In March 2024, Amber asked him to watch The Game Changers.

He'd spent ten years in the British Army. He'd passed Pegasus Company. He'd been fuelling hard training the same way his whole adult life and he wasn't about to be argued out of it by a documentary.

So he treated it like a test. Two months plant-based and he'd prove it didn't work.

Two months later his lifts had gone up. Personal bests he'd been grinding at for months came easier. He was leaner without losing strength. And his blood pressure - high for years - had dropped.

That experiment is a decent part of why you're on this page.

Why we're called A²

Two A's. Alex and Amber.

Squared, because nothing about this works when you do it alone - not the training, not the food shop, not the 6pm scramble between work and bedtime. And because you're never handed a plan and left with it. There are always two of us paying attention to whether it's actually working for you.

Alex

Ten years in the Army, finishing as a Corporal in 16 Air Assault Brigade. Airborne soldier, radio operator, physical training instructor. He passed Pegasus Company - widely held to be the hardest physical course the British Army runs - along with the PTI course and the German Parachutist Course.

He was an Army champion in cross country, steeplechase and the 400m, and took the Trillion Trophy as the top soldier in his brigade.

None of that is the point. The point is what it taught him: that the people who get results aren't the ones training hardest for six weeks. They're the ones who show up on the ordinary Tuesdays.

He's qualified as a Level 3 Advanced Personal Trainer, nutrition specialist and weight loss specialist and competed at a high level in ultra-running.

How he coaches: elite principles, applied to a real life. Train with purpose. Fuel properly. Keep going when it stops being interesting.

Amber

Amber was chasing physical capability long before any of it was a career.

Rugby as a teenager. Years in a boxing gym, learning what her body could take. Pole sport in Australia - which asks for more raw strength than most people realise. Yoga when she came back to the UK and with it a proper respect for mobility and recovery.

Strength training sits at the centre of it now, with Pilates and mobility work around it. Not to peak for anything. To still be doing this in thirty years.

She's not done learning it either. She starts training as a Level 3 mat Pilates instructor this August, with a yoga instructor qualification to follow and reformer Pilates after that - so the mobility and recovery side of what we coach gets taught properly, by someone qualified to teach it, rather than tacked on at the end of a session.

Food came with it and then motherhood sharpened it. Feeding two children makes you read labels differently. It makes you think about what you're building their tastes around and what kind of world they'll be eating in.

How we ended up here

Amber went vegan in March 2021, after watching Seaspiracy and reading more about where food actually comes from. It started as a decision about the planet. It didn't stay that way for long.

Alex followed three years later, sceptically, as described.

What we didn't expect was how far the benefits reached past the gym. We wake up with energy. We recover faster. We run businesses, train properly, raise two children and still have enough left for weekends away and the bits in between that we'll actually remember.

And we eat properly. Big plates. Real flavour. Enough fibre and nutrients that you finish a meal feeling fed rather than flattened.

What we believe

Exceptional health isn't built through extremes. It's built through consistency, decent nutrition and a routine that survives contact with a normal week.

So: no fads. No quick fixes. No cutting out things you love for no reason.

Whether you're after fat loss, muscle, better bloods, more energy or simply feeling like yourself again - your nutrition should work with your body, not against it.

We help you build a strong body, a resilient head and habits that outlast our involvement.

Because this isn't about looking good for one summer. It's about having the energy, confidence and freedom to enjoy the rest of it.

Start with a free 7-day trial. No pressure, no lock-in - just see whether it fits your week.