ABOUT ME
Lucas Heffner
I’ve never been very good at doing just one thing. I’m an entrepreneur, Army combat veteran, Certified Nutrition Coach, author, publisher, and lifelong builder of things.
A LIFE WITH MORE THAN ONE LANE
I’ve never been very good at doing just one thing.
I’m Lucas Heffner—an entrepreneur, Army combat veteran, Certified Nutrition Coach, author, and publisher.
My path has never been especially linear. I studied engineering before earning a degree in information technology, served in the Army Engineers, worked as an IT systems engineer, and eventually left the corporate world to build my own roofing company.
But one of the biggest rebuilds wasn’t professional. It was personal.
After years of struggling with my weight and health, I lost more than 140 pounds and transformed the way I approached food, fitness, and consistency. That experience eventually led me to become a Certified Nutrition Coach and to write my first book, Cut the Crap.
I didn’t write it because I have life perfectly figured out. I wrote it because I spent years sorting through the noise, making mistakes, learning what actually worked, and finding a way of living that I could realistically sustain.
Today, I’m building businesses, writing, publishing, investing, training, and continuing to work on becoming better than I was yesterday.
Different lanes. Same approach:
Cut through the noise. Do the work. Build something that lasts.
I originally studied engineering before ultimately earning my degree in Information Technology from Harding University. School got expensive so I shipped off to Fort Leonard Wood, Missourri and joined the Engineers half way through college. After the military, I worked as an IT systems engineer, then left IT and built a roofing company. Along the way I’ve also managed financial portfolios, became a Certified Nutrition Coach, wrote my first book, and founded a publishing company. I get away with all of this mischief because I’m a single guy and there’s nobody at home to tell me to fix my behavior.
PLACES I’VE CALLED HOME
Gainesville, Florida · Warrenton, Virginia · Stillwater, Oklahoma · Searcy, Arkansas · Denver, Colorado · Louisville, Kentucky · Sacramento, California · Athens, Greece · Shindand, Afghanistan · Broken Arrow, Oklahoma
WHY UP ARMOR PUBLISHING EXISTS
Of all the subjects I read about, self-improvement is the one I’m most passionate about. I’m fascinated by complex systems: nutrition, human behavior, business, communication, finance, habits, health, leadership. But good information alone isn’t particularly useful if nobody can understand it, separate it from bad info, or use that info correctly. I want to understand the complexity, find the principles underneath it, and turn those principles into lessons people can actually use.
A good book should leave you different than it found you. That’s the kind of book I love to read. And that’s the kinds of books I want to publish.
ONE OF THOSE PROBLEMS WAS ME
For much of my life, I was overweight.
I lost weight. Regained it. Tried again. Read conflicting advice. Eventually, I stopped looking for another diet and started trying to understand the principles underneath all of them. That changed everything. I ultimately lost more than 140 pounds and went on to become a Certified Nutrition Coach.
I still love food. I enjoy restaurants, celebrations, and eating things because they taste good. I have no interest in pretending food is nothing more than fuel.
140+
LBS LOST
CNC
NUTRITION COACH
CUT THE CRAP
FIRST BOOK
I LIKE BUILDING THINGS THAT HELP PEOPLE
I enjoy being helpful. If you want me to show up somewhere, tell me where I can be useful and I’m a lot more likely to be there.
BUSINESS
Up Armor Roofing
I own and operate Up Armor Roofing in Oklahoma. Building the company has taught me as much about people, leadership, and problem-solving as it has about roofs.
PUBLISHING
Up Armor Publishing
Up Armor Publishing is where my love of books, learning, and self-improvement come together. The goal is to create useful books that turn knowledge into something practical.
WHAT'S NEXT
And Whatever Comes Next
My career has already taken me through engineering, the Army, IT, construction, nutrition, investing, writing, and publishing. There will probably be another chapter. There usually is.
WORK HARD. LIVE ON PURPOSE.
Becoming a good steward of what I've been given.
My faith is an important part of how I understand purpose. It reminds me that the life, abilities, opportunities, relationships, resources, and time I’ve been given are blessings—and that blessings come with responsibility. I want to be a good steward of what I’ve been given: continuing to grow, working hard, helping other people when I can, and trying to leave things a little better than I found them.
I think the reason to work hard is to build a life worth living—and to use that life well.
You only get one life. I intend to be grateful for mine, be a good steward of it, and use it for something worthwhile.
AWAY FROM THE WORK
Some of the best parts of life are still remarkably simple.
Home for me today is Broken Arrow, Oklahoma. I’m a lifelong dog lover, and Obi, my Irish Wolfhound, is a big part of my life. I enjoy training, reading, following the markets, catching a good sunset, and a fire on a cool evening.
During football season, a pretty ideal Saturday involves running the smoker with College GameDay on in the background. I’m also fascinated by AI and its ability to take me down endless rabbit holes. For someone who loves learning, that can be a little addictive. I enjoy asking questions, chasing ideas, and seeing where they lead.
Good food. A giant dog. A sunset. A fire. A good book. A new place. A conversation with someone who sees the world differently. People you can help. A reason to be grateful. And another day to do something worthwhile.
Welcome to my corner of the internet.
My first book, Cut the Crap, is being published through Up Armor Publishing. It’s about nutrition on the surface. Underneath that, it’s about understanding what matters, taking responsibility for what you can control, and building a way of living you can actually sustain. And Cut the Crap is only the beginning.