LinkedIn is the most powerful platform for building trust, growing your brand, and attracting high-value opportunities.

But most creators and consultants approach it the wrong way — chasing engagement instead of authority.

That’s where strategy comes in.

I help digital entrepreneurs simplify their content, clarify their message, and build a personal brand that attracts the right audience.

Here’s what you’ll find on my profile:

→ Actionable content strategies for LinkedIn growth
→ Systems to turn content into inbound opportunities
→ Positioning frameworks that build trust at scale

Whether you're a creator, coach, or founder — authority is your most valuable asset.

Let’s build it right.

Nikhel R.

Apex Fitness Advisory

Founder at Apex Fitness Advisory

Executive Health High Performance Coach

Founder and Head Coach at Apex Fitness Advisory (formerly V Shape Fitness)

CEO, Sponsored Athlete, and Health and Fitness Coach with 17 years in the industry.

→ Head Coach
→ CEO and Owner
→ Sponsored Athlete
→ 17 years in the Industry
→ Over 5,000 High Performers Transformed Worldwide

I have spent the last 17 years helping thousands of high performers worldwide get in the best shape of their lives sustainably.

In 2024 alone my 1:1 clients dropped over 3500lbs, starting doing pull ups for the first in their 50s, became role models for their families, had more energy, improved their business, and importantly levelled up both the quality and quantity of their lives.

The Apex System is an Elite 1:1 Coaching Program Chosen by Executives, CEOs and Entrepreneurs Worldwide for over the last decade.

No Guesswork, No Restrictions, No Chance you don’t get results.

Immediate access to what works, completely customized to you, with 24/7 support.

The most important investment you can make is your health.

So if you are you ready to stop wasting weeks, months or even years spinning your wheels for mediocre results and delegate something as important as your health to a professional then I would love to talk.

Why not join thousands of other High Performers from the last 17 years and let me do the work for you, with a customized game plan which removes all of the guesswork.

Want more info? 

→ Check out my website for some of our epic transformations and more info: https://www.apexfitnessadvisory.com/coaching/
→ Apply for 1:1 coaching here: https://www.apexfitnessadvisory.com/apply

Matt Button

The only 13 exercises you need to get in the best shape of your life:

(Videos of every exercise included)

1. Quads: Hack Squat

Arguably the best quad builder.

Training Cues:

▫️ Narrower stance
▫️ Feet lower on the platform
▫️ Control the eccentic for 3 seconds
▫️ Keep torso engaged with back flat againse the pad

2. Pendulum Squats:

*Humbling exercise.

Training Cues:

▫️ Narrower stance
▫️ 3 second eccentric
▫️ Being hips as close to heels as possible for full ROM

3. Hamstrings: RDL

Elite at hitting entire posterior chain.

Training Cues:

▫️ Pull hips as far back horizontally as you can to 'hinge effectively (do not bend forward at waist)
▫️ Use Wrist Straps to ensure muscle not task failure (hamstrings not grip strength)
▫️ Slowly lower the weight down (imagine you are pushing your butt back to close a car door behind you)
▫️ Focus on pushing your hips 'back and up' towards the top of the room
▫️ Use a low and controlled motion 
▫️ Ensure zero rounding of your lower back

4. Leg Press:

A superb option for quad development.

Training Cues:

▫️ Seat back as far as possible
▫️ 3 seconds eccentrics
▫️ Keep back flat against back rest
▫️ Focus on a rull range of motion

5. Leg Extensions:

Training Cues:

▫️ Sit back in the seat
▫️ 3 seconds eccentrics
▫️ Heavy sets of 6 - 12 reps at 0-2 RIR
▫️ Focus on a rull range of motion and intensity

6. Seated Hamstring Curls:

The best hamstring isolation movement.

Training Cues:

▫️ Sit back in the seat
▫️ 3 seconds eccentrics
▫️ Full range of motions
▫️ Pull your heels back as fatr as you can and contract hamstrings hard

7. Chest: Flat Chest Press Machine (Ideally converging)

An excellent chest builder.

▫️ Feet on the ground
▫️ Keep your bum in the seat
▫️ Press back against the back rest
▫️ Slowly lower weight back (full range)
▫️ Push and squeeze forward (elbows come towards each other)

8. Horizontal Pull (back): Chest-Supported T-Bar Rows

Like a bent over row... but better.

▫️ Increased range of motion
▫️ Increased external stability
▫️ Decreased momentum
▫️ Keep chest against the pad
▫️ Full range of motion
▫️ Slow eccentrics

9. Vertical Pull (lats): Pull ups

A classic for a reason.

▫️ Full range of motion
▫️ Pull through your elbows
▫️ Sternum towards the bar
▫️ Slow 3 second eccentrics

10. Lat Pull Down.

Training Cues:

▫️ Pull through your elbows
▫️JUse wrist straps
▫️ Pull bar to your sternum
▫️ Minimize swinging and momentum to best target the lats.

11. Shoulders: Single Arm Cable Lateral Raises

Tips:

▫️ Slight lean
▫️ Slow eccentric
▫️ Lead with your elbow

12. Triceps - Cable Push Downs (straight bar)

Just hits right.

▫️ Elbow still
▫️ Full range of motion
▫️ Don't lean too far forward
▫️ Slow and controlled eccentrics

13. Calves (Gastrocnemius) Leg Press Calf Raise/Seated Calf Raise:

To hit the gastroc (largest calf muscle) most effecitvely. your knees must be straight, the soleus knees must be bent.

Ready to level up?

DM me APEX for limited 1:1 coaching info.

Karl Matt Button

Executive Health Coach | CEO and Founder | Sponsored Athlete | 16 Years Helping Top Executives Worldwide Build their Dream Body, Optimize their Health, and Perform to Their True Potential. Coaching via website 👇

'I want to lose fat without losing muscle'

45 year old Business Owner Rob went from busy, tired, and stuck...

To torching 39lbs of fat, while also increasing strength, and improving health holistically in just 22 weeks.

Here are the 3 Steps we used to do it:

1. Nailed his nutrition:

The biggest lever for men wanting to lean down, and preserve muscle tissue.

Step one was to remove the guesswork and nail his caloric and macro intake for good.

Step 1 - Dialed in a consistent caloric goal. 

This was set to Rob's unique context to ensure a gentle caloric deficit which is imperative to burn fat, but not too aggressive that his metabolism, energy, and performance in the gym tanks.

Step 2 - A Daily macronutrient goal

Why?

⚬ The right protein intake - Muscle retention and satiety
⚬ The right carb intake - Gym performance and energy
⚬ The right fat intake - Basic hormonal regulation (T levels)

This balance is critical.

Step 3 - Systemize:

This elevates our program.

We reduce friction to put the first two steps on autopilot.

I built Rob a customized nutrition system:

⚬ Low friction meals
⚬ Made of foods he loves
⚬ Built to his caloric and macro goals

Simplicity = Consistency = Results

2. Optimized his Training:

Rob was training for over 90 minutes each session thinking more volume = more calories burned.

This is a common misconception for guys leaning down.

While you may have experience training, is needs to be optimized for muscle retetention.

So first...

Step 1 - Got immediate clarity that with nutrition removing body fat, everything we do in the gym is geared towards stimulating lean muscle growth, strength and peformance.

So we programmed everything to focus on high quality exection to maximize efficiency.

How we did this?

Step 2 - Quality > Quantity

Rob's workouts went from 90 minutes to under 50 minutes.

How?

The APEX Quality Execution Framework:

⚬ Slow reps
⚬ High Intensity
⚬ Perferct Form
⚬ 3 second eccentrics
⚬ Full range of motion

Better execution = Less Total Volume needed.

Step 3: Track Rob's Training KPIs:

It is every easy when leaning down to lose all accountability with your training, decrease the weight used and lose focus.

We use the APEX App to ensure Rob has specific KPIs every workout and is accountable to them.

Reps, weight, form.

Step 4: Video Analysis:

Execution is something we rate highly at APEX Fitness, we offer full video analysis.

This ensured execution stayed elite and improved over time.

This drives high level results, reduces risk of injury, and sets a strong foundation. 

3. Accountability and Support:

The value of a coaching program is the coach.

Rob got:

⚬ 24/7 1:1 access to me
⚬ Unlimited 1:1 Zoom check ins
⚬ Key Data tracking via APEX App
⚬ Group support in the APEX Inner Circle Community.

Accountability drives consistency and results.

Rob now has a predictable system which works for him.

Ready to transform as well? 

DM me APEX for more inof on our premium 1:1 coaching.

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The next six weeks will define your 2026. 

Most executives sprint toward the holidays, burning out their most valuable professional asset: their operating system.

Stop trading energy for efficiency.

The problem isn't time; it's Systemic Time Failure. 

The "all-or-nothing" cycle, inconsistent training, and accumulated recovery debt are silently capping your cognitive performance, impacting everything from decision-making to your presence with your family.   

This is your 6-Week Performance Architecture Checklist to ensure you hit 2026 with momentum, not exhaustion:

1. The Calendar Reality: Schedule 3 recurring 30-minute training blocks per week. Protect these like investor meetings—if it isn't scheduled, it doesn't exist.   

2. Rule of the Floor: Never miss twice. On overloaded days, commit to the 10-minute minimum viable session (e.g., a simple strength circuit) to maintain habit consistency.   

3. The Micro-Reset Protocol: Set 2 alarms daily for 2 minutes of nasal breathing and light neck/shoulder mobility. This is a non-negotiable downshift to manage your cortisol and pay back recovery debt.   

4. Longevity Lifts: Shift your strength training focus. Prioritize joint-friendly work (like trap bar deadlifts or sled drags) over high-impact loading. Protect the platform for the next 40 years.   

5. Identity Architecture: Stop affirming, "I'm busy trying to work out." Start affirming: "I am a high-performing athlete who works." Identity drives behavior.   

This structured, efficient approach is a strategic investment in professional durability. 

The efficiency boost from this system can save you over $10,000 in productivity. 

He purchased time, focus, and sustained energy.   

If you’re ready to make health an asset, not a liability, in 2026...

DM me APEX for more info.

The CEO’s Biggest Fitness Mistake? Training Volume.

You don't have time for 90-minute workouts, recovery debt, or low-yield junk volume.

The high-achieving executive is trapped by the "All-or-Nothing" mindset : waiting for the elusive 90-minute slot, then training inconsistently. Inconsistency beats intensity every time. That approach caps your performance and drains your focus.   

At Apex Fitness Advisory, we flip the script to a Quality over Quantity (QOQ) Muscle Building Framework.

It works because we prioritize the Maximum Effective Dose:

1. The 30-Minute Anchor: We protect three recurring 30-minute training blocks per week exactly like an investor meeting (Calendar Reality ).   

2. No Wasted Effort: Every set is strategically maximized using tempo, high-tension holds, and joint-friendly compound lifts to ensure maximum stimulus.   

3. Preventing Performance Caps: By eliminating excessive volume, we minimize recovery debt, ensuring you maintain sustained energy for high-level cognitive function.   

This isn't just fitness; it's Performance Efficiency.   

If your fitness plan is currently costing you time and mental capacity, it's time to install a better operating system.

You need better, not more.

DM me APEX for more info.

SICK OF EXCESS BELLY FAT?

Our Executive clients have already shed over 10,000 lbs of body fat this year alone.

(Andrew just lost 27lbs in 12 weeks and go a 6 pack while travelling through airports every week...)

The key?

Mastering their nutrition for consistency, energy, and results.

So, I put together the absolute top resource that makes this possible: 

→ Our APEX Fat Loss Protein Database 

(52 Delicious, Quick, and Easy High-Protein Meals).

I'm giving away copies for the next 24 hours only.

To claim your free copy:

1. Like this post.
2. Comment “APEX” below.

This is for 24 hours only—don't miss out on the blueprint our busiest clients use.

Like the post and Comment “APEX” right now.


PS.

Are you a busy professional, executive, or parent looking for a high-end, individualized 1:1 plan to optimize your health, fitness and peformance permanently?

DM me “COACH” to discuss how we can customize your performance strategy.

STOP. The "Too Busy" Executive Trap is costing you more than you think.

At 53, Business Owner Chris is sharper, stronger, and more productive than 99% of his peers. The real transformation wasn't physical; it was strategic.

Here’s how we crafted a system that added years to his life and capacity to his career 👇

The Problem: The 'Firefighter Executive' Cycle:

Like many high-achieving leaders, Chris was trapped. 

He was constantly putting out business fires, suffering from chronic time debt , and deferring essential recovery—a pattern that quietly caps cognitive performance.   

He was convinced he was:

❌ Too old for significant change.

❌ Too busy for a consistent program.

❌ Headed for an inevitable burnout.

This inconsistency and lack of structure is the most expensive thing a leader can buy.

The Solution: The Apex Performance Architecture

We eliminated the "all-or-nothing" training trap  and installed a system designed to save him time, not consume it. This is consulting, not coaching.   

We implemented the 'Calendar Reality' System , which required:   

Zero Guesswork & Total Integration: We designed his system to fit his executive life perfectly. Every training, nutrition, and recovery step was optimized and customized around his specific variables:   

| Goals | Career | Family | Travel | Time Availability | Food Preferences | Medical Background | Gym or Home Access |

Hyper-Efficient Training: We ditched the long, draining workouts. We protected three recurring 30-minute training blocks  per week, treating them exactly like an investor meeting. 

Quality over quantity delivers results in less time.   

Precision Accountability: Chris received 24/7 1:1 access, unlimited check-ins, and data tracking to ensure the system adjusted in real-time, eliminating the risk of plateaus or injury.   

The Outcome: Longevity & Professional Durability
The return on this investment was systemic. Chris didn’t just lose weight; he gained sustained energy for strategic decision-making and operational effectiveness.

Chris is now:

✅ Stronger, with a physique in the top 1%.

✅ Operating with sustained, reliable energy.

✅ Projected to have added years to his effective health span.   

He purchased time, focus, and durability. As other Apex executives have quantified, this level of efficiency can equate to thousands in verifiable productivity gains.   

The Question of Time:

If you're still thinking, "I don't have the time to commit to a 6-12 month program," you're making the mistake Chris almost made. Inconsistency is expensive. Our system is designed to give you time back by eliminating wasted effort.   

A better life, and a more durable career, awaits.

DM me "APEX" for a more info on building your health and performance permanently.

Here’s how to drop 30 lbs in under 45 min/day:

Ditch alcohol. It slows metabolism, disrupts hormones, spikes hunger, and ruins sleep. Cut back for big wins.  

Discipline trumps all. Prioritize long-term health over instant gratification.  

Caloric deficit is king. Eat less than you burn—fat loss is guaranteed.  

Nutrition > cardio. Skip a 500-calorie snack in 5 seconds vs. 60 min on a treadmill.  

Protein is non-negotiable. Aim for 150-200g daily (chicken, eggs, salmon, etc.) to 
preserve muscle and avoid “skinny fat.”  

Consistency is everything. Simple, tasty, repeatable meals = lasting results.  

Stick to similar meals daily. Simplicity breeds success.  

Plan meals the night before. Massive time-saver, huge impact.  

Include foods you love. Enjoyment ensures sustainability.  

Hit 50g protein/meal. Think 200g steak, 250g salmon, or 400g Greek yogurt.  

Carbs don’t make you fat. Excess calories do.  

Lift weights 3-5x/week. It transforms your body and life.  

Optimal splits: 3x full body, 4x upper/lower, 5x push/pull/legs.  

Track workouts. Log reps + weights for progress and accountability.  

Quality > quantity. 3-4 exercises, 9-12 sets, 0-2 reps shy of failure.  

Curb late-night snacking. Clear out junk, brush teeth post-dinner.  

Walk daily. Simple, effective, non-negotiable.  

Revisit goals daily. Stay focused.  

Sleep 7+ hours. Recovery drives results.  

Reduce friction. Prep gym clothes, water, and meals in advance.  

Add accountability. A coach or partner boosts commitment.  

Drink 500ml water upon waking. Kickstart hydration.  

Build a daily routine. Structure breeds success.  

Take 5g creatine daily. Proven for strength and recovery.

Repeat these daily. Consistency compounds.

PS.

Ready to take your health to the next level?

We’ve helped thousands of high performers over the last decade level up their health and performance permanently. 

Every day you’re not at your best is an opportunity cost. 

DM me “APEX” for more info on our signature 1:1 coaching program.

42 year old Father Andrew just dropped 27lbs and added lbs of muscle while managing a crazy travel shedule...

Strength, Energy and Confidence.

'In better shape than my early 20s'

This is how we did it:


Andrew reached out to me with a hectic schedule, travel, and health that wasn't where he wanted it to be.

Most people would 'wait for a better time'

But he took action, we teamed up and the rest is history.

He's now hitting chins ups + has a 6 pack forming.

This is how we transformed his health:

1. Strategic programming:

Andrew had hectic travel commitments

We programmed accordingly.

- Gym programming (for efficiency)
- Band workouts as contingencies Andrew could do travelling
- Sytemized everything out so there was zero decision fatigue

Results were inevitable...

2. Nailed Nutrition:

Key to health transformation.

I put together the optimal intake goals for Dylan and then crafted meals he loved, were low friction, suited home/office/or eating out, and tailored to hit correct caloric and macro intake.

No guesswork
Enjoyable
Sustainable

Fat started melting off.

3. Created Personalized Systems:

The hardest part when you're a busy and travelling?

Managing unpredictable schedules.

So we developed systems for all of Andrew's contexts:

→ Airports
→ Eating Out
→ Travel and work trips
→ Busy days with no time

These started to become automated.

4. 1:1 Accountability:

Andrew and I work 1:1 together.

⚬ We monitor and program everything on the Apex app for Andrew
⚬ He get's 24/7 1:1 access to me and my team
⚬ 1:1 Zoom check in calls 

No guesswork, everything taken care, supported all the way...

Hear from him here:

The real key to Andrew's results?

He knew something needed to change
He backed himself and took action.
He gave his best effort into the process.

He also realized the opportunity cost of staying out of shape.

Time he never gets back...

PS.

What is stopping you?

Ready to remove all of the guesswork with a proven roadmap done for you to...

Over the last 17 years, we’ve helped thousands achieve incredible health and fitness outcomes with our proven 1:1 coaching. 

I'm looking for two more busy professionals who want to:

⚬ Drop 20+lbs
⚬ Improve key health metrics
⚬ Improve longevity, performance and quality of life

Results guaranteed. 

DM me “APEX” for details.

Life’s too short to not be at your best.

After 17 years training and coaching, here is everything I would do to get in the best shape of my life:

1. Take 5gms of creatine every single day.

The best supplement on the planet, safe, and well researched.

2. Use Nutrition as my key lever for fat loss.

To lose 1lb/week you need a 3500 deficit total over 7 days. 

To do that:
→ 7 hours of cardio OR..
→ 5 minutes of controlled eating. 

Easy choice.

3. Implement a caloric deficit of 500. The guarantees steady weight loss, whilst still being sustainable and managing metabolic health. 

4. Eat 1gm/Protein per lb of body weight. This is critical to retain/build muscle tissue, stay fuller for longer, decrease cravings, and ensure it is fat we lose as we drop weight. 

5. Create a simple database of meals I like with 50gms of protein each and eat them each day.  

6. Plan my meals in advance: Enormous adherence ROI.

7. Eat High volume to low caloric ratio foods. 

8. Weight train 3-5x/week. Incredible ROI.

9. Eat quality carbs (they won't make you fat). 

10. Optimize my workouts for muscle building (not fat loss).

11. Implement Progressive Overload.
⚬ Improved form
⚬ Increase reps
⚬ Increase weight

12. Keep every aspect of my workouts consistent. Too many change their workouts regularly. This is counterintuitive. 

13. I would structure my workouts for quality > quantity.

14. Remove Crappy food from the house. If it's there you'll eat it.

15. Avoid late night snacking.
⚬ Large protein filled dinner and then
⚬ Brush your teeth immediately

16. Aim for 10,000 steps per day.

17. Workout first thing in the morning. Huge for adherence, sets the tone for the rest of the day.

18. Drink 500ml of water when you first wake up. 

19. Tell everyone my goals (Friends, family, colleagues, a coach). Humans are wired to want to seem competent. This accountability will keep you on track.

20. Have contingency plans

→ Back up convenient protein sources for when you can't cook/get to the shops (Greek yogurt, whey, tuna cans)

→ Back up workout plan when if you can't get to a gym or travelling (resistance bands, dumbbells at home, body weight)

21. Limit alcohol, soft drink, sugary coffees (liquid calories etc).

22. Prioritize sleep.

23. Establish a simple 'health daily routine'.

24. Use High/Low Calories Day systems for travel and eating out.

25. Track key data:

→ Weight
→ Workouts
→ Nutrition

Once you do this for two weeks it becomes so efficient and the ROI is immense.

Removes guesswork.

26. Set the next day up for success the night before. 

Get your workout clothes out, fill up you drink bottle, keys and wallet on the kitchen bench, remind yourself of your goals. 

27. Develop Discipline (not motivation)

Motivation is temporary, discipline is permanent.

PS. 

Sick of your health not being at its very best?

DM me APEX for more 1:1 info.

The Financial Cost of Inaction.

STOP. Before you optimize Q4 revenue, optimize your platform.

This executive dropped 23lbs, added 7 lbs of muscle, and boosted his professional productivity by over $10,000 in just four months.    

That wasn't a weight-loss program. 

That was a strategic business investment.

The Executive Trap

Kevin, a high-performing professional, was caught in the classic 'firefighter executive' trap. He was making money, but consistently deferring his recovery (sleep, energy, health) to the point of burnout. He had the motivation, but his life had zero margin for error. He confessed he "nearly waited for the 'perfect time' to start."    

That elusive 'perfect time' never arrives. The inconsistency leads to recovery debt, energy volatility, and a silent but significant cap on performance.

The Apex Solution: 

Our intervention was systemic, not surgical. We reframed his fitness: it was no longer a personal expense, but a non-negotiable competency for effective leadership.

The APEX System created "Calendar Reality". We protected his 30-minute training block exactly like an investor meeting, using a fully customized roadmap that was built for his career and frequent travel. We eliminated the guesswork.   

This level of customization and 24/7 support ensured the system fit his life perfectly, enabling rapid results without sacrifice.   


The results were tangible and quantifiable:

Physical: He torched 23 lbs of fat, added 7 lbs of muscle, and his confidence skyrocketed. He genuinely looks a decade younger.   

Professional ROI: The efficiency of the customized system saved him hours weekly, equating to a verifiable $10,000+ boost in professional productivity within months.   

Legacy: He reclaimed his health and became a present, energetic role model for his family.   

Kevin’s only regret? 

“I wish I’d done this years ago.”    

Call to Action: Strategic Next Step

If your health inconsistency is currently costing your career (and your family) more than $10,000 annually in lost productivity, it is time for a strategic fix.

Stop deferring your most valuable asset.

DM me "APEX" for more info how on building your Performance Architecture.

He’s 55, fitter than ever, and just reversed prediabetes.

Meet Lee, a 55-year-old client who’s transformed his life with our APEX coaching. 

In just months, Lee dropped 25 pounds, outgrew his dumbbells, and—most impressively—reversed his prediabetes. 

His energy is through the roof, and he’s stronger than he’s been in decades. This isn’t just a weight loss story; it’s about reclaiming vitality and rewriting what aging looks like.

When Lee started, he was stuck—carrying extra weight, feeling sluggish, and worried about his health trajectory. 

Prediabetes was a wake-up call, but he didn’t know where to start. 

That’s where our personalized 1:1 coaching came in. 

We crafted a plan tailored to his lifestyle—nutrition, strength training, and mindset shifts that actually stick. 

No crash diets, no gimmicks, just sustainable changes.

Lee’s results? 

He’s 25 pounds lighter, lifting heavier weights than he thought possible, and his doctor confirmed he’s no longer prediabetic. 

He’s not just healthier—he’s thriving, with confidence and strength he didn’t know he had. 

This is what APEX coaching does: we meet you where you are and guide you to where you want to be. 

Whether it’s weight loss, building strength, or tackling health challenges, our proven system delivers. 

Ready to write your own transformation story? 

DM me APEX to learn about our limited 1:1 coaching opportunities. 

Spots are filling fast, and we only take on clients ready to commit to real change. 

Let’s make your health and vitality the next success story.

I just dropped 20lbs in 12 weeks.

Yet most people feel fat loss is 'impossible'.

It doesn't have to be.

Here are the 5 Simple Steps I used to do it (and you can too):

Earlier this year I started my prep for a Europe holiday with my wife.

Naturally for events or heading in to summer leaning down tends to come on the menu.

Now a lot of people find fat loss challenging.

When in reality you just need the right system + consistency.

Here is how I did it:

1. Find Caloric and Macro Goals:

The cornerstone of successful fat loss (while retaining muscle tissue and key health metrics).

1. Go to online BMR calculator
2. Find TDEE 
3. Subtract 500

That is your caloric goal.

Protein = goal BW in lbs = gms/day
Carbs + fat = Caloric total - protein.

For example...

I weight 205lbs.

Goal weight is 190lbs.

- Caloric goal from BMR calculator = 2200 calories per day
- Protein target = 190g per day
- Carb + fat daily targets = 2200 calories - protein (190g x4 (1g of protein = 4 calories)) = 1440 calories from carbs and fats.

2. Track Once + repeat:

Tracking 'intake' is complicated or time consuming.

It doesn't have to be.

Grab a nutrition tracking app (like MFP) and spend 20 minutes logging your favorite meals.

Adjust different combos to hit your desired daily caloric and macro goal.

Repeat daily.

Easy.

3. Increased my Daily Step Count:

There is no 'magic' to daily step counts.

But...

It is an easy way to increase caloric expenditure with zero fatigue.

I target 12,000/day.

Hit 10,000 steps will get you around 500 calories burned per day.

Simple.

4. Short Term Motivation Strategies:

Leaning down takes time.

I use weekly short term motivators for nutrition.

I tailored my intake to allow for a Saturday Pizza.

This short term weekly motivator improves my adherance with a weekly focus.

But this is not for everyone.

5. Monitor and Adjust:

The key success is data.

Basic metrics for you:

→ Steps
→ Weight
→ Nutritional Intake

Each week I would check in.

1. Lost weight → Keep intake and step count the same
2. No weight loss → Decrease caloric intake, Increase step count, or both

Repeat until at goal weight.

There you go.

A simple way to lose body fat sustainably while maintainign muscle tissue and key health metrics.

1. Consistent caloric and macro intake
2. Track Once + Repeat 
3. Increase Daily Step Count
4. Short Term Motivation Strategies
5. Monitor and Adjust

Be consistent. 

PS.

Ready to put fat loss on autopilot, sustainably, no matter how busy you are?

We've helped thousands of Execs optimize their health and fitness permamently over the last 15 years.

DM me APEX for more info and let's chat.

(First in best dressed)

60 year old client John just dopped 33lbs in 16 weeks and added years to his life.

Despite travelling regularly and working long hours he ditched the excuses.

He's now more energetic, confident and setting an example for his family.

Here are the 4 simple steps we used to do it:

John is a legend.

He reached out to me as he knew something had to change.

He realized health needed to be a priority and the opportunity cost of 'wheel-spinning' by himself was not paying off.

We crafted a custom plan which works for him.

Here is what we did 👇

1. Automated his Fat Loss:

John was sick of wasting his time with stubborn fat hanging round.

We instantly automated his fat loss with a customized/dialed in nutrition plan.

The key to a successful nutrition plan?

What works + enjoyable + simple = repeatable

How?? 

We took away all the guesswork and immediately locked in his

▫️ Caloric intake
▫️ Macro intake

But important we also made sure his nutrition included: 

▫️ Food he liked
▫️ Was low Friction
▫️ Could be easily managed while traveling

The results?

Check them out yourself 👇👇

2. Dialed in his Training:

With fat loss automated it was vital John's training was optimized for muscle growth/strength.

A huge indicator for length and quality of life.

How?

▫️ Tracked overload
▫️ Maximized mechanical tension
▫️ Customized for consistency

As a result...

John got a customized plan that optimized:

▫️ Efficiency 
▫️ Quality 
▫️ Recovery
▫️ Results

Immediate access to work works.
Zero guesswork
Huge ROI

John drastically improved his body composition and strength went through the roof.

All under 2 hrs/week.

John's experience? 👇

3. Systemized for Travel and Time:

Travel and time are common barriers for men looking to get in shape.

John was no different.

So we systemized to save him time and give him simple steps to follow when he travels.

He also had me as a personal consultant 24/7. 

The results?

4. 24/7 Accountability and Support:

Accountability increases your chances of success by 95%.

John got:

▫️ 24/7 access to me
▫️ 1:1 Messaging
▫️ Video analysis
▫️ Group Coaching Calls
▫️ Unlimited 1:1 Zoom calls
▫️ Key metric tracking in app
▫️ VIP V Shape Fitness Community 

You need to stop wasting time and get access to what actually works.

After years of no results.

John got access to what works and in 15 weeks:

▫️ Torched 33lbs of fat
▫️ Increased strength and energy
▫️ Added years to his life

Results in weeks not years

What is stopping you?

Everyday spent not optimizing your health and maximizing your performance is an opportunity cost.

Are you a High Perfomer who is ready to remove the guesswork, and optimize your health and performance permanently?

A complete customized roadmap to:  

• Shred 25-45lbs of stubborn fat
• Develop bulletproof confidence
• Change the Trajectory of Your life

A 15 year track record of results.

Want more info on our limited 1:1 coaching opportunities?

DM me 'APEX' for more info

The media's latest lie.

'These foods are poison'.

But they're actually superfoods. 

Here are 9 you should be eating daily:

1. Coconut oil.

Media Myth: Coconut oil’s saturated fat clogs arteries and should be banned.

Reality: Boosts brain power with MCTs, Fights fat with healthy fats, Kills bacteria like a boss.

2. Eggs

Media Myth: 

Eggs, particularly the yolks, are cholesterol bombs that clog arteries and lead to heart disease.

Reality: 

Eggs boost brain power with choline, build muscle with high-quality protein, and improve eye health with lutein

3. Red Meat:

Media Myth: Red meat causes cancer, heart disease, and early death.

Reality: Packed with protein to build muscle,  Loaded with iron for energy, Rich in B12 for brain power. 

Don’t let the media scare you off this superfood

4. Potatoes

Media Myth: Potatoes are carb-heavy, starchy villains that spike blood sugar and make you fat.

Reality: Packed with vitamin C for immunity, loaded with fiber for gut health, rich in potassium to boost heart function.

Also a fantastic volume to caloric ratio.

5. Full Fat Dairy:

Media Myth: Full-fat dairy leads to obesity and heart disease due to saturated fat.

Reality:

• Boosts heart health w/ healthy fats
• Packed w/ vitamins A, D, K
• Keeps you full, curbs cravings
• Stronger bones via calcium

Media’s wrong—eat it daily.

6. Coffee:

Media Myth: Coffee dehydrates you, stresses your heart, and keeps you wired.

Reality: 

• Boosts brain power
• Torches fat
• Packs antioxidants
• Cuts disease risk

Drink up.

7. Dark Chocolate

Media Myth: Chocolate is a sugary indulgence that ruins your health

Reality:

Dark chocolate (70% cocoa or higher) is rich in flavonoids, which improve blood flow, lower blood pressure, and boost brain function.

It also contains magnesium and iron. 

The catch: avoid milk chocolate or varieties loaded with sugar—stick to a small square or two.

8. Bread (Whole Grain or Sourdough)

Media Myth: All bread is a carb disaster that bloats you and spikes blood sugar.

Reality: 

Whole grain or sourdough bread offers fiber, B vitamins, and minerals. Sourdough’s fermentation process lowers its glycemic index and improves gut health by acting as a prebiotic. 

Studies link whole grains to lower risks of heart disease and diabetes. 

Avoid white, refined bread with little nutritional value.

9. Salt

Media Myth: Salt is the enemy, raising blood pressure and killing you slowly

Reality:

Sodium is essential for nerve function, muscle contraction, and fluid balance. 

Just don't consume excessively.

The key is balance—about 1-2 teaspoons daily, depending on activity level, is fine for healthy individuals.

Key Takeaways:

• Moderation
• Context: Pairing these foods with a balanced diet (veggies, lean proteins, etc.) maximizes benefits.
• Quality: Opt for minimally processed versions

PS.

Ready to level up?

DM me APEX for high level 1:1 coaching info.

Can you lose fat and build muscle at the same time? 

Yes, with the right system.

Meet Eric, a 49-year-old surgeon and father. 

Between demanding surgeries, family life, and constant travel, Eric had every excuse to let his health slide. 

Spare time? 

Barely. 

Motivation to overhaul his lifestyle? 

Tough to muster. 

Sound familiar? 

Eric was stuck—carrying extra weight, feeling sluggish, and knowing his health wasn’t where it should be. 

But excuses don’t build a better you. 

That’s where our proven system came in. 

Tailored for high performers like Eric, it’s not about endless hours in the gym or restrictive diets. 

It’s about precision, efficiency, and results.

In just months, Eric transformed. 

He shed fat, packed on pounds of lean muscle, and saw his health and performance markers—energy, focus—soar. 

The ROI? 

Massive. 

Better sleep, sharper focus at work, and more energy for his kids. 

He’s not just fitter; he’s thriving in every area of life.

How? 

No guesswork. 

Our system is built on science and customized to fit your life, not the other way around. 

Whether you’re juggling boardrooms, travel, or family, we craft a plan that slots into your schedule and delivers. 

Eric didn’t have hours to spare, but he didn’t need them. 

With our approach, small, strategic changes compound into life-changing results.

The truth: You can lose fat and build muscle simultaneously, even with a packed schedule. 

Eric’s proof. 

He’s not an outlier—he’s one of thousands of high performers we’ve helped over the past decade. 

The only question is: What’s holding you back?

Every day you’re not at your best is an opportunity cost. 

Don’t let another year slip by. 

Take control, like Eric did, and unlock the health and performance you’re capable of.

We’ve helped thousands of high performers over the last decade level up their health and performance permanently. 

Every day you’re not at your best is an opportunity cost. 

DM me APEX for more info on our signature 1:1 coaching program.

I stay lean while working 70 hours per week, travelling, and running a Business.

The key is simple nutrition.

Here are 5 of my favorite 'no cook' meals you can make in under 3 minutes to get lean no matter how busy you are:

1. Greek Yogurt + Whey Protein

⚬ Buy 950gm tubs of Greek Yogurt (stock up)
⚬ Put half in a bowl leave half in the tub
⚬ Put 1 scoop of whey in each

Prep Time: 60secs (30 secs/meal)
Macros: 90gms protein, almost no carb or fat

Efficient, low friction, delicious

2. Rotisserie Chicken Wrap

Perfect when on the go.

⚬  200gm Rotisserie Chicken (remove skin)
⚬  2x Mission Tortillia Wrap
⚬  Salad + Nandos sauce

2 minute prep time
Zero cook time
50+ grams of protein
Easy to take on the move

3. Tuna and Rice

⚬  2x mini canned tunas (flavorless ideal)
⚬  1x Pre cooked rice
⚬  Nandos sauce

Mix together and enjoy at home or on the go.

30 second prep time
Zero cook time
40+ grams of protein

4. Frozen Blueberries and Whey Protein

The dieting cheat code dessert.

⚬  250gm Frozen Blueberries
⚬  60gm Granola
⚬  1 scoop Vanilla Whey

45 second prep time
High Volume 30+ grams of protein
Legit tastes like blueberry cheesecake

5. Cooked Shrimp + Rice

Shrimp have an elite protein/volume ration.

⚬  200gm Precooked Shrimp 
⚬  1x Packed Pre-cooked Rice
⚬  Salad + Nandos sauce

60 second prep time
Zero cook time
50+ grams of protein
Easy to take on the move

There you have it.

Next time you're caught out use some of these no cook meals to nail your nutrition no matter how busy or how often you travel.

1. Greek Yogurt + Whey
2. Rotisserie Chicken Wrap
3. Tuna + Rice
4. Blueberries + Whey
5. Shrimp + Rice

Let's go.

You've got this.

PS.

Want access to a 1:1 VIP system with a 17 year track record with zero guesswork?

▫️ Torch fat
▫️ Optimize your health
▫️ Life a longer and better life.

Results guaranteed.

DM me APEX for more info and let's chat.

If I had nothing but a set of dumbbells and a bench, these are the 11 Exercises I would use to get in the best shape of my life:

1. Incline Dumbbell Rows: 

Back:

Cues:

▫️ Chest glued to the bench—no cheating
▫️ Drive elbows back & in, not just up
▫️ Squeeze shoulder blades together at the top
▫️ Control the negative—no free falls
▫️ Use straps to avoid grip fatigue

Quality reps = bigger, stronger back. 

2. Incline Dumbbell Press: 

A great chest builder (+ delts and triceps)

▫️ Control the descent (slow eccentrics)
▫️ Keep elbows at ~45° angle
▫️ Full range—deep stretch, strong lockout
▫️ Drive through your palms, not shoulders

Simple. Effective. Press strongs. 

3. Goblet Squat:

A great lower-body builder (+ core)

▫️ Control the descent (slow eccentrics)
▫️ Keep chest tall, elbows in
▫️ Full range—hips below parallel, strong drive up
▫️ Push through your heels, not your toes

4. Dumbbell RDL

Hamstrings

✅ Pull hips back (not bend forward)
✅ Use wrist straps—hamstrings should fail, not grip
✅ Push hips back & up toward the ceiling (ike closing a car door with your butt)
✅ Keep back flat, no rounding
✅ Controlled reps > sloppy ones

5. Incline Lateral Raise:

Shoulders:

Cues:

✅ Control the descent—slow & steady
✅ Slight bend in elbows (~10-15°)
✅ Full range—big stretch, strong contraction
✅ Lead with your elbows, not your hands

Simple. Effective. Build boulder shoulders.

6. Overhead Tricep Extension

Triceps:

Cues:

▫️ Control the descent (slow eccentrics)
▫️ Keep elbows at a ~45° angle
▫️ Full range—deep stretch, strong lockout
▫️ Drive through your palms, not shoulders

7. Incline Dumbbell Curl

Bicep magic. 

▫️ Keep elbows locked in place
▫️ Full stretch at the bottom, full squeeze at the top
▫️ Control the weight—no swinging
▫️ Slow, focused eccentrics for max growth

8. Seated Shoulder Press: 

Shoulders

Cues:

▫️ Control the descent (slow eccentrics)
▫️ Elbows at a ~45° angle
▫️ Full range—deep stretch, strong lockout
▫️ Drive through your palms, not shoulders

Focus on form.

9. DB Skull Crushers

Nothing hits the long head like these. 

Execute them right:

▫️ Elbows locked in place
▫️ Full range for max stretch & contraction
▫️ Control the negative (slow eccentrics = growth)
▫️ No half reps—commit to the movement

Big arms aren’t built on shortcuts.

10. DB Pullovers:

Old school movement for lats and chest:

✅ Control the descent (slow eccentrics)
✅ Elbows ~45° for max tension
✅ Deep stretch → strong lockout
✅ Drive through your palms, not shoulders

11. Split Squats: 

A killer leg builder (+ glutes and core)

▫️ Control the descent (slow eccentrics)
▫️ Full range—deep stretch, strong drive up
▫️ Push through your front foot, not your back

These are my favorite options with a bench and dumbbells

Can you use others?

Of course.

Focus on:

✅Quality execution
✅Track workouts 
✅Get stronger over time
✅Nail nutrition and recovery
✅Be consistent and you can't lose

PS.

Sick of the guesswork?

DM me APEX for more info

The unseen cost of executive stress? Chronic back pain, inconsistency, and lost years of performance.

47-year-old business owner Ali had the classic high-achiever dilemma: A heavy travel schedule, busy family life, and a complex business to run.   

He was balancing too many inputs and was ready to throw in the towel, feeling stuck and watching time fly by without being his best. Critically, his lower back was starting to hurt—a silent cap on his professional and personal life.

The decision was simple: Stop paying the "Opportunity Cost" of staying out of shape.

We didn’t just give Ali a workout. We installed a Performance Architecture designed to mitigate risk and optimize his energy. 

The results were systemic:

The Apex System

1. Systemized Nutrition for Business Travel: 

Ali needed fuel that worked for client dinners, family meals, and late nights at the office. We eliminated the guesswork and built a Sustainable Fuel System. This meant creating meal options Ali genuinely loved that suited home, family, eating out, and travel.   

The Result: 

"I never feel like I'm eating things I don't want," and "the weight has just fallen off."

2. Personalized Systems for Unpredictable Volatility: 

The biggest challenge for a busy executive is the lack of a "Calendar Reality". 

We developed non-negotiable systems for all of Ali's major consistency bottlenecks: → Airports and Long Flights 
→ Dining Out 
→ Family Dinners 
→ Extended Work Trips 
→ Late Nights at the Office   

This flexibility ensured the program fit his life perfectly, eliminating the costly "all-or-nothing" training cycle.   

3. Prioritized Recovery as a Strategic Asset: 

For a business owner and father, energy management is risk management. We focused intensely on Recovery: optimizing sleep consistency, managing stress through hormonal regulation, and ensuring adequate recovery between training blocks.   

The Result: Performance boomed. He saw significant "Strength Gains" and an "Increase in Muscle Density." 

Most importantly: "My Lower Back Doesn't hurt anymore."

4. 1:1 Accountability and Strategic Support: Ali removed all decision fatigue by leveraging our 1:1 structure. 

⚬ Everything is programmed
⚬ He received 24/7 access to me and my team
⚬ Regular 1:1 Zoom check-in calls.

No guesswork, everything taken care of, and supported all the way to a system that sets him up for a lifetime of success.   

Ali realized that his health was the highest-leverage asset in his career and family life. He stopped delaying, took action, and committed to a proven roadmap.

The biggest mistake executives make is waiting for the 'perfect time' to start.   

What is that delay currently costing you?

PS.

If you aready to stop the incredible daily health opportunity cost this is for you.

I've spent the last 17 years installing systems to permanently help executives optimize health, income, fitness and performance through our signature APEX system.

DM me APEX for more info.

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