Rachel Read has now completed her second AMG photoshoot, marking two years of consistent work and an incredible amount of progress. Put Year 1 and Year 2 side by side and the physical development is clear. But the real progress goes far beyond what you can see in the photos. Over two years, Rachel has built strength, discipline, confidence and a completely different understanding of what she’s capable of. The first photoshoot wasn’t the finish line. It was simply another poi

Two years ago, AMG existed as an idea. Today, it’s a coaching business and community that Adam is incredibly proud to have built. Since launching AMG, there have been thousands of coaching sessions, early mornings, late check-ins, hours of additional learning, plenty of coffees, loads of laughs and a few tears along the way too. Most importantly, there have been the clients. Over the last two years, Adam has watched people become stronger, healthier and more confident, achiev

We’re incredibly proud of AMG client Emma Fisher, who is now 7kg of fat mass down - but the number only tells a small part of her story. The biggest transformation has been in her confidence. At the beginning, Emma could barely look at the camera. Now, the difference is clear to see. And it certainly hasn’t been a straightforward journey. Emma has managed fibromyalgia, a six-week layoff with a back problem and another five weeks away from training due to inner-ear issues. Ea

Leading From the Front: Adam’s 2026 Photoshoot Prep With his November photoshoot getting closer, AMG Head Coach Adam is well into the final stages of his own prep. This process has been a reminder of what relentlessness really looks like. As a coach, Adam spends most of his time asking other people to commit to a process. Putting himself back in that position means experiencing everything that comes with it - the tired days, the hunger, the sessions that feel heavier than th

Lee ‘Arms’ Fisher 2.0: The Upgrade Another year. Another level for Lee! This phase was all about building on what was already there - adding more size, improving balance and continuing to develop a stronger overall physique. And the upgrade is clear to see! Lee is fuller through the chest and delts, with more overall tissue and, of course, the arms continue to live up to the nickname - built like council houses. But this isn’t the end point. We’ll finish the year with a clear

Progress isn’t just about how hard you train! For our latest AMG Client Day, a group of clients swapped their usual training environment for a well-earned afternoon at LYMPH Studio in Loughborough, followed by coffee and a catch-up at YARD Reclaim Coffee. We believe in looking at the bigger picture. Training and nutrition matter, but so do sleep, stress, recovery and lifestyle. Creating the right balance between them all is an important part of being able to perform, recover

This week, AMG Head Coach Adam has swapped the gym for the Majorcan sunshine as he and his wife Clare celebrate a very special milestone - their first wedding anniversary. 💍☀️ One year on from saying “I do”, they're spending some well-earned time together in Majorca, switching off, enjoying good food and celebrating their first year of married life. And the timing couldn't have been better. A well-earned halfway point The trip also happens to fall around the halfway point of

"I'm 51, perimenopausal and on HRT, and I honestly thought the number on the scales was only ever going to go one way - up! I felt bloated, sluggish and uncomfortable in myself. I knew a few people who had started working with Adam and their results had been amazing, so I decided to take the plunge and join his 12-week programme. In those 12 weeks, I've lost an incredible 9kg, I'm more defined, stronger, and I'm seeing numbers on the scales that I haven't seen since my 30s! T

Some of the best conversations don't happen in the gym. They happen on a walk, over lunch or simply spending time with like-minded people. Recently, the AMG team headed out to the Peak District for a day in the fresh air, followed by lunch together at The White Horse, Quorn. It was a chance to step away from training, catch up outside the gym and spend quality time together. We believe coaching goes beyond programmes and PB's. Creating an environment where people feel supp

When people think about making progress, they usually focus on the things that happen inside the gym. (The training sessions,nutrition, steps, cardio!) But one of the most overlooked parts of any fitness journey is what happens after you've finished training. RECOVERY! Recently, Head Coach Adam and his wife Clare spent a Sunday morning trying out the new LYMPH Studio in Loughborough, and it was the perfect reminder that looking after your body isn't just about pushing harder

At AMG Specialised Coaching, learning doesn't stop once a qualification has been achieved. The fitness industry is constantly evolving. New research emerges, our understanding of human movement develops, and coaching techniques continue to improve. To provide the highest standard of coaching, continual professional development isn't optional - it's essential. That's why Head Coach Adam has recently completed the Level 1 Exercise Mechanics Lab through Integra Education. This

When people see a transformation photo, they often focus on the end result. What they don't see are the hundreds of decisions that made it possible. They don't see the early mornings, the meals prepared in advance, the sessions completed after a long day at work, or the commitment to keep going even when progress feels slow. Jen's transformation wasn't built in 53 days, it wasn't built in 53 workouts. It was built over 53 weeks of consistently showing up. Over the past year

”If you're not walking away from a Luke Leaman course and questioning your own competence, you ain't doing it right." That was Adam's biggest takeaway after spending three days completing a Lower Body Structural Balance course with one of the industry's most respected educators. The course focused on assessment strategies, movement analysis and understanding how the body functions as a whole. From joint mechanics and movement ranges to identifying structural imbalances, the w

When most people think about getting in shape for summer, they're usually already running out of time. Richard took a different approach. Rather than looking for a quick fix a few weeks before his holiday, he committed to making gradual, sustainable changes well in advance. The result wasn't just a better physique - it was greater confidence, better habits and the ability to enjoy summer knowing the hard work had already been done. One of the biggest misconceptions in fitness

These photos represent far more than a transformation. They represent 15 weeks of consistency, commitment and trust in the process. From day one, every stage of the prep was planned and executed with purpose. Training, nutrition, cardio, recovery and mindset all played a role in achieving the final result. Along the way there were 17 refeeds, strategic adjustments and a clear focus on maintaining progress while keeping performance high. The transformation wasn't built through

Adam recently took on one of the UK’s most iconic ridge walks - the mighty Crib Goch. Joined by a friend, the challenge brought a very different kind of cardio compared to the usual AMG sessions, swapping gym floors for steep climbs, exposed ridges and some unreal mountain views along the way. Known for its demanding terrain and breathtaking scenery, Crib Goch is no easy task, making reaching the end an even bigger achievement. Trips like this are a reminder that fitness does

A little sneak peek into Beth’s recent photoshoot prep - with the final edited images still to come. This wasn’t a quick fix or a last-minute push. It was 14 weeks of structure, consistency and full commitment to the process. From training and nutrition through to refeeds, cardio adjustments and peak week strategy, every stage was carefully managed and executed exactly as planned. Cardio was even pulled a week out - a reflection of how well the prep had been run and how respo

Adam travelled to Winchester to spend several days learning from Luke Leaman and The Muscle Nerds, one of the most respected names in the industry when it comes to applied coaching, biomechanics and physique development. The few days away brought fresh ideas, deeper understanding and a renewed level of motivation heading back into coaching at AMG. In an industry that constantly evolves, one thing remains important - never standing still. While most people were switching off o

Adam recently took things out of the gym and into the mountains, heading over to Val D’Isère for a few days on the slopes. Along with his wife Clare and a group of friends (who also happen to be AMG members), he swapped barbells for skis and quickly realised that this might be one of the most humbling forms of “cardio” going. It didn’t take long to feel muscles working in ways they definitely don’t during a standard session, but that was all part of it. Long days on the slope

AMG recently brought clients together for an evening at The White Horse in Quorn - a great chance to step away from the gym and spend time as a team. With great food, good company and a relaxed atmosphere, it was an opportunity for clients to connect, catch up and enjoy the social side of what AMG is building. It also marked a first for Harvey, who was able to meet the wider AMG group properly and put faces to names following his recent addition to the team. During the eveni