Coaching By SB

Coaching By SB Changing your perception of fitness.

I should write a book.
28/04/2026

I should write a book.

16/03/2026

Some thoughts that have passed through my mind as we enter the trenches of this marathon block that you didn’t ask for:

1: It’s meant to be hard
Me and were yapping about earlier today as we spoke about our head noise during the Half. It was easy everyone would be doing it. Fitness sucks sometimes but don’t give up. Embrace it. Find satisfaction in your suffering. < that’s a hard one tbf. But it just means you’re pushing yourself.

2: I’m a resilient fu**er and so are you:
This block has taught me that I can put up with a lot of pain and get past it. Resilience will be something you’ll have to lean on A LOT during your fitness journey. Because every time you want to give up but you choose to push through it’s one step closer to where you wanna be. Better is a choice.

3: you gotta keep going.
The temptation to quit when s**t gets tough can be real but going back to where you used to be should be a big enough why to keep going. Dig deep. You’ve showed up your whole life when life has thrown all sorts of s**t at ya and that doesn’t stop now. You’ve been prepping for these times without realising.

4: do it for your old self.
Past you would be so proud of how far you’ve come.

5: think of the kudos.
Because who doesn’t love a lil bit of recognition their hard work is getting noticed. And who knows - your hard work could be inspiring more people to get off their ass than you know.

Big love,
SB x




The fallout from highlighting what it’s all about. 🖤Someone once asked me what my mission was in this saturated market,...
09/03/2026

The fallout from highlighting what it’s all about. 🖤

Someone once asked me what my mission was in this saturated market, I didn’t really have an answer because I thought it was blindly obvious what we’re all here for - to help people become better.

As I went through the years what was in fact blindly obvious was a lot of ‘fitness professionals’ are just out there for the likes, the views and to feed their insecurities and egos giving little to nothing value for the people who follow and invest in them.

You can spot the muppets a mile off.

Sadly, there’s a lot of f****d up people out there with messed up relationships with themselves, food and fitness that us tiny fish in a big pond with a half decent platform need to do their best everyday to paper over the cracks and leave a little legacy on this place for the better.

So for as long as I can stay relevant the mission is and always will be to change people’s fudged up perception of fitness, push them to do things they once thought wasn’t possible and leave them feeling a little better about themselves than when I first met them.

Big love ###

With the Cambridge half Mara just around the corner it’s got me feeling all reflective and s**t:Back in the day I never ...
03/03/2026

With the Cambridge half Mara just around the corner it’s got me feeling all reflective and s**t:

Back in the day I never used to care about moving fast or feeling fit. If you ever mentioned the word cardio I would have laughed in ya face - disgusting behaviour I know. Tbh I didn’t even care about being strong, it was always about looking the best. (Which I never did, mind).

Nowadays the goal it’s solely feeling my best and making sure my training aligns with that.

I love feeling strong, I love being able to run without falling into cardiac arrest and I love the sensation of my lungs burning a hole in my chest during a diabolical WOD. Sadist I know.

I’m not sure where I’m going with this tbh but what I do know is that I see myself in you, stuck in a rut and attaching all your progress to what you see in the mirror rather than what your body can do. And I’d love to help.

Theres so much more to this game than a set of scales, mirrors and raging six packs - the latter costing you a lot of enjoyment In life to obtain.

It’s also quite nice enjoying a beer or two at the weekend knowing you’re healthy enough and train hard enough to not let a few extra calories bother you too much.

Go move fast, hit some high numbers, jump in that CrossFit class, go for that run, sign up to that half Mara you’ve been dreaming off but keep putting off because you don’t think you’re ready.

I can assure you the magic happens when you test your body’s capabilities. F*ck your limiting beliefs.

It’ll feel s**t at the start and you’ll probs wanna can it in after a few weeks but ride it out because this s**t will become your new normal if you let it.

Nothing worth having came easy.

Big love & peace out,
Sammy x




27/02/2026

Almost 15 years in the game and feeling of seeing someone do something they thought they’d never do remains undefeated.

, welcome to the triple digit club.

That’s the thing about coaching. i.e Best job in the world. (If you look it up in the dictionary that’s actually what it says)

The learning. The becoming.
The banter. The laughter. The dad jokes. The difficult conversations. The hours behind a laptop. The energy. The evolving. The support network. The cancellations. The high fives. The fist bumps The masking. The community. The early mornings. The check-ins. The imposter syndrome. The times when you’re at peak burnout but know you could makes someone’s day better. Going to ‘work’ everyday but never working a day in your life.

Going from being the most draining job in the world to the best job in the world with a flick of a switch. (Or a PB bench)

That’s the beauty of it. Because it all has meaning.

Til the wheels fall off,
SB. 🖤

with fitness being an absolute mindfu**ery of a gaff most days, it’s down to people like myself to try make it a better ...
17/02/2026

with fitness being an absolute mindfu**ery of a gaff most days, it’s down to people like myself to try make it a better place for yous lot.

Instagram can be very much a highlight reel of what coach can produce the best physical results.

Yeah it’s cool to want to look better of course - if anyone says they don’t care what they look like are lying. But to me who you become as a person as a byproduct of the hard work put in to obtain that over a time scale is the message we wanna put out here.

This is why you’ll rarely see me post my clients transformations - how the individual got there, their journey, how strong they are and how they’re feeling in themselves is the real transformation for me. Nothing beats that.

If someone hasn’t dropped any body fat or the scales haven’t budged for a hot minute BUT they are sleeping better, doing hard s**t they never thought they could do, having more positive thoughts over negative ones, got a better relationship with themselves, thinking of food as FUEL rather than something that’s going to negatively impact the way they perceive themselves and performing harder than ever in their workouts (could be here for days) then that to me is far more important than than a few inches dropped.

Do you know why? Because if the above are in order then you’re far more likely to see your body change in the long run.

As always, becoming a new person In all aspects of your life is far more Impactful than a quick bout of weight loss.

(Middle fingers up to slimming world and the rest of the FAD mandem)

Changing your identity will simply give you more bang for your buck because without a change in mentality you’re less likely to change anything.

Remember that next time you’re a d**k to yourself on your next wEiGh iN or check in.

It’s important to take pictures for your own personal reflection but don’t get ya knickers in the twist thinking it’s the only way to monitor your progress.

It matters, but it ain’t everything.

Big love,
SB x

Life’s hard enough, don’t make it any harder than it needs to be.
11/02/2026

Life’s hard enough, don’t make it any harder than it needs to be.

Was having a good ol yap with my client today about behaviour change and habits. My kinda chat. I was saying to her that...
05/02/2026

Was having a good ol yap with my client today about behaviour change and habits. My kinda chat.

I was saying to her that’s it’s not enough telling yourself you ‘just wanna lose fat’ or ‘gain muscle’ for example. It needs to run a little deeper than that for it to stick long enough to see a change.

You have to have a deep enough reason behind wanting to make a change. You really gotta know your ‘why’.

‘I wanna make a positive change to my body so I can finally feel confident enough to rock a bikini in the summer’

‘I want to start running or take up some form of cardio so hopefully I can run around with my grandkids one day without getting out of breathe’

‘I want to start strength training so I can feel confident enough to go topless on the beach’

Find your why and this s**t suddenly becomes a helluva lot easier to stick to with less negotiating with yourself, otherwise you run the risk of finding out the effort required to make a change is too much so the easier option is to stay where you are.. which isn’t making you feel very good right now, is it?

F**k around and find out I guess.

On the flip side, you don’t even need to hit rock bottom to prompt a positive change - you can be happy with where you are but still want to be better. Progress comes in all forms. But it all starts with a why.

Figure that out and you’re more likely to win.

I’m running another marathon because it would make the fatter Sam during Covid who couldn’t even run the 5k he got nominated to do proud.

You get my drift.

Big love,
SB x

29/01/2026

Mandem on track.

15/01/2026

The mind tends to wander a lot on my ‘easier’ runs so thought I’d jot down some thoughts that ran through my head today that you didn’t ask for but you’re getting anyways:

Back in the day I never used to care about moving fast or feeling fit. If you ever mentioned the word cardio I would have laughed in ya face - disgusting behaviour I know. Tbh I didn’t even care about being strong, it was always about looking the best. (Which I never did, mind).

Nowadays the goal it’s solely feeling my best and making sure my training aligns with that.

I love feeling strong, I love being able to run without falling into cardiac arrest and I love the sensation of my lungs burning a hole in my chest during a spicy workout. Sadist I know.

I’m not sure where I’m going with this tbh but what I do know is that I see myself in you, stuck in a rut and attaching all your progress to what you see in the mirror rather than what your body can do. And I’d love to help.

Theres so much more to this game than a set of scales, mirrors and raging six packs - the latter costing you a lot of enjoyment In life to obtain.

Go move fast, hit some high numbers, jump in that CrossFit class, go for that run, sign up to that half Mara you’ve been dreaming off but keep putting off because you don’t think you’re ready.

I can assure you the magic happens when you test your body’s capabilities. F*ck ya limiting beliefs.

It’ll feel s**t at the start and you’ll probs wanna can it in after a few weeks but ride it out because this s**t will become your new normal if you let it.

Nothing worth having came easy.

Big love & peace out,
Sammy x




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