Expertise

FlowRebels is the result of long experience, not quick fixes. It’s about complete wellbeing — balance, resilience, and the feeling of thriving in everyday life.
It is built on decades of practice and real-world application. Justin and Matt have been working side by side for over 25 years — exploring, testing, and refining approaches to performance, recovery, and health. That shared journey is what shapes FlowRebels today: products that are designed not for theory, but for the ins and outs of daily life.

Justin Pavey - Founder

Founded by wellbeing professional Justin Pavey (BSc Sport and Exercise Science), it exists to create products that support the ins and outs of daily life.

Coaching athletes, billionaires and professional high performers for over 20 years gave Justin insights into the extreme needs of the cutting edge of human performance. And working in collaboration with some of the world's top nutritionists has inspired his passion for the powerful connection between gut, brain, and behaviour.

His philosophy is simple. Real health relies on real food — whole, nutrient-dense ingredients tailored to your body's unique energy demands.

Matt Lovell - Nutritionist

FlowRebels products are formulated by master nutritionist Matt Lovell (B.A. (Hons) Dip ION NTCC CNHC Registered mBANT) to help you find and nurture that balance.

Matt is a specialist performance nutritionist with expertise honed over more than 20 years of working in elite sports as lead nutritional clinician. His clients span World Cup winners, Premiership, European title and world title teams, and Olympic medallist athletes.

Matt enjoys making people feel better through nutrition and solving complex health and general performance issues.