I’m from Birmingham in the UK, but I’ve spent most of my adult life in Japan.
I run two businesses with a shared vision: to change the fitness industry for the better.
Ripped Body (Founded 2011)
Ripped Body is our English-language brand.
We help busy, working dads achieve and sustain dramatic physique transformations.
Most of our clients were once in shape and are struggling to get back there. They’re willing to put in the work, but their time is limited. Our job is to help them focus that effort where it actually matters.
We generate revenue through online physique coaching and book sales. Two of our books have become international best-sellers.
RippedBody.com is best known for its free, detailed, no-nonsense articles that explain exactly how we get results for our clients.
No supplements.
No gimmicks.
No sacrificing your life to the gym.
Just real food, serious lifting, and effort applied in the right places.
Athlete Body (Founded 2012)
Athlete Body is our Japanese-language brand.
The language of science is English, but we believe language should never be a barrier to honest, high-quality information.
AthleteBody.jp is widely regarded as the most trusted resource for evidence-based nutrition and training information in Japan.
We generate revenue through online coaching, book translations, seminars, and apps.
We were the first company to offer online physique coaching in Japan, and we specialize in helping natural (non-steroid-using) bodybuilders achieve better competition placings.
Selected milestones
- 2019 — Japanese translation of Starting Strength.
- 2021–2022 — Translation and publication of The Muscle and Strength Pyramid books.
(Nutrition: English/Japanese, Training: English/Japanese) - 2024 — Launch of the Japanese version of the MacroFactor Nutrition app.
- 2025 — Launch of The Bodybuilding Dojo, a monthly seminar membership for bodybuilders.
- 2026 — Launch of the Japanese version of the MacroFactor Workouts app.
These achievements are down to the passion and dedication of my team.
Why Japan and Why Fitness?
At 15, I was hit over the head with a glass bottle. I started karate soon after.
At 19, I spent three months living in Kolkata, India. It was an eye-opening experience and gave me a lasting desire to explore the world.
At 21, after a fateful book swap with a stranger in a hostel in Bali, I read Angry White Pyjamas. With no clear idea of what career to pursue, I decided to move to Japan to teach English while continuing my karate training after graduating.
At 27, I realized the fitness industry was full of nonsense and was happily ripping off my Japanese friends and me. I started blogging to push back against it.
That blog became a business.
Business and Life Philosophy
- Pay it forward.
- Put yourself in positions where serendipity can happen.
- Act in a way that would make your ancestors proud.
