information, highly recommend."
"Great app! The calorie database is accurate, the interface is clean and minimalistic, and everything is easy to find. It does exactly what I need without being cluttered."