The The GENES Protocol is a 16-week 1:1 coaching programme for high-achieving men 35+ who want to lose fat, rebuild their fitness, and build a body that serves their life, not just their reflection.
You're 35, 40, maybe older. You used to train. You used to feel good in your own skin. Somewhere between the promotions, the kids, and the wine that became a habit instead of a treat, that version of you quietly disappeared.
Nobody's noticed yet. But you have.
I built the GENES Protocol because I needed it and couldn't find it. Not a training plan. Not a diet. A daily framework built around five pillars — Gratitude, Elite Standards, Nutrition, Energy, and Service — tested on myself first, then on the men I coach.
Five pillars. One framework. Built on necessity, not theory.
G — GRATITUDE
Start each morning naming what's already working, before your phone tells you what's wrong.
E — ELITE STANDARDS
Three non-negotiables, every day, regardless of motivation. Discipline that doesn't ask permission.
N — NUTRITION
Real food, protein-first. No tracking apps, no extremes. Built around your actual schedule.
E — ENERGY
Five minutes of breathwork or movement before the world gets a vote in your nervous system.
S — SERVICE
One message, one small act, before you take anything for yourself. The pillar that makes the other four stick.
Six years ago I was 38, drinking to switch off after years of corporate burnout, and running on a version of myself I didn't respect anymore.
Recovery didn't just stop the drinking. It forced me to build something to replace it — mornings, standards, gratitude, service. That became the GENES Protocol.
I've coached men through every pillar of this because I had to live every pillar first.
What's included in the GENES Protocol
The full 16-week home training programme. 3 sessions per week, joint-friendly, progressive, built for men 35+.
A personalised nutrition plan. Real food, no tracking apps, protein-first, built around your schedule.
Weekly 1:1 check-ins. WhatsApp access to me throughout all 16 weeks.
Recovery-aware coaching. The alcohol and stress piece is addressed directly, not avoided.
The full GENES daily framework. All five pillars, personalised to your life.
Service accountability. We track your outreach practice and your good deeds. This isn't optional. It's the framework.
The next intake opens this week.
I take 4 men per intake. That's it. At that number I can actually know what's going on in each man's week and hold the standard with you, not just hand you a plan.
The first step isn't a payment. It's a short application. I read every one personally.