Coach. Founder. Refuser of excuses.

My background

I'm a strength coach and sports scientist by training, but my real education came from years of working one-on-one with men over 50. Every client who walks through my door has the same unspoken question: "Is it too late for me?" The answer is always no — but it requires a different approach than the one that worked at 30.

My specialisation is in the intersection of exercise physiology, behaviour change, and the reality of life after 50. I hold certifications in strength and conditioning, I stay current with the research on ageing and performance, and I test everything I recommend on real clients before it ever goes into a Prime product.

What I've learned

After a decade in this field, the patterns are clear:

• Muscle is medicine. Sarcopenia — age-related muscle loss — is the single biggest predictor of decline after 50. The men who stay strong, stay independent.
• Mobility is freedom. When you can't move well, you stop doing the things that matter. Flexibility and joint health aren't vanity — they're autonomy.
• Sleep is non-negotiable. Everything else — strength, cognition, mood, recovery — depends on it. Fix the sleep first.
• Consistency beats intensity. Three moderate sessions a week, sustained for years, will always beat a burst of heroic effort followed by nothing.
• The mind matters most. Motivation fades. Systems last. The right journal, the right structure, the right daily rhythm — that's what keeps you on track when willpower doesn't.

Why I'm not a doctor

I'm upfront about this: I don't diagnose conditions, prescribe treatments, or claim to cure anything. If you have a health concern, see a medical professional. What I offer is the other side of the coin — the training, the tracking, the habits, and the structure that help you perform at your best and age well.

Every piece of advice I give is grounded in peer-reviewed research. If the evidence changes, the advice changes. No dogma, no ideology — just what the science says works for men in our decade of life.

My promise to you

If you use the tools I've built — the journals, the planners, the protocols — you will see a difference. Not because of magic, but because the system is designed to do one thing: make the right action the easy action.

I'm not going to shout at you. I'm not going to sell you on transformation. I'm going to give you clear, practical, evidence-based tools — and trust you to use them.

If you're ready to start, here's the programme. If you want to read first, the briefing is where I publish every week. Or if you've got a specific question, just ask.