Recognise the person in your mirror again, without getting hurt again
Individual custom coaching for grown-ups who want to feel fit again. Simple steps broken down and built around your life, by a coach who's lived it.
Watch this to see if it's right for you:
Tell me what to do €55 per week · no contract · up and running inside 24 hours · 90-day money-back guaranteeSound familiar?
You used to be the fit one. Then life happened.
- You used to look in the mirror and see a fit, strong body you could trust to run, jump, lift, play and perform — and now there's a stranger looking back at you, and you worry you'll put your back out if you sneeze wrong.
- You've tried to get back to your old training a few times, but it's always the same story: the first few weeks are great… then your back, your knee or your shoulder starts talking to you… and by the time you've rested long enough for it to stop hurting, you've lost all your progress. Again.
- You used to have no problem keeping the weight off when you trained all the time — now it feels like every time you so much as look at a slice of bread you're stuck with another pound of fat to shift.
- And it's pissing you off, because you know how to train. You know how to push hard, how to keep going when your lungs are screaming "stop." Except you can't now — every time you reach for those old strategies, you end up doing more harm than good.
Why it keeps not sticking
No, you're not "too old." You've just never had the whole picture pulled together.
Every time you've tried random workouts off YouTube, or Noom, or fasting, or one of those weight-training programmes with a name, they've only ever addressed one thing in isolation.
If you were on the right training programme, it was with the wrong diet. And even if it was the right programme in week 1, it was suddenly the wrong programme in week 4 — when you had two reports due and your toddler came down with a two-day vomiting bug in the middle of the night.
Generic plans don't adapt to your life. Your programme needs to grow when you have space, and shrink without stopping when the storms come.
Results come from dynamically lining up all four of these so they reinforce each other:
- Training — the right stimulus, progressed properly
- Nutrition — add the right nutrients to feed your body, keep the foods that feed your soul
- Sleep — where the adaptation actually happens
- Lifestyle — your stress, your schedule, everything around it
Go hard on one while ignoring the other three, and that's exactly what keeps you stuck — and burns you out.
We want "B+ grades" across the board. Not A+ in the one you like and Ds everywhere else.
How this works
We collaborate to crack this
I bring the best of exercise and nutrition science. You're the world's leading expert on you. Put those two together and the guessing stops. Here's the loop we run:
Roadmap call
We get on a call and go deep — your history, where you are now, your goals, and everything actually going on across your training, food, sleep, recovery and life. I'm listening for the real limiting factors, and we turn vague goals into concrete numbers: centimetres, kilos, timeframes.
Your individualised plan
I find the biggest things holding you back right now and build a plan that's yours alone — your equipment, your schedule, your injuries, your history. It lands in TrueCoach with a personalised nutrition guide and your own calorie and macro targets. No templates.
Delivery and accountability
You log your sessions, I watch the data — adherence, weight, waist — and course-correct as we go. Message me any day between 7am and 7pm, and send videos of your lifts for form checks, so you never quietly drift off track without anyone noticing.
Monthly review call
Each month we sit down: what worked, what didn't, what the next limiting factor is — and I progress the plan. Where you start and where you are a few months in are often two very different programmes.
Repeat
The loop keeps turning. On average most clients hit their initial goals within 10–16 weeks. Some people with intensive timelines go faster, and others get interested in new goals when their bodies can do new things, and we shift focus to those. Coaching lasts as long as it's serving you — be that a few weeks, many months, or as one of my clients said, "until you change careers or one of us dies".
What's the experience like?
What others are saying
What happens after you click
Up and running inside 24 hours
You sign up
Two minutes of payment details, then a short onboarding form — history, goals, injuries, schedule, what kit you've got. Nothing to prepare.
We book your roadmap call
You pick a time that suits you. There's nothing to figure out beforehand — working out what you need is my job, not yours.
You start inside 24 hours
Your programme and nutrition guide land in TrueCoach, and you finally stop guessing. From day one you know that what you're doing is exactly what you need to be doing.
Who you'd be working with
I'm not coaching you from theory. I've lived this.
I'm Will. My passion is helping people who've lost their fitness get back to feeling like themselves again.
Because I've lived that.
I was a European-level CrossFit competitor and nationally-ranked weightlifter. My whole identity was being fitter and stronger than almost everyone.
Then I lost it.
I developed chronic pain almost everywhere. I had sleep apnea. I started gaining weight. I burned out, hard. At my worst I had to limp the 400 metres home to my apartment every day.
I thought my career was over.
Turns out that while I could have written you a book about training and nutrition, what I didn't know about sleep, recovery and lifestyle management back then could have filled 3 more.
Fixing that changed everything.
Now at 41 I'm pain free, I can lift 90%+ of all my old PBs again, and I wear whatever comes out of my wardrobe without second guessing what embarrassing lumps it might reveal.
I know what it's like to rebuild yourself as an over-committed grown-up, raising a young family, building a business, renovating a 200 year-old house.
I know real life happens. I've been that guy standing at the open door of the freezer at 3am eating ice cream and crying with no idea how you got there because your baby has been waking you up every 90 minutes for 7 months.
I know what it takes to keep picking yourself up and putting another brick in the wall on those days your exhausted brain is screaming "what's the point? You're too old, just quit!"
Stop daydreaming about training like you're 25 again. You can absolutely get that fit — just not with the methods that got you there back then. It's time to evolve your approach to match the life you have now, and build a new version of yourself you can be proud of.
In their words
People who were stuck, who aren't anymore
Karl · Lost 10kg in 6 weeks — "Everything is easier when you're ten kilos less."
Tom · 5 years with Will · CrossFit, Hyrox & MMA
"Working with Will has helped me become stronger both physically and mentally and fully changed my lifestyle. My achievements started showing up more quickly than expected."
"I was more fit than ever. I learned new tricks like pull-ups, handstand push-ups and pistol squats — not bad for a guy who couldn't do a set of lunges due to knee pain."
"I knew what kind of coach you are — that you'd tell me 'yeah, that's bullshit' to my face instead of wrapping it up nicely. Because I need that."
"Even when I had an injury he tailored my workouts to allow me to still progress. Will drove me to define my goals — and I've achieved so much."
"I never wanted to miss a session — for the first time I loved training. I became the most fit, strong and motivated I have ever been."
"I'd always wanted to get to that stage physically and it always seemed like a mountain. It wasn't a mountain at all. It was very manageable. It flowed. It was seamless."
"I got leaner, fitter and stronger by following Will's simple, straightforward programme. It kept me honest and accountable."
"After 10 weeks I could do 20 push-ups, 8 chin-ups and I shaved 42 seconds off my 2k row time — training at home with whatever I had."
"Having sustained an injury through skiing, Will found a way to adapt my programme. I am the fittest I have ever been in my life."
"Will also looked at non-training factors impacting my goals — including my dodgy sleep patterns. I made real progress towards my goals instead of wasting that time."
"My 2k PB was 6:58 and my goal was to get 6:50. I ended up achieving 6:45. Will was there every step of the way to help me through the dark moments."
"We finished a rowing season undefeated for the first time ever and saw improvements that we didn't think were ever achievable."
Simple pricing
Everything you need in one place
- All your workouts designed for you, no guesswork
- Full nutrition coaching + targets
- Accountability + feedback to keep you on track
- 7am–7pm messenger access for questions, adjustments or a hand with motivation
- Video feedback on your workouts to make sure you're doing everything correctly
- Monthly review calls to track progress and adjust your plan
A coaching programme you love — or your money back
If at any point in your first 90 days you decide it isn't what you expected, or just isn't for you, press one button inside your client portal and get a full refund. No terms and conditions or "did you complete 83.76% of your modules" loopholes — just a confirmation button to make sure you didn't click it by accident.
If you haven't done online coaching with me before, I know I'm asking you to take a leap of faith and trust me with something unbelievably important — your health. In return, I'll trust you to give it your best effort.
If it turns out it wasn't the right approach for you, or wasn't the right time, we part ways with no hard feelings.
You either get coaching that you love, or you get your money back.
Honest answers
Questions people ask before starting
I'd like to do this, but €55 a week seems like a lot.
It might be. It depends how much you personally value getting your health and your body back on track.
To someone already running 5ks in 18 minutes and deadlifting twice their bodyweight, this'll probably only make things 10% better. But if you're someone who doesn't recognise what they see in the mirror, who worries they'll throw their back out when they sneeze, or who has a wardrobe full of clothes they don't feel good in anymore — this could be life-changing.
Here's the test. Flip it around: if I offered to pay you €55 every week to keep feeling exactly the way you feel now, would you take the deal? If not — why not spend the same amount to fix it?
You've been figuring it out on your own for long enough. If that was going to work, it would have worked by now. It's time to try something new.
It's 2026 — can't I just get an AI to coach me?
Every six months or so I get ChatGPT to write me a programme, and every time I come away reassured my job's safe for a while yet. Try it on something you're an expert in: you'll get an answer in two seconds that looks great until you poke at it a bit. You'll find correct info mixed in with the wrong stuff and the odd thing it's plainly made up, complete with a fake reference.
The problem is that unless you're already an expert, you won't know which is which. You'd have to run it for six weeks to find out whether it works, or research it all yourself to check. There goes six months of YouTube videos, blog posts and podcasts — and you're still stuck trying to separate what's actually evidence-based from what just sounds like it is.
The internet was already full of fitness razzle-dazzle that sounded right on first glance long before these systems showed up. All that's changed is now you can access it faster.
AIs are good at what they're good at. But right now, if you really don't want to hire a coach, I'd recommend you buy a good book rather than trust a chatbot with your knee or your health.
Can I trust the money-back guarantee? It seems unusually generous.
It is, and that's because people often hire me for goals that take a while to materialise. Things like fat loss happen week-by-week, but big goals like strength, performance or injury rehab can take a few months to see real progress on — so I want you to have peace of mind while you're waiting.
There's two main reasons you can trust it:
First: I'm based in the EU, so you're already covered by a 14-day right of withdrawal under distance-selling regulations that entitles you to a refund anyway. So whether you believe me or not about the entire 90 days, the first 2 weeks is backed by force of law.
Second: I'm a small business and my reputation is everything. Bad reviews and unhappy clients would cost me far more than refunding the occasional programme ever would. I've coached people in person for 12 years and online for 6. I'm not throwing away an 18-year reputation to rip you off for a few weeks of coaching.
So seriously, this guarantee is a 100%, categorically guaranteed guarantee that I have no way to weasel out of.
You’re taking a risk in trusting me with your health, so I’m respecting that and think it’s only fair that I shoulder all the risk on the fees.
It's impossible for you to be 100% certain that I'm the right coach for you if you've never worked with me before, so instead I want you to be 100% certain you won't waste your money if it doesn't work out.
I already know what I should be doing. Do I really need a coach?
Most people who hire a Gardener already know how to trim a hedge and most people with a Cleaner already know how to wipe down their countertops too.
The point is getting it done.
You can have all the knowledge you want, I’m here to turn it into action. I’m here to manage this area of your life, take the decisions off your plate, keep the whole thing on track and let you focus your attention on your career, your family, your relationships, your home and the other 1000 things clamouring for your attention every day. If you have infinite free time, be your own coach. If you’re busy, make it my job.
(Also if you do have infinite free time, I would like to hire you instead so you can teach me how you did that!)
I don't really have the time.
If you were my client I’d have taught you how to do a full-body, no equipment strength workout in the 6 minutes it’s taken to read this far into the page.
Fitness is almost never about making more time — it’s about learning skills and methods to use your existing time more effectively.
If you’re not exercising already, you need about 75 total minutes spread throughout the entire week to change your life.
We’ll find them together.
I've tried things before and they didn't stick. Why would this be different?
Because the things you tried fixed one piece in isolation and left you to hold it all together alone. This is the opposite: the whole picture handled for you, someone watching the data, and a plan that adapts when life pushes back instead of collapsing. The fall-off usually happens in the bad weeks — and the bad weeks are exactly when having me in your corner matters most.
I really struggle with consistency. Have you had success with people like me?
Yup! You'll have success if you're willing to commit to two things: 1) reach out when you're struggling, and 2) agree to do SOMETHING on bad days, even if it feels embarrassingly small.
For the first one — as an online coach, you can make me useless by ignoring me. I can't force you to answer a message, but if you're willing to commit to engaging, I can commit to helping you work through challenges.
For the second one: you might have days where the scheduled workout feels like too much. If it was going to be 30 minutes, you could message me and I'd suggest rewriting it as a 10-minute version. Still too much? Let me know, and we might negotiate until you feel like you could do a 60-second plank hold for your workout that day.
That's the part where a lot of people would say "oh, that's too small, it won't do anything" — and you have to be ready to fight that voice. Because the difference between doing something and doing nothing is night and day. It maintains your habit, makes your next workout so much easier, maintains strength, and keeps you mentally in the zone of "person who's sticking to their programme."
So if you can commit to those two things, I'll commit to helping you get better at consistency.
I've got an injury / a dodgy back / I'm just out of rehab.
That's one of my specialities, not a problem. Bridging the gap after the physio signs you off — when daily life is fine but lifting still hurts — is something I'm genuinely good at. We reintroduce load progressively to rebuild both your capacity and your confidence. Clients have trained through ski injuries and back issues and come out fitter than ever.