01/06/2026
I had a really interesting conversation with a client today.
A couple of years ago, the small agency he started with his mate was bought by a much larger company. Since then, he’s felt a bit stuck and rudderless. Going through the motions and turning up and doing the work, but not particularly excited by it.
This morning the owners of the bigger company got all the shareholders on a call and, for the first time, laid out their vision for the next few years and what they’re building towards in 2028. He feels so much more excited by work now.
Nothing changed overnight.
His job didn’t change. His salary didn’t change. His workload didn’t change.
But his energy changed.
Suddenly he had something to aim at. Something to build towards. Something to get excited about.
Then we discussed how similar fitness is.
Just before that conversation, I’d been asking him what was next for his training.
He’s completed a couple of Hyrox events. He trains with me once a week. But outside of that, there isn’t really a target.
There’s no destination.
And when there’s no destination, training becomes something you think you should do rather than something you actually want to do.
People think they need more discipline but what they actually need is a purpose.
Something in 3-12 months. A race. A six pack on holiday. A weight-loss target. A Hyrox.
Something that gives meaning to today’s workout.
Because when you’ve got a goal, training stops feeling like punishment. It becomes part of a process.
At the moment my lower back is screwed and I’m nowhere near where I want to be physically.
But I’ve got a target.
I want to complete a Hyrox Pro Singles in December and break 1 hour 10.
Will I do it? I don’t know.
But I do know that I sat on an Assault Bike for 45 minutes this morning and there is absolutely no chance I’d have done that without that goal in my head.
The goal gives the session meaning.
If you’re struggling with motivation, don’t ask yourself how to become more motivated.
Ask yourself what you’re actually working towards.
Because motivation will show up when you’ve got somewhere worth going.
