Author's foreword

My career before MAD was in digital wellness, helping people build healthier habits and enabling online therapy. As fulfilling as that was, somewhere along the way I drifted out of alignment with the corporate culture. Eventually I felt the pull to build something for myself.

Coffee was the natural next step. It was my passion, my ritual.

But as I was building the coffee company, I noticed something. The more I leaned on caffeine, the more inconsistent my energy became. I was wired but tired. Some days I felt sharp and focused. Others, jittery and drained.

That tension, between the ritual I loved and the way it was affecting my body, is what led me deeper into biohacking.

I focused on habit building that aligned with my coffee ritual: light exposure, circadian rhythm, breathwork and nutrition timing. I started experimenting with functional mushrooms. These incremental shifts created massive improvements in my clarity, energy and focus.

And along that journey, something clicked.

Coffee is one of the most loved habits people already have. What if we could turn it into the most beneficial habit they have?Sam, founder of MAD

That is when MAD evolved from a simple coffee company into something that could really make a difference: a wellness ritual, a performance system, a tool for people who want to feel better, think better and perform daily.

But this guide is not about MAD.

This is your roadmap, to Reset, Rebuild and Rewire your habits with proven systems and science, turned into a practical weekly playbook. Small changes that deliver powerful improvements.

This is not a detox or a quick fix.

It is a strategic reset that works with your biology rather than against it, combining neuroscience, circadian rhythm and the natural nourishment of functional mushrooms to support better focus, balance and natural vitality.

Over the next 90 days, you will turn your morning ritual into your greatest superpower. x Sam