Before starting Fitter Healthier Dad, I came to a realization that completely shifted my mindset about exercise and the fitness industry as a whole. I spent years trying different programs, supplements, and diets. But my results never came.

What was I doing wrong?

I was doing everything I was being told, but no matter what I did I couldn’t shift my belly fat and gain muscle, while implementing a fitness routine around my busy lifestyle.

That was, until I started working with a brilliant personal trainer.

He understood what it was like for 40+ dads, and knew exactly what I had to do to succeed. In the months that followed I underwent a transformation that I never thought possible. And now I’m here to share with you the 3 most important things I learnt from that day until now.


Fitness Guide


The 3 Biggest Lessons I learnt About Why The Fitness Industry Fails 40+ Dads

Here they are. The 3 most important things you need to know about why the fitness industry is holding you back from getting in shape.

Until you learn what’s really going on and why they don’t want you to succeed, you’ll never be able to get the transformation you really want.


Modern fitness programs require way too much time & financial investment

Have you ever looked for a weightlifting program online?

In the past, full-body workouts 3-days-a-week were pretty standard. But now, or at least in recent years, the focus has shifted to mammoth 6-day intense workouts with exercises that require a language expert to decipher. What happened to simplicity?

As a busy dad, you’re never going to fit in 5+ 60-minute workouts in every week, along with extra cardio, HIIT, and ab workouts on the side. It’s ludicrous.

Yet, the fitness industry has done a damn good job of convincing you that you need to do this routine and buy these expensive supplements otherwise you’ll never get the success you want.

Modern fitness is 90% marketing, and once you internalize this and accept it you’ll start noticing it everywhere you look.

TV, apps, YouTube, podcasts, social media etc. Everyone with a good body has an app and a workout program, and unless you ONLY buy their products you’re destined to fail.

Humans have been in shape for thousands of years without macronutrient calculations, rest periods, and tracking apps. You don’t need them either.

You don’t need a gym, boring diets, expensive supplements, or complicated workout trackers.

You need a system that teaches you how to get in shape and live a healthier, happier life effortlessly.

More on this later, but for now keep reading the article to learn more about the fitness industries tricks to keep you from success.


bodybuilder holding a dumbbell straining


It’s difficult to fit rigorous training and dieting around your busy schedule

Dads are pretty busy. At least I am, I don’t know about you.

Being a dad is a full-time job, and when you fit in your own work and errands around it things start getting pretty hectic.

Which of these sound more appealing to you?

I don’t know about you, but I’d choose the second in a heartbeat.

Now, I will say, if you want to become a bodybuilder with shredded abs and huge biceps, you’re going to have to make a few sacrifices and dedicate your life to slinging iron.

However, if you’re like me, or most dads out there, then you just want to lose some belly fat, have more energy, look better naked, and wear nice-fitting clothes. I don’t have the desire to look like Dwayne Johnson when I’m 50. I’d much rather be able to enjoy the time I have with my kids and run around the park playing football.

And yet again, the fitness industry doesn’t want you to think this is possible.

They want to keep you slaving away doing workouts you hate with every ounce of your body until your muscles are burning and you give up. Only to be told that you weren’t the problem, it was the program.

“If only you bought this program and followed that diet instead you would have been successful!”

What a load of rubbish.


Most transformations are unrealistic for 40+ dads to achieve

How many workouts, influencers, programs etc. do you see that feature pictures of overweight dads before and after? Not many.

Almost all the fitness industry’s efforts are built around getting younger people to buy their products. I can’t blame them. Young people are more attractive, it sells better, and it’s easier for them to get results.

But that’s the thing…

Just because X program or Y supplement works well for a 24-year-old guy, doesn’t mean it’ll work for you. If anything, there’s a damn good chance that it won’t.

Not only is your metabolism slower and testosterone lower, your body is much less receptive to change than a younger person. Despite this they’re still trying to sell you the idea that this workout will get you all the results you desire. Like some kind of magic pill you can take and make all of your fat disappear. Surprisingly, that’s not how it works.

Chances are, you’re not going to have a bulging chest, huge biceps, washboard abs and wide shoulders if you’re only starting your fitness journey at 43. However, every single person in the world has abs underneath their belly, and you probably have some muscle on your body.

All you need to do is chisel away some fat sitting on top and you’ll look 20x better than you do. Unfortunately, fitness programs don’t tell you this. They think everyone wants the same result and has the same fitness goals, but that can’t be further from the truth

The media has done a lot of damage with their representation of ‘body goals’ for women, but the same thing has happened to men – we just don’t realize it.

We’ve been conditioned to think that unless we look like a Men’s Health cover model then we’re not attractive, we’re lazy, and we’re a failure.

Fortunately, I’m here to tell you there’s another way…


Introducing the Fitter Healthier Dad 90/10 Transformation System

I know it might sound a bit counter-intuitive to tell you about a program, considering I already spent 1000 words telling you why fitness programs aren’t good.

But you have to remember one key thing:

None of these programs have been built specifically for 40+ dads to get the results they want. None of them.

I personally used everything inside the program to take myself from an overweight dad to a world-class Ironman triathlete, and I honestly believe it’s the best program out there for busy dads like us that are tired of the same old crap being regurgitated by the fitness industry.

If you’re interested, click this link to discover more about the revolutionary 90/10 system, and take the first steps towards your new life as a Fitter Healthier Dad today.