Built from real life.
Alex didn't set out to build a fitness empire. She set out to solve a problem she'd lived herself.
As a busy professional who travelled constantly, Alex knew what it felt like to put health and fitness last. Every week could look different, and traditional plans quickly became impossible to maintain.
She didn't need another set of rules. She needed an approach that could travel with her, flex around her lifestyle and still deliver results.
That's how ATOC was born.
Today, Alex helps women in their 40s and 50s who are doing everything “right” but still feel stuck, frustrated and out of sync with their bodies.
Women navigating the changes of perimenopause and menopause. Women who want to feel stronger, leaner and more confident without putting their lives on hold.
A plan that works around your life,
not the other way around.
Fitness should fit into your life.
There is no such thing as a perfect week.
Work gets busy. Kids get sick. Holidays happen. Your energy changes.
ATOC was built around those realities, not in spite of them.
Your programme should support your life, not require you to put your life on hold.
Personalised, not prescribed
No template plans. Your training, nutrition and lifestyle targets are built around your goals, preferences and the life you're actually living.
Consistency over perfection
Real progress comes from what you can keep doing. We focus on sustainable habits rather than extreme approaches that only work for a few weeks.
Real life included
You can work towards your goals while still enjoying meals out, travelling, spending time with family and doing the things you love.
Alex Thorogood
FOUNDER & COACH
Alex created ATOC to help women achieve sustainable results without having to choose between their health and the life they love. Her approach is built around personalised coaching, real-life flexibility and helping women feel confident in their bodies for the long term.
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Coach Alexa
Gut Health · Nutrition · Strength Training
Alexa specialises in gut health, nutrition and bodybuilding-style strength training. She loves helping women understand their bodies, improve digestion and nutrition, and build strength through structured, progressive training.
Coach Crystal
Pre & Postnatal · Pregnancy · Return to Training
Crystal specialises in pre and postnatal fitness, helping women feel strong, supported and confident throughout pregnancy and as they return to training afterwards. Her approach adapts fitness to each woman's body and stage of life.
Coach Em
Pre & Postnatal · Running · Disordered Eating
Em focuses on building a strong foundation, ensuring every client feels confident and capable in their movement while achieving sustainable body composition changes.
No two women arrive at ATOC with exactly the same body, goals or challenges.
That's why our coaching team brings together specialists across women's health, nutrition, pre and postnatal fitness, running, gut health, mindset and more.
You're matched with a coach whose expertise can support you, your goals and your stage of life.
There's a coach for everyone.
Lizzie
HEAD COACH
PCOS · Women's Health · Nutrition & Training
Lizzie specialises in PCOS and women's health and has coached over 300 women through their health and fitness journeys. She's passionate about helping women understand their bodies and move away from quick fixes towards an approach they can actually maintain.
Coach Zoe
Nutrition · Mindset · Yoga
Zoe specialises in nutrition, mindset coaching and yoga, helping women work on both the physical and mental side of their journey. She's passionate about moving away from all-or-nothing thinking and creating an approach that feels sustainable.
Body Image · Food Confidence · Sustainable Habits
Coach Aimee
Aimee is passionate about helping women move away from all-or-nothing thinking and build a more balanced relationship with food, training and their bodies. Her approach focuses on consistency over perfection and creating confidence that lasts.
Coach Mirjam
Postnatal Recovery · Core Strength · Perimenopause
Mirjam is a mum of twins who has experienced diastasis herself, giving her a personal understanding of postnatal recovery and rebuilding confidence in your body. She also supports women navigating perimenopause and the changes that come with different stages of life.
Different specialists. One shared philosophy.
PERSONALISED COACHING
Your programme is built around you.
LONG-TERM CONFIDENCE
The goal isn't simply to change your body. It's to help you understand it.
SUSTAINABLE PROGRESS
No extreme approaches or quick fixes.
REAL ACCOUNTABILITY
You have someone in your corner throughout the journey.
200+
You're joining more than a coaching programme.
When you join ATOC, you're not doing it alone.
You'll become part of a community of 200+ women working towards their own goals while navigating the same stage of life.
A place to share wins, ask questions, stay accountable and remember that you're not the only one figuring it out.