Make it personal.
Tell us where you are, where you want to go, and what real life looks like. Your starting point becomes your protocol.
Set your starting pointAI COACHING. HUMAN EFFORT.
YOU SET
THE GOAL.
WE HOLD
YOU TO IT.
The food. The training. The excuses.
A coach that sees the whole picture—and calls it as it is. Right in WhatsApp.
£1 for your first month. Then £5/month. Cancel anytime.
THE COACH IN YOUR CORNER↓
Callous Protocol Accountability, delivered.
TODAY · EXAMPLE CONVERSATION
Less negotiating. More showing up.Your goals, kept in the conversation.
01 / 03YOUR STACK.
ONE ACCOUNTABLE YOU.
WHOOPSTRAVAHevyCronometerWithings
01 / THE PROTOCOL
YOU HAVE THE DATA.
NOW DO SOMETHING WITH IT.
All those numbers should add up to progress. We bring them together, build the plan around you, and keep it in your day.
Connect the dots.
Food, workouts, weight, recovery. Connect the tools you use so your coach has context before the conversation starts.
Explore integrationsShow up. Repeat.
Check-ins in WhatsApp. Targets that adapt. Specific feedback when you’re on track—and when you’re negotiating with yourself.
See how coaching works02 / NOTHING GETS LOST IN THE LOGS
IT NOTICES
YOUR PATTERNS.
The missed session that becomes a missed week. The weekend that undoes the weekdays. Your coach connects what happened with what you said you wanted.
Meet your accountability coachThe weekend effect
On plan all week. Off the rails by Sunday.
The skip spiral
One missed workout starts becoming a habit.
The evening collapse
A solid day, undone after dinner.
03 / WHY THIS EXISTS
Why I built this
I train hard — and I have a job, kids, and a life that doesn’t care about my macros. When things get loud, training is the first thing to go quiet. All the intensity goes to work and family, and you end up running on empty while calling it discipline.
I didn’t need more motivation. Discipline over motivation — Jocko’s rule — and discipline is the one thing computers do for free. They don’t get tired. They don’t get busy. They don’t accept “I’ll start Monday.”
The obvious version — a chatbot eyeballing macros off a photo — falls over fast: language models do vibes, not arithmetic. But tracking was never my gap. Accountability was. In 1979, IBM warned that a computer must never make a management decision, because a computer can never be held accountable. Fine by me — I didn’t need to hold it accountable. I needed it to hold me accountable.
Meet The Protocol: a deterministic calculation engine for the numbers, 19 self-sabotage detectors for the patterns, six check-ins a day for the excuses. It hasn’t let me off the hook since. It won’t let you off yours.
LESS “ONE DAY”. MORE DAY ONE.
IT’S STILL
YOUR SET.
We bring the accountability. You do the work.
Build my protocol£1 first month · £5/month after · No contract