Helping busy professionals tone up and lose weight...
...Without cutting out the foods you love.
Hey, I’m Joe — and if you’re here, you’re probably not after six-pack abs or military bootcamp vibes.
You’re busy. Maybe you sit at a desk all day, run your own business, or juggle more than most people realise.
You want to feel stronger, move better, and actually like the way you look — without fitness taking over your life.
I get it. I’ve never been the most ripped guy in the room, and I’ve never believed in extreme diets or punishing workouts.
What I do believe in is helping people feel good in their body, build strength they can rely on, and develop routines that support their life — not take it over.
Most of the people I work with aren’t gym rats — they’re professionals who want more energy, less stiffness, and confidence in their clothes.
If you're tired of guessing what to do in the gym or starting over every few months, I’m here to help you build real momentum — with training that fits your schedule, and a nutrition approach that works in the real world (yes, chocolate included).
You don’t need to be extreme. You just need a plan, a bit of guidance, and someone who actually listens.
Let’s make fitness feel simple — and sustainable.
The perfect programme is useless if you can't stick to it. Together we'll identify exercise you enjoy to make you excited to show up to the gym for each session.
Progress takes time. And yes, it can be frustrating. But aiming for quick wins with crash diets never works.
What's the point of working hard in the gym if you can't enjoy yourself now and again? You can allow yourself to the "unhealthy" foods you enjoy, but here's the key... in MODERATION!
But don't just take it from me...
"As someone who was completely new to the gym, I was quite nervous about starting my fitness journey. However, Joe made the entire experience incredibly welcoming and enjoyable. His approach is both professional and friendly, making me feel comfortable and motivated. Thanks to Joe, I now look forward to my workouts and feel more confident in the gym. I highly recommend him to anyone, especially beginners who might feel intimidated by the gym environment.
— Zoe Allen-Farias
