On this week’s episode, Gemma and I did a deep dive on the evolution of the fitness industry; from an exercise-only focused environment, to one where the highest level coaches are often doing far more work around nutrition, psychology, and behaviour change than exercise itself.

Now a certified nutrition and behaviour change coach, in her late teens Jemma struggled with restrictive eating and body dysmorphia - something she later realised was tied to both the beauty standards of the late 90s and the need for control. She also talks openly about how such behaviours were often normalised in the bodybuilding environments she found herself in during her 20s.

Nearly two decades later, Jemma now works with women in their 40s and 50s around energy levels, weight loss, menopause, nervous system regulation, and emotional relationships with food.Having gone through those experiences herself, Jemma spoke about how many of the women she works with eventually uncover patterns of emotional eating, stress eating, comfort eating, and difficult relationships with food - often developed through years of stress or using food as a coping mechanism.

We also spoke about:

- comfort eating and food noise

- behaviour change versus meal plans

- coaching men versus women

- alcohol culture and coping mechanisms

I enjoyed this one, because instead of just a discussion about dieting, it ended up a cool conversation around why people develop the habits and behaviours they do.

Connect with Jemma:

Instagram: https://www.instagram.com/elevate_with_jemma/

Facebook: https://www.facebook.com/jemma.rust

LinkedIn: https://www.linkedin.com/in/jemma-women-s-workplace-performance-specialist-58a8b5173/

I originally wanted Monika on the podcast to talk about personal branding, but the 90-minute deep dive conversation became much bigger than that.We went into Monika’s journey: moving from Poland to the US without speaking English, working as a poorly paid au pair, and stumbling into fitness because she needed an escape from her flatmate… eventually opening a gym, building a 6-figure online coaching business, and becoming a successful business coach.We also talked about:- growing up around post-communist money mindsets,- bodybuilding and competing,- immigration, independence and building a big life in the US,- not listening to family or social expectations,- and building a life on your own terms.We still covered personal branding in depth, especially how Monika uses content and social media to stand out online without needing to go viral.If you’re self-employed, coaching, building an audience, or trying to grow simply by showing up consistently as your authentic self, there’s a lot in this episode worth listening to.Connect with Monika: Website: https://www.monikaamazur.comInstagram (Personal): @monika_a_mazurInstagram (Podcast): @monika_a_mazur_podcast_LinkedIn: https://www.linkedin.com/in/monikaamazur/

From PT sessions out of a freezing cold garage in Scotland, Emma now trains and accredits coaches inside organisations like Police Scotland and is a leading UK expert in conversations around menopause in the workplace.In this episode, we cover:- How menopause became a mainstream topic, and what’s driving that shift- Why male audiences are often the most curious and engaged in these conversations- The rise of HRT, and whether it’s always the right answerWe also dive into delivering corporate wellness talks, accrediting menopause coaches across the UK (both inside and outside the fitness industry), and Emma’s recent book launch, her first published work, “Piss Off Perimenopause”.This was a fun conversation. A bit sweary at points. But if you are a PT looking to better understand menopause, whether for business or for impact with clients - this week's episode is a must. You can follow Emma on Instagram: www.instagram.com/emmaperimenohealth

The online fitness industry is going through a major transition - largely driven by AI - and most coaches are underestimating how significant that shift will be.Ash argues that the industry is splitting into two clear directions: “trainer-style” services (programs, nutrition plans, data-driven adjustments) and coaching change (human connection, behaviour change, and decision-making support). In his view, the future belongs to coaches who firmly sit in the second category.A friend of Behaviour Change Coach for over a decade, Ash has had visibility across thousands of fitness businesses and, through his own ventures, has always seen major industry shifts, long before they happen.In the episode we discuss systems and coaching, we explore why marketing is becoming harder, but how coaches can still stand out, and why the traditional push for scaled businesses isn’t actually what most coaches want. Instead, lean, sustainable six-figure businesses are often more realistic… and more desirable, he argues. We also touch on his offering, Daily Rounds - his new software tool for business that removes thinking from the day and improves decision fatigue, so overall, one not to miss.Follow Ash On:Facebook: https://www.facebook.com/ashptdninjaInstagram: https://www.instagram.com/ashburleigh/LinkedIn: https://www.linkedin.com/in/ash-burleigh-183496208/

From ‘Lone Wolf’ to The Bali Brotherhood: leading men towards connection & growth.In this conversation, Ryan opens up about his early “That Diet Geezer” days and his initial 6-figure coaching success—but as he shares, a lack of authentic voice first stalled his growth and then led to it all falling apart around him.This podcast shows how re-discovering trust, courage, and authentic expression can help all men rise again. Ryan, along with his business partner, has created The Bali Brotherhood and successfully brought 800 men together in a single room—an environment designed for connection, growth, and transformation.We discuss:- Overcoming the ego and old identities—understanding how these limits growth and transformation- Mind-altering experiences that shifted his perspective—both Ryan and I share our own- How connection and brotherhood fuel personal growth—and serve as the antidote to the lone-wolf struggle many men face- His next big vision: a men’s summit in Bali aiming to gather 2,000 conscious, growth-minded menThis is the longest episode so far in the opening series, so not for the skimmers. Listen, take notes, and enjoy the gold and knowledge Ryan shares. Follow Ryan On:Instagram: https://www.instagram.com/ryanherrington__/

Sara spent years in a stable corporate job before realising she couldn’t see herself doing it long-term.Courageously, Sara decided to retrain as a PT. Others thought her decision "crazy”, a hobby, and that she’d soon "come to her senses". The transition was tough - moving from steady income to uncertainty, the early years were inconsistent and a big shift from office life.Slowly and steadily, Sara grew her reputation locally. While working with clients and seeing some initial success, she started to realise sessions were less about just the workouts and more about the conversations around them - a realisation that led her into behaviour change coaching, where everything started to click.Now, alongside training and workouts (which she still loves), she helps clients build consistency and confidence through her coaching away from the gym. A menopause expert, in this episode Sara talks through that transition — leaving corporate, the challenges of starting in fitness, and how her approach evolved into a movement helping women navigate menopause through her training, coaching, speaking, and online support programs.Connect with Sara:Facebook: https://www.facebook.com/sara.balanced.lifeInstagram: https://www.instagram.com/sara_balanced_life/Website: www.balanced-life.co.uk

"You’re the author of your own chaos.” Luke Doran opens up about how men at the top often struggle silently, overwhelmed by work, family, and life pressures. He explains how his One Percent framework helps men be present for their kids, make better decisions, and operate intentionally in their lives.Luke shares his journey from the corporate world, to running his own hourly PT business, to developing himself as a performance coach for some of the UK’s most successful men, while building one of the country’s leading coaching communities.Follow Luke:Linkedin: https://www.linkedin.com/in/lukedoran/Instagram: https://www.instagram.com/theonepercent1_/YouTube: https://www.youtube.com/@theonepercent8764

After a costly and frustrating visit to a women’s health clinic, Heather Meek sat in her car, crying, unsure where to turn — a moment that inspired her to create a coaching approach that truly supports women 40+ online.

What makes Heather’s story even more compelling is that she was already an award-winning personal trainer, yet even with all her expertise, she still felt lost, confused, and alone.

Today, Heather coaches women using a whole-life approach, helping them navigate perimenopause and menopause, manage stress, balance their hormones and nervous system, and overcome weight gain, fatigue, and brain fog. Through her online coaching, she empowers women 40+ to regain control, confidence, and energy in their lives.

Connect with Heather:

Facebook: https://www.facebook.com/heather.meek.50

Instagram: @heathermeekofficial

Website: www.heathermeek.com

Matt shares his personal journey of choosing responsibility over comfort — a shift that changed how he sees himself as a man, leader, future family man, and coach. This episode is also personal for us, as Matt and I first met in Moscow during the 2018 World Cup. From there, we explore father absence, modern masculinity, self-awareness, behavioural change, and the importance of intentional growth.We also talk about Matt coaching men in his health & performance program The Example, helping them take ownership of their health, habits, and lives as a foundation for becoming the men they want to be.Connect with Matt:LinkedIn: https://www.linkedin.com/in/matthew-kenton-2b09b916b/Facebook: https://www.facebook.com/matthew.kentonInstagram: https://www.instagram.com/coachkenton/

In this episode, I sit down with Rena Cohen to explore her journey from hospital registered dietitian and working in a neonatal hospital unit to founder of The Sanctuary™ — a behaviour-focused coaching space for Jewish women.

We went deep on her business, niche, why working with Jewish women has revealed patterns around food, identity and generational history, and how building a culturally specific community transformed not only her clients’ results, but her confidence as a coach.

We also discuss:

- Why knowledge isn’t the same as transformation

- NLP & How the brain distorts reality (the “apple pie” effect)

- Fear of hunger, epigenetics, and generational patterns

- Moving from delivering plans to facilitating real behaviour change

This thoughtful conversation goes far beyond just weight loss. It’s about identity, coaching maturity, and the courage to build something meaningful.

Whether you’re a coach, trainer, or someone interested in the psychology behind behaviour change, this episode will challenge how you think about transformation.

Connect with Rena:

LinkedIn: https://www.linkedin.com/in/rena-cohen-612408218/

Facebook: https://www.facebook.com/rena.r.cohen

Instagram: https://www.instagram.com/thesanctuaryrd/