Trusted by 1000+ clients

Trusted by 1000+ clients

Build Strength. Drop Fat.

A proven method that delivers both outcomes at once and builds long lasting habits.

No crash diets. No wasted sessions. No guesswork.

Apply for coaching

Apply for coaching

Book your free call with London Fitness Guy

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Built Lasting Habits

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Built Lasting Habits

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Feel Stronger & Fitter

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Achieve their goals

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Sleep & Feel Better

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Sleep & Feel Better

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Two outcomes.
One programme.

outcome 1

Build Strength

A resistance programme that progresses week on week to change how your body looks and performs

A resistance programme that progresses week on week to change how your body looks and performs

outcome 2

Drop Fat

A personalised calorie and protein target that creates the right deficit to drop fat and build muscle.

A personalised calorie and protein target that creates the right deficit to drop fat and build muscle.

Built for people like you.

Built for people like you.

You need structure and a plan that fits around your life, not against it

You need structure and a plan that fits around your life

You need structure and a plan that fits around your l life, not against it

You've struggled to stay consistent without the right accountability

You've struggled to stay consistent without the right accountability

You want to build strength and actually see it in how you look and feel

You want to build strength and feel the difference

You want to build strength and actually see it in how you look and feel

You want results that last because your habits have genuinely changed

You want results that last because your habits have genuinely changed

You want a coach who builds everything around you. And stays until it works.

You want a coach, not just a plan

You want a coach, not just a plan

Apply for coaching

Apply for coaching

People who committed to the process.

People who committed to the process.

This is what happens when the plan fits your life.

This is what happens when the plan fits your life.

  • 40kg down

    'I started in 2025 around 134 kg and began my weight loss journey with the basics like walking 10,000 steps a day and cutting out added sugar. I started strength training feeling nervous, but it soon became something I enjoyed. Now I weigh 93 kg, over 40 kg down from where I started. I'm incredibly grateful for this journey, it has been life-changing in more ways than just weight loss.'

    Jack

  • 8kg lost while eating out for work every week

    'I am so glad I signed up to this programme! It was my first experience of online coaching, but James has been an incredibly supportive and understanding coach. My biggest challenge has always been diet, but we found a way of balancing what I eat without it taking over my life. My job means I eat out a lot, but James gave me a system to still get results - I have actually lost 8kg now!'

    Sophie

  • Consistent results from day one

    'This has been the best fitness experience. The structure is always clear and engaging; it changes often enough to be interesting but stays consistent enough to feel comfortable with each workout. I've seen real gains because of the consistency of the check-ins, the coaching, and the responsiveness of the programme. Cannot recommend this highly enough.'

    Mathew

  • 40kg down

    'I started in 2025 around 134 kg and began my weight loss journey with the basics like walking 10,000 steps a day and cutting out added sugar. I started strength training feeling nervous, but it soon became something I enjoyed. Now I weigh 93 kg, over 40 kg down from where I started. I'm incredibly grateful for this journey, it has been life-changing in more ways than just weight loss.'

    Jack

  • 8kg lost while eating out for work every week

    'I am so glad I signed up to this programme! It was my first experience of online coaching, but James has been an incredibly supportive and understanding coach. My biggest challenge has always been diet, but we found a way of balancing what I eat without it taking over my life. My job means I eat out a lot, but James gave me a system to still get results - I have actually lost 8kg now!'

    Sophie

  • Consistent results from day one

    'This has been the best fitness experience. The structure is always clear and engaging; it changes often enough to be interesting but stays consistent enough to feel comfortable with each workout. I've seen real gains because of the consistency of the check-ins, the coaching, and the responsiveness of the programme. Cannot recommend this highly enough.'

    Mathew

  • 40kg down

    'I started in 2025 around 134 kg and began my weight loss journey with the basics like walking 10,000 steps a day and cutting out added sugar. I started strength training feeling nervous, but it soon became something I enjoyed. Now I weigh 93 kg, over 40 kg down from where I started. I'm incredibly grateful for this journey, it has been life-changing in more ways than just weight loss.'

    Jack

  • 8kg lost while eating out for work every week

    'I am so glad I signed up to this programme! It was my first experience of online coaching, but James has been an incredibly supportive and understanding coach. My biggest challenge has always been diet, but we found a way of balancing what I eat without it taking over my life. My job means I eat out a lot, but James gave me a system to still get results - I have actually lost 8kg now!'

    Sophie

  • Consistent results from day one

    'This has been the best fitness experience. The structure is always clear and engaging; it changes often enough to be interesting but stays consistent enough to feel comfortable with each workout. I've seen real gains because of the consistency of the check-ins, the coaching, and the responsiveness of the programme. Cannot recommend this highly enough.'

    Mathew

A programme with a shape to it.

A programme with a shape to it.

Each phase has a distinct job. The structure is deliberate. A framework built entirely around you.

Each phase has a distinct job. The structure is deliberate. A framework built entirely around you.

01
Assesments
Baseline data captured across every marker we'll use to measure your progress. Strength, body composition, circumference, weight.
02
Foundation
Progressive overload introduced, movement quality built and a nutrition strategy implemented to suit your life.
03
Recomposition
Strength increases, body fat reduces and habits are built for long lasting results. This is where it becomes a lifestyle.
04
Results
Every baseline marker is re-tested. The data shows exactly what changed and we celebrate your success.

Apply for coaching

Apply for coaching

A system that gets results.

A bespoke strength plan
Built around your race and your schedule. Updated monthly.
A bespoke strength plan
Built around your race and your schedule. Updated monthly.

What's included?

What's included?

Every single element is created for you, adjusted as you progress, and supported week by week.

£249

/month

A training plan built for you, updated monthly

A training plan built for you, updated monthly

Nutrition guidance that works around real life

Nutrition guidance that works around real life

Weekly check-ins with London Fitness Guy

Weekly check-ins with London Fitness Guy

Daily app messaging- questions answered same day

Daily app messaging- questions answered same day

Strength assessments to monitor progress

Strength assessments to monitor progress

End-of-cycle review call with London Fitness Guy

End-of-cycle review call with London Fitness Guy

No progress in your first month. Full refund, no questions asked.

Cancel anytime after 3 months. Most clients stay, because it works.

Start now

Need more information?

Apply for a consultation call

Find out if this is right for you.

Apply for a free consultation call. Tell me about your goals and I'll reach out on WhatsApp to see if we're a good fit. No obligation.

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Answered honestly.

90% of clients are new to online coaching. You aren't alone, check to see if your question has already been asked.

Do I need a gym membership?

No. As everything is built for you, plans can be created for home training or the gym.

Is it suitable for beginners?

Absolutely! I have helped clients new to strength training, fat loss and fitness who all achieve their goals.

How is this different from a gym membership or a fitness app?

A gym gives you equipment. An app gives you a generic plan. With me, you get a coach who knows your schedule, goals and adjusts your programme every time life gets in the way.

Do we receive weekly support?

100%. This is the most important part of the programme. I speak to clients daily or weekly depending on how you prefer to be coached.

What happens if I travel frequently?

Travelling frequently is no problem. I've built programmes for clients in hotel rooms with nothing but a pair of trainers. You tell me where you're going, I'll make the plan work around it.

How do I access the workouts?

All workouts are hosted on my exclusive coaching app. It makes it easy to follow, track progress and plan ahead.

Is there a minimum membership period?

The minimum membership period is 3 months so we can build a strong relationship and get the best results. Most clients extend on a month by month basis after this period.

What if I want to cancel?

After your 3-month commitment, you can cancel any month with no questions asked. Most clients don't because by that point, the results speak for themselves.

This isn't a generic plan, this is 1:1 coaching built for YOU.

Book a free consultation call with London Fitness Guy.

Apply now

Apply now