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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

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Vision

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

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