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26/08/2026

Client Testimonial 🫶🏼

This time I’m with Kate Motch.

Kate completed a photo shoot prep with me at the back end of last year and absolutely smashed it! She’s is going again in September this. The 2nd prep is always different to the first -it takes balls to go again.😏

Most importantly though - She’s a powerful inspiration to her daughter. 🫶🏼 Showing her that have a strong muscular physique and being in control of your nutrition is a positive way to lead your life.

USING OUR EXPERIENCE TO ENHANCE YOURS

25/08/2026

I’m Adam, the Founder of AMG Specialised Coaching.

I’m a Physique Coach passionate about helping people become stronger, healthier, and more confident through evidence-based training, nutrition, and lifestyle coaching.

Now at the ripe age of 43 - I’ve been a part of the fitness industry since leaving school over 25 years ago, building my experience through years of coaching, gym inductions, fitness classes and more. All of that has helped me to learn and evolve.

As a former Virgin Active Personal Trainer and M10 Physique Coach, I’ve developed a strong foundation in coaching and physique development. I had a short but successful stint at sales within the industry , selling body composition devices. All of this has given me a well-rounded understanding of coaching, fitness business, physique development, as well the tools and techniques used to assess and track progress.

My approach goes beyond building workouts, and meal plans. I believe great coaching is built on education, accountability, empathy, and an understanding that every client has a life outside the gym.

Whether your goal is fat loss, muscle gain, improved performance, or simply becoming the best version of yourself, my role is to guide you through the process and help you achieve results that last.

USING OUR EXPERIENCE TO ENHANCE YOURS

Chris Boult 📸

24/08/2026

12 WEEKS. PRIMED.

This wasn’t a 12-week “transformation challenge.” From my Online client Jo.

It was a 12-week priming phase designed to put her body in a better position for what comes next.

Training structured properly.💪🏻
Nutrition controlled and consistent.🥗
Daily output managed.🚶🏻‍♀️
Recovery prioritised. 🛌
No extremes. No unnecessary restriction.❌

And the result? A 10kg weight loss from mostly inflammation.

A noticeably tighter physique, improved shape and composition. Achieved entirely through online coaching.

But more importantly, we’ve created a much better starting position for the next phase.

Sometimes the smartest move isn’t pushing harder.

It’s spending time building the foundations that allow you to push when it actually matters.

12 weeks down. Now we build. 📈

USING OUR EXPERIENCE TO ENHANCE YOURS

23/08/2026

Another weekend of Education. This time with the best there is. The ICM.📚🤓

For me, continued education isn’t about collecting qualifications or being able to say I’ve attended another course.

It’s about continuing to develop my understanding, challenge the way I think and ultimately become a better coach.

The industry keeps evolving. Our knowledge should too.

Take the information. Question it. Understand it. Then work out how it can actually improve the service you deliver to your clients.

The more I learn, the more I realise there’s still to learn.

Always a student of my craft.

USING OUR EXPERIENCE TO ENHANCE YOURS

The Institute of Coaching Mastery
ALEX GATES | PHYSIQUE COACH
Calum Raistrick - The Pro Coach
Ryan Hook | Coach & Educator
Joe Penny Media

18/08/2026

For building muscle - Rep ex*****on is far more important than simply shifting load.

The goal isn’t to move more weight from A to B.
The goal is to make the target tissue do the work.

Load matters, but only when you can control it. If adding weight changes your setup, alters your path of motion, shortens the range or shifts tension away from the intended muscle, you haven’t necessarily progressed.

Better ex*****on → better stimulus → more productive reps.

Earn the right to add load through:

➡️Consistent setup
➡️Controlled eccentric
➡️Appropriate range of motion
➡️Stable positioning

Progress without sacrificing any of the above 👆🏼

Don’t confuse moving more weight with creating more stimulus.

The strongest rep isn’t always the heaviest one.

USING OUR EXPERIENCE TO ENHANCE YOURS

16/08/2026

Why people struggle to hit their fitness goals and/or loose motivation. 🫩

1️⃣Keep things simple with your meals 80-90% of your week
2️⃣Re Engage with the process ASAP
3️⃣Strategise. Holidays/Social Events
4️⃣Communicate with your Coach. THIS IS VITAL

USING OUR EXPERIENCE TO ENHANCE YOURS

14/08/2026

‼️LETS TALK ABOUT STRESS‼️

The key distinction is not that cortisol is “bad” - it’s whether the elevation is acute and appropriate, or chronic and poorly resolved.

Acute cortisol elevation = useful. A short-term rise in cortisol is a normal response to training, waking, psychological challenge, low blood glucose and other stressors. In a training context, it helps:

* Mobilise glucose and fatty acids so you have fuel available.
* Support cardiovascular function and blood pressure during stress.
* Increase alertness and readiness.
* Coordinate the inflammatory/immune response.
* Help you tolerate and adapt to a demanding training stimulus.

A hard training session can therefore produce a significant temporary cortisol response without that being a negative thing. You create a stressor → cortisol rises → you recover → cortisol returns towards baseline → adaptation occurs.

Chronic cortisol elevation is different. Problems arise when the stress response is repeatedly activated without sufficient recovery. Poor sleep, excessive training load, aggressive dieting, psychological stress and inadequate recovery can all contribute to a persistently high allostatic load.

Over time, chronic glucocorticoid excess is associated with impaired glucose regulation, increased central fat accumulation, poorer immune function, disrupted reproductive function, sleep disturbance and loss of muscle tissue. In athletes, the practical issue is often the total stress/recovery balance, rather than trying to blame every symptom on “high cortisol.”

We don’t want to eliminate stress. We want to create stress the client can recover and adapt from.

Training itself is a stressor. Dieting is a stressor. Even progression is built on stress. The goal isn’t chronically low cortisol - it’s an appropriate cortisol response followed by adequate recovery.

USING OUR EXPERIENCE TO ENHANCE YOURS

13/08/2026

THE NEXT CLIENT DAY…

Saturday 5th September.

LYMPH Studio Takeover - followed by coffee and connection at YARD

Move. Recover. Connect.

💆🏻‍♂️☕️

USNING OUR EXPERIENCE TO ENANCE YOURS

10/08/2026

16 weeks

Physical transformation is rarely about age.

It’s about standards, consistency, and the willingness to prioritise yourself. Even when life is demanding.

At 43, raising two children and balancing the responsibilities that come with everyday life, Raj committed to the process. No extremes. No quick fixes. Just intelligent training, structured nutrition, and consistency.

The result speaks for itself.

1kg up in Lean Muscle
3kg Down in Fat Mass

This isn’t simply a change in physique. It’s an investment in health, confidence, longevity, and the example she sets for her family.

Coaching isn’t just about changing bodies.

It’s about changing lives.

Excellent work Rajwinder Kaur Dhami

USING OUR EXPERIENCE TO ENHANCE YOURS

Address

Leicestershire

Website

http://www.amgspecialisedcoaching.com/

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