our story

Meet the founders, Scott & Elle Madden

Partners, parents and coaches on the Central Coast of NSW. We built FWD FRM around one belief: wellness made simple, results that stick.

Our story started before FWD FRM

In 2014, Elle lost 17kg. But the biggest change was how she felt: lighter, energised and like herself again. That experience sparked a love of nutrition that led her to complete a Bachelor of Health Science in Nutritional Medicine and help others find their own confidence.

Scott’s journey unfolded on the gym floor. For more than a decade, he’s owned Body Movement in Kincumber, helping people build strength, feel capable and find a community they belong to.

Today, we coach there together every week, from strength and conditioning to hot room classes, and support clients online across Australia. Between us, we’ve coached people juggling work and family, people returning after time away, and people who want to feel stronger without making fitness their whole life.

We kept seeing the same thing: lasting progress came from simple foundations people could keep coming back to.

But when it came to supplements, our clients often felt overwhelmed by neon tubs, jittery formulas and labels they couldn’t understand. They wanted products they could trust and a routine that made sense for their lives.

Those conversations brought our two journeys together and became the beginnings of FWD FRM.

Then life gave us another reason to start

In 2020, we were expecting our first child. Between running the gym, coaching clients and preparing for parenthood, we needed a routine that took minutes, not willpower. So did almost every client we coached.

We wanted supplements we could trust, confidently recommend and enjoy ourselves, without the jitters, the bloat or the gym-bro packaging. We couldn’t find them, so we spent the next two years making them with naturopaths, biochemists, nutritionists and dieticians.

FWD FRM launched in February 2022. We packed the first orders from our son’s bedroom, fitting a new business around coaching and family life. Every order meant someone had decided to give us a chance.

Today, those orders leave our own warehouse on the Central Coast. We’re raising two boys, still coaching every week, and we still care about every parcel that leaves our hands.

Find your everyday essentials

our mission

Wellness made simple. Results that stick.

We want more people to feel good about looking after themselves, without overcomplicating it.

Food, movement, sleep and consistency are the foundations. Our role is to make them easier to keep, with clean, honest supplements that earn a place in your day and flavours you’ll look forward to.

Routine becomes ritual. Ritual becomes results that stick.

The FWD FRM Way

Find your everyday ritual

Start with what you need and build from there.

Greens and creatine to start your morning. Protein to help meet your daily needs. Hydration for training and busy days. A pre-workout before you move. A warm chocolate ritual as you wind down.

You don’t need the whole range to begin. Find the essentials that make sense for you.

Explore Essentials

Simple, with purpose

Every product needs a clear reason to be in your routine.

We focus on everyday essentials, understandable ingredients and flavours you’ll look forward to. Because enjoying a habit makes it easier to keep.

Thoughtfully formulated

Formulated with naturopaths, biochemists, nutritionists and dieticians, with care given to what goes in and why. You deserve to know what’s in every scoop.

Australian made & family owned

Made in Australia with premium ingredients, and made to taste like something you’ll look forward to. That’s what makes it easy to come back to every day.

We’re growing this with you.

FWD FRM began with people we knew by name: the clients on our gym floor and the community around us.

Today, that community reaches much further. Every order, recommendation and message helps us keep building.

Our ambition is to make wellness simpler for more people, while staying close to the reason we started: helping you feel confident about taking care of yourself.

We’re building a business we want our boys to be proud of, and a brand you feel good about welcoming into your home.

Thank you for being part of it.

Scott & Elle

find your everyday essentials