Michael — Forge Fitness & Nutrition Coaching: Building Strength Through “Life Architecture”
Michael is the founder and CEO of Forge Fitness & Nutrition Coaching, a relationship-driven coaching company that delivers truly customized fitness and nutrition programs. With a registered dietitian on staff and coaches trained in exercise science, Forge meets clients where they are—from at-home beginners to competitive athletes—then builds practical, sustainable plans that actually fit real life.
What sets Michael apart is his educator’s lens and systems mindset. He treats health as “life architecture,” using technology (an evolving Forge app built with Trainerize and API integrations to wearables) to scale quality coaching while keeping humans—habits, behavior, and joy—at the center.
Key Takeaways from the Episode:
Custom by condition: Forge programs are built around each client’s current condition, goals, and environment (many train at home with bands, balls, and dumbbells).
Fitness + nutrition = results: A registered dietitian and evidence-based coaching make nutrition a first-class citizen—because you can’t out-train a poor diet.
Educate for buy-in: Clients learn the “why” (sets, reps, tempo, order, intensity) so plans feel intentional, not random—leading to better adherence and outcomes.
Tech that serves people: The Forge app (built on Trainerize) and wearable integrations give coaches real-time insights, enabling proactive support at scale.
Owner’s mindset: As the business grew, Michael “became an app developer” by necessity—proof that entrepreneurs must understand their delivery platform.
👉 Watch the full episode now on YouTube: https://www.youtube.com/watch?v=wfQZg8ejjdY
Memorable Quote:
“Joy is worth pursuing.”