If you’re a bloke training 3–5 times per week, know what macros and a deficit are, but still have a soft gut… this one’s for you.

In this episode James breaks down why so many busy men are “strong but soft” despite putting the hours in at the gym – and the 3 changes his clients make to finally get lean and stay that way.

You’ll learn:

• Reason 1 – You’re aiming at the wrong goal:
  Why most guys in your position don’t need a bulk, they need to strip 10–20 kg of fat first – and how that alone makes you look like you’ve gained muscle.
• Reason 2 – You go into a deficit the wrong way:
  How keto, fasting and “clean eating” accidentally create (or fail to create) a deficit, and how to set a controlled calorie + macro target instead of winging it and ending up skinny‑fat or stuck.
• Reason 3 – You have no feedback loop:
  Why even a good plan will stop working if you never adjust it, and how to use weekly weigh‑ins, photos and small calorie changes to keep fat loss moving.

James also gives you 3 non‑negotiables for the next 7 days:

1. Decide your phase: if you’ve got a gut, you cut. No more fantasy bulk talk.
2. Track everything you eat for 7 days – oils, sauces, bites, drinks.
3. Weigh in daily, calculate a weekly average, and adjust if you’re not losing 0.5–1.0% of your bodyweight.

If you’re already training hard and this hits home – and you want James and the Built Body Transformations team to build and adjust this system for you so you can finally get lean without guessing – you can apply for coaching here:

https://builtbodytransformations.com/sign-up-form-m?utm_source=Podcast&utm_medium=Builtforlife&utm_campaign=Workout_Program&utm_content=241225