Australian CEO Attributes $70 Million Company Success to Extreme 3:30 AM Workout Routine

Steve Sidd, managing director and co-founder of Sydney-based Catering HQ, has attributed the success of his $70 million company to an extreme daily routine that begins before dawn.

Sidd, 49, overhauled his lifestyle at age 40 following the death of a friend who suffered a fatal heart attack in his mid-50s. This personal tragedy prompted Sidd to re-evaluate his own health habits, which he described as unhealthy due to his work in the hospitality industry. He told the Australian Financial Review that the nature of the industry involves constant eating and drinking, contributing to what he perceived as a decline in his well-being.

His current regimen starts every day at 3:30 a.m. with a two-and-a-half-hour workout session. This exercise period includes an intense treadmill workout designed to burn at least 1,000 calories. Sidd adheres to this demanding schedule seven days a week, even during holidays with his family. He stated that rest days negatively impact his performance, and the morning workout provides the necessary foundation for managing stress and making decisions effectively.

Sidd's diet complements his rigorous exercise routine. He avoids carbohydrates such as rice, pasta, bread, and potatoes, believing they make him feel sluggish. His typical meals consist of muesli with dairy-free vegan blueberry yogurt for breakfast, and fish and salad for lunch and dinner. If he experiences a mid-afternoon slump, he consumes Continental cream of mushroom soup with croutons and black pepper.

He noted that he rarely consumes alcohol, and has stopped attending evening restaurant dinners because they disrupt his strict bedtime schedule. Sidd aims to be in bed by 8:30 p.m. each night to ensure he has sufficient energy to manage Catering HQ, a company that employs 560 staff and has grown to a valuation of $70 million, reportedly using its own cash flow without securing bank loans.

Despite Sidd's reported success and 40 kg weight loss since adopting his routine, some online commenters expressed skepticism about its broad applicability. Reactions included doubt about the transferability of such extreme habits and criticism of the perceived restrictive nature of his diet and social life.