Three years ago, Jake Jones stared at a £10,000 debt statement while working on gym floors across Birmingham. Today, his transformation coaching company generates multiple six figures annually and commands international attention for delivering what most fitness professionals consider nearly impossible to scale.
While the global fitness market climbed to $257 billion during 2024 and online coaching revenues surged toward projected valuations exceeding $230 billion by 2032, most coaches struggle to deliver consistent results. Beyond Coaching stands apart through an approach that rejects industry orthodoxies about intensity-first programming, instead building frameworks around sustainable behavior change.
The Photoshoot Revolution Democratizes Elite Physiques
Professional photoshoot preparation once remained an exclusive terrain for competitive athletes and fitness models. Beyond Coaching dismantled those barriers through its 16 Week Shoot Programme, delivering over 200 photoshoot-ready transformations across four countries since launching in September 2021. The company achieved triple-digit year-on-year revenue growth while surpassing £1 million in lifetime revenue.
“Most people assume physique coaching means choosing between extreme results and lifestyle sustainability,” Jake explains. “We proved that style of thinking is rubbish. Our clients achieve jaw-dropping transformations while maintaining demanding careers, travelling internationally, and enjoying social lives. The secret involves reverse engineering from the endpoint rather than pushing forward from current limitations.”
The methodology centers on having clients visualize already achieving their target physiques before constructing tactical plans. Only after establishing visceral connections with success does practical programming commence.
Beyond Coaching hosts transformation photoshoots across Dubai, the United Kingdom, the United States, and Barbados, creating deadline-driven frameworks that eliminate open-ended ambiguity. “People underestimate how powerfully concrete deadlines shape behaviour. Tell someone they’re stepping in front of a camera in Dubai with 30 others in 16 weeks? Trust me, the excuses disappear fast. A countdown forces drive. No drifting. No, I’ll start again Monday.’ Just taking action.” Jake explains.
Behavioral Psychology Replaces Willpower Worship
Traditional fitness coaching often treats motivation as fuel that clients either possess or lack. Beyond Coaching constructs accountability mechanisms designed to function regardless of emotional states, recognizing that motivation fluctuates naturally. The system builds environmental structures, making desired behaviors the path of least resistance.
Jones qualified as a personal trainer at age 16, building expertise through years of hands-on experience before transitioning toward online coaching in 2021. “Research is great, but real-life coaching is messier than any study. People come to us with crazy work schedules, long-haul flights, stress, kids, and years of failed diets. You name it. The reason we win is because we’re obsessed with the person in front of us. No templates. No cookie-cutter plans. Just understanding their life and building something they can actually stick to.” Jake notes.
The coaching approach emphasizes the “1% Rule,” pursuing consistent progression through manageable weekly improvements rather than dramatic overhauls. Clients receive lifestyle-first transformation frameworks prioritizing routine establishment and stress management alongside nutrition and training protocols.
Beyond Coaching has delivered 263 photo shoot transformations. Jones personally coached fitness industry professionals, CEOs, and entrepreneurs, establishing credibility within communities that value evidence over promises.
The company targets delivering 365 jaw-dropping transformations by 2026. “Scaling this stuff is hard because every result is personal. There’s no conveyor belt. But we’ve built systems that keep the quality high, and we only bring on coaches who genuinely buy into the philosophy. That’s how we grow without the results dropping.” Jake explains.
Sustainability Challenges, Unsustainable Industry Norms
The fitness industry struggles with unsustainable methods disguised as results. Research examining health coaching strategies found meta-analysis evidence quality achieved only “very low” ratings. The disconnect between marketed promises and measurable outcomes contributes to consumer cynicism.
“Our industry celebrates before-and-after photos showing dramatic changes over 12 weeks, and that is cool.” Jake reflects. “But what we should celebrate are five-year-after images showing people who lived with that transformation through life’s inevitable curveballs. That’s where true methodology validation exists.”
The company develops coaching strategies around individual archetypes, recognizing that high-performing professionals demonstrate varied psychological patterns. “Cookie-cutter plans don’t work. People think differently, behave differently, sabotage themselves differently. Before we tell you what to do, we spend time understanding how you think; that’s the part most coaches miss. Psychology comes first. The plan comes after.”
“Honestly, the physique is just the surface-level win. The real shift is what happens in your head. When you learn how to reverse engineer success, build systems, and back yourself properly, it changes everything. That confidence bleeds into your work, your relationships, your day-to-day life. People realise years later that the body was just the start. The way I love to think about this.. Think about how different your life would be if you could operate at your maximum every single day. Versus 50%, how different your life would be.”
