I build durable, strong, and athletic individuals with a wide base of General Physical Preparation. Principles over methods.

I’ve worked with a diverse range of clients, from individuals rehabbing soft tissue injuries, ACL repairs, spinal injuries, and fractures
(e.g. ankle and wrist), to those managing long-term issues stemming from previous injuries or chronic wear and tear. I’ve also trained professional athletes competing at international, domestic, and recreational levels in both contact and non-contact team sports. Additionally, I’ve successfully helped serving soldiers prepare for UK Special Forces selection.

My philosophy centres around an adaptable, client-centric approach to training. I meet clients where they are, without expectation, and gradually expose them to higher levels of training, always keeping short-, medium-, and long-term goals in mind. Training should enhance physical preparation and confidence within the environment, while accounting for the stresses of daily life. Ultimately, it should support the individual’s ability to perform in the areas that matter most to them. In short, I promote anti-fragility.

I played American Football as a Running Back from 2010 to 2015 for the University of East Anglia and the London Blitz, and was a member of the GB squad (2012–2013). Throughout my career, I sustained several injuries, including a minor disc injury and a GHJ labral tear (shoulder – 2010), which was repaired in 2017 and fully rehabbed without complications.

I’ve been working full-time in the fitness industry as a coach since 2014 and continually engage in ongoing education, workshops, and seminars. I completed my MSc in Applied Sport and Exercise Science, specialising in Strength and Conditioning, in 2019, while concurrently interning in the High Performance department at the University of East London for 18 months. During this time, I worked hands-on with sports scholars across track and field, as well as a wide variety of team and individual sports.

My current client portfolio focuses on high-achieving professionals in finance, tech, law, and other demanding industries who are driven to succeed not just in business, but who demand a strategic, results-driven approach to their health and fitness.

These individuals juggle intense careers and family responsibilities, yet still carry the fire to take control of their physical well-being.
They understand that true success isn’t one-dimensional, it’s built on consistency, longevity, strength and skill development across the board. My coaching is designed to help them build strong, capable bodies that support their ambitions, without sacrificing the people or work that matter most.

Let’s do some Damage Control.

Joe