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1:1 Online Coaching

Get leaner,
stronger & healthier
without turning your life upside down.

For busy people who want real results without giving up everything they enjoy to get there.

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10+
Years Coaching
300+
Lives Transformed
5–10kg
Fat Loss in 12 Weeks
$39
Per Week NZD

You already know what you should be doing.

The problem is putting it all together — consistently — while the rest of your life keeps happening.

The effort is there. The results aren't. You train when you can, eat reasonably well, but nothing seems to move. It's not lack of effort. The plan just isn't built right for you.
Motivation comes and goes You go hard for a few weeks, life gets busy, you fall off. Then the guilt kicks in and the cycle starts again.
You don't want to count every calorie You want to eat like a normal person. Not weigh your chicken breast at 6am or give up the things you actually enjoy.
You've tried doing it alone YouTube, apps, programs, you've done the research. But without someone in your corner, it never quite sticks.

The problem isn't you.

Most approaches are set up to fail from the start.

Generic Programs

Built for nobody in particular

Downloaded programs don't know your schedule, your injuries, or what you actually enjoy. They're designed to look good in a PDF, not get you results in real life.

Apps & Algorithms

No one's actually watching

Fitness apps can track your calories and log your workouts, but they can't tell when the plan stops working or adjust it when life gets in the way.

Going It Alone

Willpower isn't a strategy

Motivation fades. Without accountability and a plan that adapts, most people fall off within weeks. Not because they're weak, but because the system let them down.

Reuben Ferguson Coaching

A system built around
your actual life.

Not a template. Not a 12-week challenge. A real coaching relationship that adapts as you do.

01

Training That Progresses With You

Your program is built around your schedule, equipment, and goals, then updated every week as you get stronger. No guessing, no plateaus, no wasted sessions.

02

Nutrition You Can Actually Live With

Choose how you want to eat: simple portion targets, a flexible meal plan, or full macro tracking. You pick what works. I make sure it works for your goals.

03

Accountability That Actually Holds

Weekly check-ins, ongoing messaging support, and a coach who notices when things drift. Progress gets tracked. Plans get adjusted. You don't fall through the cracks.

Everything in one place.
Nothing you don't need.

Personalised Training

Personalised Training Program

Built for your goals, your equipment, and your schedule. Updated as you progress. Options for hypertrophy, strength, CrossFit, or general fitness.

Flexible Nutrition Coaching

Flexible Nutrition Coaching

Portion targets, meal plans, or macro tracking. Your choice. Includes a library of high-protein recipes, auto shopping lists, and meal prep tools.

Education and Resources

Education & Resources

An ever-growing library of educational content and on-demand workouts inside the app. The more you understand the why, the better the results.

Weekly Check-ins and Support

Weekly Check-ins & Support

Every week I review your progress and update the plan. You can message me anytime and I'll get back to you within 24 hours, usually much sooner.

Ready to stop guessing?

Try it free for 7 days. No commitment. Cancel anytime.

Start My Free Trial

Three steps.
Then we get to work.

No discovery calls. No waiting around. You sign up and we start building your plan.

1

You complete a short onboarding form

Tell me where you're at, what you want, how you like to train, and how you want to eat. This is how I build something that actually fits your life, not a template with your name on it.

2

I build your personalised plan

Within a day or two you'll have your custom training program and nutrition strategy ready to go in the app. We take baseline metrics and photos so we have something real to measure against.

3

We check in weekly and keep moving forward

Weekly check-ins keep the momentum going. I look at what's working, what isn't, and make changes before small problems become big ones. You're never left to figure it out on your own.

Your plan is waiting.

Start your 7-day free trial and have your program in your hands within days.

Start My Free Trial
Reuben Ferguson

I'm Reuben.
I've been where you are.

I'm a coach, a dad, and a realist. I know what it's like to be busy, to have the best intentions and still fall short, and to feel like your body isn't keeping up with the version of yourself you want to be.

I've spent the better part of the last decade in the trenches. Personal training, coaching CrossFit, guiding nutrition clients. Constantly testing, researching, and cutting through the noise to find what actually works for people with real lives and real constraints.

My job isn't to make you dependent on me. It's to give you the tools, the plan, and the support to get results, and understand why they're happening so you can keep them.

10+ years personal training and nutrition coaching
Background in CrossFit coaching and competitive fitness
Evidence-based approach, no fads, no gimmicks
Hundreds of clients transformed across fat loss, muscle gain, and performance

What clients say.

Busy people. Real lives. Real results.

"
Lost 8kg in 10 weeks

I'd tried doing it on my own for years. What changed was having someone actually look at my week and adjust things when they weren't working. I didn't have to figure it out — I just had to show up.

Sarah M.
Busy mum of two  ·  10 weeks
"
Stronger, leaner, more energy

I'd been going to the gym for two years and honestly had no idea if I was doing the right things. Having a proper program and someone to check in with every week made a huge difference. I finally feel like I know what I'm doing.

James T.
Tradesman  ·  12 weeks
"
Body recomp — leaner and stronger

The meal plan actually worked because it was normal food. I wasn't eating out of Tupperware and turning down every social event. I lost the belly fat I'd been carrying for years and I actually enjoyed the process.

Mel R.
Professional, 38  ·  16 weeks

Simple. Transparent.
No surprises.

Both plans include everything. Pick the billing frequency that suits you.

Weekly
$39
per week · NZD · cancel anytime
 
  • Personalised training program
  • Flexible nutrition coaching
  • RF Coaching App access
  • Weekly check-ins & plan adjustments
  • Unlimited messaging support
  • Progress tracking & photo reviews
  • 7-day free trial included
Start Free Trial

7-day free trial on both plans. Cancel within the trial and you won't be charged. No lock-in contracts.

🛡️

Try it. If it's not right, you pay nothing.

Both plans come with a 7-day free trial. Cancel before the trial ends and you won't be charged a cent. No awkward conversations, no hoops to jump through.


If you're on the fence, the trial removes all the risk. Start, see how it works, and decide from there.

Questions people actually ask.

Because this isn't a program, it's a coaching relationship. The plan is built around your life, not a template. And when it stops working, it gets adjusted. Most people who've "tried everything" have never had someone in their corner who actually adapts to them.
Your training program is built around whatever time you have, whether that's 2 hours a week or 10. The check-in takes about 5 minutes. Messaging is on your terms. This is designed to fit around a busy life, not compete with it.
No. You choose how you want to approach nutrition: simple portion targets, a flexible meal plan, or full macro tracking. Most people who don't want to count calories do really well on the meal plan approach. It's normal food, flexible, and it works.
Yes. The program is built around your current ability and experience level. Whether you've never touched a barbell or you've been training for years, the plan starts where you are and progresses from there.
Tell me in the onboarding form. I'll build your program around what you can do, not what you can't. I've worked with plenty of people managing injuries and we can train around most things sensibly.
Most people notice real changes within 4–6 weeks. Significant fat loss results (5–10kg) typically happen over 8–12 weeks with consistent effort. The timeline depends on your starting point, your goals, and how consistently you follow the plan. Either way, you won't be left wondering if it's working.
Yes. No lock-in contracts. Cancel anytime. If you cancel within the 7-day trial you won't be charged at all.

Stop guessing.
Start building.

You've been thinking about this long enough. Start your free trial today and your plan will be ready within days.

Start My 7-Day Free Trial