About the founder, Karen

With over 10-years of experience in the corporate world, Karen has spent her time since 2013 dedicated to helping other busy executives get the most from life by finding a balance between working hard and living healthy. Up until March 2016 when the company was initially sold, Karen Aroney successfully ran ‘PureVitality Nutrition Concepts Pte Ltd’, a consultancy working with corporates and individuals.

ExecFuel™ was developed as an online step-by-step tool to help busy executives achieve the best in their nutrition and fitness. The program serves as a tool for individuals to get the most from their lives by finding a balance between working hard and living healthy, through resources that include videos, downloadable templates, and infographics.

“I was suffering from health issues, bad eating habits, and a fluctuation in my weight as an executive,” explains Aroney. “This was fueled by high stress, travel, and sleepless nights. Despite the financial success, I was still suffering.”

“Regardless of the challenges, my program is designed in a way that helps clients get steps closer to achieving and maintaining health goals at their own pace.”


  • Postgraduate Diploma in Human Nutrition
  • Bachelor Degree in Psychology
  • Certificate in Wellness Coaching
  • Business Diploma in Human Resources


  • Singapore Nutrition and Dietetics Association
  • Nutrition Society of Australia
  • Nutrition Australia
  • The Athena Network Singapore
  • PrimeTime Business and Professional Women’s Association
  • International Association of Healthcare Practitioners