Matt Pritchard
Formerly known as the front man of MTV’s Dirty Sanchez, Matt has left his pranking days behind for his love of vegan food, health and fitness. He released his debut vegan cookbook Dirty Vegan in December 2018, described by Waitrose magazine as having universal appeal.
Coinciding with the first book release, Matt’s very own series Dirty Vegan, premiered on BBC 1 Wales to wide acclaim. The series features Matt cooking a variety of exciting dishes to win over the Welsh public. From a hearty vegan Paella for a women’s rugby team, to tasty energy fuelled meals for school dinners.
His mission? To make Wales fitter, healthier and stronger. Convincing the public that plant-based food can be a sustainable lifestyle option!
Following the brand’s success, Matt’s second cookbook, Dirty Vegan: Another Bite was released at the end of 2019, soon followed by his second instalment of Dirty Vegan TV series on BBC Wales in January 2020. A timely release, encouraging the public to try Veganuary and consider a much healthier lifestyle. Both series are available now to watch on BBC iPlayer.
Always seeking a thrill, Matt has replaced his wild life of pranking and partying with endurance sports. In 2016 he achieved a world record when he completed 30 half Iron Man events in 30 days, raising thousands of pounds for charity in the process. T
he summer of 2019 saw Matt achieve 4th place in Brutal Event’s Deca UK - a hardcore competitive race consisting of a 24-mile pool swim, 1,120-mile bike and 262-mile run. In 2018, Matt featured in the BBC 1 Wales documentary Wild Man to Ironman. An inspiring film following Matt’s gruelling journey through a 487- mile triathlon around the coast of Wales in just 14 days. The film exposes both his physical and mental strength. The challenge was as much one of endurance as it was a journey of self-discovery.
A professional skateboarder and stunt performer, Matt also owns the Sleep When You’re Dead Tattoo & Barbour shop in Cardiff. He’s also soon to open his own dog-grooming salon, Lemmy’s Chop Shop in Cardiff. Named after his beloved Springer Spaniel Lemmy.