ONLINE FITNESS COACHING THAT FITS INTO YOUR SCHEDULE.

Get Stronger. Get Fitter. Build a Body That Keeps Up With Your Life.

Apply For Online Coaching

Based in Oxford. Coaching clients across the UK and worldwide.

You Don't Need More Motivation. You Need a Better Plan.

You've probably tried to get into better shape before.

Maybe you started training consistently for a while.

Maybe you followed a diet.

Maybe you downloaded a programme, joined a gym or promised yourself you'd get back on track on Monday.

And perhaps it worked.

Until life got busy.

Work became stressful.

The kids needed more of your time.

You went away.

Your routine changed.

You missed a few sessions.

Then the plan stopped fitting your life.

That's where my coaching is different.

I don't build programmes for the perfect week.

I build them for your actual life.

Your training, nutrition and habits are designed around your goals, your schedule, your experience and the things that make consistency difficult for you.

So when life changes, your coaching changes with it.

SEE HOW ONLINE COACHING WORKS →

Personalised Coaching. Wherever You Train.

Online coaching gives you the expertise, structure and accountability of a personal trainer without having to arrange your life around fixed weekly appointments.

You train when and where it suits you.

I take care of the programming, progression and coaching.

Your coaching is built around:

Your Goals

Whether you want to get stronger, improve your fitness, lose body fat or simply feel healthier and more capable.

Your Schedule

Your programme needs to fit around work, family, travel and everything else competing for your time.

Your Experience

Whether you're starting from scratch, returning after years away or already training regularly, your programme starts where you are.

Your Environment

Train in a commercial gym, at home or a combination of both. Your programme works with the equipment you actually have.

Your Life

Busy weeks, holidays, missed sessions and changes of plan are part of being human. We adapt rather than starting again.

What You Get With Online Coaching

My coaching programme isn't an app that sends you a generic training plan and leaves you to get on with it.

We work together.

Personalised Training

A structured training programme designed specifically around your goals, experience, schedule and available equipment.

Your programme develops as you get stronger and fitter.

Nutrition Guidance

Practical guidance to help you improve your nutrition and build habits that support your goals.

No crash diets.

No unnecessary restriction.

No pretending you'll never eat another meal out.

Regular Check-Ins

We'll regularly review your training, progress, challenges and priorities.

You'll always know what you're working towards and what needs attention next.

Ongoing Support

You’ll have questions. Plans that need changing. Sometimes you need to know whether something you're doing is actually worth doing.

You'll have direct access to me for guidance and support between check-ins.

Programme Adjustments

Your programme isn't set in stone.

If your schedule changes, something isn't working or you've progressed beyond your current programme, we'll adapt it.

Accountability

You don't have to rely entirely on motivation.

We'll establish clear targets, review your progress and keep you accountable to the things you've said you want to achieve.

Apply For Online Coaching

What Our Clients Say

“My biggest fear was having a lack of contact and accountability with Jamie because it was online. I have lost 4kg in body weight and increased all my lifts by 10kg since starting. I've got so much more from it than I expected.”

— Ollie Scott

“Training with Sensei Johnstone has been nothing short of epic for me.

Jamie started me off with small steps - like 15-minute walks after each meal.

We built on from there and now I regularly exercise 3 x a week and have a much better relationship with food.”

— James Hutton

“Thanks Jamie, for trusting me, supporting me, all the help and education! I feel amazing, soooo energised and determined. I am already thinking about the next steps! Not only to lose weight, but look more fit too.”

— Naz Rashidi

SEE MORE CLIENT RESULTS →

How Online Coaching Works

01 — Apply

Tell me about yourself, your goals, your current training and what's getting in the way.

This gives me a clear picture of where you are now and whether online coaching is the right fit.

02 — We Talk

We'll have a conversation about your goals, lifestyle and what you want from coaching.

I'll explain how the coaching works and answer any questions you have.

No hard sell.

03 — I Build Your Plan

Once we decide to work together, I'll build your training and coaching around your individual circumstances.

You won't receive a generic programme that could have been written for anyone.

04 — You Train

You follow your programme wherever and whenever works for you.

I'll be there to answer questions, review your progress and help you make adjustments along the way.

05 — We Adapt & Progress

As you become stronger and fitter, your programme changes.

And when life changes, we adapt.

The goal isn't simply to complete a programme.

It's to build an approach that you can continue using for years.

Choose the Level of Coaching That Fits You

You need the right level of support to help you make consistent progress.

That's why I've created three levels of online coaching.

Whether you want the structure of a personalised programme, regular accountability, or a more hands-on coaching relationship, there's an option to suit you.

ESSENTIAL

A templated training programme with the structure and support to keep you progressing.

Ideal if you're confident training independently but want a programme for extra guidance.

You'll get:

A templated training programme delivered monthly
Exercise demonstrations and guidance
Training delivered through the coaching app
Regular programme progression
Access to your coach for questions and support

Best for: People who know how to train but want a structured plan built specifically for them.

Explore Essential→

PERSONALISED

Personalised coaching, accountability and support to help you make lasting progress.

This is the option for you if you want more than just a programme. I'll work with you to adapt your training, keep you accountable and make sure your plan continues to fit your life as things change.

You'll get everything in Essential, plus:

Regular check-ins with me
Ongoing feedback and coaching
Training adjustments based on your progress
Greater accountability around nutrition and lifestyle
Direct access to me for coaching support
A programme that evolves as you do

Best for: People who want an experienced coach in their corner, rather than simply another training plan.

Explore Coaching→

(MOST POPULAR)

PREMIUM

The highest level of personalised support for those who want coaching totally built around them.

For people with specific goals, demanding schedules or a desire for a more hands-on coaching relationship. We'll work closely together to manage your training, recovery, nutrition and progression.

You'll get everything in Coaching, plus:

More frequent contact and feedback
Highly individualised programming
Greater flexibility around your training
Detailed progress reviews
More hands-on nutrition and lifestyle coaching
Priority coaching support including a monthly Progress Review call

Best for: People who want the most comprehensive level of guidance and accountability.

Explore Premium→

Coaching For Real Life

I don't believe your life should revolve around your training.

You might have a demanding career.

You might have young children.

You might travel.

You might have hobbies and a social life you actually enjoy.

You might only have three hours a week available to train.

That's fine.

Training should make your life better — not become another source of stress.

Progress Over Perfection

There will be weeks when things don't go to plan.

Work gets busy. The kids get ill. You go on holiday. You miss a session.

That's normal. The goal isn't to execute your programme perfectly.

It's to keep moving forwards.

Train For Real Life

Training should improve your ability to live your life.

Play sport.

Keep up with your kids.

Go hiking. Play golf. Travel. Feel good.

Do the things you enjoy.

The gym is the means — not the end.

Build, Don't Punish

Exercise isn't punishment for what you've eaten.

Training is an opportunity to build a stronger, fitter and more capable body.

And if losing body fat is one of your goals, we'll address that as part of the bigger picture rather than relying on extreme diets.

Consistency Over Intensity

You don't need to train every day.

You don't need every session to leave you exhausted.

You need an approach you can consistently execute.

Sometimes that means pushing yourself.

Sometimes it means doing less because life is busy.

Both can be part of successful long-term coaching.

Is Online Coaching Right For You?

Online coaching is designed for adults who want expert guidance but need flexibility.

It's particularly suited to people who:

Have a demanding job or busy family life
Want to get stronger
Want to improve their fitness
Want to lose body fat
Have struggled to stay consistent
Are tired of generic workout programmes
Aren't sure what they should be doing in the gym
Want accountability without fixed appointments
Train at home or in a commercial gym
Want to improve their health without giving up the rest of their life
Want someone experienced to guide their training and nutrition
Are prepared to take an active role in their own progress

You don't need to be fit before you start.

You don't need years of gym experience.

And you don't need everything figured out.

You just need to be ready to start.

Why Work With Me?

I'm Jamie, founder of JJ Strength & Fitness.

I help people with busy schedules build strength, improve fitness and develop sustainable habits through personalised online coaching.

My own experience of discovering strength training after years of poor habits heavily influences how I coach today.

I've learned that the most effective approach usually isn't the most complicated one.

It's the one you understand.

The one you can actually implement.

And the one you can continue doing when life gets busy.

That's why my coaching focuses on:

Simple training.

Practical nutrition.

Sustainable progress.

Rather than extreme diets, punishing workouts and fitness fads.

My goal isn't simply to help you get in better shape.

It's to help you build the knowledge, habits and physical capacity to stay that way.

I’ve spent a lot of money and time (more than I’d like to admit!) learning about the body, biomechanics, exercise physiology as well as behaviour change and psychology.

What I love most about my job is putting all of that learning into coaching my clients to become more resilient, stronger and fitter.

MEET JAMIE →

More Ways I Can Help

1-to-1 Personal Training

Personalised coaching in a private gym in Kidlington, near Oxford.

Build strength, improve fitness, lose body fat and become a more confident and resilient human being.

Explore 1-1 Personal Training →

Youth Performance

Strength and athletic development for young athletes aged +12.

Build strength, speed, coordination and confidence in a supportive environment.

Explore Youth Performance →

Fitness for Golf

Strength, mobility and physical preparation designed to help golfers move better and perform at their best on the course.

Explore Golf Fitness →

Based in Oxford. Coaching Across the UK and Worldwide.

JJ Strength & Fitness is based in Oxfordshire, but online coaching means you don't need to live nearby.

You can train:

At your local gym
At home
Outdoors
Or a combination of different environments

Your programme is designed around the equipment and circumstances you have available.

So whether you're in Oxford, London, Manchester, Edinburgh — or somewhere further afield — you can work with me online.

Prefer face-to-face coaching?

I also offer a limited number of 1-to-1 personal training spaces from my private gym in Kidlington, Oxfordshire.

1-TO-1 PERSONAL TRAINING →

Online coaching remains my primary coaching service.

Frequently Asked Questions

No.
I'm based in Oxfordshire, but online coaching is available to clients across the UK and worldwide.
No.
Your programme can be designed around a commercial gym, home equipment or a combination of both.
We’ll have regular check-ins to review your progress, discuss challenges and make adjustments.
You'll also have support between check-ins when and if you need it.
No.
Your training programme is only one part of the coaching.
We'll also work on progression, nutrition, habits, accountability and adapting your plan as your circumstances change.
Yes - absolutely!
If fat loss is one of your goals, we'll work on training, nutrition and habits together.
The focus is on sustainable progress rather than crash diets or extreme restriction.
That's never an issue.
Your programme starts with your current ability and experience.
You don't need to be fit before you begin.
We adapt.
Your programme needs to work in the real world.
If you have less time available, we'll adjust your training rather than treating the week as a failure.
Yes.
Much of my coaching is aimed at adults who want to improve their strength, fitness and health while balancing work, family and other commitments.
It depends on your goals.
I can build programmes around a fully equipped gym, a few pieces of home equipment or very minimal equipment.
We'll work with what you have.
I'll review your application and send you an email back — then we'll arrange a consultation to discuss your goals and whether coaching is the right fit.
There's no obligation to continue :)

Ready to Get Started?