Making the world a fitter place — one person at a time

Get the 95 % right. Ignore the noise.

Four things — motivation, energy balance, exercise and habits — make up almost all of a successful fitness journey. Most of the industry sells you the remaining five per cent. Strive4 teaches you the ninety-five.

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Certified personal trainer
50+ people coached
4 stone lost and kept off

The problem

Nobody needs another meal plan

The fitness industry is very good at selling the last five per cent — the supplement, the programme, the pill, the plan. Some of it is evidence-based. Some of it is snake oil. Almost none of it matters until the basics are in place.

In cycling this is called the doctrine of marginal gains, and it works brilliantly for elite athletes who already have everything else right. If you are a normal person trying to match your healthspan to your lifespan, tinkering with the five per cent while the ninety-five is unattended is a very expensive way to stand still.

Get eighty per cent of the ninety-five right and you will go further than any supplement stack will ever take you.

What actually moves the needle

Motivation

Knowing exactly why you are doing this, in terms vivid enough to beat a short-term craving.

Energy balance

Understanding what your body needs and how to manage what goes in, without a diet you hate.

Exercise

Movement you will actually repeat, chosen for what it does rather than what it promises.

Habits

Changing the automatic behaviours that quietly decide most of your outcomes.

See how the four fit together

Two ways in

Coached, or self-paced

The same method, delivered two ways. Some people want the accountability of a person; some want to work through it themselves. Both are real products, and one is not a lesser version of the other.

Coaching

1:1 and small-group coaching

A programme built around your reasons to change, with fortnightly accountability calls, two-week sprints, measurable goals and a workout plan you can actually follow. For people who know what to do and want help doing it.

Personal reasons-to-change work up front
Written “I will” and “I won’t” commitments
Trigger and coping-strategy planning
Fortnightly accountability, plus support between calls

How coaching works

Course

Forever Fitness Management

Ten bite-sized modules — video and slides — covering everything from motivation and calories to trackers, myths and maintenance. Built from the practical experience of losing four stone and keeping it off, and backed by referenced research.

10 modules, each short enough to finish in a sitting
Video walkthrough plus downloadable slides
Holistic — not a diet, a plan you build yourself
Ends with maintenance, not with the “after” photo

See the ten modules

Why me

I did this the hard way first

I found health and fitness late — at 49. Before that I was on a genuinely dangerous path with food, alcohol and inactivity, and it was affecting my mental health as much as my body.

After a drinking binge on 31 August 2017 I decided enough was enough. I lost four stone, became a certified personal trainer, and have since helped more than fifty people with their own journeys, one to one and in groups.

That is where the method comes from. Not a textbook — a repeatable process that worked on me first and has been sharpened on everyone since.

Read the full story

It’s never too late — or too early — to start.

The earlier you begin the easier the journey, and the longer you have to enjoy the benefits. But the benefits show up whenever you start.

Age I started

4st

Lost and kept off

50+

People coached

Course modules

Free, and staying free

The workouts don’t cost anything

These started at the beginning of the 2020 lockdown, to replace a local fitness class I ran. Five formats, more than 900 sessions, all still up and all still free.

A good range of cardio and body-weight exercise, and very little coordination required. If you want to donate, the link goes to my fundraising page for Cancer Research UK — not to me.

Browse the workouts Donate instead

What’s in the library

Green Route — 30 min, easy, seated or standing
Red Route — 50 min, the long one
Virtually Fit — 45 min circuit training
No Bike Spin — 30 min spin-style cardio, no bike
HIIT not Run — 40 min intervals, no running

All available on demand. No sign-up, no email capture, no upsell at the end.

No pressure, no sales pitch

Start with a conversation

Tell me where you are and what you want to change. If I can help, I will say how. If someone else would serve you better, I will say that too.

Book a free intro chat Read the method first