Matt Fox joined me to chat about his interest in the marathon after coming from a National class middle distance background, his trajectory with content creation, the Chinese running shoe market, and his power weight ratio journey.
Matt Fox: sweatelite.co | IG: @mattinglisfox
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Episode summary: Zach Bitter interviews Matt Fox (Sweat Elite)
Matt’s background: Former Australian middle-distance runner who twice finished 5th at Olympic/World trials (consistent 1:48 800m). Felt he “failed” after never making a national team, which later fueled his curiosity about how better runners train.
How Sweat Elite started: After a failed Strava-like app, Matt launched a site interviewing pros. He later began filming elite workouts (inspired by old FloTrack videos), but it lost money due to last-minute travel costs and limited YouTube revenue. He recouped losses by documenting his own marathon builds.
Content landscape: Athletes now prefer posting their own journeys, making third-party workout videos harder. Influencers-as-coaches is a growing issue; both agree formal qualifications aren’t required (many great coaches never had them), but buyers should do due diligence. Bad influencer coaches can still introduce people to the sport who later seek better help.
Creators they follow: Truett Haynes (humor + ambitious Olympic Trials goal despite current times being far off; recently hired Rory Linkletter). Also Eric Floberg (cinematography) and Rory Linkletter (authenticity, Canadian marathon record pursuit).
Weight/body composition debate: Matt accidentally got very lean (70 kg) for a 2:20 marathon, then gained 3–4 kg and plateaued at 2:23–2:24. After noticing he was much larger than the Japanese runners he raced with, he used carb-cycling (high carbs around key sessions, deficit on easy days) to drop back to ~69 kg and ran 2:18–2:19. He has since lost another ~12 kg.
He stresses this is highly individual and risky. Personality matters: people with OCD/obsessive tendencies are more likely to develop RED-S or eating disorders. He now studies nutrition to give safer guidance.
Examples cited: Josh Kerr’s long-term leaning-out, George Cush dropping weight before winning Comrades, Ryan Hall hitting a point where further loss hurt performance.
Both emphasize timing (fuel hard sessions, restrict on recovery days), not living in a perpetual deficit, and resetting after races.
Chinese super shoes: Matt recently lab-tested 12 models from Anta, Li-Ning, 361°, Xtep, Dynafish, etc. Many perform comparably to Western shoes at half the price and often last longer. Notable mentions: Li-Ning Dragon Flight (79 g, technically illegal but extremely fast; a legal version is coming), Anta C10 (very similar to Puma Fast-R), Dynafish trainer (versatile, durable, sub-200 g).
Barriers in the U.S.: high tariffs, limited specialty-store distribution, and brands currently focused on the Chinese market. Anta and Li-Ning are expanding globally.
Matt’s current status: Recovering from injury, posting daily on Instagram/Strava as Matt Fox. Targeting a 2:17 or faster at the Melbourne Marathon in two months.
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