Meet Will

Will Winston is a husband, father of three, and entrepreneur based in Richmond, VA. For nearly three decades, his company, TechnoMarketing (Techno Branded SWAG), has helped businesses stand out with branded promotional products.

But success came at a cost. Throughout his 30s, Will poured everything into growing his business and family—at the expense of his health. By 2018, with the birth of his third child, he had reached 245 pounds, and despite his achievements, he felt disconnected, unhealthy, and struggling in key areas of his life.

The wake-up call came in 2020. The pandemic forced him to reflect on his lifestyle, leading him to dive deep into health and personal development. Then, in early 2021, a torn calf muscle at age 39 playing pickleball became the final warning sign. He knew he had to change—not just for himself, but for his family.

Yet the road to transformation wasn’t easy. Will battled cycles of alcohol dependence, quitting for weeks or months at a time before slipping back into old habits. It wasn’t until a pivotal trip to the Dominican Republic in March 2022 that he made the decision to quit for good. That moment—March 28, 2022—became the turning point that would redefine his life.

By his 40th birthday in July 2022, Will had dropped to 215 pounds with 21% body fat. Just 16 months later, in October 2023, he reached 195 pounds and 10% body fat. But the transformation wasn’t just physical—it was a complete shift in mindset, built on three pillars: essential macronutrients, movement, and mindset.

Realizing that simplicity was the key to lasting change, he developed The Primal Protocol—an approach rooted in ancestral wisdom, essential nutrition, and fundamental movement. To deepen his knowledge, he became a Primal Health Coach through the Primal Health Coach Certification Program, accredited by the National Board for Health & Wellness Coaching.

Now, Will is on a mission to help others reclaim their health and vitality through The Primal Journey—a return to the fundamentals that make us strong, resilient, and fully alive.