Lucas Heffner
Entrepreneur, Army combat veteran, Certified Nutrition Coach, and author of Cut the Crap. His interest in nutrition didn't begin with a certification — it began with his own struggle.
He knew he needed to lose weight long before he knew how.
Lucas spent much of his life overweight. Like millions of people, he experienced the frustration of losing weight, regaining it, trying again, and sorting through an endless stream of conflicting advice about food, exercise, and health.
“And Lucas loves food. That never changed — and he doesn't think it should have to.”
Not to showcase a transformation. To help people.
Instead of looking for another diet, Lucas began learning the principles behind why weight loss actually works. He stopped chasing perfection, started paying attention to calories and protein, and learned how to make better choices without giving up the foods and experiences that made life enjoyable.
That approach helped him lose more than 140 pounds and, more importantly, build the habits and mindset required to keep it off — and led to a deeper study of nutrition that made him a Certified Nutrition Coach.
“Lucas believes they deserve to know there is another way.”
Take responsibility. Focus on what you can control.
Up Armor Roofing
Lucas owns and runs Up Armor Roofing, applying the same discipline he brings to nutrition to building a business.
Up Armor Publishing
He founded Up Armor Publishing to put Cut the Crap — and the ideas behind it — directly into readers' hands.
Army Combat Veteran
His time as a combat engineer shaped a philosophy of taking responsibility and not overcomplicating what doesn't need to be complicated.
Broken Arrow, Oklahoma. Sunsets. One very large dog.
Lucas makes his home in Broken Arrow, Oklahoma, where he enjoys catching the sunset whenever he can and making a fire when it's cool out. He is a lifelong dog lover, a serious food lover, and is currently completely head over heels for his Irish Wolfhound.
He also enjoys helping and supporting fellow veterans and staying involved with the local military community.
“If you don't like his book, that's okay. Just don't show up at his house angry. His Irish Wolfhound is enormous, and Lucas would really rather be enjoying the sunset.”
No magic foods. No forbidden foods. No restriction.
No perfect diet. No pretending life won't include restaurants, vacations, celebrations, bad days, and the occasional decision that makes absolutely no nutritional sense. Just an honest, practical approach to building a healthier body — and a way of living you can actually maintain.