The majority of “transformation coaches” are really just bodybuilding coaches with a fancy title. They promise they’ll help you “transform your physique” and “achieve your dream body” - the six-pack, the bulging biceps, the boulder shoulders - and the results they have, seem to back up these claims. 

But what you don’t see is the reality of having your “dream body” using their methods - the broken relationship with food, energy levels and sex drive in the toilet, and the fitness of an 80-year-old chain smoker. 

That’s what a photoshoot transformation does to your body. Short-term results at the expense of long-term progress. 

At Physique Academy, we do things differently, because we found that guys we work with have done other programmes before, but were never able to make any of their results “stick”. No matter which diet or programme they followed, there was always something they were having to sacrifice - they’d get a six-pack but their fitness would be in the gutter, or they’d have to say goodbye to any kind of definition when chasing a deadlift PB. They were sick and tired of sacrificing their performance just to “look good”. 

The guys we work with don’t just want to “look good”. They want to be fitter, faster, stronger and more athletic - and they want to “look” as good as they perform. They want their physiques to be an accurate reflection of what they can do. 

And they don’t want to have to sacrifice their physiques in pursuit of improved performance, or vice versa. 

This is why we developed our Physique Phases system that we use within the Armstrong Athlete Programme, so you don’t have to choose between your physique and your performance, you can combine them both.

We’ll sit down with you and dive deep into your current training and performance - what your schedule and programme currently look like, where you feel your weaknesses are, which areas you want to improve on and what your personal physique and performance goals are. You’ll then be assigned a coach who best matches the goals and disciplines you’re looking to combine together in your hybrid training programme - be that bodybuilding and triathlons, Crossfit and Ultrarunning or Football and Powerlifting - we have a roster of coaches that are specialists in any field you can think of.

Your coach will then work backwards from the personal goals you’ve given us to build you a training program that is tailor-made for what you want to achieve. But they won’t simply be combining a 4 day hypertrophy split with a triathlon plan, or cramming in an Ultra programme around your Crossfit WODs, because concurrent training plans are destined for failure and injury.

Instead, our Physique Phases utilise the principles of hybrid training to maximise training progress across multiple areas without sacrificing performance in a single discipline/area. Your coach will analyse your training requirements and stressors in each area of your chosen sports so they can build you a unique training schedule to minimise interference between sessions, maximise your recovery and allow you to progress in all areas.

This is what other coaches get wrong - they try to combine multiple sports and training styles into one “Mega Training Plan” without considering how different styles of training conflict, or the total training load and stress this will put on your body. And inevitably this is what leads to either your performance in one area/sport slipping at the expense of the other, or the overwhelming training load leading to an injury that will put you out of action.

We then support your training with a custom nutrition strategy designed to perfectly fuel your body through your training sessions without simply ramping up your calories and causing unnecessary body fat gain. Instead, your coach will walk you through how we’ll structure your diet on training and no training days to ensure you’re fueling yourself to maximise both performance in your sessions and your recovery. 

On top of this, we’ll go in-depth on how to maximise your performance in your training - how to fuel your workouts, which supplements to take and when etc - We will look at improving the optimal timing of your protein, carbs and fats so you feel fuelled for all your sessions and can bring your A-game every time.

We’ll also help plan your week around your social calendar, so you don't have to avoid seeing your friends and family for fear you’ll ruin your diet. We’ll have a weekly review where we’ll go over any events you have coming up, you can share menus with us so we can review these together. We’ll then build these events into your plan for the week ahead - so it won’t matter if you’re heading out for drinks with your friend, or having a date night with your partner, you’ll be able to enjoy yourself guilt-free, without worrying you’re screwing up your diet or compromising your recovery. This looks different for every client, but could be anything from what foods to focus on at a family party, all the way to exactly what you could order at the restaurant you’re heading to. 

We designed the Armstrong Athlete program to help you unlock your peak performance and realise your potential by combining the four pillars that are essential for success - training, nutrition, recovery and accountability.

If you’re really looking to push yourself past your limits, and beyond what you thought possible, improving your physical performance will only get you so far. If you don’t work on improving your mental toughness and resilience, you’ll find that you’ll only ever be able to achieve so much and push yourself so far - there really is truth in the saying “Your mind gives up before your body does”

And from working with 100s of men, what we’ve found is that, when it comes to their mindset, they’ve all had one thing in common - their heads are full of limiting beliefs. They’ve convinced themselves they can only push themselves “so hard” and that they’re always going to hit a wall or plateau they’ll never break through. They’ve told themselves they’ll never be able to run a sub-5-minute mile, or be able to finish a marathon. They are their own biggest obstacles stopping them from achieving the goals they set themselves. 

And we know from experience that if we don’t work with them to address their mindset and change their way of thinking, there will always be a limit on what they can achieve. 

This is why we don’t just help our clients with their physical performance, but with a complete mindset shift. Because we know that achieving what you thought was impossible comes down to developing a bullet-proof mindset.

Throughout the Armstrong Athlete Program, you’ll work with your coach to shatter your limiting beliefs and break away from the thoughts and mindset that are holding you back, so you can realise just what you’re capable of and unleash your full potential. 

As you progress through the program, the physical performance gains you’re making - seeing your body fat drop week on week and your muscles become more defined, feeling yourself getting stronger in the gym and watching your numbers continue to rise, and feeling your endurance and fitness improve while you slash seconds of your personal bests - will bolster your mental toughness, proving to yourself time and again just what you’re capable of and reinforcing what’s possible when you fully dedicate your mind and body. You’ll come to realise that you’ve been lying to yourself about how hard you can push yourself, and where your true limits are. 

The more you continue to progress physically, smashing PBs left, right and centre, the more you’ll prove to yourself that you and your old way of thinking were wrong - this is how you build the mental toughness and resilience needed to be able to run a marathon and deadlift 500 lbs in the same day.

Not only will you look fitter, faster and stronger, but you’ll “know” you are - your thoughts won’t be clouded with doubts because you’ll know just what is capable if you apply yourself completely to a task. You’ll see your performance at work improve as you adopt a more positive solution-focused mindset, and you’ll blast through tasks that used to take you days, in just a couple of hours. Your drive to succeed and your discipline to deliver your projects on or ahead of time won’t go unnoticed - it’s no coincidence our clients get selected for promotion and have their best months in business while working with us. This will further bolster your self-confidence as you continue to show up as the best version of yourself across all areas of your life.

And the knock-on effect this will have on your personal life will be enormous - you’ll find your relationships with friends and family improve because you’re able to be present in the moment and give your loved ones the attention and care they deserve. You’ll finally become the boyfriend/partner/husband/father you’ve always known you could be.

We’re going to give you the resilience and toughness to take on anything life throws at you.

So why choose Physique Academy? For the guys we work with, “looking good” isn’t enough. If their physique doesn’t allow them to perform at the highest level then it isn’t serving its purpose. They want their cover model physiques to be a by-product of how hard they train and how far they push themselves. 

Other “transformation coaches” can tell you the training and nutrition changes you need to “look better”, but they don’t have the know-how to help you build a world-class physique that can perform at the highest levels of competition. And 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. 

Our coaches live and breathe this lifestyle. Their physiques aren’t just for show - they’re constantly pushing themselves to their physical limits with their training to see just what they’re truly capable of. And it’s this experience and knowledge that’s key to helping you improve your physique and your performance at the same time. Our team of coaches have specialities across a wide range of sports and disciplines, so regardless of your starting point, your chosen sports and the goals you’re working towards, we will be able to support you.

Added to that, 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 YOU need to see your performance and your physique sky-rocket. 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.