Identity First Fitness Coaching

Transform your mind, transform your body

Claim YOUR new IDENTITY

Trusted by men to Rebuild their body, confidence & discipline

Identity First

Fitness Coaching

Transform your mind, transform your body

CLAIM YOUR NEW IDENTITY

Trusted by men to Transform their body, confidence & discipline

What is an Identity Transformation Coach?

Most men don’t fail because they’re lazy.

They fail because they’re trying to change behaviour before they’ve changed identity.

You can have the best training plan, the perfect macros, and all the motivation in the world…

…but if your internal story still says “I’m the guy who never sticks to it,” your old habits will always pull you back.

An Identity Transformation Coach helps you fix that.

I don’t just help you train and eat better.

I help you become the man who doesn’t need to be motivated to do it.

Change who you are, and the habits stick.

That’s the power of identity.

That’s why my clients succeed where others fail.

What you actually get

When you join the Identity Coaching System, you don’t get a PDF and a pat on the back.

You get a complete, guided transformation process built around you.

Here’s what’s inside:

🔥Identity Blueprint Session
We define exactly who you want to become and design a plan built around your life that builds him, brick by brick.

No fluff, no “one-size-fits-all” templates. A complete holistic approach to changing the story you tell yourself everyday.

💪Fully Tailored Training Plan
Custom workouts built around your body, gym, and schedule.

Strength, fat loss, or performance. Everything fits your lifestyle, ability and goals.

🍽️Custom Nutrition System
A simple, realistic structure that keeps you consistent without restriction.

You’ll learn to eat like the man you’re becoming, not the one you used to be.

📱Daily WhatsApp Access
You get me, directly, in your pocket, 24/7. Real-time feedback, voice notes, accountability, and mindset resets.

I'll tell you what you need to hear, when you need to hear it.

📈Weekly Progress Reviews
We track what’s working, what’s not, and make small adjustments to keep you moving forward.

You’ll always know what to do next.

🧠Mindset & Identity Coaching
Weekly prompts, reflection tools, and challenges to build self-awareness and discipline.

Because when your mind shifts, your habits follow.

🎥In-Session & Video Coaching
Form checks, technique videos, and feedback so you can train confidently and with intent.

The Process: How It Works

Step 1: The Identity Blueprint
We map out who you want to become and create your personal roadmap, taking into account your personal demons, life challenges and circumstances.

Everyone has the potential to change their identity, they just have to be shown how.

Step 2: Build The Proof
You start training, eating, and living as that version of you. Every rep, every meal, every action adds proof to your new identity.

We stack your evidence into your Identity Log, which is your own personal index of your victories, progress and growth towards the man you want to become.

Step 3: Tame The Chimp
We all have a chimp inside, that emotional, impulsive part of us that wants comfort over progress.

The difference between those who succeed and those who don’t is how well they manage it.

You’ll learn to silence the self-sabotage, calm the chaos and replace it with discipline, focus and follow-through.

Step 4: Callous The Mind
You’ll develop resilience and grit, not through shouting or hype, but through structure, discipline and consistent action.

We are all capable of doing hard things. Whether you believe that right now or not, you’ll prove it to yourself over and over until the hard things stop feeling hard.

Step 5: Enter Training Camp
Once you’ve built the habits and proof, we enter Training Camp as your version 2.0.

A defined 4–8 week period where you go all in on yourself and your new identity, radically changing your physical appearance through the kind of training, nutrition and consistency that the old version of you couldn’t sustain.

No more diets or restarts. This is who you are now, and you’ll come out the other side transformed, physically and mentally.

What Results You Can Expect

If you fully commit to the process, here’s what happens:

✅ You'll stop believing the old story you've been telling yourself about why you cant.

✅ You’ll lose fat and build muscle without obsession.

✅ You’ll develop structure, control and confidence in every area of your life.

✅ You’ll feel calmer, stronger, and more capable.

✅ You’ll stop starting over, because you’ll finally become the man who never quits.

This isn’t a plan you “try.” It’s an identity you build.

Is this just fitness coaching?

No. Fitness is the vehicle. What I coach is transformation of your body, mindset, and habits through identity change.

How is this different from a PT or online coach?

A PT changes your workout. I help you change your wiring.
Once that happens, training, food, and discipline become automatic.

Do I need a gym?

No. Your bespoke plan fits your setup, whether that’s a gym, home equipment, or a mix.

How much time do I need?

Three to five hours a week. The difference isn’t time, it’s focus.

Will this actually last?

Yes, because it’s not built on motivation. It’s built on identity. Once you become the man who does the work, it never stops.

Final word...

Most men drift through life trying to find motivation.

You don’t need more motivation, you need a system that makes discipline who you are.

That’s what this coaching gives you.

Clarity. Confidence. Identity.

So if you’re ready to stop trying and start becoming...

Start your Blueprint today.

Start your blueprint

THE FIRST IDENTITY SHIFT

For years I tried. Tried every plan, fad diet and gimmick. And every time, I failed.

It took me a decade to realise, it was my identity that was pulling me back. The overweight version of me, the guy who would eat Greggs for lunch without a thought, was never going let me get into shape.

Until I created a new version of myself.

That identity shift unlocked a new future for me.

- David, Be That Guy Coaching

"CHANGING MY IDENTITY CHANGED MY LIFE"

Deep down I used to see myself as the guy who always quit. Now I’m the guy who doesn’t miss a workout. Once that identity clicked, the weight started falling off, and it’s never coming back.

- Matt, 47, Financier

"FROM THE BIG GUY TO THAT GUY"

I used to think I was destined to be the ‘big guy.’ Now I see myself as fit, disciplined and healthy. I'm That Guy I always wanted to be. I can't thank David enough, the body followed the identity.

John, 41, Estate Agent

"DAVID HELPED ME CHANGE MY STORY"

I was always chasing motivation. Now I don’t need it, I have discipline from my core identity. I became That Guy, the one who shows up no matter what. That identity shift made the transformation stick

Josh, 34, Teacher, New Parent.

DISCLAIMER: Please understand results are not typical. Your results will vary and depend on many factors including but not limited to your background, experience, and commitment level. All fitness transformation entails risk as well as consistent effort and action.

NOT FACEBOOK: This site is not a part of the Facebook™ website or Facebook Inc. Additionally, This site is NOT endorsed by Facebook™ in any way. FACEBOOK is a trademark of FACEBOOK, Inc. DISCLAIMER: Please understand results are not typical. Your results will vary and depend on many factors including but not limited to your background, experience, and work ethic. All business entails risk as well as taking regular and consistent effort and action.

Nothing on this page, any of our websites, or any of our content or curriculum is a promise or guarantee of results or future results, and we do not offer any legal, medical, tax or other professional advice. Any potential results referenced here, or on any of our sites, are illustrative of concepts only and should not be considered average results, exact results, or promises for actual or future performance. Use caution and always consult your accountant, lawyer or professional advisor before acting on this or any information related to a lifestyle change or your business or finances. You alone are responsible and accountable for your decisions, actions and results in life, and by your registration here you agree not to attempt to hold us liable for your decisions, actions or results, at any time, under any circumstance.

This site is not a part of the Facebook website or Facebook Inc. Additionally, This site is NOT endorsed by Facebook in any way. FACEBOOK is a trademark of FACEBOOK, Inc.