Alejandro
37.5lbs down
Marathon PB 3:08. 10K PB 39:45.
Build a body that performs as good as it looks.
Strength, endurance and nutrition coaching for busy people who want to look, feel and perform like athletes.
Most coaches are one-dimensional. Body composition or endurance. Lifting or running. I've been to the sharp end of both. I've competed in natural bodybuilding and crossed the line at the 70.3 World Championship. You don't have to choose. Now I help others do the same.
HarryCoach, triathlete, dad of two
The proof.
Business owners, parents who travel every other week, everyday athletes. Here's what they did with a plan that fits.
Stephan
18kg down
Raced the 100km at T100 London in 5:09:20.
Jorge
66lbs down
284 to 218lbs. Ironman 70.3 Oregon finisher.
Sam
12kg down
Sprint to 70.3, then an Ironman World Champs qualifier.
Ryan
31kg down
128kg to 97kg. Then T100 Singapore and an Olympic tri.
Kevon
11kg down, 5kg back
Senior exec in Dubai, dad of two, 40 years young.
Rob
13kg down
12-minute Olympic tri PB. 10K PB 37:40.
Isaiah
35lbs down
Olympic tri, 70.3 and a half marathon in one season.
JP
NYC qualifier
Leaner, faster, 5K PB 19:52. Earned his New York spot.
Dave
Sprint to 70.3
April sprint. May Southport. June Ironman 70.3 Bolton.
Daniel
70.3 debut
Ironman 70.3 Oceanside in 6:00:37.
Andrew
18kg down
Fat gone, shoulders arrived.
Adam
11.5kg down
Fitter on the run and on skis. Badger approves.
Josh
10kg down
All of it straight after ACL reconstruction.
Jake
16lbs down
Business owner, always travelling. Phase one done.
Reverse diet
182 → 169 → 183lbs
Ironman racer to muscle. Same weight, new body.
Reverse diet
164 → 150 → 161lbs
Lean phase, then 11lbs back on. Still sharper.
One weekend
Six athletes racing
Jorge, Justin, Steven, Dave, Ricky and JP.
The
method.
Three phases. Year-round. Built for the long game, not a 12-week quick fix.
Phase one
Fat loss
Get lean while getting fitter. Body fat down towards 10 to 12% while your training keeps moving forward. Strength kept, engine built.
Phase two
Reverse
Food comes back up. Muscle goes on. This is where most plans fall apart, and where we make the results stick.
Phase three
Build
Now you perform. Race blocks, PBs, and a body you keep without thinking about it.
Down 25kg.
Back up 5.
Leaner.
Phase one strips the fat. Phase two puts food and muscle back on. Heavier than his leanest point, and in better shape. That's the bit everyone else skips.
100kgStart75kgFat loss80kgReverse diet
Eat like an athlete.
Not like you're on a diet.
Most coaches hand you a macro target and wish you luck. You get a nutrition plan built around your life, your training and the food you actually enjoy.
Bespoke, not just macros
Calories and macros are the starting point, not the plan. You get proper nutrition programming with meals, structure and a clear why behind it.
Food you actually like
Alternatives and variety built in from day one. No six months of chicken and rice. If you love it, we find a way to fit it.
Built for real life
Work dinners, travel, weekends with the kids, the odd pint. A plan that survives a normal week, not one that needs a perfect one.
Phased, so it sticks
Fat loss, then a proper reverse diet. Food comes back up, the results stay. No crash, no rebound.
A real day
of my eating.
Two sessions, proper fuelling, and yes, a doughnut. It's also exactly how I support and guide my clients with their nutrition: real food, built around their training and their day, with fuelling planned where it matters.
Why
me.
Everything in one place
Your lifting, your running and your food, built as one plan. Your long run doesn't wreck your squat day and your diet doesn't wreck both.
Train for something
Chase pace, power and strength numbers and the body follows. Fat loss is what happens when you train with intent.
Tested, not guessed
Threshold testing, heart rate and pace zones, proper periodisation. Every session has a job.
A coach, not a PDF
WhatsApp access, Loom feedback on your lifts and check-ins, a call every six weeks. I want to know about your work, your kids, your sleep.
I race what you're training for
Physique stage to the Ironman start line. I know what race week feels like because I'm in it too.
The
coaching.
One-to-one, built around you. Pick how much of you we work on.
| What's included | Body compositionStrength & NutritionLose the fat, build muscle. Strength, food and a calorie-based cardio plan. |
Full packageHybrid PerformanceTwo coaches in one. Strength, nutrition, endurance and race prep. |
Engine onlyEnduranceGot the gym and food sorted? Swim, bike, run, fuelling and race plans. |
|---|---|---|---|
| Strength & nutrition | |||
| Custom strength programme in Everfit | ✓ | ✓ | ✕ |
| Bespoke nutrition programming, not just a macro target | ✓ | ✓ | ✕ |
| Calorie and macro planning built around your life | ✓ | ✓ | ✕ |
| Alternatives and variety built around food you actually like | ✓ | ✓ | ✕ |
| Calorie-based cardio plan | ✓ | ✓ | ✕ |
| Three-phase plan: fat loss, reverse diet, build | ✓ | ✓ | ✕ |
| Technique reviews on your lifts | ✓ | ✓ | ✕ |
| Coaching & support | |||
| Weekly check-ins with Loom video feedback | ✓ | ✓ | ✓ |
| WhatsApp access to me | ✓ | ✓ | ✓ |
| Coaching call every six weeks | ✓ | ✓ | ✓ |
| Endurance | |||
| Run, bike and swim programming in TrainingPeaks | ✕ | ✓ | ✓ |
| TrainingPeaks Premium account included | ✕ | ✓ | ✓ |
| Threshold testing with pace and heart rate zones | ✕ | ✓ | ✓ |
| Sessions synced to your Garmin | ✕ | ✓ | ✓ |
| Training fuelling strategy | ✕ | ✓ | ✓ |
| Race | |||
| Full season plan with A and B races | ✕ | ✓ | ✓ |
| Race-day pacing and split plan | ✕ | ✓ | ✓ |
| Race fuelling and taper plan | ✕ | ✓ | ✓ |
| Post-race debrief and next block | ✕ | ✓ | ✓ |
| Apply | Apply | Apply | |
Coaching clients in the UK, USA, Canada, UAE, Australia, Germany, India, Malta, Spain and South America.
Who's
coaching
you.
Husband and dad first. Before anything else, I'm a husband and a dad to two young, amazing kids. They're the reason I do what I do and they keep me grounded. Every early session, every race and every client call fits around family. That's not changing.
Seven years coaching full time. Before this, I built a coaching business up to a team of 30 coaches. I spent years coaching the coaches, and the standards were always sky high. So I know exactly what it takes to get great results, and I don't cut corners.
Coaching is about relationships. Not a fancy app. Not flashy sessions that look hard on Instagram. It's communication and trust. I want to know about your job, your family, your sleep, your bad weeks. That's how the plan actually works.
Practical, not optimal. Family life means I know exactly what normal life throws at you. You don't need a perfect week to get great results. You need a plan that survives a real one.
The end goal? You don't need me. My job is to give you the knowledge and understanding to spread your wings and fly away, knowing exactly what's required to keep going on your own.
- Coaching
- 7 years full time. Built a previous team to 30 coaches.
- Worldwide
- UK, USA, Canada, UAE, Australia, Germany, India, Malta, Spain and South America.
- Achievements
- Natural bodybuilding champion. Ironman 70.3 World Championship athlete. Kona qualifier. Multiple podiums across different events.
- Team
- Merlin Cycles × Rivington Brewing Co.
- 2027
- Manchester Marathon, Ironman 70.3 Bolton, Lakesman 70.3, Ironman Cascais (full distance)
Straight
answers.
I travel a lot for work. Will this actually fit?
Yes. Most of my clients are on planes, in hotels or out with clients half the month. Travel weeks get their own plan: hotel gym sessions, runs you can do anywhere, and a game plan for eating out. Jake and Kevon both got their results around constant travel.
I've never done a triathlon. Is this too advanced for me?
No. Plenty of my athletes started with zero race experience. Dave went from a sprint tri in April to Ironman 70.3 Bolton in June. Daniel's first 70.3 came in just over six hours. We start where you are.
I already have a run or tri coach. Can you still help?
Yes. I can take on strength and nutrition and work alongside your endurance coach, so the two plans fit together instead of fighting each other. If you'd rather have it all under one roof, that's Hybrid Performance.
Do I need a full gym?
Ideally, but it's not a deal-breaker. Your strength programme is built around the kit you actually have, whether that's a commercial gym, a garage setup or a hotel gym on the road.
How much time do I need each week?
We build around the hours you actually have, not the hours you wish you had. On the call we map out your work, your family and your week, then build the plan to fit.
What apps will I use?
Everfit for strength and nutrition, TrainingPeaks for endurance (Premium included on Hybrid and Endurance) and WhatsApp to talk to me. A Garmin helps but isn't essential.
How quickly will I see results?
You'll feel it in the first few weeks. Energy, sleep and training numbers move first. The big physical changes take months, not weeks. That's why we work in phases and plan year-round.
How much does it cost?
It depends on the package and what you need. We cover it on the call once I know your goals, so you're not paying for things you don't need. No hard sell. If we're not a fit, I'll tell you.
Stronger. Fitter. Leaner. It starts with a call.
Thirty minutes on Zoom. We dig into your training, food and lifestyle, find what's been holding you back and map out exactly how I'd coach you. If we're not the right fit, I'll tell you straight.
The callA free 30-minute chat about where you are now and where you want to get to.
OnboardingJoin, complete your onboarding and send everything over. Your plan is built within 48 hours of receiving it.
Day oneYou start when it suits you. Then we get to work.
Rather message first? WhatsApp 07821 640484 or DM @harryarmstrongcoaching
Pick a time that suits you
Whatever you're working towards, this is where it starts.
- Fat loss
- Building muscle
- Strength
- Nutrition
- Running
- Triathlon
- HYROX
- Confidence
You'll answer a few quick questions when you book, so I come to the call already knowing your goals.
Link not opening? Copy this: calendly.com/harry-armstrong01/strategy-call
@harryarmstrongcoaching
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