Seizing the years with Jeff Olson
Jeff Olson’s journey is a powerful example of how faith, curiosity, and purpose can guide us through life’s transitions. From Olympic skier to entrepreneur, Jeff has always embraced reinvention with a deep belief in the potential of innovation to make a meaningful impact. Whether through plant-based nutrition or clean tech, his work reflects a commitment to creating better solutions for health and wellness.
For Jeff, success is about more than just achieving goals: it's about embracing the process, staying curious, and trusting in the plan along the way. In this conversation, Jeff shares the lessons he’s learned about vision, hard work, and the importance of finding joy in the process.
FROM OLYMPIC SKIER TO ENTREPRENEUR
Rachael: Let’s rewind a bit. You’ve been a part of some incredible sports moments, but where did it all start? How did you go from teenager to Olympic athlete?
Jeff: I’m in Montana now, just built a house here. But I raised my kids in Denver, and we’ve always been drawn to the mountains. As a kid, I was super active; before they were medicating kids for energy, I had to find an outlet, and sports became that outlet. I played everything and then joined a weekend ski program, and from there, skiing became my world for the next 15 years. I competed on the World Cup circuit, went to two Olympics, and even met my wife there. After retiring, I switched gears, got a finance degree, worked on Wall Street, and ended up in Park City. We had kids, moved to Denver, and suddenly, 20 years passed.
Rachael: Between Denver, Montana, and Park City, do you have a favorite place?
Jeff: I always say, wherever there’s snow, there’s great skiing. But if I had to choose, there’s nothing like the Alps. Val d’Isère in France is unreal. The grandeur there is hard to beat.
Rachael: How does the World Cup compare to the Olympics?
Jeff: Think of the World Cup like a regular season in professional sports, it’s every winter with 20 to 30 races a season. The Olympics, though, are the pinnacle. It’s a rare, high-stakes moment that every athlete dreams of.
Rachael: How did your time competing shape your view on health?
Jeff: The lessons from my athletic career still shape me every day. One of the biggest takeaways was understanding the power of vision. Athletes have a clear goal: to win. But in life after sports, many people struggle to see beyond the immediate. It’s all about having a long-term vision and letting the present serve that future goal. Another key lesson is balancing hard work with smart work. I overtrained, which ended my career, so I learned that smart work is crucial for longevity.
Rachael: Athletes seem to have a natural ability for delayed gratification.
Jeff: Absolutely. You train for years, and the payoff comes in a single moment. That mindset translates into business too, but the key is enjoying the process. If you don’t find joy in the effort, the grind will wear you down. Whenever I feel off, I ask myself if I’m enjoying the process. If not, it’s a sign I might be on the wrong path.
Rachael: You gave a TED Talk on the concept of arete. What’s that about?
Jeff: Arete is a Greek concept about striving for excellence with purpose. It’s not just about achieving success for success’s sake. It’s about bringing out your best in a way that’s aligned with your deeper values. In your 50s and 60s, when kids leave home, you might feel lost without the role of parent. But this stage is an opportunity to find a new purpose. I’ve channeled that energy into new ventures, including a startup. The beauty of midlife is you’ve got experience, and now you can apply that to something that truly aligns with your values.
Rachael: How does curiosity play into staying engaged as you get older?
Jeff: Curiosity is key. When you lose curiosity, life becomes a grind. Staying curious is like staying playful, and play is one of the highest forms of intelligence. I’ve taken risks, like selling our house in Denver and moving to Montana to build from scratch. It was scary but exhilarating. That curiosity to step outside your comfort zone is what keeps me going.
Embracing Innovation through Plant Powders
Rachael: How does vision play into the cultural shift toward health and longevity?
Jeff: My drive has always been to pursue something bigger, something that truly makes an impact. After working in technology, I realized it wasn’t fulfilling. Then, when my father was diagnosed with prostate cancer, he introduced me to plant powders. I saw these as a groundbreaking tool for health; an innovative way to provide more nutrient-dense food to the body, unlike traditional, inefficient methods like multivitamins. Plant powders were a leap forward in modern medicine, and I believed they could transform health.
It became personal. I didn’t want to rely on pills for nutrients, I wanted real, concentrated plant matter. Our food system is full of calorie-dense but nutrient-poor options, so I embraced this approach, believing that consistently getting nutrient-rich food would unlock optimal health. This path led to a 20-year career in nutrition, helping others understand simple, effective ways to improve their health.
Now, my wife and I have been committed to this lifestyle for over two decades, and it’s been one of our greatest gifts. The thread through all of it has been innovation: staying curious, creating new solutions, and finding the most effective ways to support health. Plant powders, packed with thousands of nutrients across different colors and food groups, offer the body everything it needs in a concentrated form. Rather than isolating individual molecules, it’s about embracing the whole food. This is the future of health.
Jeff with his daughters, wife, and son-in-laws.
Embracing Failure
Rachael: What advice would you give someone in my age group?
Jeff: Be unafraid to fail. I see so many people today who are paralysed by perfectionism. They think they need to have everything figured out, but the truth is, life’s a treasure hunt. Be curious, take risks, and don't be afraid to get things wrong. It’s all part of the journey.
Rachael: I love that. Life’s a grand adventure. That’s such a great perspective to have.
Jeff: Absolutely. And if you can approach life with that mindset, as an adventure where you’re both the protagonist and sometimes the antagonist, you’ll learn so much along the way. The bumps and stumbles? Those are where the wisdom comes from. And I see so many young people today who are overlooking the fact that this is the most prolific time in human history. There’s so much opportunity. Don’t let it pass by because you’re afraid of failure.
Thank you so much, Jeff, for sharing your story with us!
If you would like to be featured or know someone who would be great to feature, please don’t hesitate to email rachael@helloyeu.com 😊
Seize the years,
Rachael Jennings | Co-Founder + CBO, Yeu
