Oliver
“My old Platoon sergeant was a 'fat dacker'... I just thought, that's embarrassing. I needed to get 'battle fit' again, to be in a position where I could smash any course without the panic or embarrassment of falling behind.”
Elite Performance Coaching
When It’s You vs. the Standard,
You Need More Than Aesthetics. Build
performance that holds under pressure
Abs don’t win battles: Looks fade. Performance lasts. Train for readiness, resilience, and results, not mirror selfies. Use a proven, pressure-tested system for true strength, endurance, and consistent performance.
Step 1 of 2: Watch Video
Custom Programming. Strategic Nutrition.
Rehab Access. Mindset + Accountability Support
This isn’t just training. It’s reclaiming who you are.
Train Like It Matters Again.
Rebuild Performance That Lasts, Under Pressure, Under Scrutiny.
PBs, podiums and world champs qualifications achieved by real people
Hundreds of high-performers rebuilt from the ground up. PBs smashed. Identity reclaimed. Fulfilment Always
Results over hype: Hundreds of transformations from personal-best 5ks and lifts to complete lifestyle turnarounds.
This isn’t theory from a textbook. Every tool here was forged through thousands of hours living the craft, in elite sport, in the military, and coaching leaders, athletes, and professionals to perform under real pressure, with zero room for guesswork. Built on lived experience. Backed by results.
Field Note 01
I’m Jordan Dawes.
After years in elite sport and military service, I saw something that bothered me: good leaders turning into the 'unfit leader.'
Guys who were once at the front of the pack, now making excuses or feeling like an imposter in their own skin.
They were dealing with injury, chaos, and shift work, and most programmes were failing them when life got real.
So I built the system I wish we'd had: one that holds under pressure, adapts to a chaotic life, and rebuilds you into the asset you know you should be. If you're tired of feeling like you're falling behind, this is where it ends.
From mannequin to machine
Take a look at what our 120+ members are saying.
Jess
“My fitness levels and strength have both increased. I can now run a half marathon in 2hrs, I'm stronger in all the Hyrox stations, and I'm better at preventing injuries. To anyone thinking about joining? DO IT!! There will literally be no regrets.”
JJay
Hannah
“Mentally stronger, I believe in myself and my ability, testing myself regularly saw me take 10mins off my 5km time, added 45kg to my trapbar deadlift and added 23kg to my bench press.”
Basil
“I passed my PJFT as one of the stronger candidates and am now in the final push before my OSC date. I really struggled with the pull-up aspect at first, but I’ve increased my reps by five, putting me well above the minimum requirement.”
RRyan
“My biggest block was mindset, but the program pushed me further every day. I've massively improved my CV, and it took my bleep test up to 11. Now I'm a month away from passing out of Catterick and can't thank you enough.”
Andy
“I can run sub 55 10kms no bother, these are normal runs. Took me years to break the 60 min mark.”
MMarcus
Ioan
“The programming had a massive carry over to Royal Marines training and has prepared me well for the rigours of IMF, speed matches and yomping. It focused on the overall fitness, robustness and prehab required to excel at key tests like the RMFA and gym pass out.”
AAndrew
Harrison
“In Phase 1, I was always one of the ones at the back. You feel left behind, like you're not good enough to be there. The goal was to go from just scraping by to smashing tests by minutes and being the person that everyone is talking about.”
George
“I have managed to find a plan that allows me to work towards my goals within a fitness and career setting. This has ultimately allowed me to have my ownership and overall control of my life as a whole.”
Harrison
“I went from doing okay on pt to being put forward to becoming a PTI for my squadron.”
LLienna
Rosie
“After just a month, I dropped body fat and increased muscle mass. I'm recovering better from football and can handle more sessions without feeling fatigued. It was so easy to mould the plan around my lifestyle and I wouldn't have had these results without the accountability.”
Toby
“When I started, I couldn't complete a single round of the PJFT+ or a pull up. 6 months later, I can now complete over half of the officers PJFT+, my bleep test is a 10, and I'm pushing to be sub 110kg by year end! The mindset and habit building is the biggest standout.”
Braydon
“I joined due to a lack of structure. In just 3 months, my sfet run went down to 14.08, push-ups went up to 85, and my 5km run is now 19.45. If you want quick results and are in the military I would highly recommend Phyz Factory.”
What’s inside
Here’s EVERYTHING You Get Inside The Elite Performance Coaching
01Personalised Performance Coaching
You will not be winging it, you’ll be coached through a fully bespoke plan tailored to your goals, lifestyle, and schedule. Built using our system, you’ll know exactly what to do and why.
- Structured training blocks with real-time progress tracking
- Proven progression methods for performance and longevity
- Weekly reviews to keep things dialled in
- Access to our rehab team for injury setbacks and ongoing niggles
- Integrated nutrition support to optimise recovery, energy and body composition
02Expert Programming
Your training is delivered by expert coaches from multiple fields with progressive phases built around your goal: strength, hybrid, or conditioning-led.
- Video demos & technique cues
- Weekly sessions updated in-app
- Trackable metrics, test weeks and integrations
03Clarity & Mindset Coaching
We don’t just coach bodies, we coach humans. Every client gets mindset support and clarity tools to upgrade how they think, lead and live.
- 1:1 Clarity Coaching Calls if needed
- Monthly themed mindset workshops
- Goal, habit & routine design support
04Access to Your Coach
We keep you accountable without hand-holding. You’ll get feedback, check-ins, and ongoing support, so nothing gets missed.
- WhatsApp, Everfit App comments & Loom reviews
- 1:1 check-in calls on full tier
- Weekly progress reviews inside the app
05Elite Coaching Community
You’re not doing this alone. You’ll be part of a high-performing community who push each other and celebrate every win.
- Regular group calls
- Team challenges & community leaderboards
- Private WhatsApp group for daily support
Target profile
This was built for you if...
- You've looked at your 5k time or VO2 Max and felt a genuine sense of disappointment, knowing you're capable of more.
- You're in a leadership role at work or at home and feel a responsibility to set the physical standard, but privately feel you're falling short.
- A specific career course, P-Company, JWIC, promotion boards, is on the horizon and the thought of it causes more anxiety than excitement.
- Your lifestyle, be it booze, shift work, or family commitments, has “grown arms and legs” and is actively sabotaging your fitness.
- You know what to do, but you lack the structure and external accountability to make yourself do it consistently.
Step 2 of 2: Book your FREE Consultation Call
BUILD YOUR BATTLE PLAN TODAY.
This is your insurance policy against falling behind. For less than the price of a few nights out a month, you're reclaiming your physical edge, your confidence as a leader, and the mental energy you've been wasting second-guessing your training.
100% Effort Guarantee
Follow the plan fully, or get coached for free until you succeed, or your money back.
Free consultation
Choose your discovery call
Select the day and time that works best for you.
Burnout-Free Consistency
End each week on track. Planned recovery and habit prompts keep you committed, not burned out.
Pressure-Tested Performance
+20% strength, +15% endurance, 2–3 beep-test levels. Real metrics that translate to any mission.
Chaos-Proof Programming
Your career and family demand everything. Your plan adapts so you never lose momentum.
Tactical Support Network
1-on-1 coaching, rehab specialists, and mindset check-ins. Every barrier meets a strategic solution.
FAQ
Frequently Asked Questions
How does this fit my shift work or erratic schedule?
Our Chaos-Proof Training flexes around any schedule. We break your plan into adjustable phases, so you never miss a session.
I’ve burned out on other programmes. What’s different?
Engineered for Burnout-Free Consistency: built-in recovery days, habit tracking, and mindset coaching keep you on mission without overload.
Isn’t 1-on-1 coaching expensive?
It’s less than three takeaway lunches or three pints a week. One gets you drunk. The other gets you results. You can keep numbing the problem, or finally fix it.
What about injuries, ADHD, or mental blocks?
Access our Rehab & Mindset Team, mobility protocols, focus strategies, and accountability check-ins to overcome every obstacle.
When will I see results?
In 4–6 weeks, most clients record +20% strength, +15% endurance, and a 1–3 level bleep-test jump or levelled-up real-world conditioning without burnout.
Tired of Feeling Drained Instead of Dangerous?
If you have any last minute question book a call below.
You’ve seen the numbers — real strength gains, endurance breakthroughs, and test-day domination.
Now it’s your move.
P.S. Spaces are capped to keep the coaching elite and personal. Secure yours before it’s gone — and get your edge back.
I'm ready to join