Phil Griffiths

Body & Mindset Coach

I’m Phil and welcome to Primal 40.

I work with men who’re not happy with what they see in the mirror and are ready to do what it takes to make a change.

But it’s more than just looking good naked – although that is part of it.

My clients want the freedom to be masculine and feel powerful. To gain a level of self-esteem that gives them the confidence to create the life they want.

That said, let’s get one thing clear:

I’m talking about a healthy version of masculinity.

NONE of this ‘Alpha-male’ bullshit.

You CAN be all things strong, courageous, emotionally intelligent, kind, gentle, powerful, successful, etc, without being a jerk!

Hell, I’m a natural introvert! (read about my journey)

Most of my clients are over-40 and pissed-off with life.

Typically, they’re ready for a transformation. They want to lose fat, build some muscle, and have the self-confidence to take control of their life.

They feel at the end of the road, having tried countless diets and fitness fads, and gotten nowhere.

Not to mention the mixed messages about what it actually means to be a man in the 21st century!

That’s why I started Primal 40. It’s a place where we cut the crap, go back to basics and get results.

Being completely honest, while I’m totally there for all my clients:

I’m a solution-focused, straight-talker who says it as it is. I want results and won’t take on anyone who isn’t ready to do the work.

I believe that EVERYONE is capable of making a transformation if they want it badly enough.


Change is rarely easy and usually follows a certain amount of discomfort. It’s how we grow and develop.

This is a good thing! Because it builds resilience which leads directly to a healthy level of confidence and self-esteem.

It is NEVER TOO LATE to reshape your body and redesign your life from the ground up.

I’ve spent decades figuring this stuff out.

From having Zero Confidence and suffering from Social Anxiety and Negative Body Image issues.

To having a successful career in law-enforcement – a weapons and tactics specialist trained in hostage rescue. Including 16 years working in counter-terrorism.

A martial arts and self-defence instructor, specialising in conflict management and the psychological aspect of survival.

A hypnotherapist and NLP practitioner.

A personal trainer and qualified health coach, with experience in low-carb, Primal and Keto lifestyles.

In short: I transformed my life and I’d love to help you do the same.

Honestly, if I can do it, anyone can!


Contact me for more details about what I do and how we can work together.

Confidence & Self-Esteem Building

Confidence isn’t about being loud and brash or having an alpha-personality. On the contrary, it’s about setting your own standards and living life according to your personal values.    

Body Transformation

If you want to shed fat, gain control over emotional eating & have an effortless relationship with food: this is for you. Sustainable change involves behaviour change, not starvation.

1-2-1 Personal Training

With 38 years of experience, I know exactly how to help you reach your goals. Age is not a restriction. 

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How to Blow a Diet- by Accident!

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