Alright – so today we’ve got the honor of introducing you to Chris Zehnder. We think you’ll enjoy our conversation, we’ve shared it below.
Chris, we’re so excited for our community to get to know you and learn from your journey and the wisdom you’ve acquired over time. Let’s kick things off with a discussion on self-confidence and self-esteem. How did you develop yours?
It’s a long story, but an interesting one. (Though sometimes, life has a funny way of testing your confidence.)
As a kid, I struggled with severe social anxiety and a lack of self-confidence. It was so intense that I would experience near-panic attacks when speaking to strangers or going through job interviews. The anxiety often compounded on itself—I became anxious about the anxiety I knew would come. This vicious cycle left me feeling paralyzed, unable to get a word out.
To overcome this, I deliberately sought jobs that would push me out of my comfort zone. I started by bussing tables, then moved on to serving tables. Eventually, I faced my ultimate fear: cold calling and sales. I had read countless books on the subject, but nothing could truly prepare me for the anxiety, rejection, and self-doubt that came with it. Yet, as I pushed through and made those calls, something unexpected happened—I started to get lucky. The more I called, the luckier I seemed to get.
Over time, with small successes building upon each other, the anxiety faded. I proved to myself that I was capable, and that made all the difference. With the encouragement and confidence of my former CEO, Bill Wooditch, I reached a point where I truly believed in my ability to succeed.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I started <b>Counter Fit Foods </b>because I saw a huge gap in the market: convenient frozen meals that actually have exceptional macros. A lot of brands slap “healthy” or “macro-friendly” on their labels, but when you really look at the numbers, they don’t add up. I wanted to change that. Our meals don’t just look good on paper—they’re legit. They taste like indulgent cheat meals but are perfectly balanced to help with fitness goals like weight loss and muscle building.
My background in this space comes from genuine curiosity and passion. I became a certified nutrition coach and personal trainer during COVID purely because I wanted to learn more about how food and fitness work together to transform the body. I didn’t do it for a career or any other reason—just to understand the science behind it all. That interest eventually grew into a mission to create something that could truly help others—not just another product pretending to be healthy.
What gets me most fired up about <b>Counter Fit Foods</b> is how we’re completely changing the way people see “diet food.” These meals aren’t bland or boring—they’re delicious, satisfying, and built to make hitting your macros simple. I also have no background in cooking so I am constantly surprised when I hear how much people love them. The repeat orders and positive feedback remind me why I started this in the first place.
Right now, I’m all about growing the brand locally in Orange County. I personally deliver every meal, which has been a great way to connect with customers. We recently launched a subscription model with 10% off, so it’s even easier for people to stay on track. Looking ahead, I’m planning to expand into gyms and fitness centers so we can reach even more people who are serious about their health.
For anyone considering <b>Counter Fit Foods</b>, here’s the deal: these meals are built on passion, research, and a no-compromises approach to quality. They’re here to make your fitness goals achievable, whether you’re just starting out or already crushing it. And they taste great—because food should fuel your body and still feel like a treat.
For anyone considering Counter Fit Foods, know that these meals are the result of passion, research, and a relentless focus on quality (and a selfish desire to find great tasting food that would allow me to accomplish my fitness goals). They’re designed to help you reach your goals, whether you’re deep into your fitness journey or just getting started.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
<b>1. Awareness of mental state and motivation</b> The ability to recognize and adjust your mindset when you face setbacks or rough patches is critical.
<b>2. Consistency</b>
Success is built on the mundane tasks you do every day. Those small, repetitive efforts lead to something much greater over time.
<b>3. Seeking Shortcuts</b>
Don’t automatically assume the harder route is the better one. Early in my sales career, I was taught to always take the “hard road” because it builds character or something like that. But now, especially with how technology has evolved, I realize that’s not always true.
<b>How to:</b>
1. <b>Awareness:</b>
Awareness is both the starting point and the goal. It’s about practicing the skill of separating yourself from your thoughts. If you’re hopeful, motivated, and believe you can achieve something, you’ll be surprised at what you can accomplish. I call it “mental training” instead of meditation, but the idea is the same: take time to focus, reflect, and strengthen your mindset. However, the key is applying that practice to real-life situations. Meditating for hours doesn’t mean much if you let your mind spiral the minute life throws a curveball.
<b>2. Consistency:</b>
If you’re clear on your goal and genuinely want it, consistency shouldn’t be a struggle. But let’s face it—sometimes, life gets in the way. To stay on track, you can try time-blocking or other strategies to keep yourself focused. The trick is to value the process itself, not just the external rewards like money or freedom. When you stay consistent, you’ll find the outcome you want naturally falls into place. And if you are having a tough time getting through something, just start anywhere. Open the file, start writing, pick up the phone. Just get working on it and know that motivation comes <i>after </i>you start working, not before.
<b>3. Seeking shortcuts:</b>
Many entrepreneurs are conditioned to think the easy way is the wrong way—that the harder path is the one that pays off. That can be true sometimes, but it’s also smart to embrace any shortcuts that make life easier without sacrificing quality. Whether it’s using AI, delegating tasks, or streamlining a process, these tools can free up your time and energy for what really matters. For example, I’ve caught myself over-preparing for something as simple as an email. I’ll spend time gathering data that’s unnecessary, only to realize 80-90% effort is often more than enough. Don’t waste time overthinking when there’s a faster, effective way forward.
How can folks who want to work with you connect?
Yes – anybody in the fitness/nutrition business that shares my philosophies on nutrition. Anybody who can run a kitchen or manage food processing.
Contact Info:
- Website: counterfitfoods.com
- Instagram: @counterfitfoods
- Facebook: https://www.facebook.com/counterfitfoods
