My name is George, and I am a strength and conditioning coach with experience working at 5-star estates in Dubai and London, as well as through Equinox, one of the world’s leading fitness clubs.

I hold some of the most recognized qualifications in the fitness and sports performance industry, and I am now focused on working with athletes, developing elite testing protocols using world-class, lab-grade equipment. My mission is to bring these elite athlete standards — from testing to programming — to the everyday person and athlete, helping them perform better and build a strong, athletic physique.

All the methods I employ are science-based and aligned with elite sports standards, supported by strong evidence to enhance both performance and aesthetics. I believe, as Socrates once said, “It is a shame for a person to grow old without seeing the beauty and strength of which their body is capable.”