
The Operator behind the Brand
About
With over two decades of experience in health, fitness, and performance, I bring a level of expertise and discipline that goes beyond standard personal training. My work blends military precision, academic depth, and a clear focus on developing both people and potential.
I hold a BSc and MSc in Sport and Exercise Science, and I’m currently completing a PhD exploring how resistance training impacts mental health — applying cutting-edge research to real-world results. I'm a qualified teacher, assessor, and internal verifier, and I hold elite-level coaching credentials, including the NSCA-CSCS and Level 4 Strength & Conditioning.
My career began in the British Army as a Physical Training Instructor (PTI), where I held multiple powerlifting records and learned the value of structure, resilience, and leadership under pressure. Today, I lecture in sports coaching and sport science, and coach a diverse range of individuals — from youth athletes and new parents to competitive lifters and professionals in high-performance environments.
My philosophy is simple: Discipline beats motivation. Science beats guesswork. Progress is programmed. Whether you're here to train, learn, or lead — my mission is to help you improve your performance with purpose.
Mission
To deliver expert-led strength and conditioning coaching and mentorship that improves physical performance, supports long-term development, and educates individuals and coaches with clarity, care, and purpose

Vision
Provide elite, personalised coaching that improves performance, builds purpose, and develops both clients and coaches through structured education, strength, and behavioural change.
