George Dobson
I’ve spent the last 7 years coaching Founders, CEOs, and Software Engineers online.
Pillar 1: Before that, I was a personal trainer, focused on one philosophy: build muscle while losing fat through progressive calisthenics. I proved it on myself first, gaining 30lbs of muscle in 9 months after diving deep into research and refining this exact approach
Pillar 2: I moved online in part because, as a personal trainer, I couldn’t control a client’s nutrition, and that’s where real transformation happens. First, I solved the training side: preventing muscle loss during fat loss with my progressive calisthenics system. Then I turned to nutrition. My philosophy is simple: fuel the endocrine system for long-term success. Most diets strip nutrients and sabotage sustainability. I fix that by fuelling properly and removing nutrient blockers, so clients don’t just get lean — they stay lean.
Pillar 3: Finally, I added the behavioural approach. As my clients referred more high-performing peers, their schedules only got busier. The challenge wasn’t just fitting fitness into their lives; it was making fitness fuel their professional goals and responsibilities. That’s where habits and behaviour systems came in: sustainable routines that build energy, productivity, and long-term results with real accountability.
Pillar 4: Balance.
The definition varies from client to client. For me, my fitness goals have to serve my lifestyle. Right now, it’s building my business and pursuing my goals in BJJ (as a purple belt). Growing up, I played county-level squash and had to find a way to make my transformation while competing. (It was a challenge). Life won’t wait for your challenges to stop!
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