About Malcolm
By your mid-30s, you've figured out how to win at most things. The career's moving. The life looks good on paper. The work is paying off everywhere but one place: your body.
It's slipped down the list. Not for lack of discipline - you've got plenty of that - but because the old approach doesn't fit the life you've built. Your body doesn't look, move, or feel the way the rest of your life does. And you notice it - in the mirror, in your energy, in how you carry yourself.
I know that feeling, because I've lived it. I've added more to the program at the expense of recovery. I've spent hundreds a month on supplements with no real idea if they were doing anything. I've walked around with injuries for months, telling myself it was just part of the process.
I've spent 16+ years in fitness - coaching clients and coaches, and constantly refining my own approach as my goals, needs, and constraints changed with age. I've seen this from both sides: the man making those mistakes, and the coach who learned to solve them.
I started in gym membership sales, moved into management, then personal training. From there I opened new brands and built out their operations - specializing in personal training development and client results while mentoring trainers. I also developed small-group and hybrid training systems at scale, before moving into online coaching.
Over the years I lost interest in the 12-week transformation photo. I got pulled toward a bigger question:
What kind of man are you building for the next 10, 20, and 30 years?
Because in your 30s, the game changes. You're not training to look good for summer anymore. You're building a body that has to carry your career, your family, and your ambition - for decades, not for a season.
And you're doing it on limited time. You can't live in the gym, and you shouldn't have to. The goal was never to live to train - it's to train so you can live better. A few focused, efficient hours a week that pay you back in energy, strength, and presence across everything else that matters.
Somewhere along the line, fitness for men got it backwards. It became about chasing a look for a moment instead of building a body that holds up for a lifetime. Crash diets. Extreme routines. Plans that eat your time and treat your real life as the obstacle. I think that's the wrong game entirely.
What I care about is the opposite: building men who are strong, lean, sharp, and capable now - and still that way at 50. Where your body is an advantage instead of an afterthought. Because your body is the asset everything else is built on.