Hi, I’m Adam, the coach behind RifRaf UK. I am a sports performance coach specialising in biomechanics, strength & conditioning, sports rehabilitation, and performance data analysis.

I’ve spent over 15 years working in sport and performance, coaching everyone from general gym-goers to competitive athletes. My background spans strength & conditioning, Olympic lifting, functional fitness, rehabilitation, and performance testing, which means I don’t just coach what you do — I coach how your body moves and how it respondsto training.

My approach is built on a simple belief:
better understanding leads to better performance and fewer injuries.

Alongside hands-on coaching, I offer physiological testing, training data analysis, and performance consultations, allowing training decisions to be based on real information rather than assumptions or generic formulas. I specialise in translating complex data into clear, practical actions you can apply immediately.

Having worked across both high-performance and rehabilitation environments, I bridge the gap between training hard and training intelligently. Whether you’re chasing performance, returning from injury, or looking to train with more structure and clarity, my focus is always the same — efficient movement, appropriate loading, and long-term resilience.

Before moving fully into coaching, I served in the British Army, where I developed a disciplined, methodical approach to training, leadership, and problem-solving. That experience still shapes how I coach today: structured, adaptable, and accountable.

I don’t believe in one-size-fits-all programmes. Every plan I create is informed by:

• How your body moves

• How you respond to training load

• Your injury history

• Your sport or lifestyle demands

• Your long-term goals

If you’re looking for coaching that’s evidence-led, practical, and focused on longevity, you’re in the right place.