What most people in the fitness industry miss is that it is NOT ABOUT THEM. It’s a young & good looking industry, where people look up to their trainers for knowledge and guidance. This can easily inflate people’s egos and make them think that they are the most important piece of the puzzle. This is a myth.

For most trainers weight loss is easy. They know how to move and how to eat. They enjoy exercise. For the majority of men, it’s a completely different experience. They look at their body and they feel shame. They know they have to do something but they don’t know how.

All of this feeds into their image and self-esteem. It can be linked to a lot of personal pain. For them it’s one of the toughest battles they will face in their life.

It is their journey, their fight, their struggle that is most important.

If you think about what makes up the very best coaches. It’s not the ones with the most defined 6-pack, or the one with the most followers… it’s not even the one who knows the most.  It’s the coach who makes the biggest effort to help his members.

They celebrate with clients when they hit milestones and they hang their arm around them when they are having a bad day.

This is the center of our core values.

This is how we gain the greatest levels of authentic respect in the industry. And it will not be based on photos, social media likes or the algorithm - it will be based on transforming lives.

The fact that 99% of coaches think it is about themselves gives us an amazing opportunity to really differentiate ourselves. It is VERY hard to stand out in fitness because everyone behaves in exactly the same way.

In making the customer journey and our member’s success the very pinnacle of the pyramid, we behave exactly the opposite of everyone else and it's why we have such a high success rate for our clients.

Your success is our north star.

We work harder than anyone else without sacrificing our integrity.

We do this because we are here to create better men.

One at a time.

When you change the man, you change the household.

When you change the household, you change the community.

When you change the community, you change the neighborhood.

When you change the neighborhood, you change the city.

When you change the city, you change a nation.

When you change a nation, you can change the world.

But you can be different. And it starts by accepting that you have to do the work every single day. Once you accept that, doing the work isn’t that hard. 

It’s important for you to keep your word - which often starts by honoring your commitment. For you to become a better man, you have to become great at keeping your word.

Every man you look up to and is an inspiration to you, kept his word. This means you have to show up even when you don’t feel like it. Because nobody will want to show up for yourself more than you do it.

When you work hard every day and keep the promises you make to yourself, you guarantee your success. It’s never an IF question, rather a WHEN question.