MEET THE FOUNDER & CEO

ABOUT ME - APPLIED FITNESS.

**I don’t believe in perfect plans.

I believe in applied action - the stuff you actually do.**

People talk themselves in circles for years.

I’ve done it too.
But change only happens when you start applying the basics - consistently, honestly, and without all the gimmicks.

That’s why I coach.
And ironically, that’s not something I learnt from success.

It started with failure.

How Coaching Found Me (Accidentally)

I wasn’t one of those people born knowing their purpose.

I was terrible at school and college - drifting, unfocused, and pretty sure I’d never find “my thing.”

Then I fell into a football coaching apprenticeship at Wolverhampton Wanderers.

And for the first time ever, something clicked:

I loved helping people get better.

Not the admin.
Not the club politics.
Not the parents who swore their kid was the next Ronaldo.

But the coaching?
Yeah - that lit something.

It pushed me towards the Army…
which pushed me to the gym…
which led to a mate explaining what a Personal Trainer actually was.

(Yes, I had no clue. Yes, embarrassing.)

From that moment, coaching became the path.

The Real Turning Point

You know that moment where life hits you so hard it rearranges everything?

COVID was mine.

When gyms shut, so did I.

I stopped training, stopped eating well, stopped taking care of myself…
and I spiralled into a really dark place - mentally and physically.

It got bad enough that I didn’t know if I was going to make it through.

Rebuilding myself through training wasn’t just “getting back in shape.”
It saved me.

It gave me structure, purpose, clarity, and peace when my head was loud as hell.

That’s when coaching stopped being a job.

It became my mission.

Why Applied Fitness Exists

Applied Fitness started back in 2016/2017 because I was sick of watching people fail from:

overcomplicated nonsense

gimmicks

diet cults

“try this, try that” advice

coaches who talk more than they listen

Most people know what they need to do.

The problem isn’t knowledge - it’s application.

So I built a brand around exactly that:

action > talk
basics > fads
coaching > controlling
support > ego

And yes, the name really does come from “applying the basics properly.”
(If you think that’s cheesy, trust me, you’ll remember it.)

What I Believe

Here’s the short version:

I coach real humans, not robots

I meet you where you are

I won’t force you into a lifestyle you don’t want

I won’t sell you supplements or gimmicks

I won’t let you feel judged, small, or “not enough”

I will always bring it back to the basics

And those basics will outperform fancy bullshit every single time

There’s no point training for a marathon if you can’t tie your shoes.
No point stepping on a bodybuilding stage if you can’t track your food or understand RPE.

Simple done well beats complicated done badly.

Always.

Who I Work Best With

People who know they’ve got more in them.
People who are tired of half-arsing life.
People who don’t need perfection - they need direction.

Women especially tend to thrive with me:

less ego

more willingness

better learners

and they actually apply the coaching

That said, if you want clarity, strength, confidence, momentum - mentally and physically - you’ll do well here.

What I’ve Done (Without the Ego)

🏆 PT of the Year award

👉 Featured in newspapers and magazines

👉 Coached thousands across the UK and Australia

👉 Helped 130+ menopausal women per week with online coaching

👉 Taken people from exhausted and lost → energetic and confident

👉 Supported clients out of chronic pain and back into actual life

👉 Over 10+ years across gyms, transformation studios, online platforms, and hybrid coaching

But honestly?

The wins I care about most are the quiet ones -
the first smile after a hard week,
the moment someone realises they’re stronger than they thought,
the message saying “I actually feel like myself again.”

That’s the stuff that never gets old.