About Matt

Hey, I’m Matt.

Former British Army Soldier, OCR athlete, and coach to podium winning

athletes — including Spartan UK, US and DACH National Series champions,

OCR & spartan European champions, and World champions.

I’ve also stood on the podium across the UK, Europe, and the USA.

👉 I built this.

I lead through embodiment.

I don’t just coach it — I live it.

That’s why the training is at a high level.

This is the standard.

I pride myself on being right there, doing it with the athletes I coach.

I live by ownership and responsibility.

Most people quit right before the breakthrough.

They feel resistance, doubt the process, push harder, get injured or switch

direction.

That’s the inner saboteur at work.

I look for it.

Because when it shows up, I know I’m close to a new level.

👉 That’s when you hold the line.

👉 Take ownership.

👉 Stay consistent.

👉 Execute when it’s uncomfortable.

That’s where the next level is.

Where It Started

I didn’t grow up with structure.

No strong father figure.

Didn’t fit into school.

Rejected the system early.

I spent most of my time outside—moving, exploring, figuring things out.

I didn’t want average.

So I refused to live it.

The Infantry — Real Pressure

I understand hard training and pushing limits:

I spent months in trenches.

On the front line.

In the infantry.

That’s where I learned what pressure actually is.

I served 12 years in the British Army in a frontline infantry unit.

I deployed to Afghanistan at 19.

I led soldiers in high-risk environments.

I progressed to Sergeant, worked in Reconnaissance, and became an

Instructor at the Infantry Training Centre.

👉 That’s where I learned how to build people.

Not motivate them.

Not entertain them.

Build them.

Why I Left

I left the Army in 2020.

Not because I had to.

Because I knew there was more.

I wanted:

• Freedom

• Ownership

• Control over how I lived

So I built Primal Fitness.

No backup plan.

No hesitation.

👉 Burn the boats.

The Realisation

I was the person training hard.

I pushed limits.

I worked harder than most.

And I still hit plateaus.

Because effort wasn’t the problem.

👉 Structure was.

I saw the same thing in everyone else:

People train hard

But stay stuck

Because they’re missing:

• Structure

• Sequencing

• Recovery

• Clarity

My OCR Journey

I wasn’t gifted.

I couldn’t do monkey bars.

I broke my foot in a race.

I failed repeatedly.

But I stayed consistent.

In 2019, I entered the Spartan UK series with no real experience.

At the same time:

• Going through a divorce

• Leaving the Army

• Starting a business

• Fighting to see my daughter

Still, I finished:

• 5 Gold

• 1 Silver

• 6 Bronze

• 3rd in the UK Series

2021:

👉 UK National Series Champion

Since then:
• Top 10 Elite Europe
• Podiums in the USA
• Continued progression

👉 Built, not given. The hardest part… Doing it all whilst facing the adversity of life.

Now

I operate as a Performance Strategist.

I don’t just coach training.