What is ZERO44 Performance?

Recently I had my first experience of training in a commercial gym in over a decade. It was an education to say the least.

After having spent 8 years in the British Army and a further 2 years working in Iraq, I hadn’t needed to venture into a ‘mainstream’ gym. In the army, training facilities were provided and exercise was structured into our working day. I trained alongside like-minded individuals with structured programming. Training was functional, challenging and, primarily, it was highly effective. It delivered results; fit professionals who were capable of completing extremely physical and labour intensive tasks in harsh environments. Physical training was a way of life, and already coming from a strong training background, it was undoubtedly one of my favourite aspects of the job.

I left the military to pursue a career as a trauma medic in the private security industry. The pay was good, but the job was by no means glamorous. By the time I left the military and started a career in Iraq, I’d learned a huge amount about training. Partly through experience, partly through trial and error, and partly because I have a pure and refined passion for anything training related. In the last 10 years I’d continually studied and absorbed countless aspects of training, physiology and nutrition, and for the most part applied it. I kept what was useful and discarded what wasn’t. During my 2 years working abroad I was able to apply this knowledge and continue training intelligently and effectively. Decent training facilities were a premium in Iraq, and with consistent 12-14 hour working days, training was difficult. I simply used what I had and did what I could. Applying practical knowledge, it worked well.

In 2015 my time in Iraq came to it’s inevitable conclusion. With a 4-year-old daughter at home, spending 8 months of the year out of the country was getting increasingly difficult. Other personal issues had also taken their toll, both mentally and emotionally. It was time to come home.

I decided that this was my cue to step away and fiercely pursue what I’d wanted to do for years, and become a full time trainer and coach.

This was the beginning of a number of short-lived experiences with the commercial fitness industry in over a decade. I was genuinely astounded. It was an over-priced, over-prescribed effort, consisting of rows of shiny new cardio machines, being ridden by unimpressed and disillusioned people getting nowhere fast. The weights area consisted solely of pretty boys, who’s body composition was 20% hair product, in vests or hoodies, while their mates were choosing the best lighting angles to take snaps for Twitter or Instagram to document their session. Couple this with huge screens showing mindless TV, people reading news papers on machines, and staff who clearly wanted to be somewhere else. This wasn’t an environment conducive to health, performance and progress. It was an environment based on ego, money and marketing.

This place wasn’t for me. I didn’t belong.

It’s fair to say I’m not a fan of what the mainstream fitness industry currently has to offer. The industry seems to be inundated with fads, gimmicks, magic pills and bullshit. What’s worse, is that so many people are willing to buy into this industry, and this is quite simply what has come to be expected. It seems to be an industry based on quick fixes. According to countless publications and adverts, outstanding results have a very short timeframe. Apparently you can have anything if you simply buy the right products and pay the right price. There are any number of products or services which can give you a ‘bikini body’ or six pack and plenty of people willing to pay their money and go through the motions.

The fitness industry is currently one of the most profitable and persuasive industries in the world.

But here’s the truth: The fitness industry is failing. The system isn’t working. The high relapse into inactivity, rising obesity rates and the prevalence of misguided, contradictory and outright false information is proof. Unfortunately, little regulation has lead to unscrupulous products and businesses claiming that they have the answer. It’s impossible for the the public and consumers to know what to do. Despite the combined £3.9 billion currently spent on both the health and fitness and sports nutrition industries yearly, and millions spent by the government in order to reinforce various strategies, obesity is still on the rise, along with other associated illnesses, such as heart disease and stroke, high blood pressure, diabetes, cancer, gallbladder disease, gallstones, osteoarthritis, gout and potential breathing problems. All costing the NHS £4.2 billion a year. Obviously, the system has failed.

A great enterprise and industry has arisen on the grounds of exercise, filled with unscrupulous businesses that aren’t interested your ability to get stronger and healthier, but everything about your ability to pay your way and/or buy products.

The attitude and approach needs to be vastly different to what’s on offer. I already had a very clear vision for what I wanted to create. A serious training environment for everybody, regardless of ability or background, that focuses on 3 key areas:

Direction

We live in an age of over-information and it’s going to get worse. The problem isn’t too little information, it’s too much. Knowing where the marketing ends and where the real, useable information begins is increasingly difficult. ZERO 44 is there to cut through the noise and give clients the unbiased information and guidance they need to make optimal progress in performance and health.

Support

Support is vital to the success and longevity of any effective training program. We appreciate that support systems will vary for each individual. Some clients might prefer the directed focus of one-to-one sessions with a Personal Trainer. Others might value the input of a Personal Trainer but thrive training with their friends in a small group environment.

ZERO 44 exemplifies the power of a group setting in a class environment. By getting everybody to track their results, and fostering an environment of support where nobody gets left behind. Building a community where everybody gives their all and everybody grows together. Clients and members will also have access to an online forum to ask questions, post pictures, and write their thoughts whenever they like, to help and support each other.

Accountability

When anyone undertakes a potentially life changing path like that of physical fitness, it can be hard at first. The toughest part in the beginning is remaining accountable. Knowing that you have someone who is going to keep you honest with yourself is very important. With correct guidance and support, correct information and dedicated trainers, the training environment at ZERO44 Performance will go a long way in motivating and empowering members and clients with the tools they need to take control of their training and nutrition, become accountable for their goals, and become the fittest, strongest and healthiest they've ever been.