NOT THE
COACH YOU EXPECT.
THE ONE YOU NEED.
Low self-confidence, five years of chaos, body dysmorphia, and a complete breakdown of health. Alex built the system he wished he'd had — and now it's yours.
Coaching
ON THE
SURFACE,
LIFE WAS
GREAT.
Growing up, Alex was popular. Into sports — rugby, cricket, basketball. Great friends, great family. "If you looked at my life through those years, you would have thought this guy's got it figured out."
But underneath all of that, there was something he didn't think much of himself. It started at age 12 — a presentation in front of 200 people, words slurring, everyone giggling. A small moment that knocked his confidence in ways that followed him for years. Into his dating life, his relationships, the way he carried himself.
He was slightly overweight. Man boobs, belly fat, puffiness he hated in photos. Not obese — but he noticed it in himself, and that's what mattered most. He wore baggier shirts. Avoided certain situations. Watched people around him go on dates and get girlfriends while he shied away.
From 17 to 22 — five years of great times and no real direction. Alcohol, partying, part-time work. "I definitely felt a lack of a real kind of purpose." Something important in his life felt like it was missing.
HARD
YEARS.
At university, Alex and his best mate Toby started going to the gym together. No idea what they were doing. Mainly upper body, lots of bench pressing, no real nutrition knowledge.
"I just wouldn't have a clue what was going on with diet. I knew I needed to eat protein — that was kind of what I was doing."
But something started to happen. Weight came off. His jawline reappeared. At around 80kg — down from close to 105 — he loved what he saw. For the first time, he didn't have the puffy face. He was obsessed.
Isolated, working in the family business, socially cut off from friends — Alex threw himself entirely into fitness. He kept losing weight. Then kept losing more. Then couldn't stop.
He got all the way down to 67kg at 6'2". Veins running from ankle to neck. Muscle wasting. Hormonal issues. Blood tests showing serious problems.
He was eating 2,000–2,200 calories while doing hours of running and training daily. Should have been eating 3,000+. He was destroying his body convinced he was building it.
Even after recognising the problem, Alex got trapped in a different cycle. Eating 1,800–2,200 calories most days — then bingeing on a whole tub of peanut butter and biscuits at night. Telling himself he'd start again tomorrow.
He wasn't eating out at family meals. Obsessively weighing every gram of food. Unable to enjoy a normal life — all while being convinced this was discipline.
At this point he had started working as an accountant — a career he had no passion for — and realised his mental health had genuinely gone downhill. The gym was the only hour of the day he felt happy.
This is what Alex had been doing for years. Not laziness — wrong information applied to the wrong person. No coach, no structure, no accountability. Just internet rabbit holes and obsession.
It took blood tests, a breakdown in his health, and finally admitting he needed help — to find the right path forward.
HIRING A
COACH WAS
THE BEST
DECISION.
Alex hired a coach — a guy called Finn. At the time, he already had the education. He'd started his PT qualification, was learning properly. But he was still terrified to gain weight. Two years of being coached by Finn completely changed his life.
"Finn gave me the confidence to actually eat more, gain weight. He taught me about all of this stuff. Probably the best financial decision I ever made."
Alex went from 67kg to 97kg — nearly 30kg gained. Then in 2024, he cut to 83–84kg and was shredded. Seventeen kilograms heavier at the same body fat percentage compared to when he first lost weight years earlier. The result of the right education, consistency, and time.
The Realisation
The biggest transformation wasn't Alex's body — it was his mindset. When he finally built a physique he was proud of, he realised he was capable of more than he'd ever thought possible. That feeling became the mission.
The Mission
Alex coaches because he's been at the bottom — the confusion, the wrong advice, the health breakdown. "I want to help people achieve these results without making all the mistakes I did." No ruining your social life. No destroying your health.
More Than Physique
"I get emotional about it at times. If I have clients who send me messages — it brings me to tears." Alex is invested in clients' journeys professionally, personally, and physically. Not just the before-and-after. The entire life upgrade.
Why ARC Club Exists
Coaching reaches people one by one. The community reaches thousands. "ARC Club is for people who are done with accepting average in their life — professionally, personally, physically." Not just a fitness group. A life upgrade.
8 Years.
One Mission.
Hired coach Finn after reaching 67kg with full body dysmorphia and serious hormonal issues. Started his PT qualification. Began the real education — how to actually fuel, build, and sustain a body. Gained nearly 30kg over two years under proper guidance.
Earned NASM Elite Personal Trainer certification. First 50 clients in year one — 100% achieving their stated goal within 90 days. Coaching from lived experience, not theory. Quit accounting. Never looked back.
After coaching 500+ clients, codified the Accountability-Results-Consistency framework. Earned Precision Nutrition L2 certification. Featured in Men's Health for the first time. Competed in first natural bodybuilding show.
Launched the ARC Inner Circle — 500 founding members in 48 hours. The community multiplied client results 3×. Featured in Forbes and ESPN. Scaled to 1,200+ active members within the year.
Photo shoot at 84kg — shredded, 17kg heavier than when he was the same body fat years earlier. Crossed 2,400 client transformations, 500K+ social reach, 80K email subscribers. Named Top 10 Online Fitness Programs by Bodybuilding.com.
Why Clients
Trust Alex
NASM Certified
National Academy of Sports Medicine — one of the most rigorous elite personal trainer certifications in the world.
Precision Nutrition L2
Master-level nutrition coaching credential focused on real, sustainable behaviour change — not quick-fix diets.
6× Natural Competitor
Competed in six natural bodybuilding shows. Walks the exact same system he teaches — every single day.
Published & Featured
Featured in Men's Health, ESPN, Forbes, Bodybuilding.com, and Muscle & Fitness. Recognised as a top industry voice.
PILLARS.
ONE RESULT.
Every programme Alex builds is grounded in these three non-negotiable principles. Miss any one — and transformation becomes impossible.
Accountability
Transformation never happens in isolation. Alex's systems — weekly check-ins, accountability pods, and daily tracking — keep you in motion even when motivation disappears. Because motivation is a feeling. Systems are a machine.
Results-First Science
No broscience. No fitness trends. Every protocol is built on peer-reviewed research and 8 years of real-world client data. What works gets kept. What doesn't gets cut — immediately.
Consistency Over Perfection
The person who shows up imperfect for 90 days destroys the person waiting for the "perfect time" to start. You can go on holiday. You can enjoy a birthday meal. None of that is a problem. But you have to be very, very consistent. That's what most people aren't willing to do.
READY TO WRITE YOUR OWN STORY?
Join the 2,400+ people who stopped waiting and started transforming. Take the free quiz — 2 minutes, completely free, changes everything.
