From skateboarder to stuntman, to celebrity chef, I don’t think even Mathew Pritchard would have been able to predict his career arc when he first started putting his body on the line for people’s entertainment in the early noughties.
After all, you don’t see Jamie Oliver jumping in frozen lakes or offering his bare backside as a target for footballers to take aim at.
There is one thing that binds all of the former Dirty Sanchez and Balls of Steel star’s work, however.
Whether it’s near-the-knuckle pranks or proper filthy vegan cooking, he’s always jumped head first without fear or thought into everything he’s done.
It’s safe to say Pritchard has lived the life of a rockstar. Never mind best-selling vegan cookbooks, the Welsh mad dog could write an autobiography and fill it with tales that didn’t even make it to the big screen.
However, if he did, Pritchard would have to leave room for one more chapter. One titled ‘SWYD‘.
Having channelled his love for the extreme into equally ludicrous physical challenges in recent years, it only made sense that Pritchard’s next adventure would see him delve into the world of plant-based nutrition.
We managed to keep the main man still for long enough to delve deeper into his motivations for starting the business, switching drink and drugs for post-workout highs, his favourite recipe, and why everyone should stop taking themselves so seriously.
Buckle up, this one’s going to be a wild ride.
The Birth Of SWYD Supplements
Most business owners spend hours oscillating between names, cycling through corporate buzzwords in the hope of finding something that’s both catchy and won’t get them sued. For Pritchard, there was only ever going to be one winner.
SWYD is not only an acronym for his iconic catchphrase, but an ode to his endeavours over the years, as he explains: “SWYD stands for Sleep When You’re Dead, and it was a saying I came up with many years ago during the Dirty Sanchez years.
“I was non-stop partying back then and I remember jumping into the minibus ready to go filming and I’d been up all night.
“Joycey (Dan Joyce) said, ‘You need to go to bed Mathew’, to which I replied, ‘I’ll sleep when I’m dead’.
“Everyone laughed and it stuck from there on in. It basically means live life to the absolute fullest and if you’re gonna do something go all out.”
It’s fair to say Pritchard has lived faithfully by his trademark saying, but not always in a way which has served him well.
Around a year ago the Welshman suffered a drink and drug-induced breakdown that saw his mental health plummet.
But instead of abandoning his ethos, Pritchard flipped the script and came up with the 4am Club, a concept that involves swapping late nights boozing for early mornings in the gym.
“I set myself on a mission to make myself better and the 4am club started from there,” he added.
“It’s my routine six days a week and the time of day where I get a lot of ‘me’ time. It’s so peaceful at that time of morning, it’s amazing.
“I get to fit in my morning workout then come home and walk my dog Lemmy, have breakfast and start my day by 8am. Fitness is my medicine and without it, my mental health suffers badly.”
For Pritchard it seems exercising is a way of managing the madness and curbing his insatiable energy. And while he highlighted reaching 400 million people through Dirty Sanchez as his greatest achievement, it’s clear he wants his future to take on a different shape.
Having made it to 50 years old with plenty of bumps and bruises to show for it, he joked that, ’50 years of life will do it’, was the best and worst advice he has ever been given.
While he has evolved as a person and businessman, the phrase ‘dirty’ has always followed him throughout his half-century, although now it takes on a very different meaning.
He said: ” First it was Dirty Sanchez, then Dirty Vegan, but now it means train dirty.”
His authenticity makes SWYD a breath of fresh air for a market otherwise saturated by platitudes and cliches. That, among other things, is something he feels sets the brand aside from the rest of the herd.
“One thing I hate about the fitness industry is people being too f*cking serious,” he added. “That, and cheap watered-down products ripping people off
“I’d like to think I’m bringing something different to the supplement world in the form of image. I’m an ex-lunatic (‘ex’ being questionable) on a mission to bring something different to the industry with my background and following.
“I want to be the first brand to introduce supplements to a sport not known for using them. But I’ll tell you more about that as I move forward with my plans.”
Asked to sum up his perfect customer, Pritchard gave the kind of honest, expletive-laden, and no-holds-barred response that we’ve come to expect from him over the years.
“Someone who doesn’t f*cking moan and who’s just right up for going flat out 100%,” he said. “I’ve got no time for people tickling the surface, I like all out people and that’s my perfect customer.”
Unsurprisingly, tickling the surface is something he’s not looking to do with SWYD, but Pritchard understands that patience is a virtue he must adopt while scaling the business.
“There’s so much I want to do with this brand moving forward, it’s hard to pick what to go with first,” he continued.
“I want to bring so much to the market but I also know that I must build it slowly with the right products. Starting simple and moving up is the only way, so choosing the right supplements to go with first was most probably the hardest part of building SWYD yet.”
Of those carefully chosen products that are set to launch on Saturday, October 7, Pritchard picked the protein powder as his favourite, boldly claiming it’s the ‘best vegan protein’ he has tried to date.
For those of you who are fans of the unconventional, you’ll be excited to know that the highly-praised formula will be available in Pancake Batter flavour.
The Launch
As we’re on the topic, let’s talk about the launch. In the build-up to the big day fans and future customers have been cheekily encouraged to ‘Do Something Dirty!’
While that may sound slightly crude – especially given Pritchard’s reputation – he assured us it’s all above board.
“Do a dirty hard workout or go for something you’ve never done before,” he explained. “Do something dirty, film it, post it on socials and tag us.”
Pritchard will certainly be doing plenty of dirty sessions as he prepares for his latest fitness challenge. Having crossed the Atlantic in 2021, he’s gearing up to row the Indian Ocean from Perth to Mombasa in 2024.
Having untapped access to his own arsenal of supplements – which also includes pre-workout, plant-based Omega 3 & 6, creatine, CBD, and multivitamins – will undoubtedly prove crucial in his efforts.
Just as there’s little doubt Pritchard will smash the mammoth crossing, his ability to make SWYD a roaring success is unquestionable.
Pritchard is a complex character and one who, by his own admission, is largely misunderstood. He’s experienced more in one lifetime than most people would in 50.
But make no mistake, he’s far from finished, and he’s got a message for anyone who’s up for joining him on one last filthy dirty ride: “I’ve lived a wild and interesting life, I’m lucky enough to say I’ve travelled the world many times and have learnt many a life lesson from it.
“I’m not that crazy guy you most probably think I am, I’m very quiet and very shy, but I refuse to give up and there’s a fire inside me that refuses to be put out.
“I may be quiet but don’t take that as a weakness, I’m a determined f*cker who will just keep going and going and going. The only time I’ll stop is when I’m dead. SWYD.”
Questions With Mathew Pritchard, The Founder Of SWYD Supplements
A hit MTV show, best-selling vegan cookbooks and now a supplement brand. If someone told you 20 years ago this would be your life what would you have said?
I would have laughed in their faces, life surely works in mysterious ways, but I wouldn’t have it any other way.
What is your proudest accomplishment to date?
Ah man, that’s a good question. I’m lucky enough to say I have many, so for one to stand out is a hard question to answer.
I’d say starring in a film that hit the cinemas and a TV show that went to 400 million people in over 64 countries is up there
What is your proudest fitness achievement to date?
Again, there have been many but rowing across the Atlantic Ocean from Lanzarote to Antigua is definitely the one.
What is your favourite product from the new SWYD nutrition line?
All of it, but the protein powder stands out for me as it’s the best vegan protein shake I’ve tried to date.
Pancake Batter flavour Protein Powder… what goes best with pancakes?
Fresh berries and maple syrup.
If you could come up with any other flavour collab what would be the wildest one that you can think of?
Good lord, I could go wild in the aisles with this one, but a fruity sherbety one would be ace.
Do you think everyone can benefit from pre-workout?
Yes. instead of ‘wake and bake’… wake up, down some pre-workout and go ‘ave it, whatever your activity is.
I find it helps charge me up ready for whatever workout I choose to do on the day. I wake up at 4am so I enjoy the pre-workout hit.
If there was a supplement created that gave you a superpower which superpower would it be and why?
One that would allow me to keep going without having to rest. I hate sleeping and resting and we all know how important it is for recovery so it would have to be a ‘flat-out supplement’.
For those who go to a regular gym what would be the one other form of exercise/fitness they should do in the great outdoors?
Absolutely everything. Suck up anything you can. Just do it, it doesn’t matter what it is, as long as you’re moving and breathing fresh air it’s a great time to be alive.
Open water swimming, running, cycling, hiking, walking, skateboarding… the list is endless.
Do you feel like everyone has the ability to achieve greatness?
100%. It’s very hard to beat anyone with consistency, dedication and passion.
What is your mindset like when taking part in a marathon or triathlon? What do you think about to drive you to finish?
Certain life experiences have given me the fight to keep going no matter what the pain is. I daydream a lot which switches off the pain sometimes.
I’ve got a strong will to succeed, failure is not an option. I get a huge buzz from running and triathlon, I’m locked into my own mind on my own mission and I love it.
The 4am club… tell us more about this and the benefits you find from it.
To cut a long story short, 12 months ago I had a bit of a breakdown brought on by alcohol and drugs.
I set myself on a mission to make myself better and the 4am club started from there. It’s my routine six days a week and the time of day when I get a lot of ‘me’ time.
It’s so peaceful at that time of morning it’s amazing. I get to fit in my morning workout then come home and walk my dog Lemmy, have breakfast and start my day by 8am.
Fitness is my medicine and without it, my mental health suffers badly.
Using your lineup of products what would the perfect daily stack look like?
Coffee; Plant-Based Omega 3 & 6; Multivitamins; CBD; Pre-Workout; Creatine; Hydra Powder; and a Protein Shake.
Soya milk or oat milk?
Oat.
TikTok or IG?
Tricky one, I like them both but Instagram works better for me.
Ice baths or saunas?
Ice baths.
Where can people get their hands on the new SWYD products?
Energy drinks or water?
Water.
What do you think about Prime Hydration?
Congrats to the team behind it, it’s amazing what they’ve done but SWYD are coming to get ya.
If you could wave a magic wand and achieve everything you wanted for SWYD nutrition what would the business look like in 3 years’ time?
We’d have 25 to 30 products available worldwide with a team of absolute fitness machines and be sponsoring the biggest events globally.
Outside of your supplements what other health/fitness brands do you love and would recommend to others?
I really like Kaged by Kris Gethin, but I’ve heard he’s about to start a new brand so I’ll be interested to see what that is. I like Kris, he’s a good egg.
Favourite gym?
I’m currently a member of JD’s 24-hour gym in Cardiff but my dream is to……..?
Name one meal recipe from your books that everyone reading this should try.
I always say the four or five-bean chilli, it’s what my mother taught me to cook as a kid, and it was my favourite meal.
