ATHletic Evolution

  • The fitness professionals behind the brand entrusted me to set the tone of voice, write all content on their website and email campaigns to current and new clients.

  • With existing knowledge and a background in fitness and nutrition, Athletic Evolution gained an enthusiastic, passionate content manager, and had a wealth of articles, blogs and an e-book to draw from, asserting their expertise, brand identity and building trust with future clients.

  • Here is sizeable extract from that e-book, demonstrating the level of industry knowledge I accumulated through research, and how Athletic Evolution received a piece of prose that fitted their culture and communication style - something I ensure I give to every one of my clients.

    I then disseminated this across all social platforms in long and short form, increasing Athletic Evolution's coverage to their demographic and chosen avatar.

A boutique gym and online fitness coaching concept, providing tailored training programmes and nutritional guidance to high net-worth individuals (HNWI).

Chapter Two

This book will not build you a 6-pack. Nor will it lose you 20lbs in 20 days. There are no fad diets or miracle 5-minute exercise routines that promise a new you after two weeks – sorry to break it to you, but I thought it best to be honest from the outset.

However, what this book will do is give you the knowledge to be your own saviour when it comes to body composition.

Want to lose fat? This book will teach you how. Looking to build muscle? In these pages you’ll learn how to go about it, just for you. There are no cookie-cutter meal plans or exercise routines. You are an individual, different to me and different to your neighbour. We all have different requirements from food and drink, due to SO many factors, and that’s before you’ve even decided that you want to change the way you feel and how you want your body to look.

You’re going to learn how to work out what your body needs every day, whether you’re running a marathon or running errands; how to assess the foods you buy, what to look for on labels in supermarkets, how to eat out and not 1) consume a weeks’ worth of carbs in one sitting or 2) do just as much damage by only ordering a salad. By the end of this book, you won’t look at food the same way again. It’s red or blue pill time, and by the end of it, the supermarket shelves will really look like The Matrix.

Knowledge = power

Give a man a fish and he’ll eat for a day…

 

This is how the majority of fitness programmes and diet plans treat you: on-board you with clever marketing and then hook you in to repeat prescriptions of specific products or membership access plans. Stop me if I’m wrong, but seen as you’re reading this, I’m guessing you’ve looked at these types of programmes I’m talking about. The ones that tell you to do 4 sets of this and 3 sets of that, and then to eat these foods 5 times a day, and not to stray off this menu EVER. Sound familiar?

Yes, you can get results from these plans. But that same plan is being used by thousands of others, and it hasn’t taken into consideration anything about you, from your body type, eating habits, daily life, family expectations, activity levels, whether you take the stairs or the lift, how much sleep you’re getting, what you do for a living – nothing that has a major impact on your nutrition, which let’s face it, is genuinely 80% of the battle when it comes to either building muscle or burning fat.

Teach that man to fish, and he’ll eat for the rest of his life.

So this is where this book differs. I’m going to explain to you how to take control of your nutrition and to pair this with your body and fitness goals. It all comes down to maths. Calories in vs. energy expended and thus calories out. Once you find your magic numbers, and believe me, they will be your magic numbers, anything is possible. Did you think that a fat loss plan would never include anything resembling a pizza, or a burger and chips? Did you think alcohol was strictly off-limits for building muscle? Think again.

Some of the terms and phrases you may already know, some you may not, but by the end of this book, you’ll be able to free yourself from the constraints of by-the-book meal plans so that you can enjoy food the way you want, when you want.

 

Here’s a few truths about what’s in store:

  • Meal timing is not as important as you think.

  • Eating late does not make you fat.

  • You don’t need protein powder. It can be useful and I love a chocolate protein shake as much as the next gym dude, but it is not essential.

  • Water, fruit and vegetables are still really important, not just for your nutrition, but for your overall wellbeing.

  • You don’t need to eat breakfast, lunch and dinner, and you don’t need to eat 6 meals a day. The frequency of your eating will depend on what you can manage and what you actually enjoy.