Why We’re Proud to Be Different – A Candid Reflection on the Fitness Industry and Our Standards at Armoured Muscle
- Elliot Fisher
- Jul 21
- 8 min read
Updated: Jul 22
Disappointed in the Fitness Industry. Proud of the Standards Armoured Muscle Is Keeping.
It’s not easy to determine whether much of the fitness industry is plagued by blissful ignorance, wilful disinterest, unintentional misinformation, or something worse, conscious exploitation of common misconceptions. After recently attending a local fitness festival, I’m filled with renewed pride that Sean and I, at Armoured Muscle, are staying true to our values. Our approach is rooted in client needs, not financial greed.
That said, a confession is coming...
We both attended a large fitness festival in our nearest major city. Coming from a rural market town, this was easily the biggest fitness-focused event either of us had attended as Armoured Muscle representatives. We didn’t go to slate others or stir controversy; this is people’s livelihood after all. We attended to learn, grow, and bring back valuable insights. We hoped to discover innovative teaching methods, tips, and strategies to enhance what we offer to our clients.
With over 30 years of combined experience in sport, health, and fitness, Sean and I have spent the past few years building Armoured Muscle largely independently of mainstream industry trends. We’ve focused instead on refining what we believe works best for real people with real goals. We thought we might find ourselves behind the times, but what we found shocked us for very different reasons.
We expected the industry to have moved forward, to be delivering higher standards than ever. What we witnessed instead was a mirage of progress: a polished exterior hiding outdated, ineffective methods. It showed we had been living in a social echo chamber. We had assumed others shared our values and methods simply because the people we follow and engage with already do. Thus our perception of what to expect had been clouded.
Our mission has never been to “break the industry” like so many others claim. Ironically, if everyone is a disruptor, then no one is. We didn’t set out to be different. We simply focused on doing what’s right, and it seems we’ve left a large part of the industry behind.
Inside the Fitness Festival: What We Saw and What It Told Us
The festival was well-organised, offering access to multiple stages and simultaneous classes for around £20 per person. Attendees could take part in any class throughout the day, explore food vendors, and visit various market stalls. On paper, it was a brilliant professional development opportunity.
Sean and I had personal goals: I wanted to benchmark my Bootcamp class, while Sean was keen to compare kettlebell sessions against those offered by our local competitors. In between, we planned to explore some unfamiliar classes for inspiration. The classes we witnessed included:
Bootcamp
Combat
Pop Pilates
Pilates
Boxing Fundamentals (@bobbyharrison)
Kettlebells
Primal Movement (@olly_wildfitpt)
Abs in the 80s
Tabata
A seminar on “How to Cure Insomnia”
Getting involved in the classes. Photo credit to Leah Hallam Photography
Out of all these, only two: Boxing Fundamentals and Primal Movement, stood out for the right reasons. The rest were variations of the same cardio-heavy format: loud music, aerobics-based routines, and minimal coaching. Though enjoyable and good for heart health, these class types fall drastically short of delivering meaningful physique changes. Likewise, Pilates is rising in popularity and is making exercise more accessible. Pilates will enhance some basic bodyweight strength but will not stimulate physique changes on its own.
The industry is still peddling cardio-heavy group classes to audiences looking for weight loss and body transformation. Yet the evidence, and our own professional experience, proves that structured strength training and nutritional strategies yield far greater results. Why, then, does the industry continue down this misleading path?
The Real Reason: Profit Over Progress
My cynical side says it’s simple economics. Group classes are more profitable than personal training. They’re scalable and low-labour, and instructors can teach dozens of people at once. The trouble is, most attendees think these classes are the solution to their weight loss and toning goals. They aren’t.
It’s like running a marathon in heels: technically possible, but far from effective. Or using a hairbrush to straighten your hair instead of proper straighteners. It’s the wrong tool for the job.
Group exercise classes absolutely have a place in fitness. They offer cardiovascular improvements, mild strength gains, and the social and mental health benefits that come with consistent movement. Additionally there are some people out there that will not, or cannot, exercise without social interactions making classes pivotal to their wellbeing. But let’s not misrepresent them. Classes are not miracle workers for fat loss.
The fitness festival timetable reflected this disconnect. Of over 25 classes available, more than 90% were high-intensity, cardio-driven formats. Only a tiny handful involved structured strength components, and even fewer provided supportive education.
At Armoured Muscle, we’ve chosen a different path. One that isn’t always easy to market, but one that works for the individual's needs. Honestly I expected one or two sell outs but not the majority to be this way. It doesn't take a lot to learn the Truth about Gyms, Weight Loss and Real Fitness Success
Small Classes, Big Impact
Granted, the festival had very large numbers of participants that could not receive a closer 1-1 approach to guided exercise. We run small group classes, no more than 12 indoors and up to 20 outdoors, so we can offer personal attention. It’s not the same as personal training, but it’s significantly more beneficial than generic, crowded classes. The result? Higher satisfaction, better results, and longer-term engagement.
Having been awarded Best Personal Training Business in Thetford 2024, nominated for the Muddy Stilettos Best Fitness Instructor in 2022 and having the current highest Google Reviews score for our local town (4.9 out of 5) I'd like to think our viewpoint on the subject holds value.
One experiment with a Legs, Bums and Tums class highlighted the issue perfectly. Despite not advertising that it would specifically tone these areas, participants came in believing that’s what it would do. Our method used higher weight, fewer reps, and longer rest: effective, but not what people expected. Unfortunately this led to dwindling attendance until the class was cut from the roster. The class wasn’t truly in our hearts and it showed.
Still, we learned our lesson and refuse to compromise our standards. We’ve only hosted classes we genuinely believe offer benefits aligned with realistic expectations. Smaller class sizes may hurt profits, but our clients’ outcomes speak volumes.
Why Personalisation Matters: A Look at Commercial Gyms
I began my career in a commercial gym chain. It was clear from the outset that success stories were marketed, while failures were swept under the rug. We had just 30 minutes to consult clients, run basic assessments, and write a programme, often handed over to someone else for delivery which lost some of the personal touches in translation. In contrast, at Armoured Muscle we schedule over three hours across multiple sessions to create an accurate, meaningful plan tailored to each client and the same trainer delivers your programme.
If you’ve done all the workouts, all the diets and still not making progress. Sorry to say perhaps you’ve fallen into the trap
This deeper approach fosters real connection, greater accountability, and accurate tracking. Clients feel heard, seen, and valued. That alone improves adherence to the regime. For it’s all for nought if the exercises aren’t performed to start with. If you don’t use it you lose it.
What About Injuries and Modifications?
Another glaring issue we saw at the festival was a lack of attention to form and injury prevention. Instructors, despite good intentions, were overwhelmed by sheer numbers. People were performing movements with poor posture, excessive speed, or total misunderstanding. That’s not just ineffective, it’s dangerous! Unfortunately it’s an inherent flaw in larger class sizes commonly found in bigger gyms and studios.
At Armoured Muscle, injury prevention is a priority. Whether someone has an old shoulder issue or recurring lower back pain, we adapt exercises specifically to them. In our classes, people feel empowered, not alienated.
The Missing Links: Nutrition, Recovery, and Mental Wellness
Transformation hinges on three core pillars: training, nutrition, and recovery. Stress management could be considered a fourth. Yet at the festival, just one hour was allocated to nutrition. One hour! There was also a sleep talk and a mindfulness booth, but the bulk of the schedule - over 17 hours - was cardio-based group sessions.
Meanwhile, the food vendors were a nutritional nightmare: high calorie, low protein, and minimal balance. Cake, coffee, and roast potatoes may have their place, but where were the high-protein wraps, smoothies, or simple grilled options?
At Armoured Muscle, we teach simple, proven nutritional strategies, meal prepping, macro awareness, tracking, cake and carrots. We don’t sell meal plans or supplements. We teach habits. They work and don’t cost you any extra. Looking at you Weight Watchers for pushing your more expensive own-brand items that oftentimes underperform to brand equivalents. None of that over here.
Even the sleep seminar, though well-intentioned, proposed routines unrealistic for the average working family. Telling people to begin winding down three hours before sleep is lovely in theory, but most of us have jobs, children, and chores. At Armoured Muscle, we blend the optimal with the realistic. We help clients train two to three times a week, for less than an hour each session, and still achieve incredible results, if not better, than a five day programme copied off the internet.
Where Was the Strength?
Despite promotional materials showing Olympic barbells and functional equipment, none of it featured in actual sessions. Strength training, arguably the most transformative and essential fitness tool, was glaringly absent.
Where were the barbell complexes? The loaded carries? The pull-up progressions? The real training methods? Fitness goes beyond aerobics to encompass a variety of movements in life.
At Armoured Muscle, strength is central. We believe it’s the foundation upon which physique, health, and confidence are built. Every client plan, every progression we deliver is built on that belief. CV, mobility, longevity and healing are always on our minds to also enhance resilience and foster consistency.
Who Are We Really Helping?
The industry needs to ask a tough question: Is it really helping people? Or is it feeding them what’s easy to sell and quick to consume? How many are being misled into the on off, yo-yo chase of physique and health they will never attain because they are being prescribed the wrong process?
If you’ve done all the workouts, all the diets and still not making progress. Sorry to say perhaps you’ve fallen into the trap. I’ve been trapped by them too before, following social media workouts and taking supplements in the hope to boost muscle.
We know Armoured Muscle services aren’t for everyone. And that’s okay. We’re not trying to build an empire. We’re trying to build better people: stronger, more resilient, more consistent and therefore more capable people.
If a client comes to us wanting something we’re not best suited to deliver, we refer them to someone else. That’s professional integrity. It’s not about making every sale, it’s about making the right difference.
In Summary: Why We’re Proud to Be Different
We attended the festival hoping to grow and learn. Instead, we were presented with recycled, superficial content. While the event was professionally executed, it offered little in the way of innovative or effective coaching. What it did do, however, was reinforce our values and validate the path we’re on.
We hold ourselves to high standards. We use methods that get real results, even if they’re not the flashiest or the easiest to sell. And even if that limits our reach compared to industry giants, we know that what we deliver works. I'm proud of what the Armoured Muscle logo represents and that we separate ourselves from the generic '[insert-name-here] fitness'.
Because our reputation continues to build, we’re currently at full capacity for fact-to-face Personal Training. If our ethos resonates with you, we strongly recommend joining our waiting list now.
Whether by chance, curiosity, or an informed decision, those who choose to break free from the mainstream will be welcomed into the Armoured Muscle community. We can’t fix the industry, but we can raise the bar for those who train with us.
FORGE YOUR BODY.
— Team Armoured Muscle
Strength - Resilience - Consistency
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"What an insightful read! This really resonated with me. You absolutely should be proud of what you're building at Armoured Muscle. I'm incredibly grateful for your unique approach – frankly, I wouldn't be where I am today without it."