A Coaching Community for Busy Essex Dads

▶ Intro video — to be added

You are a walking
representation ofyour daily habits.

Everything you need to become fitter, leaner and stronger — within a community of supportive Essex dads.

Make the change.

Join The Club — £39.99/mo

Cancel any time · No contract

15 years coaching · Leigh-on-Sea, Essex

The reason it's never worked before

4 weeksto6 months

That's how long the average dad lasts before he stops looking after himself.

And the reason
is always the same

You're doing it on your own.

With the BDTC you're not. You get me as your coach — and you're part of a community of local dads all backing each other up, both in the app and in person.

We achieve success
through a simple

6 pillar strategy

Physical Health Mindset Sleep Hydration Nutrition Social Health

Find out more inside the app.

Why this isn't another app

The bit that
actually keeps you going

Every fitness app gives you a programme. None of them give you people. Men's social health matters as much as the physical kind — and most dads have quietly let both slide.

More than just a coaching community, we're a group of mates who meet up for fitness challenges, axe throwing or a curry night.

Club members at a curry night
Curry night
Club members after an obstacle race
Nuclear Races
Club members after a beach session
Seafront session
Club members on a night out
Axe throwing
Curry nights Seafront 5K Quiz night Monthly challenge 5am Club
What's inside

The whole system,
in your pocket

One app. Everything set up for you on day one.

BDTC4 DAY STREAK
Today's Session
Everyday Athlete 60
Phase 1 · Session 2 · 55 mins
Accumulator · Rest 30s
▶
DB Shoulder Press3 x 12 · Tutorial
▶
Goblet Squat3 x 10 · Tutorial
▶
Jump Squats30 secs · Tutorial
▶
Bent Over Row3 x 12 · Tutorial
Start Training →
BDTCTUTORIAL
▶
DB Shoulder Press
3 sets · 12 reps · Rest 60s
Brace your core. Press straight overhead — don't arch your back. Control the weight down.
Set 122.5kg × 12
Set 222.5kg × 12
Set 3—
Log This Set

Every exercise. Every set. Tutorials built in.

Training programmes that progress
Gym, home, 30 or 60 minutes. Every exercise on video. Gets harder as you do.
Three recipe books and meal plans
Real food a family will eat. Not chicken, rice and broccoli.
Your numbers, worked out for you
Calories, protein, steps. Pick how you want to manage it — or just follow the five rules.
A training log that remembers
Every lift tracked, so you can see you're actually getting stronger.
A training partner near you
Find another dad on the same programme. Message him in the app.
The Academy and the Library
The mindset side. Because knowing why is what makes it stick.
Me, in your pocket
Weekly check-ins, a live Q&A, and a coach who notices when you drop off.
Sound familiar?

Five things nearly
every dad gets wrong

Not your fault. But nobody's going to fix them for you.

1
You're last on your own list
Every day, every decision. You know you're doing it, too.
2
"I haven't got time" does the heavy lifting
It's the excuse that lets you off the hook. Time isn't changing.
3
Grab-and-go food, five days a week
Meal deals and whatever's left on the kids' plates.
4
Netflix is beating sleep
Three hours of telly from a man with "no time".
5
You've stopped lifting anything heavy
Past 35 you lose testosterone and muscle every year you don't.
Dads who've done it

Dads just like you

Same job, same kids, same excuses. Different result.

Chris, 39 · Father of three · Serious strength gains
Kevin, 47 · Father of one · Changed his diet for good
Marc, 45 · Father of six · Busy career, still finds the time
Sean, 43 · Father of three, business owner · Physique and mindset
Sean's transformation
Who's running it

I'm James

I've been a personal trainer for fifteen years. Before that I was a soldier, then I competed in physique shows. Then I became a dad, and within two years I'd stopped training, stopped sleeping and stopped recognising the man in the mirror.

I know how fast it goes. And I know the excuse you're using, because I used it too.

I also grew up with an alcoholic father. I saw first hand what happens to a man who stops looking after himself and has nobody around him to notice. That's why the social side of this club isn't a nice extra — it's the point.

Fit enough to keep up with them now. Around long enough to keep up with theirs.

This club is built for Essex on purpose. Small enough that I know your name, local enough that we can actually sit down for a curry.

Membership

Stop paying high fees
for personal training

Expert coaching and a supportive, motivating community — for just £39.99 a month.

£39.99
per month
  • Every training programme, built to progress
  • Three recipe books and full meal plans
  • Your daily targets and food tracker
  • Training log — every lift, tracked
  • Curry nights, challenges and the socials
  • And me — a coach in your pocket
Join The Club

Direct Debit · Cancel any time

Don't take my word for it

Judge me on what I know

Before you trust a coach with your money, read what he actually thinks. Eleven guides on diet, muscle, sleep, testosterone and the excuses that keep you stuck — everything I'd tell you before you spent a penny.

Tap to read this week's guide, free

01 5 Mistakes Most Dads MakeHow to regain control of your daily habits · 9 min

When I became a dad no one told me how much life would change in every aspect of life. Yes you lose sleep and have a few more jobs to do, but it goes deeper than that. As dads it is our primary responsibility to protect and provide, it's a subconscious action. As a result, BY FAR the biggest change I noticed was the change in my priority list and my perception of time.

I went from being an ex-soldier who started taking part in physique competitions and building a business, to not training, not sleeping and looking like a bag of potatoes in the mirror — and this is coming from a fitness pro. It's very easy to lose a sense of who you are and who you used to be. This is something which affects all dads, but is rarely spoken about.

So it's time we changed that. Here are the 5 mistakes dads often make and how to create change.

1. YOU PUT YOURSELF AT THE BOTTOM OF YOUR PRIORITY LIST EVERY DAY

Every day you have a finite amount of energy to spend. Most of this is taken up with work, looking after your kids and getting moaned at by your wife. After you have finished completing all your required tasks, the last thing you want to do is prepare your food, hit the gym or get an early night. You are now officially spending your entire day SERVING OTHERS. What happened to that strong, independent man who was in charge of his own decisions?

Here's a statement I love because it is so true and reflects a dad's dedication to his role as a provider and protector: 'A man will give up his happiness for his family, a woman will give up her family for her happiness.'

What makes this reality even worse is you know you're doing it. You know you ignore that voice in the back of your head that represents the true version of you as you push yourself to the bottom of your priority list every day.

So how do you regain control? Start SMALL. Tiny changes lead to BIG results. Get to bed early. Start tracking your steps. Squeeze in 3 x 30 minute gym workouts a week. Start eating more protein. Start drinking more water. Start taking your lunch to work instead of going to Greggs.

The key here is consistency — choose a daily habit you can stick to even at the weekend. Over time this change will lead to other changes and before you know it you're booking half marathons, admiring your six pack and your wife moans at you less as she recognises she's now out of your league.

Remember this: 'You are a walking representation of your daily habits.' It's what you do every day that determines who you are, what you achieve and who you become.

2. YOU AVOID ACCOUNTABILITY BY TELLING YOURSELF 'YOU HAVEN'T GOT TIME'

I love this excuse, and I hear it EVERY DAY. It is by far the weakest excuse and tells me you have basically given up and succumbed to a life of serving others. The reason it's the worst thing you tell yourself is because it is purely a narrative YOU have created. Time is NEVER going to change, meaning that if you tell yourself this excuse, you are avoiding taking ALL accountability for the choices you make regarding your own health.

Here's the harsh truth: time is never going to change. The longer you keep telling yourself you 'haven't got time', the larger your waistline will become, the weaker your body will get and the less attractive you will become to your wife — because I guarantee you were none of those things when you first met.

If you can't change time, the only thing you can change is your perception of time. It all starts by YOU taking accountability for your decisions every day. Instead of telling yourself you haven't got time, try and find some. All you need to do is start small. Make one change to begin with, commit to it, and you will be surprised where it leads.

This is why I set up the 5am Fitness Club which I run in Essex. Purely for busy dads who otherwise would struggle to get to the gym. Instead, they get up at 4:30am and start hitting the weights with me 3x a week. My question to you is: what are you doing at 5am? If the answer is sleeping, then you are missing out on what I call the GOLDEN HOUR. 5am is the only time in the day you're not answering emails, looking after your kids or driving to work.

3. NOT THINKING ABOUT YOUR FOOD — THE GRAB AND GO MENTALITY

This habit is a direct result of the top two mistakes. Your diet and training go hand in hand — if you lose focus of one, you lose focus of the other. If you're not looking after your body physically, it is highly unlikely you're going to give your diet a second thought. But you are neglecting the most influential variable when it comes to your health.

If I could grant you three wishes when it comes to your health, you'd probably wish to live a long life full of vitality, to be very fit cardiovascularly, and to be strong and muscular. The LARGEST variable on all of these is your diet, and you're ignoring this every day and filling yourself with rubbish food, beer and caffeine. Basically you're purposely working towards the opposite of the above.

On social media there's a common trend of dads stating they would 'die for their children'. The more pressing question is: would you LIVE for your kids? If you are NOT prioritising what you eat every day, then in short, you're not. You are actively reducing your longevity every day.

Making diet changes is easy. Remember, small changes lead to big results. Reduce carbohydrates and eat more protein. Eat a portion of veg with every meal you have, including breakfast. Start taking your food to work with you instead of buying out. Introduce an intermittent fasting model to control calorie intake and reduce evening snacking.

There have been many research studies into the best diet for longevity. As much as you will find deviations in the results, one area which is conclusive is eat more veg. The more veg in your diet the longer you will live.

4. PRIORITISING NETFLIX OVER SLEEP

This one I get — when I get home from work around 10:45pm, having started at 5am, all I want to do is sit on the sofa, eat my dinner and watch some escapism. But that's after a day of work, hitting the gym and ensuring my food is on point. I speak to so many guys who are sat down from 19:30 to watch three hours of TV. What makes it even more interesting is it's normally these dads who use the excuse 'I haven't got time'.

Sitting down and watching Netflix is something that should be seen as a reward for smashing another day and taking steps forward towards achieving your objectives in life.

Have you heard the speech by the head of advertising for Lamborghini? When asked why he doesn't advertise on TV his answer hit hard: 'Because my target market aren't sat watching TV.' Ouch.

Interesting fact about Netflix: the CEO was asked at a conference what Netflix's largest rival was. You're probably thinking Prime, Apple TV. He answered: SLEEP. Because if people are sleeping they are not watching TV. Netflix is literally designed to stop you sleeping. Get to bed.

5. YOU DON'T PRIORITISE EXERCISE

This is the single biggest mistake you make. I understand why — work, your kids and your wife suck up all your energy every day — but the truth is as you get older you're getting WEAKER.

Your body adapts to the environment it's in. If your body is required to handle load on a regular basis then your testosterone levels will remain steady and your muscle size and strength will improve. If the most your body is required to do daily is pour a cup of coffee, then you lose muscle mass, you become weaker, your testosterone levels decrease (starting from 35), your energy levels reduce, and you look and feel rubbish.

What's even more frustrating is you DON'T need to be smashing hour-long workouts. The MED (minimum effective dose) for exercise is just 30 minutes. That means all you need to do each week is squeeze in 3 x 30 minute workouts to elicit an increase in muscle size, strength and function.

From the age of 35 your testosterone levels start to reduce. This ramps up as you hit your 40s; by your late 40s and 50s your testosterone levels can reduce by up to 3% per year. That means your energy levels reduce, your muscle mass reduces, your red blood cell count reduces and your metabolism reduces.

CONCLUSION

I understand why you are making these five mistakes — you're tired. But I need you to understand the following: looking after yourself is NOT A CHOICE. You are a dad, it's MANDATORY.

The fact is, if you don't take care of yourself then you are literally diminishing every day bit by bit. You won't notice at first, then one day you will look in the mirror and not recognise the man staring back at you.

Remember: SMALL CHANGES lead to BIG RESULTS. Start making little improvements to your daily habits, remain consistent, and I promise in 3-6 months you will be amazed by the results.

Coach James

The other ten, unlocked with your email below:

02Ozempic — The Truth🔒
03The Truth About Your Excuses🔒
04How To Regain Control When You Haven't Got Time🔒
05Why Routine Is So Important🔒
06Be Happier, Smarter And Live Longer🔒
07How To Build Muscle🔒
08A Diet Guide For Busy Dads🔒
09Avoid Early Morning Flop🔒
10Whose Round Is It? It's Not Yours🔒
11Are You A Dopamine Addict?🔒

Pop your email in to unlock all eleven — plus the new one each week. Free, no catch.

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Before you ask

Fair questions

I really am short on time. How long does this take?

Three sessions a week, thirty minutes each. That's the minimum that actually changes anything, and it's the whole ask. If you can find an hour, better — but thirty minutes three times a week is the programme.

Do I have to get up at 5am?

No. The 5am Fitness Club is a separate in-person group in Leigh-on-Sea if you want it. The membership works whenever you train — early, lunchtime, evening, at home or in a gym.

I haven't trained in years. Is this for me?

Yes, and most dads who join are in exactly that spot. You'll be asked a few questions when you sign up and pointed at the right programme for where you're actually at, not where you were at 25.

Do I need a gym?

No. There are full home programmes needing little or no kit, as well as gym ones. You can switch between them whenever your week changes.

Do I have to come to the social stuff?

Never compulsory. But it's the bit that keeps most dads going, so I'd rather you came than didn't.

How do I cancel?

It's a Direct Debit — cancel any time, no contract and no exit fee. Message me and I'll sort it, or cancel it directly with your bank.

Do I need to be in Essex?

The app works anywhere. But the socials, the challenges and the 5am club are all local, and that's half of what you're paying for — so it's built with Essex dads in mind.

Start this week,
not in January

Nothing changes until the daily stuff changes. Takes about two minutes to get set up.

Join The Club — £39.99/mo

Cancel any time · No contract

£39.99per month
Join The Club