Online Coaching. James / Inertia

Stop Existing.
Start Competing.

1-on-1 online coaching for men who were built for more. Structured training, performance nutrition, and the mindset to back yourself again.

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3+
Month Minimum
26
Clients Competing
5+
Years Coaching
1%
Marginal Gains Focus
HYROX
HYBRID TRAINING
STRENGTH
ENDURANCE
MINDSET
NUTRITION
IDENTITY
MOMENTUM
HYROX
HYBRID TRAINING
STRENGTH
ENDURANCE
MINDSET
NUTRITION
IDENTITY
MOMENTUM
The Method
An object at rest
stays at rest.
Be the object
in motion.

Most men aren't lazy. They're undirected. No structure, no system, no proof they're capable. Inertia is the first push. Because once you're moving, really moving, the momentum compounds into every area of your life.

Be. Do. Have.
01
BE
You don't work towards the identity. You start from it. Decide who you are, then act accordingly. The man who shows up every day. That's who you become.
02
DO
Train consistently. Eat with intention. Read. Recover. Compete. Not because you have to. Because that's what that person does. Action precedes motivation. Always.
03
HAVE
The body, the performance, the confidence, the momentum. Everything follows from who you decided to be. That's not motivation. That's identity. That's Inertia.
What I Offer
One Offer.
Done Properly.
INERTIA 1-ON-1 COACHING
What You Get
  • Initial consult. History, goals, pitfalls, where you want to go
  • Fully personalised training plan built around your life
  • Flexible nutrition guidance. Calorie range, protein target, real education
  • Weekly check-in. A real conversation, not a form you fill in
  • Daily WhatsApp messaging support
  • Mindset and habit work woven throughout. Not a bonus, the foundation
  • A personal goal and deadline built in from day one
THE OUTCOME
Who You Become

Three months from now you're not guessing anymore. You know exactly what to eat, how to train, and why it's working. You've got momentum that belongs to you. Not to me.

Whether your goal is a competition finish line, a body recomposition, or just becoming someone who backs themselves consistently. The system is the same. Direction. Structure. Proof.

That's Inertia. And once you've got it, it keeps building long after we're done.

Proof of Concept
Real Results.
Real People.
"

I joined just to lose a bit of weight. Six months later I crossed the finish line at my first Hyrox. I hadn't competed in anything since playing football in my twenties. James didn't just change how I train. He changed how I see myself.

SH
Sean H.
First Hyrox Finisher. Age 43
"

I thought I was too old to get back into competing. James showed me I just needed a proper system. I'm back on the track, running athletics at 48, feeling stronger than I did at 30. The mindset work was the part I didn't expect. It's been everything.

MR
Mike R.
Athletics Competitor. Age 48
Investment
Simple. One Offer.
All In.
NOT READY YET?
The Inertia Blueprint
Free
Starter guide. No strings
  • Be. Do. Have. framework PDF
  • 8-week Hyrox Engine plan
  • Nutrition fundamentals guide
  • Free WhatsApp community access
Download Free
The Main Event
1-ON-1 ONLINE COACHING
Inertia 1-on-1
£250
/ month
3 month minimum. Limited spots available
  • Initial deep-dive consult
  • Fully personalised training plan
  • Flexible nutrition guidance
  • Weekly check-in conversation
  • Daily WhatsApp support
  • Mindset & habit coaching
  • Personal goal & deadline built in
  • Plan evolves as you do
Apply for a Spot

Spots are limited intentionally. This is 1-on-1 coaching. Not a programme you buy and forget.

The Coach
Why James.

I didn't get into coaching because it seemed like a good career. I got into it because I've lived the transformation myself and I wanted to help other people do the same.

I competed nationally in 800m, held British age group records at 600m, and learned early that the difference between people who get results and people who don't comes down to one thing. Identity. The people who win decided who they were before they started.

I left a recruitment career because I could see exactly where it was heading and it wasn't somewhere I wanted to go. I trained at 5am every morning just to stay anchored. Eventually I went all in on coaching and I haven't looked back.

I coach full time at Victory Lap in Southampton and I've helped people of every age and ability find their competitive edge. Fat loss, body recomposition, Hyrox, ATHX, Turf Games, endurance running. I've done it all myself. I coach from lived experience, not a textbook.

I'm not here to be your yes man. I'm here to get you results. And I'll be straight with you every step of the way.

Your photo here
800m
National level competitor. British age group record holder at 600m
75+
Members currently coached across in-person and hybrid programmes
26
Clients taken to their first hybrid competition event
5+
Years of full time coaching across all ages and abilities
The Framework
The Inertia Principles.

These aren't just words on a page. They're how I coach and what I expect from every client. When you work with me, you sign up to these principles. They're the reason results happen.

I
Integrity
Keep your word to yourself first. If you said Monday, train Monday.
N
No Shortcuts
Effort is the only currency. There is no hack that replaces showing up.
E
Effort
Hard work isn't optional. It's the price of admission. Every day.
R
Real Talk
Be honest about where you actually are. Not where you wish you were.
T
Time
Anything worth having takes time. Patience is how results compound.
I
Identity
Know who you're becoming. Direction isn't optional. It's everything.
A
Action
Action precedes motivation. Stop waiting to feel ready. Move first.
The Process
How It Works.
01
Apply
Fill in the application. Tell me where you're at, what you want, and why now. I read every one personally.
02
Deep Dive Consult
We talk. Training history, goals, lifestyle, pitfalls. I need to understand you before I build anything.
03
Your Plan Goes Live
Personalised training plan, nutrition targets, and your first goal built in from day one. We start moving.
04
Weekly Check Ins
Every week we review, adjust, and push. Daily WhatsApp support in between. You're never guessing.
Proof of Work
Real People.
Real Results.
First Hyrox Finish
Sean H. Age 43
"I joined just to lose a bit of weight. Six months later I crossed the finish line at my first Hyrox. I hadn't competed since playing football in my twenties. James didn't just change how I train. He changed how I see myself."
Back Competing at 48
Mike R. Age 48
"I thought I was too old to get back into competing. James showed me I just needed the right system. I'm back on the track running athletics at 48, feeling stronger than I did at 30."
London Marathon at 70
Jan. Age 70
"James has encouraged me so much I've now signed up to run the London Marathon. Who knew that was even possible. He did. And he made me believe it too."
Questions
The Honest Answers.
Do I need to already be fit to start?
+
Not at all. I'll meet you exactly where you're at and we build from there. Whether you're completely new to training, getting back into it after years away, or already training for a specific event. The plan is built around you, not around some ideal version of you.
Why is there a 3 month minimum commitment?
+
Because real results take time. One of the Inertia principles is Time. Anything worth having doesn't happen in four weeks. Three months gives us enough time for me to properly learn you, for you to build real habits, and for results to actually show up. If you're not ready for that commitment, the free Blueprint is a better starting point right now.
How much time per week does this require?
+
Your plan is tailored to your schedule and availability. I recommend a minimum of four hours of training per week to see real progress, but we build around what your life actually looks like. If you've got four hours, we use them well. If you've got more, even better.
Do I need a gym membership or specific equipment?
+
A gym membership is recommended and will give you the most options. But your plan can be tailored to whatever you have access to. Home setup, outdoor training, or a fully equipped gym. We work with what you've got.
How is this different from a programme I find online?
+
A programme online is built for nobody in particular. This is built specifically around your level, your goals, your schedule, and your history. And I'm on hand every day to keep you accountable, answer questions, and adjust as you progress. You're not following a template. You're working with a coach who actually knows you.
I've tried coaching before and it didn't work. Why would this be different?
+
Most coaching fails because it focuses on the programme and ignores the person. I focus on both. The training and nutrition are the practical side. The mindset, identity, and habit work are what make it stick. If you've had results before that didn't last, that's usually where it fell apart. That's exactly what we fix.

Ready to Stop
Standing Still?

Applications are open. Limited spots available. If you're ready to stop guessing and start building, this is where it starts.

Start Your Application