Dr Ash Cox

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The fitness industry has become very good at selling people solutions to problems they don’t actually have.Apparently, i...
19/10/2026

The fitness industry has become very good at selling people solutions to problems they don’t actually have.

Apparently, if you’re not waking up at 5am, plunging yourself into freezing water, tracking every bodily function and eating like a monk, you’re doing something wrong.

Bo****ks.

I’ve worked with everyone from complete beginners to elite professional athletes, and here’s something I’ve learned:

Most people don’t need more complexity. They need better guidance, realistic expectations and a bit of consistency.

The fundamentals aren’t particularly sexy. They don’t generate millions of views, and they’re difficult to package into a 30-second miracle.

But they work.

And there’s a big difference between coaching someone through the realities of their life and selling them a lifestyle you’ve manufactured for Instagram.

I’m all for educating people, sharing research and making fitness accessible.

But can we stop making something relatively simple unnecessarily complicated?

Less theatre. More substance.

19/10/2026

Nutrition: Evidence vs Bu****it: Part 2.

Intermittent fasting. Is it really better for weight loss? And should men and women approach it differently?

Two more questions addressed in this newly published scientific review.

The interesting thing about intermittent fasting is that the evidence isn’t entirely dismissive. There are potential advantages for fat loss and metabolic health, including insulin sensitivity.

But when it comes to long-term weight loss, the differences compared with conventional calorie restriction are generally modest.

And yes, men and women can respond differently to fasting at a physiological level. But that doesn’t automatically justify different nutritional prescriptions.

A measurable physiological difference doesn’t necessarily translate into a meaningful practical difference.

That’s an important distinction that often gets lost in the absolute bu****it circulating online.

Nutrition isn’t always black and white. Individual circumstances, preferences and adherence matter.

The goal of this series isn’t to tell you what to think. It’s to show you what the evidence actually supports.

Less dogma. Less bu****it. More science.

Reference: Antonio et al. (2026). Common questions and misconceptions about diets: what does the scientific evidence really show? Journal of the International Society of Sports Nutrition.

https://doi.org/10.1080/15502783.2026.2707252

The more I work with people remotely, the more I appreciate just how much goes into doing it properly.I’d be fu***ng use...
18/10/2026

The more I work with people remotely, the more I appreciate just how much goes into doing it properly.

I’d be fu***ng useless at it if I hadn’t spent years on gym floors, working face-to-face with everyone from complete beginners to elite athletes.

And one thing I’ve learned? They have far more in common than people think.

The principles of training don’t fundamentally change. The application does.

Anyone can put exercises, sets and reps into an app. That’s not coaching.

Good coaching requires communication, monitoring, accountability, ongoing adjustments and, importantly, understanding the individual behind the numbers.

Check-ins are non-negotiable. So is seeing the people I work with face-to-face at least every 12 weeks. Some things simply can’t be assessed through a screen.

Behind what looks like a relatively simple training programme should be a pretty sophisticated system of decision-making.

And that’s the point. The complexity should sit with the coach, not the client.

Different people. Different goals. Same level of care, attention and responsibility.

That’s how I believe coaching should work.

Running puts your body through some pretty substantial forces.With every stride, your muscles, tendons and joints are ma...
17/10/2026

Running puts your body through some pretty substantial forces.

With every stride, your muscles, tendons and joints are managing loads several times greater than your body weight.

Your soleus alone can experience forces approaching 7 × body weight. Similar loads have been reported through the Achilles tendon, with substantial demands placed on the quadriceps, glutes and hamstrings.

Now think about how many thousands of strides you take during a run.

This is why strength training matters.

It’s not just about running faster or lifting heavier. It’s about developing the physical capacity to repeatedly tolerate the demands you’re placing on your body.

And while strength isn’t a guarantee against injury, improving tissue capacity should absolutely be part of the conversation.

Don’t just train to run further. Build a body capable of handling the demands.

Based on Lenhart et al. (2014), Almonroeder et al. (2013) and Hart et al. (2022). Reported peak forces vary with running conditions and individual characteristics.

17/10/2026

Do you need to eat more to build muscle? And can you lose fat without restricting calories?

Two questions. Two answers that might surprise you.

This is part one of my new series examining 16 common questions and misconceptions surrounding diet and nutrition, using a newly published scientific review.

Here’s the important bit.

Building muscle doesn’t automatically mean you need to start shovelling down extra calories. Your training status, existing body composition and nutritional intake all matter.

Equally, losing fat doesn’t necessarily mean counting every calorie or deliberately restricting your food intake.

Changing what you eat can influence how much you naturally consume, how full you feel and how much energy you expend.

But that doesn’t mean the laws of thermodynamics have suddenly fu**ed off.

Energy balance still matters. Context matters. And individual differences matter.

Nutrition doesn’t need to be made unnecessarily complicated, and you certainly don’t need some di****ad influencer selling you a miracle solution.

Over the coming weeks, I’ll continue breaking down what the research actually supports, rather than what gets the most likes.

Less bu****it. More evidence.

Reference: Antonio et al. (2026). Common questions and misconceptions about diets: what does the scientific evidence really show? Journal of the International Society of Sports Nutrition.

https://doi.org/10.1080/15502783.2026.2707252

16/10/2026

Nutrition misinformation is everywhere. And frankly, I’m fu***ng tired of it.

A newly published review in the Journal of the International Society of Sports Nutrition examines 16 common questions and misconceptions about diet and nutrition.

From carbohydrates and fat gain to intermittent fasting, protein intake, meal timing and the never-ending obsession with so-called superfoods.

Over the coming weeks, I’m going to break down some of these questions, explain what the research actually says, and hopefully help a few people separate good science from confident-sounding bu****it.

No miracle diets. No fearmongering. No cherry-picked studies to sell you something.

Just an honest assessment of the evidence, including its limitations.

Knowledge dispels fear. And hopefully, a bit of bu****it too.

Antonio et al. (2026). Common questions and misconceptions about diets: what does the scientific evidence really show? JISSN.

https://doi.org/10.1080/15502783.2026.2707252

Carbohydrate loading. We’ve been doing it for decades, but how much do we actually need to maximise muscle glycogen stor...
13/10/2026

Carbohydrate loading. We’ve been doing it for decades, but how much do we actually need to maximise muscle glycogen stores?

A new systematic review and meta-analysis, examining 63 trials involving 641 participants, has provided some interesting answers.

And perhaps unsurprisingly, the amount of carbohydrate you consume matters more than many of the complicated strategies we’ve developed around it.

The researchers suggest that consuming more than 8 g of carbohydrate per kilogram of body mass per day, for 36–48 hours before competition, is a practical approach to significantly increasing muscle glycogen stores.

Interestingly, the traditional approach of deliberately depleting glycogen beforehand doesn’t appear necessary in trained athletes. Although it may accelerate glycogen restoration when time is limited.

But there’s an important distinction here.

Maximising muscle glycogen isn’t automatically the same as maximising performance. And not every athlete, event or training session requires carbohydrate loading.

We also need to recognise the considerable variability between studies. There is no definitive optimal dose established here, and individual responses will differ.

For me, this is where good sports nutrition comes in. Understanding the demands of the event, the athlete, their training and the available time, rather than blindly applying a generic protocol.

The fundamentals remain relatively straightforward. The skill is knowing when, why and how to apply them.

Fuel the work required. Not simply the numbers on a nutrition plan.

📖 Jones et al. (2026). Dietary Carbohydrate Intake and Skeletal Muscle Glycogen: A Systematic Review and Meta-Analysis to Determine Optimal Carbohydrate Loading Strategies.

12/10/2026

CREATINE AND KIDNEY DAMAGE. ARE WE STILL HAVING THIS CONVERSATION?

Creatine has been extensively researched for decades, yet concerns about its effects on kidney health continue to circulate.

So, what does the latest evidence actually tell us?

A 2025 systematic review and meta-analysis published in BMC Nephrology, examining 21 studies, provides some useful clarity.

Researchers found that creatine supplementation can cause a small increase in serum creatinine. However, this was not accompanied by a significant reduction in glomerular filtration rate (GFR), a key measure of kidney function.

And this is where understanding the physiology matters.

Creatinine is a breakdown product of creatine. Supplementing with creatine can increase creatinine production without necessarily indicating impaired kidney function.

In other words, a higher creatinine reading doesn’t automatically mean your kidneys are struggling.

It’s also why interpreting blood results in isolation, without considering supplementation, muscle mass and other clinical factors, can be misleading.

Does this mean creatine is completely risk-free for everyone? Of course not. People with existing kidney disease or other relevant medical conditions require individual consideration.

But for otherwise healthy individuals, the available evidence continues to support the renal safety of creatine when used at recommended doses.

The takeaway?

Don’t confuse a change in a biomarker with evidence of organ damage.

Understand what you’re measuring, why it might change, and what those changes actually mean.

That’s the difference between collecting data and interpreting it.

Reference: BMC Nephrology (2025). Systematic review and meta-analysis examining creatine supplementation and kidney function.

Different arena. Same responsibility. Same standard.I’ve spent much of my professional life preparing people to perform ...
11/10/2026

Different arena. Same responsibility. Same standard.

I’ve spent much of my professional life preparing people to perform in environments where getting things wrong could have devastating consequences.

From operating as a Forward Observer at the sharp end of military operations to working in rehabilitation and physical development with elite military units, one principle has remained constant:

Preparation must reflect the demands of the environment.

Today, I apply that same seriousness, attention to detail and accountability to the athletes and individuals I work with.

Which brings me to a recent conversation about physical testing and its ‘transfer’ to sporting performance.

I think we’re sometimes asking the wrong fu***ng questions.

Does improving squat strength make someone a better footballer? Does jumping higher mean they’ll score more goals?

Not necessarily. But that’s not the point.

My responsibility isn’t necessarily to make a footballer better at football. It’s to ensure they possess the physical capabilities to meet the demands football places upon them.

Strength, power, speed, physiological capacity and robustness are not the same as technical or tactical proficiency.

They’re distinct but interconnected qualities, each deserving appropriate assessment and development.

That’s why we test. Not to collect impressive numbers, but to identify potential limitations, inform programming and evaluate progress.

And this is where coaching becomes an art informed by science.

Research provides evidence. Testing provides information. Experience, context and professional judgement determine what we do with it.

I’m not comparing football with combat. The consequences are fundamentally different.

But my standards of preparation, individualisation and accountability haven’t changed.

The objective isn’t to produce someone who performs brilliantly on a spreadsheet. It’s to prepare someone who’s ready, available and capable when it matters.

The metric must serve the mission. Not the other way around.

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