About Jay Armour

I’m a fitness professional with over 15 years of experience in the industry. My journey began when I started working as a Personal Trainer in luxury gyms across London. Quickly establishing myself as a knowledgeable and effective trainer, I delved into a career that has shaped my understanding of the human body and the crucial role nutrition plays in building strength, endurance, and a focused mindset.

In my youth, I engaged in various sports such as boxing, martial arts, football, and athletics, developing a deep appreciation for discipline, hard work, and perseverance. This competitive background laid the foundation for my drive today.

At 22, influenced from my experience in extreme weight management and eating disorders amongst fellow participants in sports, I transitioned into the role of a nutritional coach. Over the years, I’ve worked with a diverse clientele, including celebrities, royals, sports personalities, as well as London’s working-class. My ability to tailor programs to the unique needs of my clients has earned me a reputation as one of the most sought-after coaches in the industry.

Since 2015 I’ve been providing online personal training and nutrition coaching to clients worldwide. Embracing technology has opened up new possibilities for the fitness industry, making it easier than ever to connect with clients and help them achieve their goals. Beyond my professional achievements, I am also a devoted father and husband, I take part in physical activity 5-6 times per week, I’m not a natural morning person however I’m committed to training at 5.30am daily as a way of prioritising my own fitness to not enable the hustle and bustle of my working life to consume my own fitness and mental wellbeing. I’m a true believer that mindset is everything and with the right frame of mind challenges in life become opportunities for growth and self-improvement.