A little about me
I’m Ross, founder and coach at Forever Young Coaching.
Health, fitness and physical performance have been part of my life for far longer than they’ve been my profession. I’ve trained for most of my adult life and spent more than two decades teaching kickboxing, so coaching people, explaining things clearly and helping them improve isn’t something I discovered when I decided to start a business.
Forever Young Coaching is really the point where a lot of different parts of my life finally came together.
Why Forever Young?
For years, fitness was something I valued because I enjoyed being fit.
Then a serious motorcycle accident changed the perspective rather dramatically.
The injuries, surgeries and long rehabilitation that followed gave me a much more personal understanding of what strength and physical independence are actually worth when they're suddenly threatened.
It changed the question from:
“How fit can I be?”
to:
“How much of the life I love can my body continue to let me do?”
That idea sits at the heart of Forever Young Coaching.
I’m interested in body composition, strength and performance, of course I am; but none of these exist in isolation.
The real goal is to build a body that remains useful.
Strong enough to carry things. Fit enough to climb mountains. Healthy enough to keep saying yes to opportunities. Resilient enough that getting older doesn’t automatically mean surrendering the things you enjoy.
Experience beyond the qualification
My career took a few turns along the way.
Everything started in the leisure industry, where I spent seven years working across lifeguarding, swimming teaching, gym instruction and nutrition coaching, back in the days when coaching meant working with whoever actually walked through the door!
From there, my career moved into retail management, while I also spent just under four years as a part-time firefighter with Kent Fire and Rescue Service (following in the footsteps of my younger brother). I later spent around a decade at Harrods, ultimately working as a Uniformed Security Manager.
Those jobs may look very different from nutrition coaching, but they taught me an enormous amount about people.
How to communicate when somebody is stressed. How to listen properly. How to stay calm when circumstances are anything but calm. How to give people structure without treating them like children. And, perhaps most importantly, how different two people can be even when they appear to have exactly the same problem.
That carries directly into the way I coach today.
Coaching for real life
I don’t believe good coaching means handing somebody a perfect meal plan and expecting their life to reorganise itself around it.
People have jobs, children, partners, stressful weeks, holidays, meals out, poor nights of sleep and days when motivation disappears completely.
The plan has to survive contact with real life.
My approach is therefore structured, evidence-based and individual.
We work on nutrition, habits, activity, recovery and - where appropriate - training, but always in a way that fits the person rather than forcing the person to fit the programme.
There are no magic foods, detoxes or punishment workouts.
Just sensible decisions, repeated often enough to make a meaningful difference.
The life I want fitness for
Away from coaching, I’m happiest outdoors.
Hiking, climbing, kayaking, exploring the countryside and generally finding excuses to disappear somewhere with boots on are a big part of my life. These days that's usually alongside my wife, Francesca, and Bentley - our Saluki X Whippet, who possesses considerably more natural athletic ability than either of us and is suitably smug about it.
That lifestyle influences the way I think about health.
I don't want to be fit simply for the sake of being able to say that I'm fit.
I want a body that lets me keep having adventures, remain independent, stay strong and make the most of whatever decades are still ahead.
And that's ultimately what I want for the people I coach too.
Health. Strength. Longevity.
Forever Young Coaching isn't about trying to remain twenty-five forever.
It's about protecting as much of what makes you feel capable, confident and alive as you move through the years.
Whether your starting point is losing body fat, improving your diet, rebuilding your fitness or becoming stronger, the destination is ultimately the same:
A healthier, stronger body that supports the life you want to live.
If that sounds like the kind of coaching you're looking for, I'd be very happy to have a conversation.
For details of my qualifications, insurance and professional standards, visit the Credentials page.
Ready to take the next step?
If the way I coach sounds like a good fit, have a look at the coaching options or book a free consultation.