My Coaching Philosophy
For most people, their journey as a client of mine looks something like this…
3-4 Workouts a Week (that they look forward to and enjoy)
3 Meals a Day and a Snack (and able to have a meal off, every week)
A Small Handful of Supplements that have a Clear Performance Benefit (no kickbacks or long shopping lists that require a second mortgage)
Accountability and Feedback
1. Mastery of the Minimum Effective Dose
Your fitness should serve your life, not dominate it. We identify the precise amount and frequency of training required to achieve your goals, and no more*. This respects your non-negotiables - family, career, and personal time - ensuring that your training plan is seamlessly integrated into your life, making it sustainable for the long haul.
*For those on the other side of the spectrum, my Black Card of performance tricks has no limits…
2. The Compounding Effect of Daily Actions
The fitness industry, as a whole, is full of liars. Monumental transformations are not born from occasional heroic efforts, 12 week “transformation” packages or 6 week “summer shreds”; but from the aggregation of small, intelligent choices made daily. We focus on making a consistent, positive contribution to your health every single day, honing in on habits that make achieving results easier in the long run. This builds unstoppable momentum and creates exponential results that far outweigh impatient overhauls.
3. Nutritional Autonomy and Sustainability
An effective diet must be both effective and enjoyable. Something that absolutely boils my piss is the ignorance of some “coaches” that overemphasise specific food items as transformative, while demonising others; merely because they haven’t done their due diligence in the science of Performance Nutrition. We build a framework around a whole-food dominant diet that is rich in nutrients, packed with flavour, and custom-fit to your lifestyle, but that doesn’t violate your own individual flavour tenets that make food enjoyable. Mexican, Italian, Thai - whatever your flavour - we work with it, not against it!
4. Empowerment Through Education
I am not just your coach, but your teacher (or "sensei” according to my clients). My goal is to make myself progressively redundant by teaching you the 'why' behind every method. When you understand the principles of physiology, nutrition, and behaviour change, you develop the autonomy to make informed decisions for yourself, ensuring you own your health for life.
5. Radical Ownership
You are the ultimate agent of your transformation. Radical ownership means you are in the driver's seat, taking full responsibility for your actions, mindset, and outcomes. My role is to provide the map and the tools, but you are the one who must drive the car. This mindset is the single most powerful predictor of success and while I am here every step of the way to help you steer the ship, I am not the coach that will hold your hand if you’re not prepared to show up.
6. The Tactical Application of Intensity
Intensity is a powerful tool, that most people need more of. However, it is a scalpel, not a sledgehammer. We apply it tactically and strategically to elicit specific adaptations, pushing the boundaries of your capacity at the right moments. Again, the reason many people burn out and quit when the good gets going is they don’t pace themselves. Constant, unrelenting intensity leads to burnout; intelligent, periodised intensity leads to consistent breakthrough performance and longevity. My approach isn’t just to train hard or smart; it’s both.
7. Consistency is the Real Meta
The most sophisticated training program is useless if it's not executed consistently. Anyone with basic math skills will understand that showing up at 80-90% of your best, but 100% of the time will yield far greater results than showing up at 100% only 50% of the time. Consistency overrides all other variables and I don’t treat my clients any differently to how I do myself. I am not perfect. I have good days and bad days. But I show up. We prioritise building a plan you can adhere to 90% of the time over a "perfect" plan you can only follow 50% of the time. Good and consistent will always defeat perfect and sporadic.
8. Playing the Infinite Game of Health
If you’ve gotten this far, you likely aren’t the person that positions health as a negotiable commodity but if you are - please don’t reach out, as I’m probably not interested in coaching you. I don’t coach those looking for quick fixes; I coach those that wish to build a legacy of health. This is a long-term investment in your future self, and you haven’t got the respect for them; I won’t waste your money, or my time. Every choice we make is filtered through the lens of longevity and lifelong capability, ensuring the results you achieve aren’t just impressive, but permanent.
9. Confronting Weaknesses
Your progress is ultimately determined by your biggest limiting factor. We proactively identify and attack the things you instinctively ignore - be it mobility, sleep, stress management, or a specific movement pattern, cardio zone or muscle group. I coach those that don’t want to live in the comfort zone of their strengths, but those who are interested in building a truly robust and unbreakable foundation, including addressing those limiting factors that have held you back.
10. Distilling Science into Simple Action
I’m sure you’re as sick as I am at the vastness of misinformation that plagues the internet through TikTok, Instagram etc. where it’s difficult to get a clear answer on anything. My role is to use my 10 years in academia (4 degrees and counting) to distill complex exercise and nutrition science into simple, clear, and actionable steps. I cut through the noise and confusion of the health industry to provide you with a clear path, freeing up your mental energy to focus on what matters most: execution.
11. An Autonomous Health System
The goal is to make your health and fitness behaviours as automatic and effortless as breathing. We work together to build a personalised system of habits, environmental cues and habits - relax, no ice baths, sound bowls or complicated rituals - that reduces friction and makes the right choices the default choices. This is how you achieve lasting results without draining your willpower.
12. Embracing Productive Discomfort
True growth lies just beyond the edge of your comfort zone - high performance specialists call this “The Challenge:Skills Sweet Spot”. We operate on the principle of doing the hard things now to make life easier later. This means embracing the short-term, productive discomfort of a challenging workout or a disciplined choice to build the physical and mental fortitude that allows you to enjoy a capable, vibrant life for decades to come.
13. Forging Antifragile Humans
“Resilience” is a bit of a buzz word at the moment, but the reality is we all have moments of weakness. My aim isn’t to help you become the next Navy Seal - impossible standards, mostly riddled with severe PTSD - but to help you build a human that antifragile. True resilience is about withstanding stress and bouncing back as, after all, it’s easy when all you know is being “on top” - but knowing you can fall off and make a comeback in spite of what life throws at you; now that’s fucking power. Meeting stress. Wielding chaos. Sailing through unpredictability. And actually growing stronger from the experience, that’s the key to thriving and even hitting PBs on the worst of days.
14. 360 Degree Performance Integration
Training and nutrition are only two pieces of the puzzle. We relentlessly optimise the often-neglected lifestyle factors that form the ecosystem of your health: sleep quality, stress modulation, cardiovascular fitness, how you move. Neglecting any one of these is like trying to build a skyscraper on a foundation of sand.
15. Mutual Respect and Reciprocal Effort
I hold all clients to a professional covenant. I will respect your goals with the same intensity that you do . The energy you invest is the energy I will match and multiply. When you demonstrate unwavering commitment through your actions - your detailed check-ins, your consistency, your willingness to engage - you unlock a deeper level of my own investment, analysis, and strategic focus. Give me 100%, and you’ll get 150%. This is a dynamic partnership: the harder you pull, the harder I pull for you.
16. Needs Over Wants
My primary responsibility is to deliver what you truly need for lasting success, which may not always align with what you initially want. You might think you need a punishing workout plan, but when your sleep and nutrition are garbage, we address these first. You might want a rapid drop on the scale, but your nutritional habits adn previous (failed) “all or nothing” diet approaches mean we need a very different pace for better results. I have the professional courage to diagnose the root cause of your challenges and prescribe the most effective long-term solution, even if it’s not the most glamorous.