Hi klop,

Luke got in the best shape of his life in 12 weeks.

But, within weeks, he was out of shape again.

Why?

He hadn't changed his environment.

The places he went. The people he spent time with. The habits that created the problem in the first place.

But here's what changed everything:

Luke flew to Dubai for a Built To Last event.

For the first time, he was surrounded by men like him - entrepreneurs who refused to let "busy" be an excuse.

When he flew back to the UK, the penny dropped.

He stopped seeing health as something he had to force.

He started seeing it as what everyone around him just did.

That's the power of environment.

Since then he has won the our client of the year award (back to back), completed a marathon and an iron man!

But the greatest reward has been showing up as a better partner and father to his kids.

I learned this at Coventry City:

Surrounded by professional athletes. High standards automatic.

Left football. Moved back to heavy drinkers and smokers.

Same person. Different environment.

I conformed.

Environment beats willpower. Every single time.

You can discipline your way through 12 weeks.

But if you don't fix your environment, you'll eventually conform back to the standards that made you overweight in the first place.

This is why 12-week transformations fail.

They focus on the body. Not the system.

And environment is just one of 6 Non-Negotiable Pillars:

1. Purpose
2. Structure
3. Physical Confidence
4. Emotional Confidence
5. Perseverance
6. High Performance Environment

In the next workshop, I'm walking through all 6 pillars and showing you how to engineer your environment so consistency becomes inevitable.

Not 12 weeks. Decades.

21st Jan, 10:00am GMT - Register here: Built To Last Workshop

Speak soon,

Kirk

P.S. Luke hasn't restarted since Dubai (2022). Not because he's more disciplined. Because his Built To Last environment won't let him slip.