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Regain control of your health with evidence based training and sustainable habits built for your busy life

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Committed to Helping You

I help busy professionals and parents over thirty transform their health and confidence by building sustainable strength and ditching quick-fix diets. If you feel like your fitness has slipped, if you've gained weight, struggle with energy, or even hesitate to go to the gym because you feel self-conscious; I want you to know you're not alone. As a 41-year-old father who swapped the active forces life for the demanding world of finance, I understand firsthand how easy it is to lose control of your health. My mission is to use my personal journey and my honed, evidence-based coaching skills to guide you back to a place of strength, energy, and genuine confidence that lasts long after our sessions end.

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How it Works

The Truth is, being overweight is often a symptom of a poor lifestyle that crept up on you, not a deliberate choice. You don't need a short-term shred or another unsustainable diet; you need a strategic, efficient plan built for your reality. My coaching is built upon three crucial, interconnected pillars designed to create lasting success: Evidence-Based Training, Sustainable Nutrition, and Long-Term Habits. We use data-driven analysis via my Coaching App to track your activity, sleep, training load, and metrics, allowing me to make real-time adjustments. This level of accountability and scientific precision ensures we break through plateaus and deliver maximum results in the minimum time required; crucial for busy clients like you.

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Increase your Knowledge

I don't just count reps; I teach. With hundreds of hours of face-to-face coaching, my communication and training skills are honed to help you unlock your physical potential by correcting your posture and form in the moment. You'll gain the nutritional knowledge to understand why you're eating a certain way, moving past confusion and into empowered choice. If you are someone who is ready to commit to long-term improvement, seeking a stronger future and a genuine lifestyle change, then you're ready for this. If you're ready to make health an integral, effortless part of your life, let's start building that legacy today.

Our Packages

Coaching App

£30 /per month


  • Weekly feedback & adjustments
  • Daily on-call support
  • Personalised training program
  • Nutrition guidance
  • Healthy habits advice
  • Access progress via mobile app
In Person Coaching

£140 /per month


  • Four 1-hour training sessions
  • Weekly feedback & adjustments
  • Daily on-call support
  • Personalised training program
  • Nutrition guidance
  • Healthy habits advice
  • Access progress via mobile app
Single Session

£40 /per session


  • One off session

What Our Customers Say

  • ★★★★★

    "Choosing the right person to assist you in your fitness journey is really important. James is knowledgeable, approachable and also tactful.. he truly gets the best out of his clients."

    - Joel.
  • ★★★★★

    "James is an excellent personal trainer. Always helpful with nutrition advice and information. Very happy with the training. I'm already seeing results."

    - Marisa.
  • ★★★★★

    "The best personal trainer to help you achieve what you want to change in you body"

    - Euridce.
  • ★★★★★

    "I can't recommend James enough! I had alot of anxiety about getting back in the gym and weight training but James has made the process so much easier."

    - Jessica.
  • ★★★★★

    "He has given great advice about nutrition and supplements/protein powders and has built a lovely little community group where we run on a Sunday morning, also something I never thought I'd do again."

    - Lisa.
  • ★★★★★

    "I can't recommend personal training with Incremental Fitness highly enough...Sessions with him are focused but fun... he provides the accountability I desperately need!"

    - Natasha.
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Evidence Based Training

An evidence-based program means we leave guesswork behind. Your workouts are structured around progressive programs designed to build functional strength, quality muscle, and cardiovascular endurance systematically. The included Coaching App is the hub for all your data, tracking metrics like weight, activity, and sleep. This constant stream of information informs every decision, ensuring you are always progressing and never plateauing. Furthermore, the app provides direct messaging to me; it's like having your coach in your pocket to answer any questions about your programs or nutrition whenever you need support. This approach guarantees that your valuable time is spent on training that is scientifically proven to deliver results, making every session incredibly time-efficient.

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One-to-One, In-Person, Personal Training

While online coaching offers flexibility, nothing replaces the effectiveness of one-to-one, in-person, personal training. When we train together, my focus is entirely on you. I deliver immediate, hands-on corrections to your posture and form, ensuring every single repetition is performed to maximise the benefits of the training and avoid injury. This precision is how we maximise your results in minimal time. It's the difference between following a generic plan and having an expert coach in the room, constantly optimising your training to help you progressively improve week after week. Crucially, all your programs and scheduled sessions are managed through your personal Coaching App, giving you instant access to your workout plan.

One-off personal training in Worcester

Resistance Training for Longevity and Healthspan.

Resistance training isn't just for building muscle; it's a powerful investment in your healthspan, extending the number of years you live healthy and active. As we age, maintaining lean muscle mass is critical for protecting bone density, improving metabolic health, and preserving independence. By focusing on building quality muscle, we are directly countering age-related decline, ensuring you have the strength and fitness to enjoy your life fully well into your later years. This commitment to lifelong health is supported by the Coaching App, where we track your nutritional macros and habits, ensuring the lifestyle changes we implement stick for good. You're not just adding years to your life; you're adding quality to those years.

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