About Us
We believe exceptional health isn’t built through extremes. It’s built through discipline, consistency, intelligent nutrition and a lifestyle that supports both performance and longevity.
Our coaching is shaped by two very different journeys that ultimately arrived at the same destination: helping people become stronger, healthier and more capable than they ever thought possible.
Alex
Alex spent 10 years serving in the British Army, reaching the rank of Corporal within 16 Air Assault Brigade. During his military career, he qualified as a Driver, Radio Operator, Airborne Soldier and Physical Training Instructor, developing the mindset, resilience and attention to detail that now underpin his coaching approach.
His achievements include passing Pegasus Company, something widely regarded as the toughest physical training course in the British Army, alongside successfully completing the Physical Training Instructors Course and the German Parachutist Course.
Alex was also an Army Champion in Cross Country, Steeplechase and the 400m and was awarded the prestigious Trillion Trophy as the top soldier within 16 Air Assault Brigade.
Following his military career, Alex continued to pursue excellence in human performance, becoming a Level 3 Advanced Personal Trainer, Nutrition Specialist and Weight Loss Specialist. He has also competed at a high level in ultra-running, pushing the boundaries of both physical and mental endurance.
His coaching philosophy is simple: elite principles, applied realistically. Whether you’re a complete beginner or an experienced athlete, the fundamentals remain the same - train with purpose, fuel intelligently and stay consistent.
Amber
Amber’s relationship with movement began long before fitness became an industry.
As a teenager, she played rugby and spent years training in the boxing gym, developing a love for hard work, discipline and the confidence that comes from becoming physically capable.
After moving to Australia, she discovered pole sport, dedicating time to mastering the strength, athleticism and body awareness it demanded. Returning to the UK led her to yoga, where she developed a deeper appreciation for mobility, recovery, and the connection between physical and mental wellbeing.
Today, strength training sits at the centre of her fitness journey, balanced with Pilates, yoga and mobility work to create a sustainable approach to health that supports both performance and longevity.
Alongside her passion for movement, Amber has always had a deep appreciation for nutrition and great food. Becoming a mother strengthened that interest even further, inspiring her to learn more about how food impacts not only our own health, but the future health of our families and the world around us.
Why We Chose A Plant-Based Lifestyle
Our approach to nutrition is heavily influenced by our own experience.
Amber became vegan in March 2021 after watching the documentary Seaspiracy and learning more about the environmental impact of modern food systems. What began as a decision driven by concern for the planet quickly became something much bigger.
Alex became vegan in March 2024 after Amber recommended he watch The Game Changers. Initially sceptical, he decided to treat it as an experiment and test the plant-based approach for himself over a couple of months.
The results surprised him.
Training performance improved. Personal bests came more easily. He became leaner while maintaining strength and performance. Blood pressure, which had been consistently high for years, dropped significantly.
For both of us, the benefits extended far beyond the gym.
We wake up energised. We recover better. We have the energy to run businesses, train hard, raise two children and still have plenty left in the tank for family adventures, weekends away and the everyday moments that matter most.
We eat large, satisfying meals packed with nutrients, fibre and flavour without feeling sluggish, overstuffed, or weighed down afterwards.
Our goal is to show people what’s possible.
Whether your objective is fat loss, muscle gain, athletic performance, improved health markers, more energy, or simply feeling better in your own skin, we believe nutrition should work with your body, not against it.
Our Mission
We help people build strong bodies, resilient minds and sustainable habits that last.
No fads. No quick fixes. No unnecessary restrictions.
Just evidence-based training, intelligent nutrition and a commitment to becoming the strongest, healthiest version of yourself.
Because fitness isn’t about looking good for a season.
It’s about creating a life you have the energy, confidence and freedom to fully enjoy.