About ASH

From an early age, I’ve thrown myself into every fitness and sporting activity I could find—football, athletics, karate, boxing, and more. Over time, my passion evolved into taking on real challenges: the Three Peaks, treks, 10Ks, and half marathons. As I got older, I gravitated toward functional fitness competitions and eventually strength sports like strongman and powerlifting. I loved testing my limits and seeing just how far I could push myself.

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I started working in a gym at 19, and that’s when I realized how much I genuinely enjoy helping others reach their own fitness milestones. Whether it’s a first-time 5K runner or someone aiming to win a strength competition, watching their transformation is a huge source of motivation for me. My excitement for fitness is fueled by the spark in someone’s eyes when they realize what they’re truly capable of.

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People often ask what makes my coaching style different. Honestly, it’s that I’m right there in the trenches alongside you. I’m not an Olympian or the World’s Strongest Man—I’m a regular guy, working on my own goals while juggling the everyday demands of life. I have two children, a business to run, and a household to manage, and I recognize that most of us don’t have the luxury of devoting endless hours to training. We can’t all be the strongest in the world, but we can certainly give them a run for their money by finding realistic, balanced ways to improve.

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I’ve personally experienced a lot of the hurdles clients go through. From keeping my business and clients happy during a global pandemic, to rehabbing serious injuries and returning to compete in England’s Strongest Man multiple times, I’ve had my share of ups and downs. I’ve also faced the fluctuations of weight gain and weight loss, and I understand how challenging it can be to stay motivated and maintain progress. These experiences have shaped my empathy and strengthened my commitment to helping others find sustainable solutions that fit into their daily lives.

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Whether you’re a total beginner or someone with specific competition goals, I’m here to guide you on your journey. I’ll help you figure out a way to train smart, stay consistent, and still make time for your family, friends, work, and other hobbies. The hardest part is often taking that first step—but once you do, I’ll be there to support you every step of the way. Let’s work together to build your confidence, hit your targets, and uncover your true potential.