About Adam

Welcome!

I’m a former Team GB Strength & Conditioning Coach, Exercise Physiologist, and Personal Trainer with over 15 years of experience shaping the bodies and minds of athletes, parents, and everyday ass-kickers alike.

My mission is to help driven people like you break free from the endless cycle of yo-yo dieting, build sustainable habits, and unlock the full potential of your body and mind.

I’ve always been fascinated by the art and science of self-improvement. My journey through the fitness world started in the early 2000s, during the heyday of Web 2.0, when the internet became a place to connect with like-minded people, experiment openly, and share hard-earned knowledge. Just like many of you in tech, I embraced that philosophy of self-experimentation and optimizing life through data. I’ve tested every nutritional protocol you can think of—hoping to find the magic solution that would stabilize my cravings, skyrocket my energy, and keep me in peak health. Spoiler: I didn’t find it.

Instead, I learned something far more valuable: extreme solutions fix one problem but create another. So, I went back to basics. Through years of trial and error, I created Fat Loss Freedom, a system that helps you shed excess weight, break bad food habits, and fuel your workouts—without obsessive calorie counting or restrictive diets.

As a fitness coach, my ideal client is a high-achiever. Most of the people I work with are 30 to 45-year-old professionals in tech and related fields—those who are analytical, ambitious, and busy but see the value in optimizing their health to fuel their personal and professional success. My coaching blends evidence-based strategies with the mindset needed to not only transform your body but unlock the best version of yourself—just like you optimize code, workflows, or business strategies.

So, if you’re ready to get off the hamster wheel of fad diets and complicated fitness routines and focus on a system that’s simple, effective, and sustainable, I’m here to help. Let’s get to work and create a version of you that’s strong, confident, and unstoppable.