28 November 2021

Holiday Nutrition

Guest post by Max Roger

You want your training and performance in the New Year to be as good as possible. This means that if you pile on the fat over the holidays that you’ll be trying to lose it come January. To lose fat you need to be in a calorie deficit (where you take in less calories through eating and drinking than you burn). In a calorie deficit your performance suffers as your body doesn’t have enough fuel to sufficiently support the performance that you want.

So how can you avoid this? Plan ahead. It starts now: throughout December get ahead of this. You want to have fun during the holidays, but you need to keep your bigger goals in mind – and so you don’t want to pile on the pounds as your performance (and physique) will suffer as a result.

The problem is that the holidays means 2 things:

1. More sitting around as you relax, spending time with family and friends.
2. More food and alcohol (it goes hand in hand with being with family and friends).

In more detail:

1. It’s not that spending time with your family is the problem – it’s that this invariably means that you are less active than usual. If you’re less active (less general activity, walking to the coffee machine or up flights of stairs in your office building, etc.) then you’re burning less calories every day. That’s part of the equation of what leads to gaining fat.
2. Increasing your food and alcohol intake increases your total calorific intake (the other part of the equation for gaining fat). Here’s a simple breakdown of the calories that the basic food groups contain: 1g of protein = 4calories (cals)
1g of carbohydrate = 4cals
1g of fat = 9cals
Alcohol = 7cals (plus the ‘carrier’ it’s in – ie. beer or wine has additional calories).

Not only this, but alcohol negatively affects the quality of your sleep, which in turn negatively affects your hormone balance: you’ll end up with less testosterone, and more cortisol. This means that you’ll feel more stressed, store more fat, and make poorer nutritional decisions the next day as a result, starting a negative snowball effect.

“If the food that you’re looking at doesn’t get you really wanting to eat it, then don’t”

This information is here to help you to be mindful of what you’re putting into your body. Think of this when you’re mindlessly snacking – do you really need that 5th cookie (as well as those 2 mince pies earlier)?

It can help you make better decisions. For example, if there’s a homemade dip on offer, do you have to use breadsticks or chips to dip into it, which have 4cals per gram? Probably not – you could use some carrot/celery sticks. The dip is the main event anyway.

Overall, take this mindset into your nutritional choices over the holidays, with a clear focus on the bigger picture of keeping yourself in great shape so that you can hit the ground running (pun intended) in January, rather than trying to simply get back to where you were: if the food that you’re looking at doesn’t excite you and get you really wanting to eat it, then don’t. It’s the mindless, mediocre food that is just wasted calories and will take your calorie intake up way past where it normally is.


26 November 2021

Introducing Max

We are delighted to announce a collaboration with Max Roger of Max Performance. Along with helping us test our men’s kit, Max will be contributing monthly guest posts on our blog, where he will be sharing fitness and nutrition advice. 

Max is a strength and conditioning coach from Scotland, who has coached in the UK, Australia and Hong Kong, and is now based near us in Bedford. He has coached at a professional level in rugby union, has rowing experience, and trained athletes to marathon and ultramarathon finishes. He has also coached applicants through military selection.

Max specialises in helping runners maintain the muscular physique that he and his clients are after despite long training miles. Most recently he has competed in a half marathon (winner of his age group) and ultramarathon (overall winner). You can find out more at his website and Instagram


So here we are, at the time of writing, in the middle of lockdown 2.0, with many people having to work from home again, and keeping to small household groups. Judging by the numbers out and about here in Bedford, it has proved just as important for people to go outside and stretch their legs, whether walking, running or cycling.

Having a bit more time to exercise has given me the opportunity to open my eyes and ears to this wonderful time of year. I personally have rediscovered the childlike joy of running and walking through the richly coloured autumn leaves and having that rustle and crunch underfoot, dodging (or not) the rain and enjoying the low, brief sun. I have been following a Garmin half marathon training program for a race that will never happen. Instead of just going out aimlessly running it has kept me motivated and challenged, as I prefer to have some structure.

Wearing my other hat as a freelance pattern cutter, I have been surprisingly busy working remotely with my fashion clients. The projects have been varied, from evening and bridal dresses to tailoring and even some uniforms for upmarket restaurants and hotels, so it has turned out a lot more interesting than I expected. More on that perhaps in another blog post.

Living and working alongside Teresa and one of our sons who moved back home just before the first lockdown, has kept me sane and grounded. The other bright side to this situation is that, like many people, I have more time to hone my bread baking hobby and try out some new things. I even baked my first batch of croissants last week, which turned out okay according to my captive tasters!

Turning back to Fervour, we have used this time to work on ideas for the up and coming festive season. For the first time we will be offering gift cards, gift packaging and a 3 for 2 offer to make gift-giving easier, for what might be one of the very oddest Christmases.

So as the nights get to their longest point in a few weeks, there is the tantalizing possibility of being able to get together with loved ones, albeit perhaps not in the same way we did last Christmas.

Like many people, we are looking forward to seeing the end of 2020, but before that we have Christmas with a bright star on the horizon in the form of a vaccine.

Now there is hope for the New Year of 2021.


Fantastic to see our Purity top featured in the June edition of Runner's World magazine!

The full-page image really does the print justice, and is accompanied by a nice little brand profile.

It's great to be introduced to new customers, which is invaluable to a small brand like us. It all helps, particularly in the difficult times we are all facing.

Thanks Runner's World!

In these uncertain times for everyone, we really appreciated being featured on the Runner's World website and newsletter in April, as part of a group of small British brands to support during lockdown.



Here is the link to the article

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