I wasn't trying to build a fitness business, and I definitely wasn't trying to become an influencer. I just wanted to understand how fat loss actually worked — because I was confused about it myself.
I work a full-time job. I've two kids at home. Whatever I did had to fit around real life, not replace it.
I started training in February 2023, six months before my wedding. I was over 90kg and I had no real idea what I was doing, so I hired a personal trainer. I paid him thousands.
What I actually got for that money was a calorie deficit, enough protein, and someone keeping me consistent. Three things.
I am not bitter about it — he did the job and I got the result. But it changed how I see the industry, because those three things are simple enough to explain over a coffee. Instead they get wrapped in jargon, split into tiers and sold back to people month after month, because a confused person keeps paying and a person who understands it stops. That is the reason every single thing on this site is free.
Then friends and people at work started asking me questions. I enjoy explaining this stuff once the jargon's stripped out, so I kept doing it. The more people I helped, the more I saw how confusing the fitness industry had made something fairly straightforward. Eventually enough people said the same thing: you should make this official. So I did.
I don't sell coaching. This is a passion project — built at weekends and evenings, around the job and the kids.
If that sounds like your kind of place, welcome.
