There are a lot of reasons why I do this.

Sure, part of me is a bit of a sadistic bastard who enjoys watching people push themselves beyond what they thought possible. That’s the coach’s dark side, and I’ll own it. But mostly? It’s about trying to make a difference — trying to help someone, every single day, to live a better life. To move better, feel stronger, think clearer, and maybe — just maybe — find a little more joy in the day-to-day grind.

Because being a coach, a PT, isn’t just about knowing which exercise targets the glutes or how many grams of protein you should eat. It’s not about following the latest fitness trends or copying workouts from Instagram.

It’s about connection.

A great coach is part therapist, part trainer, part nutritionist, part life coach, part marriage counsellor, and — let’s be honest — part overpaid cheerleader. It’s about understanding the human in front of you. Knowing what makes them tick, what holds them back, and what they need (even if they don’t know it yet). It’s about seeing the whole person, not just the body in front of you, but the life they’re trying to juggle.

Because here’s the truth:
You could hire the most high-profile coach in the world, the one with a million followers and a six-figure business, but if you don’t have a connection with them? If they don’t get you? You’ll do fuck all.

You won’t show up consistently. You won’t trust the process. You won’t believe it’s worth it.

Coaching is connection.
It’s knowing your coach has your back, understands your struggles, and gets how hard it is to juggle work, family, life, and still make time to train.

All it takes is one coach, teacher, or that one person in your lif,e and boom, amazing things happen.

The Fox Den Difference

That’s what we’re about at The Fox Den.

We don’t see people as numbers on a KPI sheet. You’re not a conversion rate, a lead, or a retention target. You’re a human.

Whether you’re a teenager coming in on an alternative provision session because school isn’t quite working for you, or an OAP who just wants to be able to get up off the floor without sounding like a creaky old sofa — we see you.

We know what it’s like to have a family to look after, a business to run, a body that doesn’t move like it used to. We know what it’s like to feel knackered, overwhelmed, and not sure how to fit health into the chaos. That’s why we keep it real. No bullshit. No perfectionism. No pressure to be the best in the room — just an expectation that you show up and try your best, whatever that looks like for you today.

18 Years In, and I Still Get It Wrong Sometimes

I’ve been doing this for 18 years. Nearly two decades of coaching, programming, adapting, listening, and learning. And here’s the truth, most people don’t say out loud:

No matter how many people you do help, you’ll always think about the ones you didn’t.

The ones who drifted away, who didn’t stick to the plan, who you couldn’t quite connect with.

You feel like you failed them. And maybe, in a way, you did — but realistically, you just weren’t the right person for them. That’s hard to swallow, but it’s part of the game.

You can’t be the coach for everyone.
But you can try to be the right coach for the people who walk through your door.

It’s Not Just About Me — It’s About Us

Building a place like The Fox Den isn’t just about me being a coach. It’s about building a community of support.

As a coach, I can give you guidance, accountability, and the odd kick up the arse. But the real magic? That comes from the other members.

The people who’ll cheer you on when you’re flagging. The ones who’ll show you it’s okay to struggle, that it’s normal to have off days. The ones who’ll pick you up when you’re down and celebrate with you when you smash a new PB.

That’s what makes The Fox Den special. It’s not just a gym. It’s not just a place to train.

It’s a community. It’s a family. It’s a little chaotic, a bit rough around the edges, but it’s real. And it’s full of people who want to see you win, whatever your version of winning looks like.

Why Do I Do This?

Because every single day, I get the chance to make someone’s life a bit better.
Because helping someone move without pain, feel stronger, or just leave the gym smiling when they walked in feeling like shit — that’s worth more than any paycheck.
Because the people who come through the door are more than clients, they’re part of something bigger.

And yeah, because I’m a bit of a sadistic bastard who enjoys watching people do hard things they never thought they could. Ok, maybe more than a bit.

That’s why I do this.