The majority of “transformation coaches” focus on one thing - getting a great before and after photo. You’ll see the physical transformations from their clients and think “I want that!” - the six pack, the bulging biceps, the boulder shoulders. What you don’t see is the reality on the inside - the ruined relationship with food, the disrupted sleep, the terrible fitness levels. That’s what a photoshoot transformation does to your body. You’re seeing short-term results.

At Physique Academy, we do things differently. The guys we work with have done other programmes before, but their results have never been long-term. They’re frustrated from having bounced around from diet to diet and programme to programme, looking for the one thing that will finally “stick”. They aren’t just interested in “looking good”, they want to “feel good” - they want to be fitter, stronger, and more mobile. They’re sick of “eating crap” and the low energy levels that come with it. They’re now ready to commit to making a change that will finally get them the long-term, sustainable transformation they’ve been searching for.

Because we’ve worked with so many guys that have tried addressing their problems with short-term solutions - 4-week “Blitzes”, 6-week Shreds, 8-week Diet Protocols - we know from experience that the results they get just don’t last. So, our coaching is designed to combat and undo all the bad habits and misinformation these programmes promote, while still getting you rapid results.

The Journey was designed for this very reason, and is divided into three distinct phases:

Phase 1 is where we teach you the habits, routines, and knowledge required to strip off body fat and get “lean”. The average fat loss our clients see during this first phase is ~ 10kg.

We do this by helping you add structure to your training and nutrition. We’ll build and implement a routine to your daily nutrition, based on habits that will help you drop body fat each week without constantly feeling hungry. We’ll combine this with a tailored training programme structured around your schedule, so training and fitness becomes part of your everyday life. As a result, your training consistency will skyrocket, which will see your training performance increase session by session.

When you finish Phase 1 you’ll be sitting around 10-12% body fat, and you’ll have built the foundations of a training and nutrition plan that fits around your life and allows you to comfortably sit at a level of leanness you never thought possible, instead of constantly stressing about what you can and can’t eat.

But unlike most transformation coaches, this is just the beginning, not the end. At this stage, we move onto:

You’ve got yourself in amazing shape - you can see each one of your abs, your veins are popping and you’ve so much definition you can see muscles you didn’t even know you had. Now you want to go back to eating “normally” without losing your hard-earned Physique. We’re going to show you how to stop your weight rebounding while increasing the amount of food you’re eating, because you don’t want to be on a diet for the rest of your life. By the end of phase two, you’ll be eating MORE calories than you were before without gaining any body fat and, more importantly, you’ll know how to set-up and manage your nutrition and routine to keep these results for the rest of your life.

This increase in food also allows you to ramp you’re training up a notch. We’ll put that additional food to good use, fuelling your performance in the gym. You’ll feel like you’ve found a new gear to kick into during your training sessions, seeing and feeling your strength and endurance increasing week on week. Weights that used to be your maxes will become your warm-up sets, and you’ll be setting PBs left, right and centre.

We’ll also show you how you can stay in shape without needing to become a hermit, so you can go for drinks with your friends and meals out with your family without piling the fat back on. With our help and guidance, you’ll finally be able to enjoy your life without putting your physique at risk! Because it’s all well and good being in amazing shape, but if you can’t enjoy a drink or a takeaway every now and then it’s not really sustainable, is it?

(depending on client's individual goals they may choose to work on new sporting goals, or bulk up and build muscle) Phase 3 is all about looking ahead to “what’s next”. We’ll work with you to set much bigger goals and challenges for yourself. This is different for every client, but usually takes one of two routes:
1) We move to a building phase, where we show you the right way to add size and muscle mass to your Physique without losing the definition you’ve worked so hard to achieve.

2) We start working towards specific performance goals, like a sub-18-minute 5k, to take you to new levels of strength and endurance.

During this third phase is when you’ll feel yourself becoming physically and mentally “ready for anything.”

If you’re looking for real long-term results, your nutrition and training are only part of your transformation. You need to address the mindset that got you here in the first place.

From working with 100s of men, what we’ve found is that, despite being highly driven and successful in their careers, they all have one thing in common when it comes to how they think - limiting beliefs. They believe they can only get “so far” and achieve “so much”, that they’ll never “get in incredible shape” or “they won’t be able to make it last”. Often, they think “I could never do that” or “There’s no way I could get in THAT kind of shape”. If we don’t address this way of thinking, how can we ever expect our clients to be able to sustain the changes they make while working with us? We know that success in the long-term comes down to developing a bullet-proof mindset.

Which is why we don’t just help our clients with their physical transformation, but with a complete mindset shift. We have a psychologist on the team for this very reason.

Working both with your coach and with a professional, we’ll help you shatter your limiting beliefs and break away from anything that’s held you back in the past so you can realize just what you’re capable of. As you progress through the Armstrong Program, the physical progress you make - seeing your body fat drop week on week, feeling yourself getting stronger in the gym, seeing your muscles grow and become more defined and feeling your endurance and fitness improve every session - will reinforce just what is possible for you to achieve. You’ll realize you’ve been selling yourself short for so long.

On top of this, the professional has expertise working with clients with eating disorders and body dysmorphia. They work with our clients to improve their relationship both with food and themselves. They’ll support you and work with you to transform your mental health alongside your physical health transformation.

Not only will you “look better”, but you’ll “feel better” - your thoughts will be clearer, and you’ll sleep better as you learn how to clear your mind of small and insignificant worries and fears. Your work will improve as you adopt a more positive solution-focused mindset. You’ll be able to ‘switch off’ when you’re not at work and be more present in the moment, instead of half-heartedly paying attention while on your phone or thinking about the projects you’re working on. You’ll notice your relationships improve - both at work and at home - as you’re able to give them the time and attention they deserve. You’re going to supercharge your life.

What separates Physique Academy from other “transformation” coaches? The guys we work with don’t just want to “get in shape”, they want to be more confident and more outgoing, and they know that their outward appearance is only a small part of that. We’ve found that if you don’t learn and understand the “why” behind the changes you’re making, you’ll never be able to maintain your results long-term, because you’ll be constantly guessing at what you “need to do”.

Other transformation coaches help with the training and nutrition changes you need to “look better”, but they don’t work with you to address the mindset that has you “stuck” where you are, knowing you can be and do more but unable to break through. Which is why your self-destructive tendencies will rear their head again and you’ll end up back at square one. That’s what makes us different - we set our clients up for a life without our coaching.

And we can do this because our coaching is an educational process. We break your physical transformation down into three distinct phases, to give you the time to see what each process takes, and so you understand you don’t “have to” do everything all at once. We have therapists on the team, so you can work through the limiting beliefs YOU have, not the ones we think you have.

You work directly with one of the Physique Academy coaches so you have the support and accountability to implement all the changes that YOU need to make your transformation life-long. And so, you have someone to bounce questions off of, to make changes and suggestions to anything YOU’RE struggling with, to explain to you in a way you’ll understand the WHY behind our methods. We actually give a fuck about our clients - you’re not just a number to us.