You don’t need another diet or training plan. You need coaching that helps you actually stick to the one that’s right for you.

Most plans assume you’ve got unlimited time, motivation, and zero stress.


The problem isn’t you.

It’s the all-or-nothing programs that fall apart the moment real life happens.

This coaching adapts to your life, keeps you accountable, and helps you build the mindset, habits, and confidence that last for years — not weeks.

WHO I HELP

If you’ve tried diets, routines, and “starting again Monday”… and you’re still not where you want to be — this is for you.

I help people who want:

✅ Results that don’t disappear the moment life gets stressful

✅ Habits they can actually stick to

✅ A plan that adapts when work, family, or life gets chaotic

✅ Support from someone who actually listens, adjusts, and guides

✅ Confidence in their body and mindset again - not just short-term progress

If you’ve been trying to do this alone and it keeps falling apart -
you don’t need more discipline.


You need a coaching system built for real life.

HOW COACHING WORKS (THE APPLIED JOURNEY)

Real change doesn’t happen in one burst — it happens in phases that build on each other.


Here, we build you up properly.

Phase 1 - Reset & Rebuild (Weeks 1–6)

You get structure, clarity, and a plan you can actually follow.


No overwhelm. No perfection pressure.


Just simple steps, clear targets, and real accountability.

Phase 2 - Strengthen & Level Up (Weeks 6–12)

Your routines settle, your training improves, and your confidence builds.


We refine your nutrition, adjust your plan, and make consistency easier.


This is where you start feeling stronger — mentally and physically.

Phase 3 — Become the Person Who Doesn’t Fall Off (12+ Weeks)

You stop “starting again Monday” — because you won’t need to.


You build the mindset, habits, and lifestyle that keep your results for years, not weeks.

This isn’t quick-fix coaching.


It’s coaching built to last.


Real results come from a real process — and that’s exactly what this gives you.

10+ Years of Coaching

Transformations Around the World.

After a decade coaching clients globally, from menopausal women losing weight and feeling great, to busy professionals rediscovering confidence. I’ve learned one thing:
Transformation isn’t about time or talent. It’s about systems, support, and showing up with purpose.

Real people. Real results. Real stories.

Scroll through and hear directly from the people who’ve worked with me - in their own words, not mine.

Featured in, awarded by, and partnered with leading brands and publications:

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TWO WAYS TO GET STARTED

You don’t have to dive straight into full coaching.
Pick the starting point that fits where you’re at right now.

Path 1 — Start With the Free Guide

If you want a simple first step, start here.

You’ll get a clear, practical breakdown of how to actually apply the basics in real life - without turning your whole routine upside down.

It’s the easiest way to see how I coach, get some quick wins, and decide if working together properly makes sense.

Path 2 — Learn About Coaching

If you already know you want support — or you're curious about the different coaching options — start here.

You’ll get a clear overview of how coaching works, what to expect, and the different pathways (from the 6+6 entry programme through to the full AF Coaching package).

This helps you understand which level of support fits your goals and your life.

About Me - Coach Dan

Coach for over a decade, PT of the Year, and someone who’s helped hundreds of people rebuild their confidence, routines, and mindset.

Across gyms, studios, and online coaching, I’ve seen the same pattern over and over again:

Life gets busy. Motivation drops. Stress gets high.


Most coaching ignores that - and that’s why people fall off.

So I coach differently.

I don’t just hand you calories and workouts and call it a plan.


I look at your habits, your mindset, your routines, your stress, and what your real life actually looks like.

Because you don’t need another plan -
you need a coach who listens, adjusts, and keeps you accountable properly.

No fluff. No ego. No cookie-cutter programmes.


Just coaching that works because it’s built around you.

Ready to take the next step?

Whether you want a simple first action or you’re ready to explore coaching properly, choose the option that fits where you’re at.

Download the Free Guide

Start with something practical and valuable.

Learn About Coaching

See how coaching works and which level of support fits your goals.

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Copyright 2025. AF Coaching. All Rights Reserved. Online coaching, based in the UK - supporting clients worldwide.