Look better than you have in four years. Training less than you have in four years.
For the guy who already knows exactly what to do, has known for years, and still hasn't done it. Twelve weeks, three hours a week, every food decision made for you.
Take one of the twelve →
A Chick-fil-A operator, an attorney, a business owner. Busy guys who made it work. Their stories ↓
You're not in bad shape. That's the whole problem.
Nothing in your life is on fire, which is exactly why nothing has changed in three years.
There's not enough pain here to force your hand. You've got the job, the house, the person. Every transformation story in fitness is built for somebody at rock bottom and you were never that bad, so none of it was ever written for you.
"Some days I look in the mirror and think I look good. Some days I look at the same body and think the opposite."
"I said I'd lose this ten pounds in 2024. I've said it every year since."
"I didn't even feel guilty about skipping. I just said I got busy and believed myself instantly."
"I spent nine minutes on beef or turkey and I haven't trained since Thursday."
If you read those and none of them landed, close the tab, this genuinely isn't for you. If two of them landed, keep going.
Why every version of this has failed you so far
It was never you. It was four ideas that are wrong, and you've been handed all four of them.
An hour in the gym, five days a week
Twenty-five hours a month of a life you don't have. You'll do it for two weeks on adrenaline, then miss one, and the whole structure comes down with it. Programs written for people whose job is being in shape don't survive contact with a job that isn't.
The streak
Anything built on not breaking a chain has already decided how it ends. You miss a Tuesday, the streak dies, and now there's nothing to protect, so you may as well restart Monday. You've been restarting on Monday since 2024.
Optimization as a hobby
Beef or turkey. Fasted or fed. Which split is best. That's not research, that's a very sophisticated way to not start. You already know more than you've ever applied, and more information has never once been what you were missing.
Before-and-afters of guys who were 100 pounds heavier
They're real, and none of them are you. You don't need a rescue, you need somebody to make the small decisions and then notice whether you did them. Nobody sells that, because it doesn't make a good thumbnail.
So it's built on three things instead
The decisions get made for you
Not options, not a framework to customize. What to do, when to do it, and what to eat, decided before you get there. Removing the choice is the entire value, because the choosing is where you've always stopped.
Somebody actually reads it
Every session you log gets read, and every Monday you get a written brief proving it. Not a text asking how the week went. The reason nothing has stuck is that nothing happened when you didn't do it.
A missed day can't cost you the week
It resets daily and there's no streak to break. The rule for what happens when you miss is written down before you start, so on the day you skip, you already know what tomorrow looks like.
What you actually get
Seven things. Each one exists because something specific goes wrong without it.
The Monday Read
Every session you log gets read, not skimmed. Every Monday you get a written brief: what actually happened, what changed against the last three weeks, the specific rows it's based on, and one adjustment. This is the thing a $200 coach cannot do, and it's why this costs what it costs.
The Three-Hour Week
Two to four sessions, thirty to forty minutes each, on the equipment already in your house. Lifting is the spine of it, and if a week goes sideways there's a shorter version rather than a skipped one. Golf isn't one of the sessions. Golf is what the sessions are for.
The Decision List
One page. Your protein number, the foods that are a yes, the answer to beef or turkey, permission to eat the same thing every day, and the rule for restaurants and drinking. You will never be asked to track a macro.
The Missed-Day Rule
Written down before you start: exactly what happens when you miss. It resets daily. A missed day never invalidates a week and there is no streak to break.
The Brake
For the first three weeks the program deliberately holds you back, and tells you it's doing it. Going hard for two weeks to make up for lost time is how this ends every time, so we build the restraint in instead of hoping you have it.
The Witness
Someone is watching, and it's a specific human. Not a form you fill out on Sunday so I can pretend to read it. Every Monday a real person opens your actual sessions and writes back about them by name, and you can reply to any of it and get an answer. There's nothing to keep up with on your end except the training.
Week One Proof
Progress gets tracked as function, not just the number on the scale. Getting off the floor without using your hands. Carrying everything in from the car in one trip. Not being winded at the top of the stairs. Sleeping through the night. Walking up to the clubhouse without sounding like it. How you look at yourself getting out of the shower. You feel something in week one, which is what gets you to week twelve.
Where it all lives
The coaching runs inside Axis, the app I built. Your program lives in there and you tick sets off as you do them. That's the whole point. When I sit down on a Monday I'm reading every set you actually logged, line by line, instead of glancing at a dashboard and guessing.
There's nothing to download and no code to wait on. Axis runs in your phone's browser, you can add it to your home screen, and you sign in with the same email you paid with. Pro is yours free for the year. There's no spreadsheet to keep up with either, because you're in the app while you train rather than filling something out afterward.
What happens after you click
No mystery, no sales call you have to survive, no discovery call before the discovery call.
Within a day
I email you your intake. One form, about fifteen minutes, done whenever suits you. Your schedule, your equipment, your injuries, and what you actually eat. That's the whole thing, and there's no call to book.
A few days later
I build your week around what you told me and send it over, along with your one-page food sheet. If I got something wrong you tell me and I fix it before you start.
Your first Monday
You've got a few sessions logged, and your first written brief lands. I'll have read every set.
Why me, specifically
I'm not selling you this from the finish line.
I have a vlog from Maui in 2024 where I tell a camera I'm going to lose ten pounds. It's 2026 and I'm still carrying them. Everything on this page is built out of knowing exactly how that happens, because it kept happening to me while I knew better the entire time.
I coached people online for years before this, and I stopped. Nothing here is a first attempt at coaching, it's the version I'd have wanted the first time.
Here's the honest version of why. I lost the plot.
I thought the job meant having it all figured out. That I had to show up every week as a guy with a perfect diet, a perfect week, and an answer for everything, and that I wasn't allowed to have an off month while somebody was paying me. So I played a character. The character was in better shape than I was, and keeping him standing turned out to be more work than the actual coaching.
None of that was ever the job. The job is paying attention. Knowing what I'm talking about. Actually caring how your week went instead of asking. And not letting you talk yourself into settling for the version of this you've already settled for. That's the whole list. Nobody ever needed me to have my life sorted out. They needed me to notice.
So this version has me in it. I'm not going to pretend the ten pounds aren't there, because pretending was the thing that made me quit the first time.
And I'm running this exact program in public, on camera, from October 1st to December 28th. You can watch me do it or you can watch me fail at it. Either way you'll be able to check on YouTube.
Guys who've already done it
Their photos, not stock and not staged. Not one of them had spare time lying around. They had jobs, businesses, commutes and families, and they made it work anyway.
In their own words
Two emails I got from clients, word for word.
"A little over a year ago, I found myself tipping the scales close to 200lbs. I was in the worst physical health, but too stubborn to ask for help. I didn't want to let others know that I didn't know how to 'work out.' Revealing a truth like that meant I would have to be vulnerable and expose myself to the judgment of others. So, I did my thing for months. And then months passed by, but the results failed to follow. Don't get me wrong, I saw incremental results, but nothing to the extent that I was hoping for. So, I swallowed my pride and asked for help. I was connected with Eric; a decision I am so thankful for. Today, I'm 40lbs lighter and half my body fat percentage! I'm in the best physical health of my life. I have gained wisdom and knowledge over this past year in areas of strength, nutrition, exercise, HR, HRV, etc. I can confidently say I've never been in this physical state in my life. I feel so much more confident and able. Partnering with Eric has been by far one of the best decisions I've ever made. He won't steer you wrong!"
"Eric has been an amazing coach. What I like best is that he is helping to change my life permanently. It is not just a temporary strict eating and workout plan to reach a weight loss goal. For me, it has been learning how to eat healthy while still having my occasional indulgences. It is a lifestyle I can live with permanently. The workouts are not so intense that I cannot move after one day and want to give up after 6 weeks. I want to incorporate exercise into my daily life permanently. Eric is always there to answer a question, change-up a routine or schedule or advise on the why's of nutrition. I would highly recommend Eric to anyone who is ready for a permanent lifestyle change that you can enjoy!"
What they said while it was happening
Pulled straight out of weekly check-ins and text messages, unedited.
"Results are real! Feeling like I am in the best shape of my life."
"I noticed that some of my regular clothes and workout clothes are fitting more loosely now."
"More co-workers are getting shocked by how much weight I'm losing and how my body is shaping."
"This sweater used to never fit me, but it was loose enough to wear to the gym when I tried it on so I'm happy!!! I also noticed my belly is getting smaller and I'm building that chest muscle."
"I definitely noticed my chest starting to get bigger and stronger. Lower abs are starting to come in too!"
"When I told you education is what I needed, this is what I meant. It's perfect and digestible information. I can't thank you enough and I'm even more excited for our journey."
"I just flexed and saw 6 abs!!! LETS FKN GOOOO"
Twelve founding spots.
$299
per month. Cancel any time you want, in one click, without telling me why.
Rather be done with it? $799 up front for the whole twelve weeks, which saves you about a hundred bucks.
- The plan is twelve weeks, and you start the week you sign up
- Twelve weeks is how long the body takes. It is not a contract
- Month to month, no minimum. If a month isn't worth it, leave
- Founding rate is locked for as long as you stay
- Two weeks in and it's not for you? Full refund
Not ready yet?
Leave your email and I'll let you know before the founding spots are gone. That's the only email about it you'll get.
The guarantee
It's on me, and it doesn't depend on you being perfect.
Two weeks, no questions
If you're two weeks in and it isn't what you wanted, tell me and I'll refund you in full. No form, no exit interview, no talking you out of it.
What I won't promise is a number of pounds. Whether this works depends on whether you do it, and I'm not going to pretend that part is in my control. Anyone guaranteeing you a result is guaranteeing something they can't see.
What you're probably thinking
I already know what to do.
You do. You've known for six years. Knowing it has done exactly nothing for you, which is the actual problem. You're not buying information here. You're buying the decisions being made for you, and somebody noticing whether you did it.
$299 a month is a lot for three workouts a week.
It's a lot for three workouts. It isn't a lot for the only twelve weeks in three years where you actually did them. A trainer runs $60 to $100 an hour to count your reps and read nothing in between. Three sessions a week with one of them for twelve weeks is over two grand, and nobody's looking at your training between sessions.
Am I locked into the twelve weeks?
No. It's month to month and you can cancel whenever you want, in one click, without telling me why. The plan is twelve weeks because nothing you'd actually care about happens in a month and I'm not going to pretend otherwise. But twelve weeks is how long the body takes, not a contract you're signing. If month two isn't worth $299 to you, that's on me and you should leave.
What if I miss a week?
Then you miss a week. There's no streak to break and nothing to restart. You'll have the rule in writing before day one, so on the Tuesday you skip you already know what Wednesday looks like and you don't have to decide anything while you feel bad.
I've got a trip in the middle of it.
Good, that's the part I actually built for. There's a fifteen-minute hotel-room version, the rules for eating out and drinking, and exactly what happens the Monday you get back. You're not going to be perfect on the boat. You're just not going to hit the eject button.
I don't have a gym.
Neither do I, most weeks. The program gets built around whatever you already own, and two kettlebells and a pair of running shoes is plenty to work with for twelve weeks. If you do have a membership we'll use it, but nothing here waits on you signing up for one.
Do I have to track my food?
No. No weighing, no macros, no logging meals. You get one page that answers every food question you have, and past that you're done thinking about it.
What if I'm just not that motivated?
Then you're the right guy. This isn't built on motivation, which is why the week is three hours and the rules are written down before you need them. Motivation is what everyone else's program quietly requires and never says out loud.
How much of your time do I actually get?
A written brief every Monday on your actual sessions, and an answer to anything you email me. There are no calls, and that's deliberate. A weekly phone call where someone asks how it went and you say fine is not attention. Reading every set you logged is. Twelve people is the cap, and it's the cap specifically so that stays true.
When do I start?
The week you sign up. There's no cohort to wait for. You get your intake within a day, your program a few days after that, and your first Monday brief the Monday after you've logged a few sessions.
You've been starting this on Monday since 2024.
Twelve spots, twelve weeks, and you start this week. If it isn't for you, close the tab with no hard feelings. If it is, take one while they're still open.
Take one of the twelve →