Properly known as Justin Nucum: coach, fitness trainer, model, fashion guru, foodie, entrepreneur and mastermind behind multiple brands puts his creative juices together to continue to pursue his passions.

Born and raised in Guam...

Justin grew up an island boy until he was 10 years old when his father passed away. His mother, Mama Nukes, decided to start their new life in Southern California for more opportunities for her only child. Justin began his career in street-wear fashion interning for two major brands which included working in the warehouse, in the creative department, modeling for look books and developing a store front from the ground up and then managing it. 

FITNESS. FASHION. FOOD.

From fashion, he created his own food brand, My Camera Eats First. A food blog that only captured visually appealing foods all over Orange and Los Angeles County. He would get invited to feature new, upcoming restaurants and well-known successful restaurants that had new menu items that needed some promotion. As MCEF was continuing to gain massive attention, Justin was working on Hardkour Performance, a mobile fitness company that focused on Obstacle Course Racing (OCR). He was training friends and clients to prepare for events such as Spartan Race, Tough Mudder and other local events. Justin’s goal was to combine all of his previous experiences in fashion, food and now fitness, into one collective company.

HARDKOUR PERFORMANCE

Now, Justin and Hardkour Performance are getting featured and recognized by many major companies in the industry nationwide. With his experiences and influences, he now leads one of the top obstacle course racing teams. Justin has curated a lifestyle that his clients can see and respect as he continues to live and practice what he preaches.

HKnutrition

As HKP continues to grow, Justin knew he needed to expand to more than just the training aspect. The next pillar to become a more well-rounded program for his clients and athletes was to incorporate the nutrition portion; hence, HKnutrition was created. From partnering with companies that offered high quality products that supported their fitness to making healthier alternative baked goods to now; Hardkour Kitchen [HKitchen]. Creating custom meal plans for his clientele.

Kangen Alkaline Water

Introduced to him by one of his clients, Justin is a distributor to offer a Japanese medical grade alkaline water machine from the comfort of your own home directly from the tap. This only made sense since it ties back in with his training program and nutrition program.

Business-Minded

Justin graduated from CSUFullerton with two degrees: Entrepreneurship and Human Resources Management before getting into fitness and the health field. He’s now partnered and invested in other companies including Kicks’N’Steez and Full Court Visions. Justin continues to learn, grow and support his community as much as he can through his 3F’s: Fitness, Fashion and Food.