“I’ve been in a physical rut for years. Although I go to the gym a few times a week and do the odd run, I don't feel I'm getting stronger or see any definition. I feel a bit shit and weak physically, and I sometimes worry about being able to keep up with my kids as they get older. I know I don’t have the luxury of youth or time on my side anymore, so something has to change." 

That’s what Sean told me when we first met. 

And it’s not like he wasn’t doing anything to change this. 

He was hitting the gym (albeit sporadically) 3-4 times a week. 

A few runs here and there. 

And some mountain biking, in when he could fit it in between work and being a dad to two kids. 

But still, he was struggling with: 

• Feeling waves of anxiety about getting his top off on the family holiday. 
• Getting frustrated with what he saw staring back in the mirror after months of workouts. 
• Avoiding the free weights area in the gym, for fear of doing something wrong and looking like an absolute tool (his words). 
• Day-to-day tasks like lifting stuff or being present with the kids after work feeling harder due to his energy and physical strength deteriorating more as time goes by. 
• Worrying about becoming the dad who struggles to kick a ball about or go long hikes with his kids in the future. 

I really felt for him. 

He knew he was at that midway point in life, and if he didn’t change the direction he was heading, he was going to become the dad who gets left behind on adventures as his kids get bigger and more active..

And like I said, it’s not that he wasn’t trying really hard. 

He was. 

So he was rightly very skeptical that my coaching would deliver, or that he would be able to commit to a higher level than he already was. 

Afterall, he’d been grafting away at it for 7 months himself for no results. 

So I knew if he would transfer this committed attitude he already had, into a system that’s proven to get busy midlife guys like him incredible results (often with less time put in), then he’d be blown away with what he could achieve….

And I told him if he just gets stuck in and didn’t see any progress or wasn’t happy with it at all, then I’d refund his full investment. 

Because, call me old fashioned, but I believe a man's word is still worth something. And a handshake between men is a deal that should be lived up to. 

So he agreed to give it a bash, because what does he have to lose with a guarantee like that? 

And his results have been nothing short of amazing:

After a couple of weeks, Sean was way more confident about how to train and start progressing properly with his workouts.

2 weeks in, and he noticed significant improvements in his energy levels, and strength going up on his lifts. 

And 4 weeks later, Sean was noticing the fat was falling off chest and stomach, his muscles feeling harder, and his physique starting to tighten up now. 

In fact, was seeing more progress in the first couple of months than he’d  seen in the previous 7 months, and that’s with only 3 workouts a week. 

Then, a year down the line he's in better nick than he's ever been in his entire life (as a busy dad of two in his mid 40s!)

How incredible is that?

Here's what Sean said:

"The biggest change is that I’m not anxious about taking my shirt off on holiday anymore. I actually feel proud of how I look. Day-to-day tasks that require strength are easier, and I have way more energy to get things done.

I used to worry that I wouldn’t be able to keep up with my kids as they got older, but now they’re the ones struggling to keep up with me! Plus, my mountain biking has improved a lot, which is a nice bonus.

The most important thing, though, is the impact it’s had on my family. I’m eating better, and now my wife and kids are too.

I kept putting off reaching out to Dean because I thought I was too busy to commit. I finally took the plunge and wished I'd done it sooner. The program has been a game changer. I spend less time in the gym than I did before, but now I look like one of the guys with a plan.

I feel fitter and stronger than I ever have, the education around nutrition has seen my energy levels increase massively. Most importantly, it's all been small changes that are easy to sustain."

I speak to guys like you every day. If I’m right about you, you’re usually strong-willed, capable, and up for putting in some effort to get what you want, but sometimes find yourself delaying action on things that matter most. 

You aren’t just looking for another workout; you want to stop going through the motions, start setting higher standards and leading from the front again.

 Your Body Loses 3-8% of Your Precious Muscle Mass Every Decade, The Minute After You Hit 30...

And then 1-2% of your strength and power every year, after you hit 40.... Meaning you're getting weaker and softer by the day, unless your fitness routine is geared towards fighting this inevitable decline. 

 When You Lose Weight, It Comes Off Both Your Muscle And Fat Stores...

Again, unless you give your body a reason to believe you need to keep (or grow) your precious muscle tissue... This is why so many guys who neglect strength training and only do cardio, HIIT, or circuits end up just becoming a smaller version of where they started (or sporting the skinny-fat look). 

 Only 5% of Men Aged 35-64 Actually Achieve The Bare Minimal Recommended Activity Levels  

Too many guys just sit back and accept defeat... Telling themselves "that's just what happens when you get to this age", or "women prefer dad bods anyway"... But the brutal truth is, study after study actually find that most women are sexually attracted to leaner, more athletic builds than they are to the cuddly dad bod. And, as you'll see on this page, plenty of men in their 40s and 50s proving it's more to do with personal standards than your age. 

Let’s be honest, you’re at a crossroads and need to make a choice soon. You see yourself as a man who sets examples, but the mirror is telling a different story. 

You aren’t looking for magic pills or miracles, you just want a plan that gets you looking and feeling your best and actually respects the limited time you have as a busy dad.

And It's your duty to keep a body your wife still has the spark for. 

In fact, the opposite of this is your WORST nightmare...

You don't want to be the dad who's too tired, unfit or too stiff to kick the ball around and go adventures with your kids. 

Being the guy who with the belly out at the pool on your summer holidays. 

Or having to give up the activities you love doing because your body feels 10 years older than you are. 

That's the reality for a lot of men after the age of around 35.

Many of who'm just sit back and let themselves go because they're 'too busy' or afraid to put in a little bit of effort. 

You're NOT that guy. 

But somewhere along the line you've let your body fall by the wayside. 

You might be putting a bit of effort in already... But are you truly showing up as that ideal version of you that you see in your head -

Are you eating the way that version of you would? 

Do you eat from a place of convenience or a place of preparedness? 

Are you training your body with structured fitness programs or just doing some random, directionless hard work?

Does your life have the structure that ideal version of would have in place? 

Do you treat your weekends like that version of you would? 

Chances are, the answer to at least some of those questions above are a 'no'.

This is where I come in to help you bridge the gap...

More Evidence For DMIC ...

BONUS #1: BONUS: 3 X Real Client Success Interviews - Learn from the Lads Who’ve Done It

I’ve put together these exclusive audio interviews with 3 of my coaching clients who were exactly where you are now: busy dads in their 40s, juggling family, work, old aches and pains, and that nagging feeling that their best body was behind them.

They turned it around.

And in these interviews, they break down exactly how they did it - the habits, mindset shifts, conversations at home, and practical strategies that made it all click.

You’ll get downloadable audio recordings you can listen to while commuting, walking the dog, or knocking out the household chores — so you can learn straight from the lads themselves and pick up the gold nuggets that made the difference.

Here’s who's stories you'll get detailed insights from: 

Craig Hargreaves - A dad of two in his 40s who overcame chronic back pain, rebuilt his strength, got shredded, and got back to his love mountain biking and motorbike racing.

Jim Tait - A dad of 3 who eliminated the dad-belly and nagging injuries, reignited his love for training, and became the healthy leader his whole family now follows.

These aren’t celebrities with unlimited time and money you read about in magazines or online articles.

They’re every day dads in their 40s who faced the same struggles you might be facing right now - and came out the other side leaner, stronger, and proud of the man in the mirror again.

BONUS #2: Real Life Eating Survival Pack - Nutrition Made Simple…

Let’s face it - most guys fail because they think they need complicated meal plans or strict diets. But life doesn’t pause for you to get the perfect go at getting in shape.

There’s nights when the kids want a takeaway.

Meals out with the missus.

And long drives where the only options seem to be Greggs, Subway, or whatever’s in the service station fridge.

That’s where this Real Life Eating Survival Pack comes in.

You’ll get 3 practical, no-BS PDF guides packed with simple strategies to help you stay on track without becoming the awkward salad guy or wrecking your fat-loss progress.

Here’s what’s inside:

1. Takeaway Nutrition Guide -  How to order smarter at your favourite fast-food spots so you can enjoy a treat without blowing your calorie budget.

2. Eating Healthy at Restaurants - A complete guide to navigating menus, avoiding hidden calorie traps, and walking away satisfied (not sabotaged).

3. Service Station Survival - Realistic, smart food swaps to keep your energy up and your waistline in check on long journeys.

These downloads give you real-life flexibility - so you can keep living your life, eat out with confidence, and still make steady progress.

BONUS #3: The 5-Minute Military Morning Domination Protocol: How to Start Every Day Like a Weapon (Even When Your Life is Complete Chaos)

Here's the truth: you already have a morning routine. The thing is, most guy’s mornings are setting them up to fail before they even leave the house.

Rushed. Tired. Reactive. Already behind. Sound familiar?

This military-inspired morning system will completely rewire how you start your day. In just 5-10 minutes, you'll transform from a stressed-out reactor into a calm, focused warrior who owns his day instead of being owned by it.

You'll learn how to lock in your priorities so you never waste another minute, slash stress and overwhelm (even on your craziest days), and build unstoppable momentum toward the body you want. Plus, your kids will see you as the composed, confident leader they need you to be.

No meditation cushions. No 4am wake-ups. Just a quick, brutally effective proven system that turns ordinary mornings into your secret weapon.

BONUS #4: The 5-Minute Supershake Formula: The Meal Replacement That Tastes Like a Treat But Burns Fat Like Rocket Fuel and Acts Like a Muscle-Building Cocktail… 

Your biggest enemy isn't lack of willpower... it's lack of TIME.

When you're rushing between meetings, picking up kids, or dealing with whatever crisis just hit your phone, good nutrition goes out the window. You grab whatever's convenient and wonder why your gut keeps growing.

This changes everything.

The Supershake formula gives you a complete, muscle-building, fat-torching meal that takes 5 minutes to make and tastes so good you'll actually crave it. No more skipped meals. No more drive-thru disasters. No more excuses.

Whether you use it to set you up for the day ahead or after a busy, stressful day to save you from calling in fast food, it’s a game-changer. 

One shake. Five minutes. Game over for your busy schedule sabotaging your results.

After signing up, you’ll have instant access to these bonuses (plus more) inside the guides area of our coaching app.