Transformation coach Chief Brabon reveals the secrets to training smarter and living stronger and longer.
2 min
Chief Brabon, Australia’s original transformation coach and co-founder of The Sweat & Social Club, has spent more than two decades reshaping how people approach fitness and ageing.
Known for training everyone from elite athletes to busy executives, he champions a longevity-first approach, focussing on strength, mobility and stability to help clients not just live longer, but live better.
Kanebridge Quarterly Magazine sat down with Chief Brabon to talk about his longevity-based training philosophy, the mistakes people make as they age, and the daily habits that keep him sharp.
What are the core principles behind your longevity-based training?
Firstly, it is important to define what “longevity” really is. To some people, it is “to live as long as possible”. In my personal (and professional) opinion, longevity is “to live as well as possible, for as long as possible”. Who really wants to live to 100 if they weren’t physically able to enjoy their last 30 years?
It’s for this reason that our focus is on improving our clients’ current overall health & fitness, and laying the groundwork for maintaining it long term.
What do most people get wrong about ageing well?
They don’t adjust their fitness priorities as they age. In our 20s and 30s, it’s all about building muscle, staying lean, lifting heavy and moving fast – structure, strength and speed come first. But by our late 40s, that order should flip. Mobility and stability need to move to the top of the list, with strength and stamina still in the mix, but with a different approach.
How is functional training different from standard fitness routines?
Functional training attempts to combine three or more of the 6 Pillars of Fitness (listed above) into each exercise. For example, a standard fitness routine may see you performing a two-legged press on a machine where your body is entirely supported – the focus here is strength. A functional alternative might see you doing a single arm/single leg dead lift to target strength, mobility, and stability all at the same time.
What bad habits do you commonly see in high-achievers, and how do you fix them?
Most high achievers have often made their businesses/ careers and their families their priorities for years (if not decades), but have neglected their health and fitness. As they near 50, they often realise that without their health, they are not going to be able to truly appreciate, or enjoy everything that they have built, or at least not for as long as they would like.
What’s one daily habit you swear by for staying sharp, both physically and mentally?
Find one thing that you can do every single day, no matter what you’ve got on, or where you are. My personal suggestion is a quick 5-minute mobility flow that you can literally do beside your bed, in your pyjamas, before you do anything else for the day.
When not at the gym, how do you relax?
My wife and business partner, Emilie, and I are real foodies. As we work, train, and race together, we have made a pact to take one another out at least three times a week. This allows us to focus on each other while enjoying great food. It’s an added bonus that we train many of Australia’s best chefs and restaurateurs.
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Surging demand from AI data centres has driven flash memory prices up fivefold over the past year, giving suppliers such as Kioxia greater leverage over Apple. The shift is increasing storage costs for the iPhone maker, putting pressure on profit margins and contributing to higher prices across its product lineup.
3 min
During a ride in a Southern California desert, sales executive Scott Nelson stopped his dirt bike, pulled out a rifle and shot his old iPod.
Nelson sold flash storage to Apple AAPL -0.94%decrease; down pointing triangle and hated feeling like he always got the worst end of the deal. His Japan-based manufacturer, Kioxia, had little leverage. Apple was the world’s biggest buyer of flash—the chips in iPhones that store photos, music and apps—and used its position to squeeze every cent from suppliers. Apple bullied flash makers into opening their books so it could monitor sales, making sure no one else got a better deal.
Kioxia and other flash makers stewed as Apple paid them pennies for flash storage that the iPhone maker resold to customers for dollars. The disparity in bargaining power had galled Nelson, who used Android phones in protest.
Nelson kept the broken pieces of his iPod, the first Apple device to use flash. They sit on his desk and hold a special reverence now that the tables have turned.
In the past year, demand by AI hyperscalers has quintupled prices for flash, according to research firm TechInsights, opening a new era for Kioxia and other suppliers. Two years ago, Apple bought nearly twice the flash storage of Microsoft, Amazon, Meta and Google combined, according to TechInsights estimates. Hyperscalers are now buying double Apple’s share.
Flash memory suppliers and their sales teams privately expressed their glee at Apple’s comeuppance during chitchat at the industry’s largest conference this summer in Santa Clara, Calif. AI deals have given Kioxia sales executives and other flash suppliers new leverage to charge Apple higher prices.
Meta, Microsoft and Amazon signed contracts with Kioxia this year to secure long-term supply by committing to higher prices. The contracts protect Kioxia’s profits if the market turns. The company declined to comment.
Hyperscalers can afford to pay more. Flash storage is a smaller part of building a data center than making an iPhone, and accounting rules allow companies to spread the cost over years.
Apple is expected to spend $25 billion on flash storage this year for about the same amount it bought for $6 billion in 2025, according to estimates by TechInsights. Tim Cook, Apple’s executive chairman, compared escalating memory chip prices to a “100-year flood.”
Yet Apple had ignored analysts’ warnings and was caught off guard, said people familiar with the company’s procurement practices.
Company executives believed they knew the market better than anyone else, the people said. Flash that cost $68 a gigabyte in 2005 had fallen to a nickel by 2023. Now, demand by the AI industry has lifted the price to more than 30 cents a gigabyte, a 550% jump, threatening Apple’s steep profit margins from selling extra storage.
Buyers of the iPhone 17 Pro paid Apple $200 last year for double the storage of its 256-gigabyte base model. The extra storage at the time cost Apple $15 and has since shot up to $66, according to an analysis by The Wall Street Journal.
“Apple has historically driven a very hard bargain with memory suppliers,” said Walt Coon, an analyst at TechInsights. “And there’s no shortage of satisfaction among suppliers now that the balance of power is shifting.”
“We’ve worked with many of our suppliers for decades, and we deeply value their partnership over the years,” Apple said in statement. “We look forward to continuing our important work together.”
Apple recorded an average gross profit of more than 80 cents for every dollar it charged iPhone and iPad buyers for extra storage since it first released those devices through 2025, the Journal found. For Mac computers sold since 2010, it averaged nearly 80 cents.
In recent months, Apple raised prices for nearly all of its products. Prices rose an average of 13% for iPhones, an increase that included older models which typically get a price cut.
The question for Apple is whether consumers will react to the higher prices by keeping their iPhones longer or whether they will continue to buy at their usual pace. For flash-storage makers, the question is when—or if—Apple will regain its flash-market leverage.
“It’s been a love-hate relationship between Apple and the flash industry,” said Mark Newman, an analyst with Bernstein Research. Apple has sustained the manufacturers for years, he said, but its power to cap prices, while beneficial to shareholders, left suppliers feeling “screwed.”
In 2001, engineers at Kioxia, then called Toshiba, showed two Apple executives a 1.8-inch-diameter, 5-gigabyte hard drive they had developed but didn’t yet know what to do with.
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