Fat loss for men who want to take back control.
Nutrition and training coaching built around your routine, for sustainable results.
By booking, you agree to how I handle your details, see my privacy notice
Most men who get in touch don’t need a meal plan. You’re looking for ways to take back control.
Somewhere between the job, the family and everything else, the structure went. Not all at once, and not because of one bad decision. It eroded. Now you’re uncomfortable in your own clothes, not feeling energised, and everyday life feels harder than it used to. You already know what to do. Knowing was never the problem, it rarely is. What’s usually missing is the habits and routines to make it stick.
That isn’t a willpower failure.
You have probably made some form of progress in the past. Most men I work with have. The first fortnight goes well, but then work gets busy, or a weekend goes sideways, and it quietly stops. A few months later you are back where you started, with slightly less faith that any of it works.
It’s not your lack of motivation. It’s what happens when a plan depends on conditions that don’t survive your specific routine and schedule.
- Diets restrictive enough to work for three weeks and impossible to hold for six months.
- Changing everything at once, so one slip-up takes the whole thing down with it.
- Tracking apps with nobody on the other end interpreting the data for you.
- A gym membership with no plan, no guidance and no feedback.
- All-or-nothing thinking, where a missed session becomes a missed month.
None of that is a character flaw. It’s a systems problem, and systems can be rebuilt.
Why would this be any different?
It’s a fair question, and the one I get asked most. Three honest answers.
Habits that hold when the week goes badly
The work is building habits that hold when the week goes badly, because that is the part that has failed before. Routines and behaviour aren’t a bolt-on to the nutrition plan here. They are most of the job.
Nutrition and training, by the same person
Nutrition and training are handled together, by the same person. Most coaches do one or the other. Losing fat while holding onto muscle needs both to line up, and that gets much harder when your nutritionist and your trainer have never spoken to each other.
A deliberately small caseload
My caseload is deliberately small. At one of my previous roles I was coaching 200 or more clients at any one time. Every health-tech platform I’ve worked for told the same story: too many people to give any of them real attention. Truth is, I stopped enjoying how impersonal it became. They felt like numbers, not people, and that’s not why I got into coaching. This is built the opposite way round. Fewer clients, more attention, and I would rather turn someone away than take on more if it influenced my ability to coach effectively.
What you actually get.
Contact on WhatsApp
You get a reply within 24 hours, and usually sooner. Mostly voice notes, because it is quicker for both of us and you can hear what I mean rather than guess at it.
< 24 hrA 20-minute video call
Same slot, so it becomes a fixture rather than something else to arrange. You send a short check-in beforehand, which means we spend the twenty minutes on what is actually getting in the way instead of me asking you what you ate.
20 min / wkNutrition and training
Both included, adjusted as we go. Not sold separately, not upsold later.
Getting your food and training structured around the life you actually have, while building habits and routines that survive a bad week.
Who this is for, and who it isn’t.
- Are a man somewhere between 35 and 60 who has fallen out of routine and wants it back.
- Want to lose fat without ending up weaker or smaller than you are now.
- Have tried before, more than once, and are sceptical that this time is different.
- Are on a GLP-1 medication and want coaching alongside it, rather than instead of it.
- Want someone to work through the sticking points with you, rather than hand you a plan and disappear.
- Want a meal plan emailed over with no conversation attached.
- Are looking for the fastest possible weight loss regardless of what happens to your muscle.
- Are training for a physique competition or a specific sporting event.
- Want someone to tell you what you want to hear. I would rather tell you the truth.
The part that isn’t self-awarded.
I’m Wes Reeves. I’m a Registered Associate Nutritionist with the Association for Nutrition (AfN), I hold a First Class BSc (Hons) in Nutrition from St Mary’s University, Twickenham, London, and I’m a CIMSPA-certified Level 3 Personal Trainer.
That combination matters more than it sounds. Nutrition is unregulated in the UK, which means anyone can call themselves a nutritionist with no training at all. AfN registration is the part that isn’t self-awarded. My degree was independently checked against the AfN’s own standards before I could use the title.
My previous roles included health coaching at Second Nature, Manual/Voy, and Numan in the UK, with thousands of hours of coaching experience. I’ve also extensively supported people alongside their use of GLP-1 medication such as Wegovy and Mounjaro. I’ve seen what happens when coaching is done at mass-scale, and I’ve seen what happens when someone gets the attention they deserve. The difference isn’t subtle.
A founding group of clients, capped at ten.
No minimum term, and you can stop whenever you want. Ten places, and once they are taken the founding rate closes.
Book a callBy booking, you agree to how I handle your details, see my privacy notice
Founding clients keep the founding rate for as long as they stay with me. Not for three months, not for a year. For as long as you’re with me, whatever the price does afterwards. If you leave and come back later, you’d rejoin at the standard rate.
You’ve also got fourteen days from signing to change your mind, no reason needed, that’s the law for anything bought at a distance like this. If you cancel inside that window, you only pay for the days you’ve actually had. Cancel on day three, you pay for three days. The rest comes back.
The rate is reduced because I’m asking something in return: honest feedback as we go, so I can make this better. I’ll also ask whether I can show what you achieved once you’ve achieved it, and I hope you’ll say yes. That part is a request, not a condition. Say no and your rate doesn’t change.
I’d rather be straight about why it’s cheaper than pretend it’s a limited-time offer that never actually ends.
Questions you’re probably asking
Why should I trust someone with no client results on their website?
Because I’d rather show you nothing than show you someone else’s. I’ve coached several hundred clients in employed roles, but that feedback belongs to those companies, not to me. The founding group exists precisely so this page has real results on it in six months. In the meantime, my qualifications are verifiable and my experience is checkable.
I don’t have much time.
Nobody does. The men this works for aren’t finding two spare hours a day. We build around the week you have, not the one you’d need to clear.
What if I fail again?
Then we’d look at why and adjust, which is what coaching is. A bad week isn’t a reason to stop, and if the plan can’t absorb a bad week then the plan is wrong.
I’m on Mounjaro or Wegovy. Can you help?
Yes, GLP-1 support was a core part of my work at Manual/Voy and Numan. The main risk in rapid weight loss is what happens to your muscle and strength, and that’s the part I focus on. It’s one thing to watch the number on the scale drop, the harder question is what came down with it. Losing weight isn’t the same as losing fat while keeping your muscle, and only one of those is the goal. I don’t advise on your medication, dosing or prescription. That stays with your prescriber, and I’ll work alongside them.
Is this medical treatment?
No. This is nutrition and training coaching. If something comes up that needs a doctor, I’ll say so and refer you, and I’ll keep supporting you on the general side while that gets looked at.
Can you guarantee results?
No, and be careful of anyone who does. What I can tell you is what we’d work on and how we’d work on it.
If you’ve read this far, you’ve probably been thinking about it for a while.
The next step is a conversation. A few short questions when you book, then a call to work out whether this is a fit in both directions. If it isn’t, I’ll tell you, and I’ll point you somewhere better if I can.
By booking, you agree to how I handle your details, see my privacy notice