When I first heard about the 30/30 or 30/30/30 rule (depending on who you speak to), I must admit, it nearly hooked me. The method, which recently gained significant traction among the fitness community and those looking to build muscle and lose fat, involves consuming 30 grams of protein within 30 minutes of waking, followed by 30 minutes of "steady" exercise.
However, any exercise trend that takes off on TikTok probably shouldn’t be taken at face value. As a personal trainer, I dived into the rule and drew my own conclusions — rooted in some truth, but also hyped up for marketing purposes.
And then, I got lucky, because I attended The Inside Advantage with Optimum Nutrition at the McLaren Technology Centre and spoke with a panel of leading experts from the fitness industry, including protein and muscle health expert Professor Stuart Phillips.
I simply asked him this: What do you think of the 30/30 rule? This is what he said.
What is the 30/30 rule?
The 30/30 rule was first popularized by Tim Ferriss, who wrote a book called “The 4-Hour Body,” and later by Gary Brecka, who gained viral fame after a TEDx Talk on the topic. The method suggests that one should consume 30 grams of protein within 30 minutes of waking; the rule became 30/30/30 by adding 30 minutes of steady-state cardio, such as walking.
There are no set rules on what you should eat, as long as it contains fiber and is high in protein, but more so, when you eat. Ferriss claims you could consume fewer calories by up to 30% across the day because a high-protein diet helps you feel sated.
I’m always dubious about numbers stamped firmly onto things like this; numbers make for great marketing in the fitness industry, but your body isn’t the same as the person to your left or right, so blanket numbers on diet and exercise concern me.
I had a short window of opportunity to speak with Professor Phillips in person, and I wanted his view on the 30/30 rule.
Stuart Phillips is a professor in the Department of Kinesiology at McMaster University. He is also a Tier 1 Canada Research Chair in skeletal muscle health. He is director of the Physical Activity Centre of Excellence (PACE) and the McMaster Centre for Nutrition, Exercise and Health Research, and is also a lab lead for the Exercise Metabolism Research Group.
What do you think of the 30/30 rule that's trending?
“There is the chance, you haven’t eaten for probably at least 8 to 10 hours, and so you break your fast, and it sort of patterns what happens for the rest of the day,” he says. “I am a big advocate of trying to get a protein-rich breakfast in. I think it does a lot of things.
“First of all, it reverses the catabolic state that you’re in after you haven’t eaten.” The catabolic state is a metabolic process that your body can shift into during a period of fasting to help maintain blood sugar and provide energy. It involves the breaking down of complex molecules into smaller ones for the body to use.
“Second of all, if you get protein in, you do get a little bit of added satiety…When you go for your elevensies or you have your cup of tea, or whatever it is, you don’t tend to go ‘I’ll have a doughnut, Danish, whatever…I can make it that extra hour and I’ll eat at lunchtime.”
Experts and trainers have long said that healthy decisions made in the morning, like eating a protein-rich meal, exercising, or both, can lead to better decisions, focus and alertness during the day.
“I do think there is some merit in getting protein at your first meal, but within 30 minutes of waking up? I think that’s a little bit excessive,” Professor Phillips reveals. “It sounds good, though, doesn’t it?”
In the professor's opinion, the numbers don't hold value scientifically, and you don't need to focus on 30 minutes for consumption at all. But he does agree that adding protein to breakfast (if you plan to eat in the morning) packs some benefits.
Verdict
The science tells us that a high-protein diet combined with regular movement and exercise promotes sustainable fat loss and longevity. But the numbers? Don’t read into them.
Firstly, how much protein you need to build muscle or, more generally, to stay healthy and support your muscles and bones, depends on you, your lifestyle and goals. If you don’t follow the 30/30 rule, you can still support your health goals with a balanced diet and plenty of movement. On the flipside, if you do follow it, don't expect huge gains and magic fat loss as a result.
While protein needs differ from person to person, Professor Phillips says 1.6 to 1.8 grams per kilo of body weight is a good number to aim for daily.
There’s also little evidence to suggest that the best time to consume protein is within 30 minutes of waking. 30 grams of protein is a great amount to kick off your day, and as Professor Phillips tells me, it could help you stay full so that you're less likely to reach for the sugary snacks mid-morning. But overall, protein intake spread throughout the day should be the focus.
And while protein needs differ from person to person, Professor Phillips says 1.6 to 1.8 grams per kilo of body weight is a good number to aim for daily. An online protein calculator can help you estimate your recommended protein intake.
When deciding the best time to eat for your workout, there are benefits of fasted versus fed-state training, so you can work out what works best for you. If the 30/30/30 method doesn’t work for your lifestyle, it's not that deep.
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