Dedicated.
Consistent.
There for Your Family.
You have started before. You know what it feels like to be on track and then not. This is not another program. This is a system built around how you actually live, with a coach who does not disappear when life gets complicated.
Dedicated to your family.
Running on empty.
You care. A lot. About your kids, your career, your health, your partner. That is not the problem. The problem is that caring is not the same as having a system. And without a system, even the most dedicated parents and professionals keep starting over.
The diets that worked until Wednesday. The gym membership that felt great for three weeks. The apps that collected your data while nothing actually changed. Every Monday, a fresh start. Every Thursday, the same drift.
- You know what to do. The gap is consistency when life gets loud.
- You have tried the programs. None of them were built for your life.
- You are running on less sleep, less energy, and more responsibility than ever.
- You want to be a strong role model. You are not sure how to start.
- Motivation comes and goes. You need a standard that does not.
It is a standard built around your actual life.
At 35, Max was the most depleted version of himself. Not just physically. As a husband, a father, and a professional. He tried every version of starting over. The turning point was not finding the right program. It was deciding to stop needing motivation and start building a daily standard instead.
That standard produced over 80 lbs lost. But the weight was the least interesting part. What changed was how he showed up at work, how present he was with his kids, and how he carried himself in every room. That framework is what every coaching tier is built on.
Pick your starting point.
There is no wrong door. Start where your life allows today, and move up when you are ready.
Still figuring it out
Join our free online knowledge community on Skool: 60+ high-protein recipes, macro education, nutrition foundations, goal-setting tools, and people cheering you on.
Join Free on SkoolNeed a clear plan
A free 30-minute Personal Results Plan. We map where you are, where you want to go, and leave you with steps you can start the same day.
Get My Free PlanWant a crew
Seasonal accountability cohorts: a small group, four group calls, weekly reflections, and a daily habit list built for you.
See the CohortReady to commit
Personalized coaching with Max: nutrition, training, fueling, and accountability built around your real schedule.
Start with a Free Plan
I spent 15 years in higher ed helping other people build their futures. It took a christening photo to start building mine.
I was a husband, a father, and a higher education administrator who had spent more than a decade pouring into students and families professionally. What I was not doing was leading my own family from the front.
The photo from the christening the day before my Metanoia date is the most important photo I own. Not because it represents a low point, but because it represents the moment I made a real decision. Not a resolution. A standard.
The 80-plus pounds that followed were a byproduct. What actually changed was how I showed up for my kids every morning, how my coworkers described my work ethic, and what I was modeling for my family day after day. I became a NASM-certified nutrition coach because I wanted to help other parents and professionals build the same thing: a standard worth passing down.
“Your family does not rise to your intentions. They rise to your standards.”
Metanoia
The ShiftA decision, not a diet. Get honest about where you are and clear on who you are becoming.
Praxis
The PracticeDaily standards for nutrition, training, fueling, and recovery, repeated with accountability.
Hexis
The IdentityWhat you practice becomes who you are, and your family inherits the example.
Here’s your path forward.
Every tier is built on the same four daily habits and the same core framework. What changes is the frequency of coaching, depth of planning, and access to Max. Start where your life allows.
The 1st Phorm App is billed separately from coaching at all tiers
Foundation
The entry point. You get coaching structure, community, and a system to build your daily habits around without needing to figure it out alone.
- Onboarding Call with Max
- 10-Day Habit Builder Guide
- Personalized Nutrition Guidance
- Goal Setting Session
- 1 Coaching Call per month
- Grocery List Template
- Skool Community Access
- Requires: 1st Phorm Standard App
Momentum
For the person who is done testing the water. More coaching touchpoints, direct messaging with Max, and a structured workout plan inside the app.
- Everything in Foundation, plus…
- 2 Coaching Calls per month
- App Check-Ins (required)
- Workout Plan inside the App
- Weekly Meal Plan Template
- In-App and Text Support
- Requires: 1st Phorm Premium App
Legacy Builders
The flagship experience. Weekly calls, a fully personalized plan, a fueling guide, a time audit, and Max giving your progress his full attention every single week.
- Everything in Momentum, plus…
- Weekly Coaching Calls with Max
- Fueling Guide
- Personalized Meal Plan and Grocery List
- Time Audit Session
- Priority Text Support
- Vision Board Building Session
- Requires: 1st Phorm Premium App
Macro adjustments are made by Max based on your real data and results, not on a fixed schedule.
A real coach in your pocket. Not a PDF you’ll forget about.
The 1st Phorm App is an all-in-one fitness and nutrition platform, the same one Max used during his own 80-plus pound transformation. It gives Max a real-time window into your nutrition, habits, steps, hydration, and workouts. Every conversation, every adjustment, every check-in is grounded in what is actually happening.
- Macro and calorie tracking with barcode scanning, photo logging, and AI chat food logging
- Custom meal plan built around your goals, lifestyle, and food preferences
- 60-plus workout programs including gym, home, bodyweight, strength, Hyrox, and running
- Daily habit and task dashboard so you always know exactly what to do today
- Progress tracking including photos, measurements, and consistency data in one place
- Live expert sessions daily on training, nutrition, habits, and mindset
- Cash prizes through transformation challenges while you build real results
- Direct messaging with Max and weekly check-ins (Premium tier required)
Foundation requires Standard access. Momentum and Legacy Builders require Premium, which unlocks direct messaging with Max and weekly check-in submissions.
Lower-commitment options.
Lower-commitment entry points, one-time tools, and accelerators that fit wherever you are right now.
60-Day Starter Pack
Built for first-timers testing the system. A 15-minute Mindset Call, Starter Meal Plan, Workout Program Setup, Time Audit Call, access to The Family Legacy Project on Skool, and 60 days of daily accountability to support your habit list. Valued at over $547. New clients only.
Single Intensive Call
A focused 60-minute reset with Max. Goal clarity, plan review, or a specific challenge you need to work through. Perfect for anyone who needs a focused restart before committing to a tier.
4-Call Intensive Bundle
Four sessions at a 25% discount. Ideal for momentum builders between coaching tiers, or clients who want to add extra touchpoints to their existing program.
The Resilience Blueprint
The self-guided foundation. The exact system Max built to go from starting over every week to showing up every day. One-time investment. Read it once. Use it for years.
What changes when the standard changes.
Not testimonials about motivation. About what actually happened.
“No gym. No crazy program. Just 30 minutes, 4-5 times a week, and four habits I refused to quit on.”
Zach M. · Husband & father of 2 · 1:1 coaching“Because of that consistency, I am back in a gym for the first time in over 15 years.”
Whitney W. · Coaching client“I finally have a clear direction instead of feeling lost. It’s only been a few days, but I already feel more confident.”
Jessi C. · Mom of 2 · 1:1 coaching“I’ve been working with Max since October, and the accountability and guidance have made all the difference.”
Jenn D. · Coaching client“Max has helped me by sending motivational messages and making nutrition approachable.”
Matt M. · Coaching client“Working with Max has been a great experience. He is motivating, not pushy, and always there to guide me.”
Jen · Coaching client8 Weeks. A Small Group.
Real Structure. Real Results.
Each seasonal cohort runs eight weeks with four group coaching calls, weekly Sunday reflections in Skool, Monday motivation videos from Max, a personalized daily habit list, and a defined path to 1:1 coaching at the end. Spots are limited.
The 8-week structure
Holiday Cohort
November 2 to December 31End the year with real momentum already built.
Daily habit tracking happens inside the 1st Phorm App (Standard access strongly encouraged) and inside The Family Legacy Project Skool community. App cost billed separately.
PAY YOURSELF FIRST.
See Measurable Results or Max Coaches You Free.
With full compliance, tracking your nutrition, hitting your daily habits, and doing the work, and you will see measurable, noticeable results. If you do not, Max coaches you free until you do. There is no fine print. This is not a refund clause. It is a commitment to the relationship.
Everything You Need to Know
Do I need the 1st Phorm App?
Yes. All coaching tiers require 1st Phorm App access, billed separately from your coaching fee. Foundation requires Standard access (from $6.99/mo or $79.99/yr with a $20 store credit bonus). Momentum and Legacy Builders require Premium (from $14.99/mo or $179.99/yr with a $50 store credit bonus), which unlocks direct messaging with Max and weekly check-in submissions.
How do macro adjustments work?
Macro adjustments are made by Max based on your real data and results, not on a fixed weekly schedule. If something is working, we leave it alone. If something needs to shift, we adjust it with the data in hand.
What if I have tried and failed before?
That is exactly who this coaching is designed for. Most people do not fail because they lack discipline. They fail because the plan was never built for their life. We build around your schedule, your family’s food, and your real constraints.
How do I know which tier is right for me?
Start with a free Personal Results Plan. It is a 30-minute, no-pressure conversation where Max will help you identify where you are, what you are working toward, and which tier, if any, is the right fit for your life right now.
Is there a commitment required?
Foundation is month-to-month. Momentum requires a 3-month commitment. Legacy Builders requires a 6-month commitment and an application. This ensures Max can give the full attention the flagship tier demands.
Can the Skool community replace coaching?
The Family Legacy Project on Skool is a powerful free resource: 60-plus recipes, macro education, nutrition foundations, goal-setting tools, and the Resilient Kids Classroom. The full 60-plus workout program library lives inside the 1st Phorm App. Neither replaces the personalization, direct access to Max, and real-time plan adjustments that 1:1 coaching provides.
Build a Standard Worth Passing Down.
Your family rises to your standards, not your intentions. Start building yours today. A free 30-minute conversation with Max and a step-by-step plan you can implement before the day is over. No pitch. No pressure. Just clarity.