Look at what the industry sells you.
Scroll for thirty seconds. You'll get promised abs in 30 days, a "detox" that's just a soup, a supplement stack that costs more than groceries, and a trainer yelling at somebody who's clearly about to cry. That's the modern fitness industry — a machine built to keep you insecure enough to keep buying.
My opinion on the fitness industry is generally based around health and wellbeing. That's not a soft take. That's the line I hold every single program against. If a plan doesn't make you healthier, doesn't make you feel better in your own skin, and doesn't leave you more capable in the rest of your life — I don't care how fast it moves the scale. It failed.
What "health and wellbeing" actually means in a training plan
It means three things, and I check for all three every week:
1. Are you stronger than you were? Not just heavier lifts — actually more capable in your normal life. Groceries, stairs, kids, dirt bike, hiking. That's strength. 2. Are you sleeping and recovering? If your program is destroying your recovery, we're subtracting health, not adding it. That's not a program — that's a punishment. 3. Do you feel better in your body? Confidence isn't fluff. It's the single most transferable outcome coaching produces. When you feel good in your own skin, everything else in your life gets easier.
If two of those three are trending the wrong direction, we change the program. Every time. That's the whole standard.
Why the industry doesn't sell it this way
Because "consistent, sustainable, boring" doesn't sell. "Six-pack in six weeks" sells. Fear sells. Comparison sells. A jacked stranger telling you you're lazy — sells.
The problem is that stuff doesn't produce clients who stay for two years. It produces clients who quit after eight weeks feeling worse than when they started, who then blame themselves, who then buy the next miracle. That's a business model. It's not coaching.
What I refuse to do
I refuse to not answer my phone when my clients need me the most. I refuse to not give my clients all of my attention and help.
That's the anti-fitness-industry position, and it's the standard I built Monster fitness.co around. When you hire me, you don't get a template. You don't get a bot. You don't get a Slack channel where you're client #327. You get me — my phone, my time, my full effort.
Because health and wellbeing don't happen in isolation. They happen inside a relationship. And relationships require actually being there.
What to do with this
If you're reading this and thinking "yeah, but everyone says they're different" — I hear you. That's why the invitation is to talk on the phone. Not to book a call through a funnel. Not to sit through a sales pitch. Just — call. If it fits, we start. If it doesn't, I'll tell you honestly and point you somewhere that does.
The whole point is health and wellbeing. If we're not both aiming at that, nothing else matters.