Welcome!

Portland's Master Foodologist, Ian Rubin, practices and teaches a non-diet way of food and life in balance, where HOW and WHY we eat is AS important as WHAT. He created this blog to be a community for anyone who's ever been unhappy with their relationship with food. He works with his clients as a Food Coach and Counselor as well as offers in-home holistic personal training.

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My Philosophy

In July of 2006, I completed my master degree in Health Arts and Sciences at Goddard College. During my academic and professional life I came to see that because our culture tends to categorize our minds, bodies and spirits into distinct entities; we think of eating, exercise, stress, illness and lack of motivation as separate issues.

Therefore, I involve reintegrating physical, mental and spiritual existence into the whole person that you already are. Food and the body are excellent entrance points to this path of wholeness. By focusing on the journey and not the destination, those who have given up on the promise of a “silver bullet” diet, exercise or health program will find their way with less stress and strain.

My work opens the door to a life-altering journey of optimum health. Along the way exciting changes will occur, including but not limited to: weight loss, increased energy and confidence, improved self-image and feelings about your body and a more balanced relationship with food without dieting or guilt.

You and Food: Friends or Enemies?
If you are like most people you wish you felt better about your eating habits. You are successful in other parts of your life, but long-term success with food seems to elude you. WholeSelf Wellness develops a relationship with food that enriches mind, body, and spirit; in other words, eating for your whole self. With meal planning, shopping, cooking and eating based on my 80/20 rule, food will no longer be your enemy. You will move away from “good food” and “bad food” toward a balanced approach that works for you and your family long term. No deprivation or guilt.

Body Image: Inescapable Condition, Changeable Perspective
Along with the desire for health, most of us are driven to eat and exercise in an attempt to achieve a body, or an image of our body that is different than the one we have today. Whether you want to be thinner, more muscular, have smaller thighs, firmer arms or stomach, we are unhappy with our bodies and want them to change.
Let me show you how letting go of the dominance of achieving the one body image empowers you by allowing you to focus on well-being and body image in a way that helps you achieve both.

Connectivity and Community for Health
As much as the science and common sense of health, fitness, nutrition, and exercise may be important, the missing piece that most of us need is connection. We live in a culture that disconnects us from ourselves, food, our bodies, friends, family, our community and the planet.
Increase your sense of connectivity by joining a community of like minded individuals who come together to share their stories, their triumphs and tribulations so that we can learn from each other and grow. No matter how much you know or think you know about health, I believe it can be made better and more potent through connection with others. This is the true nourishment that so many of us lack, creating the unhealthy relationships we have with food and our bodies in the first place.

Moving from Knowledge to Action
You probably already have a good idea of what you want and ought to be doing to obtain optimum health, but are having a hard time implementing the action steps to get you there. The step from desire and knowledge to action is a difficult one at times and can be made easier with the accountability, motivation and guidance of a coach. My Coaching puts you in the driver seat, with me as your co-pilot. You are in charge and I am there to help guide you, not tell you what you have to and cannot do.
My goal is to define the extreme edges of unhealthy or non-beneficial actions and allow you to find your path within a wide sea of possibilities. Ultimately, what works is often more important than what we think is right and this is the approach that I take. No more following rules just because someone else told you they were the “right” ones. Let me help you tap into your own vast knowledge of what is good for you, using your intuition along with your intellect.

I work with clients from a varied background, with different needs and interests. Clients are often referred to me from other health professionals. Wellness coaching and my unique abilities can help you be more successful with your health and fitness program if you are already working with any of the following:

Medical doctor
Naturopathic doctor
Chiropractor
Acupuncturist
Massage therapist
Herbalist
Holistic healer
Personal trainer
Athletic coach
Nutritionist
Dietitian
Physical therapist

You, your other health practitioners and I create a team that will help you succeed more than you could on your own. I will regularly contact your health team members to update them on how you are doing, check on important information and keep up with your health program. Rather than replace any of your existing health team, I help to reinforce what they are already doing for you by keeping you on track with, but not limited to:

Dietary change
Supplementation
Medications
Exercise
Stretching
Meditation/Relaxation
Shopping
Cooking