FACT 1: Men lose 3-8% of their muscle mass every single year, the minute after they hit 30, meaning they get weaker and softer by the day.

FACT 2: Reduced muscle mass leads to lower testosterone levels. That means you have less drive, less “oomph,” your sex drive drops, and losing fat is twice as hard.

FACT 3: Most men simply sit back and accept this decline, saying “That’s just how it goes” or “But my partner says she prefers a Dadbod!”

But the uncomfortable truth is, the "dadbod" isn't just about looks—it's a warning sign. 

Men with less muscle are 230% more likely to get injured. Not great when you're still expected to hang those shelves and kick a football around with the kids, right?

And your partner might say they don't mind the extra padding, but let's be honest—she will mind when you're too knackered for a bit of romance or when you can't keep up with the kids. 

There’s no doubt that with the demands of modern life, men are struggling more than ever to get (and keep) a lean, fit physique.

And here’s the kicker:

The Traditional Advice of “Eat Less and Move More” is Actually Making Men Worse

You could do 150 HIIT classes this year and still not lose an inch of belly fat or look any different. 

Or you could meticulously try to count calories, yet not see or feel any changes.

It’s almost like every jog and salad pushes your body in exactly the wrong direction.

And even more "advanced" advice like lifting weights or eating more protein isn't working for you. Not because they’re not good things to do, but because they only scratch the surface of the problem.

As much as we'd like it to be the case, you can't out-exercise a poor diet. Most men kind of know that. 

But here's what I discovered the hard way…

You can't out-diet poor training either.

Sure, protein helps build muscle—but if your hormones are tanked and your training is random, that chicken breast isn't doing much. 

And yes, squats and deadlifts are effective—but not if they're programmed incorrectly for your changing physiology.

I've seen it countless times with the men I work with. They're doing everything they've been told—hitting their protein goals, lifting weights three times a week—yet their bodies refuse to change. 

Why? 

Because isolated tactics without a comprehensive system simply don't work for men over 30.

What's actually happening is a perfect storm in your body:

❌ Your testosterone naturally declines. 

❌Your insulin sensitivity worsens. 

❌Your recovery takes longer. 

❌ The “right” way to do things simply isn’t sustainable or maintainable, leading to inconsistency, frustration, and no results.

❌ The training and nutrition that worked in your twenties now produces diminishing returns at best, and injury and frustration at worst.

This is why…

Men Find Themselves in the “Over-30 Adaptation Deficit”

This is the brutal reality no one tells you about. After 30, your body develops what I call "The Adaptation Deficit."

Your twenties? Your body was a muscle-building, fat-burning machine that responded to almost any stimulus. A few push-ups here, a protein shake there, and you'd see changes.

And sure, maybe your 20s was actually more about beers, birds and burgers.

But the point stands the same - Most guys who wanted to be in shape in their 20s could achieve that, without too much effort.

But now? Your body just doesn't adapt like it used to.

Those hormones that once flooded your system after a decent workout? 

They're produced in smaller amounts. 

That metabolism that used to stay fired up? 

It downshifts faster than a taxi driver hitting the brakes.

This is why most men find themselves trapped in a frustrating cycle. The traditional approaches create an increasing "deficit" between what you put in and what you get back. 

You'll follow advice for a few weeks, maybe even see some initial changes, then hit a wall. 

You'll push harder, feel more knackered than accomplished, and eventually life gets in the way.

It's not that you're doing anything wrong. It's that your body is playing by different rules now, and no one's given you the updated playbook.

That's exactly why I developed the Tactical Transformation System. 

The Tactical Transformation System is not just about what to eat or how to train—it's a complete system that accounts for your body's changing biochemistry.

By creating the precise environment needed for men over 30 to build muscle and burn fat simultaneously, without living in the gym or surviving on chicken and rice.

Here’s How The 'Tactical Transformation System' Works

After training hundreds of men in their 30s, 40s, and 50s, I discovered something critical: The solution isn't working harder—it's working smarter. 

The Tactical Transformation System works by addressing three key factors most fitness programs ignore:

First, we strategically reactivate your testosterone production pathways. 

We do this through specific movement patterns, and recovery techniques. 

This isn't about taking supplements to mask the issues, it's about triggering your body's natural hormone optimisation processes, and getting to the core of the issue.

The right type of exercises, performed at the right intensity, and at the right volume (hint: it’s actually a lot LESS than most guys think they need,) is the key to actually getting stronger and leaner in your 30s, 40s, 50s and beyond.

Second, we implement precise nutrition protocols that work with your changing internal environment. 

Most diets fail for men over 30 because they don't account for how differently your body processes carbohydrates and fats now. We address that, so you start losing body fat and building muscle. 

I’m not talking about anything crazy like vegan, keto, carnivore diets, or even counting calories.  

Restrictive diets aren't practical for buys guys with families.

Rather, we use what I call the Micro Actions Protocol, where you'll create better food habits at an achievable pace each week.

The food changes are broken down into manageable steps over the process, whilst eating foods you actually enjoy, but that also contribute to fat loss and muscle gain.

Third, we use adaptive training loads that create the perfect stimulus for your current recovery capacity. 

This means you'll do less total exercise but get significantly better results because every session is calibrated to produce maximum adaptation without overtraining.

The beauty of this system is its efficiency. You'll train just 3 times weekly for 45-60 minutes, following nutrition guidelines that still allow you to have a social life, eat with the family, and enjoy the occasional pint.

What you won't find here are endless cardio sessions, extreme calorie restrictions, or complicated supplement regimes and meal plans.

Those approaches just burn you out and completely go against the grain, setting you up for failure. 

The men I've guided through this process typically report:

✅ Increased energy within the first week.

✅ Visible fat loss by week two or three, able to see newfound definition in the mirror

✅ Greater strength, more muscle, and filling out their t-shirts in all the right places by week four. 

✅ And a complete transformation of their lifestyle, confidence, and fitness by the end of it, without feeling like they're on a diet or struggling to keep up with the workouts.

Military Efficiency Meets Busy Dad Life

On paper, the tactical transformation system is simple.

But understanding the method is only half the battle—implementing it correctly is where most men stumble.

As a former British Army Physical Trainer, I spent years optimising physical performance in high-stress environments where failure wasn't an option. 

I trained soldiers who needed to maintain peak readiness while dealing with unpredictable schedules, limited equipment, and extreme physical demands.

Sound familiar?

The life of a busy dad isn't that different from military deployment: unpredictable demands, constant time pressure, and the need to perform at your best despite limited sleep and resources.

I found this out first-hand myself.

Because even with my background in the military, and even with the qualifications I gained after leaving the Army (Level 3 Personal Trainer, Certified Strength Specialist, and Precision Nutrition Coach,) I’ve found myself very out of shape at times.

I didn’t win the genetic lottery.

I’ve been skinny and fat at the same time (yes, that's a thing), battled depression after leaving the military, faced self-doubt, and dealt with serious health conditions and injuries.

Most conventional workouts left me injured or beat up, and I know how overwhelming it can feel when you're working hard for below average results. 

But gradually, bit by bit, through my own self-experimentation, through my continuing education, and through actually coaching hundreds of other men, I created a new way of getting (and staying) in shape.

That's why the tactical transformation system works so well for men with families and careers. 

I've Taken The Same Principles That Kept Soldiers Combat-Ready and Adapted Them Specifically For Men Juggling Work, School Runs, and Family Commitments.

The difference is in the execution. 

Where military training often relies on sheer volume and intensity, the Tactical Transformation System focuses on strategic efficiency. I.e. Maximum results from minimum time invested.

What I discovered training hundreds of civilian men is that the military's emphasis on adaptability, mental resilience, and systematic progression creates extraordinary results when tailored to the unique challenges of busy men in their 30s, 40s, and beyond.

I've refined these battle-tested techniques into a program that works with your lifestyle, not against it:

No turning your life upside down, no overpriced supplements, and no vomit-inducing HIIT workouts.

Which brings us to the program I've developed specifically for men like you:

The Battle-Tested Transformation System That Delivers Visible Results in Just 42 Days

I’ve taken the entire Tactical Transformation System protocols, and built it out into a comprehensive program.

We’ll work together for 6 weeks, taking you through a true coaching experience so you strip away stubborn belly fat, build noticeable muscle in the right places, and transform how you look in (and out of) your clothes…

Without living in the gym or suffering through another tasteless meal plan.

I've crafted this system using my military training expertise and years coaching hundreds of men just like you who now fill out their shirts in the shoulders instead of the stomach, see abs for the first time in decades, and receive unsolicited compliments on their new physique.

Deans client, Duncan Gillies and his son, Owen, from Oban, Scotland - hiking in the Altas mountains in Morocco. Since Duncan's own transformation he's been taking on adventures around Scotland and the world. Making the most of his fit body. Owen often joins him for father-and-son workouts in their garage gym, and adventures around the world. 

Q: I've done fitness apps and self-guided stuff before, and it just fizzled out. How is this different? 

This isn’t self-guided.

I’ll personally guide you every step of the way. I’ll check in with you weekly to track your progress, and you’ll have direct access to me through the app messenger for any questions or support.

You’ll also get two opportunities per week to join live Zoom calls with me and the other guys, where you can ask questions and connect with the group.

Plus, you’ll be part of a supportive, like-minded community inside our members-only Facebook group.

This combination of support, connection, community, and accountability is what most programs are missing—and it’s why you'll get such great results.

Q: What’s the diet plan like? 

Actually, there’s no “diet” at all.

This program is designed to help you eat better, get healthier, and get in shape without overhauling the way you or your family eats.

It’s all about small daily practices—Micro Actions—that build better habits and help you create a body that looks like you take care of yourself.

No extreme discipline. No guilt trips if you slip up. Just a sustainable way to eat and live better.

Q: How much time will I need to commit?

Just 5–10 minutes per day to check in with the app and stay accountable.

The workouts are simple: 3 sessions per week, 40–60 minutes each, depending on how focused you are.

Considering the average man spends 3–4 hours a day on screens, this small weekly time investment will pay off in the form of a leaner, stronger body, more confidence, and setting a healthier example for your family.

Q: What do I need to get started?

Not much! You can start with either:

1. Full gym access.
2. A home/garage gym (free weights, weight bench, etc.).
3. Bodyweight, suspension trainers, or resistance bands.
4. A combination of these—just let me know what you have, and we’ll collaborate on a plan.

(Side note: 2–3kg dumbbells won’t cut it for a grown man!)

Q: What if I have questions or feel stuck?

You’ll have direct access to me through the app messenger, so you can reach out anytime.

I’ll check in weekly to keep you accountable, adjust your workouts as needed, and make sure you’re always on track.

You’ll also be part of a private Facebook group where we discuss workouts, nutrition, and hold weekly challenges to keep you motivated.

When I say, “I’m in your corner,” I mean it.

Q: What if I don’t know how to do the exercises?

Every workout includes clear video demos so you’ll know exactly how to perform each move with proper form.

If you want personal feedback, you can submit videos of your form, and I’ll provide tailored advice to help you improve and accelerate your results.

Q: Can I still take part if I enjoy a few beers on the weekend?

Absolutely.

This program isn’t about deprivation. You don’t have to quit the things you enjoy—this is about creating balance.

That said, common sense is key: too much alcohol will hinder your progress, and it’s up to you to decide where your priorities lie.

The goal is to help you get results while living a normal, but healthier life.

Q: How much is it?

The program is just £147 for 6 weeks.

Q: What happens after the 6 weeks?

Many guys feel confident continuing on their own after completing the program.

Others love the support, guidance, and accountability so much that they choose to keep working with me.

Either way is totally fine! Let’s focus on getting great results in the first 6 weeks, and we’ll take it from there.

Will You Be a Victim of Indecision? Or Will You Be Looking Back 6 Weeks from Now, Proud of the Decision You Made?

That’s the only question you need to ask yourself.

It’s so easy to pick the “simple” option; the option to do nothing.

To accept the dadbod, the rapidly declining fitness, the huffing and puffing whenever you walk up the stairs and convincing yourself “that’s just the way it is now.”

But what if that wasn’t just the way it was?

What if you could reverse the so-called inevitable decline?

If you could get your testosterone back on track, without supplements or medication?

If you could lose 5, 10, even 15 lbs of fat in just 6 weeks, while gaining tock-hard muscle at the same time?

If you could actually enjoy sitting by the pool on holiday, proud of your physique, and if your mates were impressed (and just a little bit envious) about your transformation?

How good would that feel?

Pretty good, right?

To know you’re being the best partner to your wife, and the best dad to your kids.

You’ve seen the facts, about how most men get weaker, fatter, and see their testosterone plummet after 30.

But this is a choice.

You can choose to let that happen…

Or you can choose to back yourself, take a chance on me and the Kickstart, and take control, starting today.

If that’s the choice you want to make, hit the button below, and I’ll see you on the other side:

Dean