No. 01
I did this for myself first.
How this started
I got into training through my own transformation. At first it was personal. I wanted to lose weight, get stronger, improve my health, and prove to myself that I could become more disciplined.
As I started seeing changes in my body, my mindset changed too. I became fascinated by how training, nutrition, recovery and consistency all work together. That pushed me to study it seriously and eventually earn my certifications in personal training, nutrition, and strength and conditioning.
There wasn’t one single dramatic moment, but at some point I realised I was no longer learning only for myself. I wanted to use what I was learning to help other people, especially men who feel like they have lost direction or think their best years are behind them. That was really the beginning of The Prime at 40 for me — the idea that improving your body can be the starting point for rebuilding much more than just your physique.
I think about coaching in chapters rather than programs. Chapter one is understanding where you actually are. The next chapter is the first block of training, where you learn the movements and the numbers start to mean something. After that, each chapter is a decision you can now make yourself, because I explain the reasoning instead of just handing over the sets. The point of the book is that you can eventually keep writing it without me.
“What I do differently is that I don’t see training as just workouts. I look at the whole person—body, mindset, habits, nutrition, recovery, family responsibilities, work, and the reasons behind the goal.
I also don’t believe in creating dependency. My job is not to make a client feel like they need me forever. I want them to understand what they’re doing, why they’re doing it, and eventually become capable of making better decisions on their own.
What I refuse to do is sell unrealistic promises, use shame as motivation, or give everyone the same generic program. I also won’t push someone into extreme methods just to create fast results that they can’t sustain.
For me, the goal is not simply to make someone look better for a few months. It’s to help them become stronger, more capable, more disciplined, and more confident in a way they can actually maintain.”
Training is only one part of development
I want a client to become stronger physically, but also more disciplined, more knowledgeable and more autonomous.