For people who still want to train hard. 
Just not at the expense of everything else.

Build strength, fitness and long-term health through intelligent strength and conditioning programs.
Grounded in evidence, shaped by experience, and designed to work in the context of your actual life.

EXPLORE OPTIONS

ABOUT ELA

What 15+ years on the gym floor has taught me.

I’ve been the athlete who built their life around training. Now, I’m also the person who has to fit training around life. I understand both sides, not just as a coaching concept, but through lived experience.

After more than 15 years of coaching people in person, I’ve learned that most programs fail in the gap between what looks good in theory and what someone can consistently apply in real life. Work gets busy. Stress changes. Schedules shift. Competing priorities influence how we train. Good coaching should account for that.

My approach is shaped by continuous learning and thousands of hours spent coaching real people. The goal isn’t to create the perfect program on paper. It’s to build one that is structured enough to drive progress, flexible enough to adapt as life changes, and engaging enough that you actually look forward to training.

The fitness industry often rewards attention, extremes, and people pretending to be experts in everything. That has never been my approach. My focus is helping people get stronger, move better, and build a lasting relationship with training. One that improves your life outside the gym, without requiring you to live in it.

Because the best program isn’t the one that looks perfect on paper. It’s the one you can still follow six months from now.

15+ years coaching experience 1:1 COACHING CAPPED AT 5 CLIENTS ATHLETES WHO LEAVE THE GYM CONTINUE WITH ME ONLINE
Sound familiar?

Training isn't the question.
Fitting it in is.

THE PROBLEM

Most programs are built for someone who doesn't exist.

The textbook athlete: unlimited time, no injuries, a schedule that never changes, and nothing competing for their time or energy. That person doesn’t exist for long, if they exist at all. Yet most programs are built around them. Here’s why:

No PURPOSEFUL structure

Exercise selection, loading, intensity, and recovery between sessions aren't afterthoughts. They're the job. Programs that ignore these principles don't just stall progress. They're a reliable path to burnout, injury, and starting over.

No adaptability

Adaptability is a fundamental of intelligent program design. Rigid programs break down the moment life outside the gym demands more. A well-designed system accounts for that from the start.

ADVICE WITHOUT EXPERTISE

There’s a difference between understanding program design and being good at selling the appearance of it. Too much of what’s marketed as programming is built to sound convincing, not to be intelligently applied to a real person.

Designed to impress, not progress

More isn’t always better. Long sessions, high volume, and constant variety can make a program look impressive without making it effective. Volume without structure isn’t programming. It’s wasted time and effort.

There's a different approach
Pricing

Clear options.
Transparent pricing.

Subscriptions

Structured training for everyday athletes.

Starting at
$39
USD per month · 
Structured concurrent training programs that develop strength, conditioning, and performance together, without one quality undermining the others.
No contractS | Cancel anytime
  • Structured programming to support year-round progress
  • Choose the training stream that fits your goals and availability
  • Improve strength, conditioning, performance, body composition, recovery, and injury resilience
  • Thoughtfully programmed sessions designed to make the most of your time in the gym
  • Coach’s notes and demonstration videos for every session
  • In-app chat to ask questions, share wins, and connect
  • Whether you train two days a week or six, the program maintains progress without starting over
EXPLORE SUBSCRIPTIONS
12 week custom program

Built around you. Progress on your terms.

Founding rate
$350
AUD · 
A fully customised 12-week program for independent athletes who want expert programming built around their goals, schedule, equipment, and experience, without ongoing coaching.
one time payment
  • Payment plans available
  • Detailed onboarding questionnaire
  • One personalised program, delivered for independent training 
  • Built around your goals, schedule, equipment, and experience
  • Coach's notes and demonstration videos for every session
  • Personalised program walk though
  • One revision window, available until the end of Week 4
  • Lifetime access to your program in the TrainHeroic app
APPLY FOR CUSTOM PROGRAM
1:1 coaching

Your plan. Your progress.
Supported throughout.

12 Weeks · 1:1
$99
AUD per week · 
A personalised coaching experience for people who want expert programming, ongoing support, regular check ins and program adjustments throughout the 12 weeks.
12 week minimum commitment
  • Payment plans available
  • Detailed onboarding questionnaire
  • Movement and conditioning assessment
  • Personalised programming built around your goals, schedule, equipment, and experience
  • Coach's notes and demonstration videos for every session
  • Personalised program walk though
  • Weekly video and technique reviews with direct feedback
  • Program adjustments based on your progress, feedback, and changing circumstances
  • Check-in calls at the end of every four weeks
  • Optional nutritional guidance
APPLY FOR 1:1 COACHING

Payment transparency
Your bank will convert payments to your local currency automatically. A small conversion or foreign transaction fee may apply depending on your provider.

Subscriptions: Billed monthly from your sign-up date, via the TrainHeroic app in USD. Cancellations, program switches, and billing are all managed through TrainHeroic directly.

12 Week Custom Programs and 1:1 Coaching: Invoiced directly by me. Aussie clients billed in AUD, international clients in USD. Payment plans available.

HOW THIS WORKS

Independent training or 1:1 Coaching

Choose the level of support that best matches how you want to train. 

INDEPENDENT TRAINING

Train with confidence.
Stay ready for life, sport, and everything in between.

A dependable training system you can follow week after week, whether your goal is general fitness, staying capable in everyday life, supporting recreational sport and other physical activity or supporting performance goals. 
EVERYDAY ATHLETE: BASE
$39 USD per month
Build the strength, fitness, and confidence to feel more capable in the gym and in everyday life. Full-body training gives you a reliable way to progress without training every day or following a complicated split, helping you make meaningful progress and achieve exceptional results over time.
EVERYDAY ATHLETE: PERFORM
$49 USD per month
Build the strength, speed, power, and conditioning to perform at your best without burning out. Perform is a balanced concurrent training program that gives experienced athletes a reliable way to train hard, progress consistently, and stay ready for sport and everything else they do.
12 WEEK CUSTOM PROGRAM
one-time investment · from $350 AUD
A 12-week personalised training program designed for independent trainees who want their training shaped around their goals, schedule, equipment, preferences and current capacity.

You will receive a personalised plan to follow independently, without an ongoing coaching commitment.
explore independent training

The only condition is that you show up.
The programming will meet you there.

After you sign up

What happens next.
Exactly.

Here's what to expect from each option.

Subscriptions
1 • PICK YOUR PROGRAM

Choose the program that fits your goals, training experience, and availability. Everyday Athlete: Base and Perform use the same clear programming language, so moving between streams is seamless as your goals and circumstances change.

2 • START TRAINING

Once you join, you’ll get immediate access to your chosen program through the TrainHeroic app. The programs are not built around linear progression or fixed start dates, so you can begin with the current training cycle whenever you join. Each cycle is designed to be picked up at any point, giving you a clear and effective starting place without needing to wait for a new block.

3 • EXECUTE WITH CLARITY

Each session comes with coach's notes and demo videos. Use the in-app chat to ask questions if you need clarification on the notes, I respond personally. 

12 WEEK CUSTOM PROGRAM OR 1:1 COACHING
1 • COMPLETE ONBOARDING

Start by completing an onboarding form so I can understand your goals, training history, schedule, available equipment, current circumstances, and general health. Once you submit the form, you’ll receive an onboarding email with everything you need to do next, including setting up your TrainHeroic profile, accessing the app, and preparing for your first four-week training block.

2 • PROGRAM BUILD

I’ll use your onboarding information to build a 100% personalised program. around your experience, goals, schedule, and available equipment. This may include machine-based exercises, free weights, conditioning, mobility work, and appropriate modifications, whether you’re experienced with online coaching or just getting started in a commercial gym.

3 • YOUR TRAINING

Both Custom Program and 1:1 clients receive their complete 12-week program and walkthrough. 1:1 clients receive ongoing feedback, regular reviews, and program adjustments throughout their coaching experience.

Client results

The proof is in the programming.

Selected for the Australian Dragon Boat Team

I made the Australian Team and was in the top 5 females for the benchmarking. Incredible achievement for only dragon boating less than 3 years.

Lena came with one goal: get strong enough to make a difference in the boat ahead of the World Championships in Germany. With no previous strength and conditioning training background, she built the strength and fitness required to make the Australian national team and rank among the top five female athletes nationally for team benchmarking, all within three years of starting the sport.
L
Lena
1:1 client · Dragon boater · No prior strength training
Pain gone. Stronger than ever.

I have never felt better and any pain or injury I've ever felt has either gone or been minimised. Training doesn't have to be 1.5hrs long to get the results I need.

Eloise was already active, but had never followed structured strength and conditioning programming. After years of treating chronic pain as something she simply had to work around, she began training with a clearer structure and shorter, more purposeful sessions. Within a couple of months, she was feeling stronger, moving better, and getting more from less time in the gym.
E
Eloise
Subscription client · New to structured training
guarantee

Put it to the test.

Subscription — 30-day guarantee

Try it for 30 days.

Join, train consistently for 30 days, and give the programming a genuine chance. If you decide it isn’t the right fit for you, email me within those first 30 days and I’ll refund your first month. This guarantee is for people who use the program as intended. You need to actually complete the training and give yourself enough time to assess whether it's the right fit for you.

CANCELLING YOUR SUBSCRIPTION: You can cancel your subscription at any time via TrainHeroic. Cancelling stops future payments, but you’ll keep
access to the program until the end of the period you have already paid for.

12 WEEK CUSTOM PROGRAMS & 1:1 COACHING

Your training needs to align with your life, not compete with it.

Your program is built from the information you provide. Your goals, training history, schedule, available time, recovery, and current circumstances; they all form the blueprint for your programming. That means honesty and transparency matter, as does being realistic about how much time you can dedicate around your existing commitments. A program cannot create results if it is not consistently executed.

FAQ'S

Want to know more before you sign up?

How do I know you're the right coach for me? +
I’m building a coaching business grounded in sound programming, real coaching experience, and client outcomes. My approach isn’t built around being an online personality. It’s built around helping people train intelligently and make progress that carries into real life.

I have more than 15 years of experience coaching people in person, and I continue to do so intentionally. There is no substitute for seeing how people move, perform, adapt, and respond in real time.

That experience helps me understand the gap between what someone can do on paper and what they can consistently execute in practice. It keeps the online programming grounded in the reality of real people, with different goals, schedules, abilities, and circumstances.

One example is Lena, who was selected for the Australian Dragon Boat Team despite having no previous strength-training background.

If you want a thoughtful, adaptable approach to training that supports your life outside the gym rather than competing with it, this may be the right fit for you.
I've tried online coaching before and got a generic plan. How is this different? +
The subscriptions do follow a defined structure. You’re not paying for a collection of random workouts. The intention of each session is clear, and the coaching notes and exercise guidance show you how to adjust loads, effort and movement options based on how you’re feeling and what you can manage that day.

1:1 coaching is different because your program is built from your onboarding information, assessment, goals, training history, schedule, recovery, and current circumstances. It is tailored to you from the beginning and reviewed and adjusted throughout the 12-week coaching experience.

The 12-week Custom Program also gives you a personalised program built around your information, along with a walkthrough and one program review window that closes at the end of week 4. It does not include ongoing reviews or adjustments thereafter.
How can 1:1 online coaching replace in-person feedback? +
It doesn't replace it. It's a different model. That's why 1:1 clients undergo a movement and conditioning assessment, giving me a clearer understanding of how move before I write your program. This means you're starting with movements relative to where you're at. Your onboarding questionnaire also covers your training experience, goals, schedule, and current circumstances in detail. You don't need to be advanced. You need to be willing to show up and follow the plan.
What if I don't have time to train five days a week? +
EA: Base is designed for people who need more flexibility with their training schedule. Full-body sessions are highly efficient, delivering meaningful results even when you have limited time. If you can consistently complete two strength sessions per week, you can still see results. The important thing is having a realistic plan you can follow.

For 1:1 clients, your program is built around the availability you provide during onboarding, so your training can align with your existing commitments rather than compete with them.
Do I need to be experienced to follow your subscription programs? +
If you’re newer to lifting, or returning to the gym after more than 3 months off, the Everyday Athlete: Base program is the best starting point. Subscription clients generally already have a level of familiarity with the gym and common exercises. Loads are self-regulated, coaching notes guide your decisions, and you’re encouraged to prioritise form over ego lifting. Coaching notes and demo videos are provided, but this is still a self-directed program. 

If you have an injury, medical condition, or any concerns about starting a training program, seek appropriate clearance before beginning.
What if I need to pause or stop 1:1 coaching during the 12 weeks? +
Life happens. If something significant changes, such as an injury, family situation, or work commitment, communicate it as soon as possible so we can discuss the most practical next step.

The 12-week minimum exists because that is a realistic timeframe for building consistency and seeing meaningful progress. It is not intended to trap you in a plan that no longer fits your circumstances. This applies to 1:1 coaching, where ongoing communication, reviews, feedback, and program adjustments are part of the service.

The 12-week Custom Program is different. It is a one-time purchase that gives you lifetime access to your completed program and one opportunity to request a review. Once the program has been delivered, managing when and how you complete it is your responsibility.
How quickly will I see results? +
That depends on more than the program. Your training provides the structure for each session, but sleep, nutrition, stress, recovery, and consistency also play a major role.

Subscription clients will often notice improvements in how they feel and move within four to six weeks of consistent training. More meaningful strength and conditioning progress generally requires at least 12 weeks of showing up and executing the plan.

No program can override inconsistent training or a lack of recovery. That’s why the 12-week minimum for 1:1 coaching exists. It gives you enough time to build consistency, apply the plan properly, and assess genuine progress rather than chasing a quick result.

You do the work.
The program makes sure it counts.

You've read this far. You probably have a good sense of which level of support fits you best.

Choose the structure that matches where you are right now.

EXPLORE TRAINING SUBSCRIPTIONS

For flexible, self-directed training with clear structure and guidance.

APPLY FOR A 12-WEEK CUSTOM PROGRAM

For a one-time personalised program built around the client's goals, schedule, training history, and circumstances.

APPLY FOR 1:1 COACHING

For ongoing reviews, feedback, and program adjustments throughout a 12-week coaching experience.