About Jools Newsome. Sixteen years of coaching, over 20,000 hours. Two boys. One standard I hold myself to first.
Same season, same load
I'm Jools, a physique and mindset coach based in London.
I'm a dad to two boys. One just turned two years old as I write this, and my second a newborn. Alongside that I train for endurance events while building this business and looking after clients.
I'm telling you this because I'm not going to ask you to hold a standard I'm not holding myself. Same season of life. Same amount to carry.
The most recent one
My most recent event was an Ironman I'd spent 18 weeks training for. It got cancelled in France because of the heatwaves. Rather than write the block off, I stepped into the T100 in London instead.
- Swim2km
- Bike80km
- Run18km
- Finish5:04:26
A personal best across all three disciplines.
Leeds, 2009
I started coaching in Leeds in 2009, and learned under some of the sharpest minds in strength and human performance: Charles Poliquin, Phil Learney, and a fair few others who shaped how I think about this work.
Evidence-based. Principle-driven. Results-focused. That was the culture I came up in, and it has stuck.
In 2015 I moved to London. Within a year I'd found my lane, working with men and women running serious businesses and careers. Private equity partners. CEOs. Founders. Senior executives.
- Certified Mental Performance CoachQualified under Brian Cain
- Diploma in the neuroscience of transformationIn progress
- Trained under Charles Poliquin and Phil LearneyLeeds, from 2009
- Sixteen years coaching, over 20,000 hoursIn London since 2015
What a decade in London has taught me
Every man who came to me was successful on paper and carrying the same weight.
None of them had a discipline problem. They'd built careers that demanded more discipline than most people will ever summon in a lifetime. The problem was that everything they'd tried was built for someone else's life, not theirs. So when it collapsed under travel, or pressure, or a quarter that turned over, they blamed themselves.
It was never them. It was the system.
Which is why I stopped prescribing from assumption a long time ago. I read what is actually going on before I build anything. How that works is on the Method page →
Who else is around this
Nobody does this well on their own, including me.
- My own performance coachI invest in mentors myself. I'm not going to stop developing and then ask you to start.
- Osteopathic and physio practitionersOn site at Liverpool Street, so when something needs proper attention it gets it.
- Strength, conditioning and nutrition specialistsSo the people I train get the full picture rather than a programme built on guesswork.
How we work together
I build partnerships with people ready to treat their health and fitness the way they treat their business. Diagnosed properly and built deliberately. What's included, what the work looks like across 6 months, and what it asks of you, lives on the next page. See the Method →
The question that matters
You already have the discipline. You've already proven you can build something real.
The question isn't whether change is possible. It's whether you're ready to turn the standards that built your career inward, onto the asset running the whole thing. You.
How you show up for yourself decides how you show up for the business, and for the people waiting at home, over the next decade.
If you're ready, the next step is a conversation.
Not ready for that yet? Ten questions, three minutes, and a read on your energy, focus and body composition. Start the Switch-ON Diagnostic → (opens in a new tab)