Get back the body you had
before the boardroom.
And keep it for life.
The Executive Athlete is a 12-month, online, data-driven body transformation for founders and senior executives who already train but are not getting the return they expect.
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- Who this is for
- Formerly athletic male founders and senior execs who already train, but aren't getting the return they expect.
- What it is
- A 12-month programme to get you back to visible abs, fix your energy, and install a system you can run without a coach.
- Format
- Remote, data-driven, built around travel, client dinners, and 60+ hour weeks.
- Investment
- Low five figures, with clear options below.
- Next step
- If that feels in the right ballpark, apply for an Executive Strategy Call.
You've built the career.
The body hasn't kept up.
You already train. You eat reasonably well. You're not someone who needs convincing that this matters. But somewhere between the promotions, the travel, and the 60-hour weeks, the return on effort quietly disappeared.
This isn't about motivation. It's about having the right system. One built around your life, not despite it.
What is low energy actually costing you?
Most executives frame this as a health decision. It's actually a business one.
Plug in your numbers. Compensation, hours, and an honest estimate of how many hours each week you're operating at 70% capacity or less.
You'll see the annual cost, in real money, of running that many hours below your best.
If a business unit in your company bled that much, you'd reallocate immediately. You've just never applied that logic to yourself.
Your Numbers
Your Time Leak
Your Hourly Rate
£96
Weekly Cost
£962
Annual Cost
£50,000
5-Year Cost of Inaction
£250,000
Excludes downstream effects: slower decisions, missed opportunities, and compounding health costs.
You don't need another coach counting your reps.
The personal training model is built on dependency. The coach shows up, tells you what to do, and you do it. Remove the coach and the result disappears with them. That is not a transformation. That is a rental.
Executive Athlete is built on the opposite principle. You leave with a system you own. One that fits your travel, your calendar, your client dinners, and your real life.
An executive transformation needs three things:
- Objective tracking so decisions are made on data, not mood.
- Executive-proof scheduling that survives late nights, flights, and board meetings.
- Systems that build autonomy, so you know exactly what to do even when no one's watching.
Most coaches create clients. I create athletes who happen to have busy careers.
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Three phases. One system.
The programme runs over 12 months and is built in three distinct phases. Each one has a specific job. You don't rush them. You earn your way through them.
Phase One
Prime
Lay the foundations. Remove the guesswork.
- Body composition, blood work, biometrics baseline
- Build a training and nutrition structure that fits your reality
- Install the core habits before we try to change anything
- Operational readiness, not just motivation
Phase Two
Transform
Drive visible change under real conditions.
- Tailored plan to drop fat, retain muscle, move toward visible abs
- Stay on track through travel, client dinners, and high-stress weeks
- Weekly data reviews. Adjust without ever fully derailing
- No crash periods, no unsustainable phases
Phase Three
Perform
Turn the result into your new normal.
- Formalise your personal OS for training, nutrition, and recovery
- Reduce reliance on coaching as you self-regulate with your own data
- Maintain year-round while leading at the highest level
- The goal is independence, not a subscription
What's included
This is a done-with-you programme, not a plan you follow alone. Here's what that means in practice.
Bespoke Training Programme
A 12-month plan tailored to your schedule and training history. Delivered through a dedicated app with video demonstrations for every exercise. Works in your home gym, a hotel gym, or anywhere you travel.
Weekly Strategic Review
Every week you submit your data: weight, training, nutrition, sleep, energy. We review it together on a 30-minute call, address what the data doesn't show, and map the week ahead.
Slack Access
Direct line for in-the-moment questions. Hotel gym equipment, client dinner decisions, travel curveballs. Same-day response from me, not a junior coach.
Nutrition System
Photo-based food logging through Slack. No calorie counting apps. AI-analysed against your targets with a daily summary from me.
DEXA Body Composition
Three scans across the year. Objective measurement of fat, muscle, and bone density. Tracks the change the scale can't see.
Quarterly Blood Work
A full blood panel every quarter. Hormones, inflammation, metabolic markers. We see what's shifting inside before it shows up outside.
Biometric Tracking
A WHOOP strap on day one. First year subscription covered. Daily recovery, strain, and sleep data feeds into the programme. You know when to push and when to back off.
Travel Protocols
Pre-built frameworks for flights, hotel gyms, client dinners, and conferences. Defaults for every scenario so you don't improvise when it matters.
Your Body Is Your
Performance Foundation.
Still telling yourself you don't have time? Low energy, poor recovery, and a soft body are already costing you. They're taxing your focus across long days, your composure in high-stakes rooms, and whether you admit it or not, they're changing how people perceive you.
If your body matched your work ethic, your team would feel it. Your presence would carry more weight in the room. Your kids would notice the energy. Your partner would feel the difference. This isn't about vanity. It's about operating at the level you say you want.
Apply for The Executive AthleteResults from men like you
Founders, partners, and senior leaders from Bain, Brookfield, McKinsey, HSBC, and firms across Gulf financial services and management consulting.
"I lost 20kg of fat I'd been carrying for years. Last weekend we went to the beach. 20k steps, chasing my son round, running into the sea with him on my shoulders. This time, I wore him out."Scott · Principal Consultant
"The results were phenomenal. I dropped 9kg and halved my body fat percentage at the same time. My lifestyle has entirely changed for the better."Tom · Managing Partner
"Training with James is a constant in my life. He has a unique ability to understand his clients' aptitude for training and their lives outside of it and tailor everything accordingly."Alan · Head of Legal
Built From
15 Years Inside
the Data
I've spent the last 15 years coaching high-performing men, from first-time founders to senior partners and C-suite leaders.
Before Executive Athlete, I ran two body transformation gyms for a global brand, running over 2,400 PT sessions a month. I've lived inside the data of what actually changes bodies under pressure, not just what sounds good on Instagram.
I've coached executives from companies like Microsoft, Bain, McKinsey, BCG, HSBC, SAP, and Brookfield. The common pattern: they were winning in the boardroom, but their body and energy no longer matched the standard they held everywhere else.
Executive Athlete is the distillation of that experience into one 12-month system: built for remote delivery, designed around travel and client dinners, and focused on making you self-sufficient rather than dependent on a coach forever.
What most people are actually thinking
- "I already train. Why don't I look like it?" Training is only one part of the equation. Most executives fail on nutrition, recovery, and consistency. Not effort. You're probably working hard in the wrong direction. The system fixes the direction, not the effort.
- "I travel constantly. Consistency feels impossible." Travel is built into the programme, not a break from it. We build your protocols around flights, hotel gyms, client dinners, and timezone changes before they happen. You'll have a default for every scenario. Consistency isn't about perfection. It's about having a plan when things get unpredictable.
- "Why 12 months, not 12 weeks?" Because 12 weeks changes a body. 12 months changes a system. Most men lose the result the second a 12-week programme ends because they never learned how to maintain it. You're not signing up for another 6-week challenge. The full 12 months is what makes the result stick for life.
- "I don't have time." You're short on time. Every executive is. The real question is whether the time you do put in is actually working. Most of it isn't. This programme fixes the return, not the hours.
- "I've tried coaches before." Most coaches count reps and create dependency. This is a system, not a service. When we finish, you don't need me. You own the framework, the data, and the capability to maintain it yourself indefinitely.
- "Is the investment worth it?" You just ran the calculator above. Low energy is already costing you far more than this programme costs. The question isn't whether you can afford to do this. It's whether you can afford not to.
Who this is, and isn't, for.
Who this is for
- Male execs, founders and senior leaders, 35 to 50
- Already training 3+ times per week
- Prepared to commit 12 months to fixing this properly
Who this isn't for
- Beginners
- Anyone wanting in-person PT
- People looking for a 6-week shortcut or the cheapest option
One programme. One decision.
Executive Athlete is a 12-month programme. There are two ways to invest.
Paid in Full
$10,000
Save $5,000 versus the instalment plan. One decision. Best economics. No further admin.
Instalment Plan
5 x $3,000
Total: $15,000. You're paying $5,000 for flexibility. Payments on days 0, 30, 60, 90, 120. Upgrade to paid-in-full within the first 30 days for a $7,000 balance.
Intake is capped at 4 clients per month to protect the quality of coaching. If you're considering this, don't sit on it.
If this is the right fit, let's confirm it.
If you've read this far and it still resonates, you already know this matters. The call is not a pitch. It's a straightforward conversation to map your next 12 months and decide, together, whether Executive Athlete is the right vehicle. Thirty minutes. A clear yes or a clear no.
Apply for The Executive Athlete