Keith Norris

Keith Norris ~ Physical Culturist, World renowned Strength and Conditioning Coach, and Co-Founder of Paleo Fx; The largest Paleo event in the world.

Keith's Bio


Keith Norris is an owner, co-founder, and Chief Development Officer for Paleo f(x), the largest Paleo symposium in the world.  The event brings together academics, luminaries, New York Times best-selling authors, strength & conditioning specialists and nutrition experts to explore the leveraging of 21st century technology to achieve optimum human performance.

As an internationally regarded strength & conditioning specialist, coach and trainer, Keith, together with business partner Mark Alexander, has molded the Austin-based Efficient Exercise into one of the most highly regarded fitness entities in the nation. Keith’s mix of intelligent and highly effective exercise programming, coupled with Mark’s business and management savvy have made Efficient Exercise the preeminent wellness authority.

An integral component to the Efficient Exercise prescription is the integration of of ARXFit technology, a proprietary strength & conditioning equipment design that utilizes a highly-sensitive, motorized drive belt system that delivers perfectly-matched training resistance 100% of the time. Keith is a collaborative partner on team ARXFit.

And finally, Keith is a founding member of ID Life, a research-based supplement company that is changing the way nutritional supplements are dosed and delivered.

Keith is married to Paleo f(x) co-founder and CEO, Michelle Norris.  Together, they have four children: Brittani, Kaley, Kleat and Chase

Show Notes 

-Keith's personal mission statement that became crystal clear with the help of Ayahuasca (5:00)

-How to grow an athlete (16:00)

-Joining the military and becoming an entrepreneur. (35:00)

-Big Pharma sit downs, and re-defining what helping others with health looks like. (39:00)

-The Paleo Diet and the Vegan culture.(40:00)

-How Shamanism integrates into the Paleo principles. (53:00)

-Why did Keith want to experience Ayahuasca? (1:05:00)

-The developmental practices that Keith now uses to run a million dollar business. (1:13:00)

-Will Keith continue to participate in Ayahuasca ceremonies? (1:17:00)

-Keith's current most influential books.(1:20:00)

-You are an entrepreneur, own it!

-Keith's Favorite album (1:28:00)

-Keith's Top 3 directives for finding your potential. (1:29:00)


Keith's Blog 


Follow Keith:




Keith's Shamans


The Entrepreneur's Dillima

Ryan The Gene Expert

The Last Safe Investment by Bryan Franklin and Michael Ellsberg

Story Wars by Jonah Sachs

The Entrepreneurial Spirit, blog post

Ayahuasca and Global Consciousness,  The Guardian

VIDEO: Requiem For The American Dream, Noam Chomsky

VIDEO: Queensryche Operation: Mindcrime

Dr. David Berceli, TRE

James Phillips, Chinese Medicine Dr. in Austin Tx

Aubrey Marcus

Terence Mckenna

Keith's Tobacco snuff,  Shamanic Snuff