Ready to understand what's actually been holding you back?
Founding client pricing — £150/month for early clients. Limited spots available.
The programme
What the programme includes and what it costs
Personalised coaching built around training, nutrition, habits, daily support and ongoing review.
Commitment
What I ask from you
This programme is for people who are ready to take an active role in the process. You do not need to be perfect, but you do need to communicate honestly, complete your check-ins and stay engaged when things become difficult.
Train at least 3 times per week, ideally 4+ when realistic
Complete your check-ins properly
Communicate regularly and honestly
Engage with the training, nutrition and habit plan
Use the first 2 months to build the consistency required for long-term progress
Pricing
This is a high-touch coaching programme where your plan evolves with you. I actively follow your progress, make adjustments as needed and support you between sessions, so you’re never left to figure things out on your own.
Getting started
From application to coaching
About
Hey, I'm Armando
My own transformation wasn't a straight line. I've dealt with anorexia and bulimia, and I had to walk away from a career I'd built my entire identity around when dancing was no longer something my body or mind could sustain. For a long time, I had no evidence that things would get better. Just a string of attempts that didn't work.
What I know now is that change is possible even before you believe it yourself. You don't need proof, and you don't need to have it figured out. You need someone who can hold that belief for you until you can hold it yourself — and that's what I bring to coaching: not just a plan, but the experience of actually getting through it, slowly, one piece at a time.
That experience is also why I coach the way I do — bringing together a dancer's eye for movement, years of hands-on coaching experience, and a designer's understanding of how people actually change.
I trained at the Royal Swedish Ballet School and spent 15 years working professionally as a dancer. I started coaching fitness in London in 2013. I am also a user experience and service designer, which shapes how I think about behavior change, habits, and what actually helps people follow through.
FAQ
Frequently asked questions
Why coaching specifically for gay men?
The training and physique coaching itself could work for any man. But the challenges that usually get in the way — body image, identity, the beliefs that keep you stuck — aren't the same for everyone. I've lived those specific challenges as a gay man, and that's what lets me coach through them with real depth, not just theory. This is a space built by and for gay men — you don't have to explain yourself here.
What is the Coaching Hub?
The Coaching Hub is your personal online space, built in an app called Notion. Think of it as a private digital notebook for your coaching, where your feedback, notes, useful links, technique cues, resources and reflections live in one place. It helps make sure the coaching does not disappear into WhatsApp messages. Over time, it becomes your own reference library for what you have learnt about your training, habits and progress, and it is yours to keep.
Do I have to film my exercises?
Not every set, and not every exercise. But if you can send videos, especially in the first few weeks, it helps me coach you much more accurately. Video lets me see how you move, how your technique changes when a set gets hard and where small adjustments could make the exercise work better. If filming is difficult at your gym, we will work with what is realistic.
What is the benefit of online coaching compared with in-person PT?
Online coaching is not automatically better than in-person PT. It depends on what you need. The benefit is that support continues beyond one session in the gym. I can see your workouts, check-ins, habits and feedback across the week, which helps me understand what is actually happening and adjust the plan properly. It also makes daily support more accessible. Having that level of contact with an in-person PT would quickly become very expensive. With online coaching, you still train independently, but you are not left to figure everything out alone.
How will I be supported, and how often?
You get daily support through WhatsApp, where you can send questions, updates, training videos and anything that affects your progress. If I can answer something quickly, I usually reply the same day. For longer feedback, especially video reviews, I will send more detailed notes directly to your Coaching Hub. Each week, I also do a more structured review of your progress, habits, training and anything that needs adjusting.