fit over 40:

Be that guy

How to Ditch the Gut, Reclaim Your Energy, and Actually Feel Good Again

(Even if your joints ache, your schedule's chaos,

and dinner is your kid's leftovers)

WHO IS THIS GUY, AND WHY SHOULD I TRUST HIM?

Because I’ve been you. For over a decade.

I wasn’t born shredded. In fact, until I turned 40 I had never even really "been in shape".

I’m not some 25-year-old fitness influencer with no real responsibilities.

I'm a business owner and I'm a very present daddy to our 2yr old girl, which means that my non family time is limited.

I started lifting weights in my early 30's to try and build my self confidence , but i've always struggled with my weight.

I would choose the 'big guy' look, building my arms, chest and shoulders to try and compensate for my belly I couldnt suck in enough for it not to be visible in my shirts.

For over a decade, I was stuck in the same cycle:

Start a plan

Fall off by week 2

Lose self-respect

Try again next month

I lived the late nights, the takeaways, the “one more drink won’t hurt.”

The stress-eating.

The skipped workouts.

The weeks where social life came before a healthy life.

And I spent most of my adult life stuck there — tired, frustrated, and out of shape.

Always trying. Never really changing.

Then it clicked.

All those failed plans?

All the times I "started again on Monday"?

The problem was simple: every approach I tried was built for a version of me that didn’t actually exist.

So I stopped trying to change my habits… and changed who I was.

Redefine who you are. Rewire how you think. Rewrite how you live.

That’s when things finally started to stick.

I built a system that fit around my life — not the other way around.

No fads. No 2-hour gym sessions. No starving myself.

Just something real. Something repeatable.

And if I can do it, trust me — you can too.

For me, that shift came when my daughter was born.

For you, it might be something else: a photo. A health scare. A big birthday.

Or maybe just that voice in your head that keeps whispering:
“You can be better than this.”

THE DAY EVERYTHING CHANGED

...and why this system works for real life

When my daughter was born, something flipped.

I looked at this tiny human who was going to depend on me for everything, and I realised something:

I needed to be around long enough to walk her down the aisle.

Big enough to scare her future boyfriends.

Strong enough to be her superhero.

I needed to be That Guy — the one I always knew I could be.

The guy who loves his family enough to lead by example, and loves himself enough to stay strong, disciplined, and proud of the man he sees in the mirror.

But I also looked in the mirror and saw a guy who got winded tying his shoes.

That's when I stopped making excuses and started building systems. Not perfect ones — just real ones that still work when life gets messy.

A Fitness Plan Built for Real Life

(Not for 25-Year-Olds With No Responsibilities)

Let’s be honest.

You’re not 22 anymore.

You’ve got a real job. Real stress. Real responsibilities.

Maybe you’ve got kids. Maybe not. But either way — life is full on, and fitness often ends up last on the list.

Your knees probably sound like Rice Krispies (I know mine do!), your back complains after a bad night’s sleep, and your idea of cardio taking the stairs instead of the elevator.

You Don’t Need Six Pack Abs — You Need to Feel Like Yourself Again

(But you do need to stop feeling like this)

Walking up the stairs shouldn't feel like a HIIT session

Putting your socks on shouldn't feel like an event

3pm shouldn't feel like bedtime

You shouldn't have to hold yourself in ALL THE TIME

Getting up off the couch shouldn't take 5mins

You shouldn't feel like your best years are behind you - because they're not!

“I’ll start again Monday” — said most guys over 40... every damn week

I've been you. I've tried it all:

INTERMITTENT FASTING

KETO DIET

ATKINS DIET

CARNIVORE DIET

CARB CYCLING

CALORIE CYCLING

HUEL (haven't we all)

HIGH PROTEIN READY MEALS

MEAL PREP COMPANIES

DODGY FAT BURNERS (that your friend got from a guy at the gym)

And every time, I'd start strong…

Then life would get in the way.

Work would blow up.

A social event would land in the calendar.

And I'd end the day smashing some chicken nuggets and wondering where it all went wrong — again.

So What Actually Worked...?

Finding a why that was stronger than my excuses.

But it wasn’t just about motivation. It was about creating systems — to harness everything I’d learned from over a decade of trying and getting it wrong:

Be That Guy — a mantra to create the version of yourself you've always wanted to be

Training Camp mindset: pick a start & finish date, lock in your goal, and every decision you make takes you one step closer.

Weekends are 43% of your week. If it all fall apart at 4pm on Friday you've got no chance. You can't out-train that kind of math.

Consistency wins every time.

It’s not what you do once — it’s what you repeat that shapes who you become.

No fluff. No gimmicks. Just a system for real men with real lives — built by a guy who’s lived every version of them.

Fit Over 40: Be That Guy

The system was born

By building a sustainable routine that works with real life — not against it — I was able to:

Lose fat while still enjoying carbs, takeaways, and a bottle of wine with my wife. (or beers with the boys)

Wake up with more energy and actually want to train again

Stop yo-yo dieting and start eating like a grown man, not a gym bro

Build a body I’m proud of without sacrificing the things that matter.

Feel strong, confident, and in control again — no fads, no BS

After helping other real guys get results with this exact system, I’ve broken it down into a simple, step-by-step method any man can use...

...even if your last diet lasted until the first weekend hit and your gym shoes live in the back of the closet.

But don't take my word for it. Listen to these [HAPPY CUSTOMERS]:

PLACEHOLDER
"Honestly? I thought this would be another thing I’d quit by week two. But it’s been 7 weeks, I’m down 12 pounds, and I actually feel better — not wrecked, not starving, just... better."

— James, 39 | Full-time builder, part-time pizza lover

PLACEHOLDER
"I’ve done every bro split, calorie tracker, and juice cleanse going. This was the first time someone spoke to me like a dad, not a wannabe fitness model. I’m eating proper food, training less, and finally seeing results."

— Tom, 44 | Desk job warrior & BBQ king

PLACEHOLDER
"I started this because I hated how I looked in holiday photos. I’m sticking with it because I love how I feel when I get up in the morning. My kids notice. My wife notices. And for once, so do I."

— Ryan, 41 | Married dad of 2, king of the school run

PLACEHOLDER
"I’ve got creaky knees, a demanding job, and a toddler who doesn’t sleep — and I still lost weight, got stronger, and finally stopped quitting on myself. If I can do it, any dad can."

— Matt, 36 | Sleep-deprived legend

THE 4 NON-NEGOTIABLES THAT SEPARATE FIT GUYS OVER 40 FROM FRUSTRATED ONES

What Most Fitness Plans Miss — The 4 Key Habits That Actually Work for Guys Over 40

💪 1. Identity-Based Mindset

You’re not just “trying to lose weight” — you’re becoming That Guy.

This is the difference between another failed Monday start and real, lasting change.

❌ Without it, you’ll keep quitting when motivation fades or life gets messy.

⏱ 2. Consistency Over Perfection

It’s not about perfect macros or flawless workouts — it’s about showing up.

If you can hit 80% most of the time, you’ll blow past the guy who’s 100% one week and 0% the next.

❌ Without it, every minor setback feels like failure, and you’ll keep starting over.

🍽 3. Calorie Awareness Without Obsession

Knowing your numbers is non-negotiable — but it doesn’t have to take over your life.

You’ll learn how to track calories and macros in a way that’s simple, sustainable, and actually works around kids, chaos, and curry nights.

❌ Without it, you’re just guessing — and most guys are accidentally eating 1,000+ calories too many, every damn day.

💥 4. Discipline Over Motivation

Motivation is fleeting — discipline is what carries you through when the spark isn’t there.

Inside the system, you’ll learn how to build habits and routines that run even when life gets hectic. This is about doing what needs to be done, especially on the days you don’t feel like it.

❌ Without discipline, you’ll stay stuck in the cycle of starting over every Monday.

INSTANT ACCESS - START LOOKING AND FEELING GREAT TODAY

Here's Everything You Get Today With

FIT OVER 40: BE THAT GUY!

You’re not just getting a fitness plan — you’re getting a battle-tested, real-world system that’s built for men in their 40s (and beyond).

No fluff. No nonsense. Just the tools you need to ditch the gut, build your energy back, and actually feel good in your own skin again

What's included:

The Complete Fit Over 40: Be That Guy System

6 core modules built around real life — routines, not fantasy schedules —

designed to help you train smarter, eat better, sleep deeper, and stay consistent…

even when you work full time, have family life to juggle, and hit the occasional pub night.

🎁 Plus These 6 Life Improving Bonuses 🎁

"The Training Plan (Gym Edition)" – A no-fluff, muscle-building program for men who want strength, energy, and that “you’ve been working” look. Complete with "how to" guides.

"The Nutrition Plan" –Simple, flexible, and sustainable. No banning carbs or killing off social life.

"The Lazy-Day Workout Guide" – Minimum effort. Maximum momentum. Stay on track even when life gets busy.

"A Bloke's Guide to Stretching" - If you're over 40 and not stretching, you most likely feel like you're dying. Unlock tight hips, shoulders, and back — move better, feel younger.

"Home Workout Guide" – Resistance band-based training you can do in your living room — no fancy kit needed.

"The Sleep Upgrade Protocol" – Tactical changes to help attack bedtime with intent and help you fall asleep faster, stay asleep longer, and wake up actually feeling rested.

Normally: $297

Today: $97

BEFORE AND AFTER

The Transformation You Can Expect

You don’t need a six-pack — you just need to feel like yourself again. Here’s what life can look like once you’ve ditched the excuses and started showing up.

Before Fit Over 40:

Be That Guy

Waking up tired, even after 8 hours of sleep
Clothes getting tighter and confidence getting smaller
Getting out of breath doing simple things
Starting every Monday with "right, back on it…"
Dodgy knees, tight hips, and a back that hates you
Feeling like your best days are behind you

After you become That Guy

Waking up feeling rested, even after a rough night
Shirts fit better, and you actually want to take progress pics
More energy for your day, family, hobbies, and adventures
Consistency that sticks — even on weekends and holidays
Moving better, lifting stronger, recovering faster
Feeling like you again — only better, sharper, stronger

YOUR TRANSFORMATION PATH BEGINS HERE

The 6 Core Modules That Rebuild Your Body, Energy, and Confidence

Each one designed to work with your real life — not against it. Step-by-step — no fluff, no guilt, no nonsense.

Module 1: The Mindset Shift

Before your body changes — your mindset has to. Lock in your why, shift your identity, and build the mental toughness to stay consistent — even when life throws chaos your way.

Lock in your "why" so you don’t fall off when motivation fades

Adopt the Be That Guy mindset — and stop quitting on yourself

Shift from “I’ll start again Monday” to “I’m pushing through”

Use the Training Camp mentality to stack wins daily

Bounce back fast after setbacks without spiraling

Build real grit when life kicks off — from 5AM wake-ups to 9PM work emails

💡 Tactics: The Identity Anchor to lock in lasting motivation, and the Reset Protocol to get back on track within 24 hours — no guilt spiral required..

Module 2: The Training Camp System

How to go “all in” for 4-12 weeks to build the body and mindset that sticks — even when life gets messy.

Design your own Training Camp — goal, duration, and battle plan

Create your own “mission-based” approach to fitness

Use structured phases — prep, peak, reset — for long-term gains

Stack daily wins, track momentum and lock in progress

Switch between phases year-round to keep making progress — without burnout

Build That Guy identity — and the body to back it up

💡 Tactics: Training Camp template + goal planning worksheets

Module 3: The Fitness Framework

Build a strong, functional body without living in the gym. This module gives you a training structure that fits into your life — not the other way around..

Choose between gym workouts or home sessions with bands (both included)

Flexible plan that bends around work, kids, life and curveballs

Lazy-Day Workouts to stay consistent when motivation dips

Track real progress — not just what the scales say

Build a body that moves well, not just looks good in selfies

Get stronger and fitter without needing a 6-day split

💡Tactics: Same Identity & Reset Protocol to keep stacking wins

Module 4: Nutrition Without Nonsense

No banned foods. No fad diets. Just simple, effective nutrition you can actually stick to.

Set your calorie and macro targets without second-guessing

Track without ruining meals out or date night

Cook easy, filling meals the whole family will eat

No banned foods — just smarter swaps that still taste good

Handle weekends, birthdays, and holidays without blowing it

Avoid the hidden mistakes that keep men stuck

💡 Tactics: 80/20 Flexibility Formula + Real-life meal templates

Module 5: Recovery, Sleep & Sanity

Where the magic happens. Boost energy, performance, mood — and stay in the game long-term.

Improve sleep quality (even with a busy schedule)

Ease sore backs, tight hips, and Dad Neck

Attack bedtime with intent — not collapse

Find recovery moments in chaotic schedules

Be more patient, more present — and less snappy

Use smart movement and food to boost energy

💡 Tactics: 10-Minute Morning Mobility to loosen up fast, plus evening wind-down protocols that work in busy homes.

Module 6: The Long Game

This isn’t a 12-week challenge. It’s your comeback blueprint — to stay lean, fit and strong long-term.

Bounce back fast from setbacks without losing progress

Learn what realistic maintenance actually looks like

Turn short-term wins into long-term identity shifts

Use mini “training camps” to level up across the year

Get lean and stay there — without becoming obsessive

Build fitness that lasts decades, not just for summer photos

💡 Tactics: Comeback Blueprint to reset without guilt, and Seasonal Adjustment Strategies so you stay sharp all year long.

BECOME THAT GUY — FIT, STRONG, ENERGISED — STARTS RIGHT HERE

Get the Fit Over 40: Be That Guy System Now

While other guys keep saying “I’ll start again Monday”, you’ll already be stacking wins — feeling better, moving better, looking better — using a plan built for real life (not some 25-year-old gym bro’s Instagram feed).

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 [NICHE TERM] 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.

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