James Newbury is a world-class endurance and strength athlete and the founder of Phyba, a premium plant-based performance nutrition brand rooted in gut health and real results.
A five-time CrossFit Games athlete, Newbury has competed at the highest levels across multiple disciplines. He claimed the title of 2025 HYROX World Champion and stood on the podium as part of the world’s fittest team in 2024. His diverse athletic résumé also includes two long-course Ironmans, five Ironman 70.3 races, a second-place finish at Victoria’s Strongest strongman competition, a state powerlifting title, and representing Australia on the European bobsled circuit.
For nearly seven years, Newbury has achieved all of this while following a strict plant-based diet. His personal journey revealed a critical gap in the supplement market: most plant proteins tasted average, felt heavy, and failed to support gut health — the true foundation of performance. Frustrated by the lack of high-quality options, he created Phyba to deliver the best-tasting, best-performing, and most gut-friendly plant protein on the market.
Phyba combines clean, functional ingredients with smart science to support muscle recovery, energy, resilience, skin health, hair strength, and cellular repair. More than just a protein brand, Phyba is a movement dedicated to helping athletes and high-performers fuel their bodies without compromise.
James lives by the philosophy that true performance starts in the gut. Through Phyba, he continues to push the boundaries of plant-based nutrition, proving that elite performance and a plant-powered lifestyle are not only compatible — they’re optimal.
