WILDFIT Coach by Eric Edmeades

WILDFIT is a nutrition and health transformation program developed by South African–Canadian entrepreneur, keynote speaker, and transformation architect Eric Edmeades. Rooted in evolutionary biology and behavioral psychology, WILDFIT proceeds from a single premise: that most modern health dysfunction (weight gain, low energy, chronic inflammation, compulsive eating) is not caused by weakness of will but by a fundamental misalignment between the food environment humans evolved in and the highly processed food ecosystem they live in today. A WILDFIT Coach is a certified practitioner trained to guide clients through Edmeades' 90-day transformation program, equipped with the curriculum, delivery tools, and business framework to run it professionally.

WILDFIT launched in 2011, partnered with Mindvalley in 2018, and has since been delivered to more than 100,000 participants across 100+ countries. The program has twice been named the highest-rated program on the Mindvalley platform by audience vote, a distinction that places it among the most market-validated health transformation methodologies available to coaches.

Eric Edmeades: Founder

Eric Edmeades was born in apartheid-era South Africa and immigrated to Canada, where he launched his first startup, The ITR Group, in 1997. He later served as CEO of Kerner Group, a practical effects spinoff from Lucasfilm, from 2009 to 2011. His WILDFIT methodology has longer roots than either of those chapters: in 1991, chronic sinus infections, excess weight, acne, and fatigue led him to experiment with dietary change instead of the surgical intervention his doctors recommended. Within 30 days, his symptoms resolved. That personal experience initiated two decades of self-directed research into evolutionary biology, human nutrition, and behavioral change. That research eventually crystallized into WILDFIT.

Edmeades has since delivered keynote presentations in 65+ countries, coached and trained coaches in health transformation methodology internationally, and built WILDFIT into a global program. In 2022, the Canadian Senate awarded him a Senate 150 Medal in recognition of his contribution to Canadian entrepreneurship.

WILDFIT: The Methodology

WILDFIT's intellectual foundation is evolutionary mismatch theory applied to food. Edmeades argues that human biology evolved in an environment of whole, seasonal foods; the modern food industry engineered highly processed products that exploit the same biological reward mechanisms but provide none of the nutritional context the body expects. In his account, chronic overeating, metabolic dysfunction, and compulsive eating behavior are the predictable biological response to an environment the human body was never designed for, not a failure of discipline.

The WILDFIT program addresses this at three levels: the psychological (identifying food associations, emotional eating triggers, and cultural food beliefs), the educational (understanding seasonal eating patterns, food categories, and evolutionary nutritional context), and the practical (a structured 90-day dietary progression through distinct phases). The 90-day format is deliberate: Edmeades argues that lasting habit change requires extended, supported environmental change, not a short program followed by willpower alone.

The WILDFIT Coach Certification

Program structure

The certification is built around a 7-week Foundational Training program delivered online, featuring weekly live calls with Eric Edmeades directly and a weekly competency assessment to confirm readiness to deliver content to clients. The seven modules cover:

1. WILDFIT Principles — evolutionary biology foundations and the core WHY behind the methodology

2. Effective Coaching — facilitation and behavior-change coaching skills in health contexts

3. The WILDFIT Toolbox — the practical tools coaches use with clients throughout the 90 days

4. The First Two Weeks — how to structure and deliver the opening phase of the client program

5. WILDFIT Spring — the core dietary transition phase, the methodology's centerpiece

6. Living WILDFIT — the long-term maintenance and sustainability framework

7. Exam Preparation with Eric — direct preparation for the certification assessment

What coaches receive

Certified WILDFIT Coaches receive a license to deliver the full WILDFIT 90-Day Challenge client curriculum: a done-for-you delivery system including automated email sequences, client platform access (with Edmeades' videos and recipe database), and client progress-tracking infrastructure. Coaches deliver Edmeades' proven system rather than building their own curriculum.

The certification also includes the One Talk Workshop, a structured presentation framework for recruiting clients into group challenges, and Edmeades' Inception Marketing Video Training Program, which teaches the psychological principles underlying effective health coaching client acquisition.

Graduates are listed on the WILDFIT Find a Coach directory, providing a searchable public presence for prospective clients seeking certified practitioners.

Prerequisites

Applicants who have not yet completed the WILDFIT 90-day challenge as participants must be at Week 8 of the program by the time coach training begins. This ensures every certified WILDFIT Coach has experienced the full methodology before delivering it. That is a meaningful quality standard in a market where many certifications make no such demand.

Accreditation and Positioning

WILDFIT Coach certification is not accredited by the ICF, EMCC, or any professional coaching body. It is a proprietary program certification, a license to deliver Edmeades' curriculum under the WILDFIT brand, rather than a competency-based coaching qualification.

This positioning is consistent with other curriculum-license models in the health coaching space. Coaches who want both a WILDFIT certification and a professional coaching credential must pursue those independently. For coaches building a practice specifically around the WILDFIT methodology, using its proven curriculum, Mindvalley ecosystem access, and Edmeades' name recognition, the certification is the sufficient entry point for that model.

What This Means for You

A WILDFIT Certified Coach has trained in Edmeades' evolutionary nutrition methodology and holds a license to run the WILDFIT 90-day challenge with clients. They work with a complete, market-tested client delivery system, not a framework they must implement from scratch. The program's track record (500+ certified coaches, 100,000+ participants, top-rated Mindvalley program) provides coaches with a credible, proven product to deliver. The methodology is health and nutrition-focused, not generalist life or performance coaching; clients seeking weight management, metabolic health, or a fundamental reset of their relationship with food are the primary audience. Clients seeking executive development, career transition, or psychological coaching should look elsewhere.