The Fat Loss Foundation

I set up the Fat Loss Foundation in order to tell people just exactly how they can lose weight by burning excess fat, however I have also worked with clients who have maintained their body weight, through muscular development but have also burned fat, leaving them leaner than ever.

I’m just one guy who’s trying to make a difference for people out there. The fitness, nutrition, weight loss, fad dieting and supplement business is now a billion dollar industry with much of it hard to understand, expensive and often ends up totally confusing and useless to you.

We now live in a world where people can get really poor quality foods delivered to the door (and eventually probably in their hands whilst sitting in an armchair watching TV or gaming!). Human beings are becoming lazier and lazier and ballooning in size as a consequence (Very worryingly this includes children!).

Just how far have we fallen when we need incentives like ‘Couch to 5k’! I mean can people (and kids too!!) not actually cover 3 miles without a problem these days? Clearly not and that’s a worry!

So my aim is to tell it like it is!

We need to move more, but with more purpose and intensity and we need to be better educated in our eating habits too. I will tell you directly how to do this in the most efficient manner and I will recommend other fat loss programmes too, but only if they are effective and delivered in a straightforward manner (which means that there are not too many of them around but I refer to reputable programmes like Burn the Fat – Feed the Muscle.

However, people have found that one method may work for one but doesn’t work for someone else, so it’s about using the basic principles to make things work effectively for you.

Rule 1 is that it’s 75% related to your eating and drinking habits

Rule 2 is that most people think that a little bit of steady exercise or longer periods of slower exercise burns lots of calories!

Rule 3 is that most people do the same things over and over again and expect to get results!

I aim to debunk all the rubbish that’s out there and give you the facts, then tell you how to go about achieving your best results possible.

However, no matter how much I can motivate you, the main factor for success lies with YOUR own determination and strength of mind to achieve.

So become part of my Fat Loss Foundation community read the simple, to the point information and reap the rewards there’s no fluff!

With better eating habits and optimum nutrition techniques alongside specific, time effective workouts you will see very quick and progressive results.

Here’s A Little Bit About Me – Ian Freeman BSc – Feel free to email me to discuss personal training or other engagements (in person or online) at  

I’m an internationally recognised elite athlete performance and lifestyle advisor, exercise scientist, fitness/strength and conditioning coach, nutrition/hydration specialist, public speaker and academic research fellow.

I am regularly called upon to work with world-class athletes and coaches including many Olympic and Paralympic gold medallists, in a wide range of sports over the last 22 years.

I hold a degree in exercise science and majored in physiology, incorporating fitness testing, performance analysis, athlete monitoring, periodised training methods and advising coaches on high performance training.

I have also worked with a range of athletes in the field of fitness development, technical skills and strength and conditioning of elite and younger developing performers including speed, strength, power, agility and flexibility to world class standards.

I am also much in demand as an expert in Performance Lifestyle Management, Coaching, Behaviour Change and Long Term Athlete Development practices, which allow athletes to maximise their sport performance and lifestyle skills alongside optimising development at the correct points during their key growth stages thus maximising their overall potential for success.

As an education specialist I have presented hundreds of successful interactive workshops, presentations, lectures and training sessions around the world.

These include areas such as:

  • Optimum nutrition
  • Optimum hydration
  • Training for fat loss
  • Training for muscle building
  • Optimum recovery
  • Injury prevention and rehabilitation
  • Motivation
  • Exercise psychology
  • Strength and conditioning
  • Speed development
  • Exercise physiology
  • Lifestyle management
  • Developing young athletes
  • Talent identification
  • and speaking at conferences.

I also work as a private performance consultant and mentor to a number of elite athletes, teams/squads, world governing bodies and to one of the world’s leading sports clothing companies.

I am a regular family guy with my wife Claire and our two wonderful boys Elliot and little brother Dominic. I am an Ironman Triathlete multi finisher and former racing cyclist but you will find that I’m passionate about most sports.

Oh did I mention that I live this lifestyle to the full as well!!