Identity Performance Coaching

Become The Man Who trains, eats and performs like that guy

Claim YOUR new IDENTITY

Trusted by men Rebuilding their strength, confidence and discipline

Identity Performance Coaching

Become The Man Who trains, eats and performs like that guy

CLAIM YOUR NEW IDENTITY

Trusted by men Rebuilding their strength, confidence and discipline

What Is Identity Performance Coaching?

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

They fail because they try to change behaviour before they change identity.

You can follow any plan, lift heavy, eat clean, and grind through workouts, but if you still see yourself as the guy who never sticks to it, you’ll always slide back.

That’s where Identity Performance Coaching comes in.

This isn’t fitness coaching. It’s identity reprogramming that changes how you think, move, and live.

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.

Because when you change who you are, the habits follow naturally.

That’s the power of identity.

That’s why my clients succeed where others quit.

What you actually get

When you join my Identity Coaching System, you don’t just get a plan.

You get a personal transformation built entirely around your life.

Here’s what’s inside:

🔥 The 6-Step Identity Coaching Framework
We define who you want to become and map out the exact process to get there, step by step:

Face Your Truth

Define Your 2.0

Build the Proof

Tame the Chimp

Callous the Mind

Training Camp

💪 Fully Tailored Training Plan
Custom workouts built around your body, gym, and goals. Whether you’re chasing strength, fat loss, or performance, every session adds proof to your new identity.

🥗 Custom Nutrition System
A simple, sustainable structure that fits around real life. No starvation or restriction, just clarity, control, and consistency.

📱 Daily WhatsApp Access
You get me in your pocket. Real-time voice notes, feedback, mindset resets, and accountability when you need it most.

🧭 Weekly Progress Reviews
We track what’s working, fix what’s not, and adjust your plan to keep you moving forward.

🧠 Mindset and Identity Coaching
Weekly reflection tools, voice lessons, and guided mindset resets to rewire your beliefs so your actions match your ambitions.

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

The Process: How It Works

Step 1: Face Your Truth
Get radically honest about where you are, what’s holding you back, and how your habits reflect your current identity.

Step 2: Define Your 2.0
Create the vision of who you want to become, your upgraded identity, mindset, and standards.

Step 3: Build The Proof
Every rep, meal, and choice becomes evidence of your new identity.

Step 4: Tame The Chimp
Silence the impulsive part that chases comfort and instant gratification. Replace it with calm, focused follow-through.

Step 5: Callous The Mind
Build resilience through consistent action. No hype, no excuses, just discipline.

Step 6: Training Camp
Once the foundations are built, we enter an intense 4- to 8-week phase to lock in your 2.0 mentally, physically, and emotionally.

What Results You Can Expect

✅ You’ll stop believing the old story that’s been holding you back.

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

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

Final word...

Most men drift through life chasing short-term motivation.

You don’t need more hype. You need a rebuild that makes discipline automatic.

That’s what this system gives you.

Clarity. Confidence. Identity.

If you’re ready to rebuild your body, mind, and standards, start your rebuild today.

Start your rebuild

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.

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.