Fitness coach Chris McVay is looking to grow his coaching service, positioning it as a specialised, tailored offer in a hugely congested fitness market.
Chris, 49, based in the north east, is targeting busy, mature professionals who demand a high-quality, discreet, and empathetic approach to health and fitness.
The service differentiates itself by prioritising the lived experience of the coach – Chris is a competitive athlete who also juggles running two businesses and raising a family.
Chris’s philosophy stems from a realisation that many high-volume online coaches or younger, less experienced trainers may struggle to connect with clients who have complex professional and personal lives.
“My clients are of a certain age; they are successful, dedicated, and they want a maturer, more relatable experience – someone who has lived a little and understands the challenges of modern life as a business owner, parent,” says Chris. “They want a coach who understands the stress of a 12-hour workday, the difficulty of a school run, and the need for a solution that fits their life, not the other way around.”
“Some of my clients have struggled to access my kind of approach. It’s not easy – the fitness market is extremely congested. It can be quite confusing – I keep it simple – I will work with you directly, drawing on years of dedicated experience.”
Experience counts
With over 30 years of personal strength training experience and a history of competing successfully at a global level – including a Second Place finish at the World Championships two years ago – Chris offers a unique level of credibility.
His service is structured around three key pillars:
1. Relateable coaching: Leveraging his personal experience of dieting for competition, he can genuinely empathise with and motivate clients through intense periods of focus and challenge to achieve results.
2.True one-to-one service: Chris deliberately caps his client numbers to ensure every client receives the correct level of attention, with detailed weekly check-ins (covering fitness, nutrition, and mental well-being), and a truly bespoke programme.
3.Flexible, bespoke training: The service offers a flexible blend of high-tech online coaching (via his branded app, One Fit) and optional one-to-one in-person sessions at his private, home-based facility, providing a confidence-boosting environment often preferred by professional clients.
By offering a time-served, relatable perspective, Chris McVay is setting a new standard for adult-focused personal training, proving that dedication to fitness and a demanding professional life are not mutually exclusive.
Chris placed 4th out of 12 in his height category at the Euro Masters Over-45s at the weekend — an impressive result against athletes from across Europe.