Former Wallabies and Brumbies player Ben Alexander is kicking goals with his food tracker app Alfred – The Canberra Times

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Former Brumbies and Wallabies player Ben Alexander’s meal tracking app, Alfred, has expanded overseas, is about to launch its android version and has started to take on paying subscribers – all a little over a year after being launched.
Alfred has also added to its team of advisors, including former Brumbies head trainer Dean Benton, who first exposed Alexander to food tracking when he advised the then big prop to keep a food diary with a pen and paper during the 2012 pre-season.
That sparked an idea that all these years later became the Alfred app, which does away with time-consuming diaries and allows subscribers to track all their meals for the day in under a minute.
“We launched in New Zealand last August, and recently in Japan after a few ex-teammates who are playing and coaching over there asked to use it. USA and Europe launches are planned for later this year,” Ben said.
The app, launched on Christmas Eve 2020, is about helping people have more energy by enabling sustained weight loss with the help of meals being tracked in real time.
Ben said some of the biggest results had been achieved by fellow dads like his one-time Colts teammate Benny Bartlett who has lost and kept off more than 20 kilos.
“Not sure why dads have done the best, but perhaps they prefer our simplistic approach. Something I’m still trying to figure out,” Ben said.

Subscribers to the app send a photo or text describing their meal to Alfred and the app will calculate how much energy was consumed and return the results before the next meal.
Just on 82,911 meals where tracked with Alfred last year. The app gradually becomes more familiar with meals but about 20 per cent are still assessed manually by Ben and nutrition students from the University of Canberra.

Alfred now has 150 paying subscribers, with the app costing $4.99 a month.
Dean Benton, now the national head of athletic performance at Rugby Australia, joins the Alfred team as the human performance advisor.
Benton said there was a clear reason for making Ben Alexander write down his food consumption during his Brumbies playing days.
To get Ben to see what he was eating from a broader perspective, as I didn’t believe he was making the link between his nutrition and his preparation to play at the top level. Once Ben achieve this, he transformed his body composition and made significant performance gains,” Benton said.

“It’s very easy to lose track of the lack of quality and the excess quantity of food consumed, but Alfred makes keeping track of this easy and requires significantly less time to use than it’s competitors. I believe that’s because it was designed by someone who has lived and breathed both problems, and is a solution that can help many people, not just professional athletes.”

Alfred’s financial advisor is Dr Miles Jakeman, co-founder of the Citadel Group Limited, a Canberra startup that sold in 2020 for more than $500 million.

“I’ve know Miles for a while now, and we’re chuffed to have someone of his business experience join the team and help turn Alfred from a start-up into a thriving business,” Ben said.

But he has no thoughts of selling Alfred.
“This is what I want to work on for the rest of my life,” he said.
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