About Me

I spent the first decade of my career doing exactly what you're doing right now.

Reading research for two hours a day. Going back to university to study physiology and neuroscience so I could understand the science at a deeper level. Tracking every variable. Optimising every detail. Convinced that if I just learned more, everything would click.

And honestly, it worked - for me. I built the physique I wanted. I presented seminars alongside people like Greg Nuckols, Eric Helms, and Danny Lennon at the Evidence Based Fitness Conference. I ran a sold-out workshop with Jordan Shallow for 70 coaches. Men's Health interviewed me for a multi-page feature on the science of building muscle.

But here's what I slowly realised over 17 years of coaching: the thing that made me successful was also the thing that made me a worse coach.

I was programming for people the way I programmed for myself - someone who lived in the gym, trained ten hours a week, had no family responsibilities, and genuinely enjoyed spending his evenings reading about periodisation. Most of my clients weren't that person. They had jobs, kids, and lives outside of lifting. And the more complex I made things, the more stuck they got.

Then I had my daughter, Freyja. And suddenly I wasn't that person anymore either.

My time got cut in half. I was running a business solo, raising a family, and trying to maintain my own training from my home in Gothenburg, Sweden - a long way from the Sydney gym where I started in 2008.

Something shifted. I was forced to figure out what actually moved the needle versus what was just optimisation for the sake of it. Turns out, you can get most of the results with a fraction of the complexity. You don't need to train ten hours a week to build a physique you're proud of. You need a clear plan, the right priorities, and the confidence to stop second-guessing everything.

That's what I help people with now.

They want to build muscle, get stronger, and finally see results that match their effort. But they've been stuck so long they're starting to wonder what's wrong with them.

Nothing is wrong with you. This isn't a knowledge problem and it isn't a discipline problem. It's what happens when smart people have access to too much information and no one objective to help them filter it.

I don't give them more information. I give them less. A clear path, an objective set of eyes, and the confidence to stop researching and start executing.

When I'm not coaching, I'm drinking wine, playing guitar badly, reading fantasy novels, or pretending I'm going to get back into rugby. Freyja is four and absolutely unhinged.

If that sounds like the kind of coach you've been looking for, tell me about your situation and I'll get back to you with more info.