Jools Newsome, personal trainer and physique and mindset coach in London, standing outside a black door.

About Jools Newsome. 16 years of coaching. 20,000+ hours. Two boys. One standard I hold myself to first.

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Same season, same load

I'm Jools, a physique and mindset coach based in London. For 16 years I've coached men with serious jobs and full lives, the kind who don't have room for anything that doesn't actually work.

I'm a dad to two boys. One is 2, and my second arrived on 30 September. Alongside that, I train for endurance events while building this business and looking after clients.

I train through the same chaos I ask you to train through. Cancelled plans. Disrupted weeks. Whatever the season throws at me. Not because I have more time than you. Because I've built the system to hold regardless.

I'm telling you this because I don't ask anyone to do anything I'm not already doing myself. Same season of life. Same amount to carry.

Jools Newsome holding his son at the finish of the T100 triathlon in London, wearing his finisher medal.

T100 London · 26 July 2026

The Ironman I'd spent 18 weeks training for 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 from some of the sharpest minds in strength and human performance. Seminars and courses with Charles Poliquin, Phil Learney and Eric Helms, plus their material, 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 running serious businesses and careers. Private equity partners. CEOs. Founders. Senior executives.

I also train women in person at Liverpool Street and Soho. Senior roles, full lives, and plans that were built for someone else's.

16 years coaching, 20,000+ hoursIn London since 2015
Certified Mental Performance CoachQualified under Brian Cain
Studied with Charles Poliquin, Phil Learney and Eric HelmsSeminars and courses
Diploma in the neuroscience of transformationCurrently studying

Jools Newsome, physique and mindset coach based in London.

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 →

Jools Newsome outside the UNTIL building in Liverpool Street. — In the City since 2015, one to one in a private coaching gym.

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 clients 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 30-minute call.

Not ready for that yet? 10 questions, 3 minutes, and a read on your energy, focus and body composition. Take the 3-minute diagnostic → (opens in a new tab)