Why FRED’S exists

Most busy professionals already know what to do. Knowledge was never the problem.

The problem is the pattern. A quiet month arrives, so they go all in. Then work gets intense, commitments pile up, and the plan cannot survive it. So they stop, and later they start again from zero. Nothing is ever allowed to compound.

Most of what is on sale feeds that pattern: the challenge, the 12-week transformation, the plan written for a perfect week. I refuse to sell any of it, because what gets you there fast is never what keeps you there.

Whatever version of your body you want, you have to reach it with a routine you could keep for the rest of your life. Anything faster is something you give back later. FRED’S is built on that one idea: fitness should raise the quality of your lifestyle, not take it over.

I made the same mistakes

At 13 I was very overweight. I stopped eating for a year and lost 40 kg. It was the wrong way to do it, and I would never recommend it.

Then I found the gym. I qualified as a personal trainer at 18 and won national junior bodybuilding titles. Through those years I swung between overeating and undereating, overtraining and undertraining. I got down to around 6% body fat, held it for about a week, and it was the worst I have ever felt.

After I stopped competing, the weight came back more than once, every time work got stressful. All in, then nothing, then all in again. The same pattern my clients come to me with.

What fixed it was not more knowledge. It was a routine slow enough to adapt and small enough to survive a bad week. Across 15 years I have built around 40 kg of muscle, and today I am almost as lean as when I competed, holding it while running a business.

Who you would be working with

I have been coaching for more than 10 years and have transformed 200+ clients myself. I studied Economics and Finance at Bocconi and walked away from the office career to do this.

I moved to London in November 2019. In 2021 I co-founded a private personal training business from scratch. With a very good team it grew to two sites, and by 2025 I had brought in and looked after more than 500 clients. I left in November 2025 and started my coaching business FRED’S in March 2026.

What I am proudest of is that the quality of my clients’ lives actually improved through the work we did together. They are less tired, so they are less stressed, so they are better with the people around them, at work and at home. Something left in the evening after a hard day. That is what being fit is actually for.

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