I'm not selling you a look. I'm showing you the work.

Where I am now

I'm Saul. I'm 44, I'm a dad, and I've run my own computer repair business in East Yorkshire for 19 years. Practical by nature, and used to working things out for myself.

This year something shifted. I started feeling excited about life again. This morning I was up at half five working on this site, and honestly, I'm happy to be alive again. PROOF is what I'm doing with that.

Anyone can say what they plan to do. I'd rather put the work in and let it show.

Where I'm from

I left school and went straight onto the tools: fitting bathrooms, tiling, plumbing and electrics, often all in the same week. That's where I learned to turn my hand to anything and to take pride in a job done properly. Later I retrained as a Microsoft engineer, moved into sales, got headhunted into the fitness industry, and then built my own business from nothing.

Music was always the other half of me. I learned to mix on vinyl at 13 and ran a pirate radio station in Howden as a kid. I still make my own music: uplifting trance as 3RD Decade and driving techno as GENRE88. Have a listen.

Two lives

For years the clubs were my world: Gatecrasher in Sheffield, Sankeys and Bugged Out in Manchester, Tall Trees in Yarm, Amnesia in Ibiza, the Melkweg in Amsterdam. The drink and the drugs came young, and for a long time they were part of the soundtrack.

I loved the gym the whole way through. In 2010 I did a Men's Health shoot. I trained hard and partied harder, and the two ran side by side for years.

I've learned a few things the hard way since, relationships included. I'm more careful now about who gets my time and energy, and I'm better for it.

The work now

These days I train at David Lloyd York: proper strength work, running, intervals, swimming, and the spa for recovery. I pay attention to food, protein and sleep. Reading Atomic Habits changed how I think about all of it: small things, done every week, add up.

My 5K was 20:55 when I tested it in September. Sub-20 is the target, and I haven't hit it yet. I'm getting leaner and stronger, and I'm documenting it properly with photoshoots along the way, so you can see the change rather than take my word for it.

Being a dad

My daughter is a big part of why I'm doing this. We swim, we get out and do things, and I'm building my weeks so there's room for being her dad and for looking after myself. I want her to see what it looks like to keep going.

Why PROOF

PROOF stands for Push, Recover, Observe, Optimise, Fuel. The hard sessions matter, but so do the rest days, the honest look at the numbers and the food on the plate.

Built, not bought is the whole idea. You can't buy the habits, the early mornings or the version of yourself they build. You put the work in, and over time it shows.

The 44 is my age. When I turn 45 next July, it becomes PROOF45. Drop 01 is the start: 44 numbered hoodies and a cap, printed and embroidered in Goole. Streetwear, a premium line and a kids' range are ideas I'm still working on.