Online coaching for engineers, founders, and researchers who want to be in better shape — and don't have ten hours a week to spend in a gym. Built on first principles, not trends.
If your day involves deep work — debugging systems, modeling markets, building products, running teams — your cognitive budget is a resource as finite as RAM.
Exercise is supposed to expand that budget, not drain it. A program that wrecks you for 48 hours and demands 90-minute sessions five days a week is noise, not signal.
Most fitness programs are built for people with unlimited time, unlimited recovery capacity, and a curious immunity to the mental cost of training. You are probably not that person.
You need something that delivers a specific, measurable physiological output in 30 minutes, requires no equipment you don't already own, and doesn't make you feel like you've been hit by a truck the next morning.
In software, you ship a version, observe the system response, revise. Training works identically. Progressive overload is the practice of incrementally increasing stimulus and measuring adaptive output. Controlled variable changes. The body's response is your test suite.
Low-to-moderate doses of a stressor produce beneficial adaptive responses. High doses produce harm. A 30-minute resistance session upregulates BDNF and improves insulin sensitivity. A four-hour session in the same week does the opposite. The optimal stimulus is not the maximum stimulus.
Most commercial programs are overfit to novelty. We use compound, multi-joint patterns — hip hinges, presses, rows, squats, carries — that recruit maximum muscle mass and produce the greatest hormonal response. Thirty minutes of signal beats ninety minutes of noise.
Biological systems adapt specifically to the demands placed on them — SAID principle in the literature. You can't train exclusively for endurance and expect strength gains. Each training category targets a distinct physiological system. Programmed deliberately, in sequence.
You sit 8–12 hours a day, you debug for a living, and you've watched your resting heart rate climb every year since you got serious about your career. Programming that respects how your body actually breaks down — and how to fix it without ruining your week.
Your schedule explodes randomly, your stress is chronic, and you've tried every "biohack" with mixed results. You need a program that survives a 70-hour work week — not one that breaks the first time your calendar implodes.
You evaluate evidence for a living. You're allergic to programs that promise transformation in 30 days. You want a system with mechanisms you can interrogate — not a "trust me, it works" approach.
You used to be in good shape automatically. That stopped working. You're not starting from zero — you're somewhere in the middle, and you want to get back to feeling like yourself without spending your evenings in a gym.
16-week minimum · Cancel anytime after
16-week minimum · Includes $349 program library
12 workouts. 30 minutes or less. Built on the same first principles. No email tricks, no upsells — just the system, sent to your inbox.
Get the Free PDF →Most online coaches send the same Excel template to every client and call it "custom." This is built specifically for one population: people with high cognitive load and limited time. The training, the nutrition framework, the recovery work — all of it is calibrated for high-performers, not bodybuilders or general fitness clients. You're paying for niche expertise, not generic programming.
Yes — when done well, with the right exercise selection, intensity, and recovery. The 30-minute constraint isn't a limitation; it's a feature. It forces high-signal exercise selection and respects the hormesis curve. Most people in your demographic do better on 30 minutes done consistently for 12 months than 90 minutes done sporadically for 6 weeks.
Yes. Programs are designed to be runnable with minimal equipment — most workouts need only a kettlebell or bands. Travel workouts are part of the standard structure, not an afterthought. You'll have a clear protocol for hotel rooms, airport stops, and weeks when your schedule explodes.
Strength and conditioning markers improve in 4–6 weeks. Visible body composition changes typically show in 8–12 weeks. Long-term durability — the reason most people quit training programs — improves immediately because the program is designed to be sustainable, not punishing. We're optimizing for years of consistency, not 30-day transformations.
My NASM Corrective Exercise Specialist certification exists for exactly this. We work around restrictions, not through them. If your situation requires medical clearance or imaging, I'll tell you directly before we start — I'd rather lose a client than train someone whose body needs a different kind of help first.
Twenty minutes. I ask about your goals, your training history, your schedule, and your injury history. I give you my honest read on whether coaching with me is the right fit — and if it isn't, I tell you what would work better. No pitch, no pressure. About a third of the calls end with "you don't actually need coaching, here's what to do instead." That's a feature, not a bug.
The strategy call is free. There's no pitch. You'll leave with a concrete next step — whether you become a client or not.
Book a Strategy Call →