If ever there was a couple who epitomised the definition of “paying it forward”, it’s Newcastle’s Adam and Belinda MacDougall.

The powerhouse pair built a multi-million-dollar empire – via The Man Shake – over the past decade but, instead of basking in that glory after its sale in 2022, they’ve used their good fortune to help others in need.

These days the MacDougall Foundation shines brightly over the region, primarily aiding other local charities to make the world a better place, without fuss or fanfare.

But, Adam’s no stranger to success.

A Knights legend, the man known as “Mad Dog” played 158 matches of his 195-game career in the Hunter, winning premierships in 1997 and 2001 and scoring a total of 87 tries.

He also represented NSW and Australia on 11 occasions each to etch his name in local folklore.

“Look, I’ve been very lucky,” Adam said.

“Most kids aspire to grow up one day and play rugby league.

“So, I was blessed to obviously win a couple of premierships, play for my country and State of Origin.

“I’ve ticked every box that you could only dream of as a young child.

“I suppose if I said to my eight-year-old self, that’s what I’d achieve, I would have pinched myself.

“Honestly, I got to do everything, so I’m very fortunate.

“However, one thing I’m really proud of is I never tasted defeat in a grand final.

“My dad (Gil) played in losing deciders at the Western Suburbs Magpies in the 1960s.

“So, it’s something I’m conscious of… the fact I won a couple.

“I mean, you look at some of the great players in the game who never experienced that feeling.

“Realistically, you’ve got to have a lot of good fortune.

“But, I also played alongside some tremendous characters and guys who are still lifelong friends.

“It’s nice we’ve built those friendships and been a part of Newcastle history.

“However, I can’t wait for the next bunch of blokes to win a premiership in town.”

Adam’s quick to credit Belinda as the “brains” behind their weight-loss realm.

The duo has been together since 1997 after meeting through friends at the University of Newcastle (UoN).

And, they celebrated their 20th wedding anniversary in November.

They’re also proud parents of daughters Harlow and Mila.

“Without her input, it [The Man Shake] would never have started,” he admitted.

“I entered the media when I retired but then, I lost my best friend to a heart attack.

“Belinda and I were devastated… he was only 40 when he dropped dead.

“It’s surreal when I think about it now because I’m 50.

“So, 40 was extremely young.

“Sadly, when we looked into it, it was more common than uncommon.

“There wasn’t really a lot of talk around guys and their waistlines back then either.

“If you wanted something, as a bloke, you’d go to a gym and buy a protein shake or you’d do celebrity slim, which came in a pink box.

“There was a real gap for the everyday guy where he could lose weight but not sacrifice or suffer for it.

“For Belinda and I, no-one was really talking about things like that – or men’s health – at that stage.

“And, we didn’t know why.

“So, we kicked it all off… and the rest is history.”

The Man Shake juggernaut, which included The Lady Shake, caught the MacDougalls off-guard.

“Social media wasn’t a big thing [back then],” Adam said.

“But, timing’s everything.

“All of a sudden, we started a business and social media became a big thing.

“So, we rode that wave.

“Once we got community involved, it went to the next level, too,” Belinda added.

“The momentum just built from there.

“After starting in a garage in Merewether, we moved warehouses five times throughout our journey because we kept getting bigger and bigger.

“It was never our intention to make money, it was to help people… that was the focus.

“I know it sounds a bit corny and cliche.

“However, I believe everyone could see that we really cared about helping others and making guys healthier.

“Plus, we made it fun, which was good.

Even when we were in the business, we tried to give as much as humanly possible.

Belinda MacDougall

“We just wanted blokes to lose weight and not have to go down the line of eating chicken and broccoli, so to speak.

“They could do it and still have a beer.

“More than a million people used the product.

“So, it’s pretty amazing when you think that you’ve had a positive impact on them.

“To this day, we have strangers come up to us and say ‘oh my god, I was 50 and about to have a heart attack. I couldn’t play with my kids. Now, I can’.

“The stories are endless, which is super cool.

“We didn’t want guys leaving the earth sooner than they should.

“It was our role to aid them to be the best dad they could be, keep up with their kids etc.

“Again, the whole drive of the business was to help people.

“And, in the end, we changed the industry.

“The big companies were put on notice; they altered their products (like more protein, less sugar), their marketing and their strategies.

“So, we’ve had a good effect overall.”

That philosophy, to assist those less fortunate, has continued through the MacDougall Foundation.

Millions of dollars have since been outlaid to local charities, individuals and families in an amazing display of generosity.

Among the beneficiaries include the Mark Hughes Foundation (MHF), Ronald McDonald House, Sleapy’s Foundation, EquiEnergy Youth and the Hunter Melanoma Foundation to name a handful.

“Even when we were in the business, we tried to give as much as humanly possible,” Belinda said.

“Then we came on board with the MHF in the early days.

“We saw the impact that made, so we deliberately set a percentage aside, just for charity.

“Personally, I’ve been blown away by the amount of fabulous little not-for-profit groups in Newcastle.

“There are so many people doing amazing things who can’t get funding.

“We’re also fully aware there’s enough charities out there, which is why we didn’t start our own.

“We’d rather lend them a hand.

“My interpretation is that people are willing to give their time, however no-one has the money.

I had a very lucky career in rugby league and business, my wife’s healthy, I’m healthy and our daughters are healthy. In my eyes, I’ve hit the jackpot.

Adam MacDougall

“Now, it’s part of our mission statement… empowering others to do good.

“Take the Make-A-Wish Foundation and Path 2 Change, for example.

“The former sent me a list of urgent wishes, so I just said grant them all,” Belinda added with a laugh.

“That was super cool, too.

“Then, if you’re a poor kid in Newcastle who doesn’t have a family, how do you learn to drive?

“Newcastle’s not an easy place to get around, transportation-wise.

“Path 2 Change has volunteers who would donate their time to give lessons… but, they had no cars.

“So, we bought them vehicles.

“EquiEnergy Youth is another wonderful charity, with Daniel Johns their ambassador.

“They look after mental health for children.

“They’ve established an app, so we not only assisted them with that, but put them in touch with the UoNe, too.

“Then you have Claudia (Tolhurst) from the Hunter Melanoma Foundation.

“She’s driving cancer patients to hospital, for their chemo, in her own car.

“We gave them money to address that issue.

“Those people are suffering enough, and it’s a big stress for them undergoing treatment, so it’s nice for them to have one less thing to worry about.”

The MacDougalls confessed they were excited to link up with Sleapy’s Foundation for the organisation’s first major project, the Paediatric Intensive Care Unit (PICU) Courtyard – and garden – at the John Hunter Hospital.

“Our partnership [with them] started randomly, in a good way,” Belinda said.

“But, I love that they instantly help others, there are no layers or hoops to jump through.

“For instance, a lady approached us, saying her daughter had Batten’s disease, with a limited time to live.

“Unbelievably, the government wouldn’t pay for her car with wheelchair access.

“I contacted Sleapy’s and told them I’d provide the money, if they gave it specifically to this person.

“And, even though it was outside their zone, they approved it within 24 hours.

“Within another two days, this girl – who’s not going to live much longer – was the owner of a new vehicle.

“They’re a great Newcastle-based charity and a terrific example of what’s selflessly taking place in this area, virtually on a daily basis.”

The dynamic duo, however, aren’t about to rest on their laurels in 2026.

Already, they are keen to see several projects finally come to fruition, thanks to their involvement.

“Both ventures, for Ronald McDonald House and Sleapy’s Foundation, should kick into full gear,” Belinda said.

“Once again, we’re also just trying to find causes that we can contribute to… and witness change.

“On a personal note, one of the initiatives we’re looking at is Street Side Medics.

“Although based in Sydney, they’re exploring the possibility of coming to Newcastle.

“There are a lot of people who can’t afford medicines or to visit a doctor, so it’s something I’m really passionate about.

“Our daughter hurt her neck a few weeks ago and we had to race her to emergency.

“It was on a Tuesday night, but it felt like midnight on a Sunday (from years ago).

“I couldn’t believe how busy they were.

“Maybe, the arrival of Street Side Medics could alleviate that problem.

“Or, perhaps, we’ll do something big… I like a bit of sparkle, a bit of shine, a bit of ka-bang.”

As for Adam, he remains wistful.

“If we can make the place that we live in a little better, in some small way, then I’m happy,” he told the Newcastle Weekly.

“I’ll leave all that other stuff up to Belinda.

“She knows how hard some people are doing it.

“It’s not lost on us how blessed we are.

“Like I said earlier, I had a very lucky career in rugby league and business, my wife’s healthy, I’m healthy and our daughters are healthy.

“In my eyes, I’ve hit the jackpot… and we have nothing to complain about.”

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