FREE report
Our clients say:

Since starting a new exercise programme with Jeff earlier in May of this year, using the Primal and Paleo exercising routine and eating, I have lost 10 kilos and my body fat percentage figure has reduced by 20%. I am no longer 'technically obese' and feel and look so much better. I am thrilled with the results.

R Willoughby

Jeff, after one week I weighed myself today. I have lost 5lb since we met - great start!

Ian Thomas

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Fat / Weight Loss Program, London SW1

Words cannot express my gratitude for the coaching and support received from Jeff at the clinic over the last few months. Sound nutritional advice and a challenging training program, using only my own bodyweight, have resulted in increased strength and energy and a loss of 8kgs of fat over the course of just three months. The results really speak for themselves.
London solicitor
I am now the lightest I have been in over 30 years!
Blaine Karst, company director

Ditch the concept of 'Weight Loss'...

Weight loss is the wrong way to think about health, because what most people need to do is lose fat and build muscle. Muscle is more dense than fat, so focusing on an 'ideal' or 'target' weight is the wrong thing to do. As you'll see below, the techniques we use at our clinic to assess your health are rather more advanced than weighing scales!

Fat Loss should be your goal for long-term health!

Our fat loss program is systematic, organised and healthy. If you follow it we guarantee that you will:

  • eliminate unhealthy levels of body fat;
  • feel better; and
  • improve blood health markers.

You'll probably also recommend our program to someone else!

No fads, and not a diet!

This is not a fad short-term diet; instead you will change the food that you eat, and change your life - for good.

The truth is that majority of food on supermarket shelves and that recommended by the 'diet industry' isn’t real food, but just a source of enormous profit for unscrupulous manufacturers and diet industry vultures. You will understand which 'inflammatory' foods make you fat and cause ill health, and why this happens

You'll learn what to eat in place of this junk. We'll recommend foods that are easy to get hold of, bring you fat loss that many clients describe as 'effortless', and bring you good health for life.

Our program works in the following way.

Initial Clinical Assessment - using Bodymetrix TM and TanitaTM systems

Without a benchmark, how can you accurately measure your success?

  • We'll measure your Body Fat Percentage
  • We'll measure your Weight
  • We'll record Body Circumference Measurements
  • We'll carry out 6 Day Food, Exercise and Sleep Diary Analysis

Healthy Food

Dietary Starter's Orders (no arguments!)

At assessment you will be given what we call Dietary Starter's Orders - the things you must change to achieve results. Every person who has honestly stuck to these has lost between 5-10kg of body fat over a 3-4 month period whilst also getting in fabulous shape and feeling amazing. At the 2 year stage we typically see 15kg-20kg fat loss - mission accomplished, with no more fat to lose.

The same people who see this phenonemal fat loss are also recording excellent resting blood glucose levels (an important marker for Type 2 Diabetes), blood triglyceride levels, blood pressure and low inflammation as recorded by C Reactive Protein measurement (a reliable marker for heart disease).

6 Day Food, Exercise and Sleep Diary Analysis

A 6 Day Food, Exercise and Sleep Diary is part of the initial analysis. At this stage we will highlight the foods that you must exclude and those you need to include in your diet. Once you are ready to start eating in the correct manner we will ask you to complete a further diary each month (or sometimes more frequently) so we can fine tune your diet where necessary.

Macro Nutrient Profiling

We may also ask you to enter three days' food intake into a Macronutrient Analyser where we will discover your protein, fat, carbohydrate, vitamin and mineral ratios, plus other important dietary information. By this stage we should have your diet well dialled in and no mistakes should be made voluntarily. Once you understand the principles involved and have all the information and support needed to apply them, making the right choice becomes so much easier.

Fast Loss Exercise: Bespoke Personal Training

You must also make a commitment to yourself to exercise at least 2-3 times a week with a resistance program, plus do two additional 20-30 minute sessions of cardiovascular exercise. Our expert personal trainers can guide you through from a standing start to levels of fitness you might not believe - for example we have a gentleman in his 80s doing multiple chin-ups after nearly 70 years of being unable to do even one!

Reassessment and Motivation

Reassessment will be done every 4-6 weeks. Nothing gives us more satisfaction than seeing how well you have done. Remember, average fat loss over a 3-4 month period is in the 5-10kg range, and according to most of our clients this is 'effortless' - brilliant!

If you haven’t been following plan, and your results are not so great initially, then not to worry; this is the chance to find out why, and make the required changes. If you don't get off to the fastest start, this is NOT cause for despair. We just need to help you get motivated. We've found that those who make a slow start often finish even stronger - it just means results might take a little longer to come.

Lifestyle & Stress Reduction

There are lifestyle factors that can prevent you from achieving best results. If you don’t sleep properly it will be harder to lose the body fat that the dietary changes and exercise should achieve. Have you ever stayed up late reading and responding to emails and found yourself still awake and wired at 1.00am? This needs to change.

The stress experienced as part of a 21st Century lifestyle can thwart your best efforts, but we will work with you to discover how you can best manage any issues.

Fat Loss Coaching and Support

Regular Appointments

Regular scheduled appointments with your coach make an enormous difference to the outcomes achieved. It helps you to:

  • stay accountable to yourself for your progress; which helps you to
  • stay the course; which helps you to
  • achieve the results you want.

We always encourage everyone to work with us for the long term. With your determination and our expertise and motivation you WILL achieve what you set out to achieve.

Online Support and Continued Education

We will send you regular support updates via social media and email which will continue your education, back up what we say and drive home our message.We will subscribe you to our partner sites that will provide you with further online support back up everything that we tell you. You will be able to read articles and reports explaining the science behind our approach and also read the success stories of others who are eating and living in the same way.You will read all books and materials that we provide you with to re-educate yourself.

You'll understand what a healthy diet and lifestyle really is - and when you are done you will NEVER go back to your old ways!

Fat Loss Specialist

Jeff Murray, Fat Loss Specialist

Jeff Murray, CHEK Level 2 Practitioner, NASM-certified

Jeff and the team at Ambition use a revolutionary approach to fat loss (NOT necessarily weight loss) which involves a highly nutritious diet free of sugar, grain and processed food, plus individually tailored exercise plans.

Ambition is certified by the following bodies