Thrive in the chaos of frontline work

The Performance Coaching Program for Emergency Service Professionals

We have one goal - to turn you into the 2.0 version of you – physically, mentally, and operationally.

Not just looking the part, but performing at your best in and out of uniform, with the confidence, capability, and energy to thrive in the chaos of frontline work.

What Makes ShiftStrong Different?

Most coaches in this space sell aesthetics first and performance second.

I do the opposite.

We fuel for performance and build a body that can actually do the job.

The muscle, the physique, the “look” – that comes as a by-product of training and eating for operational excellence.

I’ve spent over a decade on one of the busiest frontline policing areas in Glasgow.

I’ve lived the fatigue, the brain fog, the frustration of feeling unfit for the job I loved.

I’ve also lived the other side – operating with a level of physical capability, confidence, and resilience I once thought was impossible.

Now, I coach other emergency service workers to make that same leap.

This isn’t theory. It’s experience, systemised.

The ShiftStrong Method

We focus on:

  • Ditching the all-or-nothing mindset that shift work punishes.

  • Structuring training and recovery around your actual shifts, social life, and rest needs.

  • Prioritising your health first so you can give your best to the job.

  • Fuelling for performance – no fad diets, no starvation plans.

  • Developing physical capability so challenges that used to fill you with dread (foot chases, confrontations) become things you handle with ease.

Andy Atkinson

My Story – From Cop to Coach

When I joined the Police, fitness was just something I did when I could fit it in.

It was never meant to be my career.

If you’d told me back then that one day I’d be a performance coach for emergency service workers, I’d have laughed in your face.

But life has a funny way of showing you exactly where you’re meant to be — usually by testing you first.

The First Year

My first year on the job was chaos. My diet was awful, my training was sporadic, and my body — and lifestyle — were in the bin.

Trying and Failing

I was already weight training, but nothing was changing. My energy was wrecked from shift work, my diet was all over the place, and my progress was at a complete standstill.

One call in particular, dealing with a teenager with a knife, it hit me that being fit wasn’t just “nice to have” for the job — it was essential.

I got lucky to get away from that call uninjured but it was the turning point to switch on and take my physicality seriously.

Within two years I got into the physical shape of my life.

It was a lot of trial and error. Pitfalls along the way BUT with relentless consistency it’s amazing what can be achieved…

From there, things snowballed:

  • I completed my first Ironman 70.3.

  • I started coaching alongside my Police work

  • I pushed myself into photoshoot shape while still doing full-time shifts & coaching 30 clients at the same time

  • I launched ShiftStrong

Pushing My Limits

Once ShiftStrong was born, my mindset shifted.

I wanted to keep proving to myself — and my clients — what was possible:

  • I jumped into Hyrox

  • I took on another Ironman 70.3

  • I kept refining my training and nutrition, learning from every mistake along the way.

And eventually… I realised my passion wasn’t split anymore.

Coaching wasn’t just a side gig — it was what I was meant to do.

The Leap

Leaving the Police was a massive decision. But it was the right one.

Today, I coach some of the most dedicated, hardworking people I’ve ever met — emergency service workers who remind me of exactly where I started.

Your vibe attracts your tribe and all of that.

I’m so lucky with the client base I have today that they represent everything I would like to see in an emergency service worker.

The desire to keep pushing to be physically better is a buzz I never want to lose for my clients.

ShiftStrong has grown into something I never thought was possible when I was that tired, out of shape-frustrated probationer cop

Why This Matters to Me

I know exactly what it’s like to:

  • Put on your uniform and want to keep your body armour on so no one sees what’s underneath.

  • Dread a footchase or confrontation because you don’t trust your own fitness.

  • Say “yes” to everyone else and “no” to yourself until you don’t even believe your own promises anymore.

I’ve been there. I’ve lived it.

And I’ve come out the other side.

This isn’t about quick fixes or gimmicks.

It’s about building something real, sustainable, and battle-tested — just like I had to do for myself.

If you’re where I was, trust me — you’re capable of far more than you think.

You just haven’t unlocked it yet.

Here’s how it works…

Phase 1: 0 - 30 Days

Foundations & assesment

  • Initial fitness assessment to establish current strength, endurance & body composition

  • Movement screening for initial programming - squat, hinge, push, pull, lunge, carry

  • Establish nutrition foundations. Fuelling for day, back & nightshifts

  • Sleep hygiene basics - wind- down routine & caffeine cut off

  • Identify & tackle current pain points thats making progress stick

  • By day 30, you’ll start to feel more in control of your body & every day movements feel smoother - less stiff with fewer aches during and after shifts

  • You’ll have a starting point with clear benchmarks to improve upon in the next phase

Phase 2: 30 - 60 Days

Strength & Capacity building

  • Now you are ready to increase work capacity

  • You’ll have now established a base level of strength that you are ready to maximise

  • You will now build resilience to recover faster and handle more challenging sessions that maximises your potential

  • You will be priming your body to be more robust and protect against chronic nagging injuries and niggles

  • Confidence will be making a return - you’ll now start to trust your body in any circumstance - whether thats foot chases, strength work or to deal with any operational requirement

  • By day 60 you’ll feel like your engine and physical work capacity has increased tenfold - all directly transferrable to real- life emergency service demands

Phase 3: 60 - 90 Days

Realise Your Potential

  • This is where we start to turn the screw in performance

  • We’ve established the foundations - now its time to build

  • Start setting your sights on training milestones that would have initially scared you

  • You’ll be stronger, fitter and faster than when you started - and it shows

  • Resilient under pressure - handle high-stress, high-physical demand scenarios without doubt

  • Confident & professional because you now know you can rely on your body when it counts

How we work together

Training

A personalised program that works with your shifts.

Nutrition

Nutritional Guidance on how best to fuel your body for the frontline.

1-1 Support

Weekly 1-1 check-in (video call or loom video)

Community

Access to a private community of like-minded emergency service professionals.

Direct Messaging

Direct message support through the week for quick action & clarity

In Person Events

In-person meet-ups when possible – because this is personal.

Your Next Step

If you’re:

An emergency service worker who wants to be physically better,

Craving change,

Ready to own your actions, and

Willing to commit to a proven process…

Then let's chat.

Click below to apply

We'll grab a chat

Become an operator

Who This Is For

You’ll thrive in this program if you:

  • Want to level up – you just need the exact roadmap.

  • Are open to change, structure, and clear direction.

  • Take ownership – you know results come from your actions.

  • Want a body that performs in the job and makes you proud outside it.

You won’t be a fit if you:

  • Avoid responsibility for your choices.

  • Think signing up for coaching = guaranteed results without doing the work.

  • Won’t communicate openly and honestly.

  • Are looking for a quick fix.

Ready to get started?

FAQ's

I work irregular shifts. Will I actually be able to stick to this program?

Yes — that’s the whole point. The program is built around shift work. Your training, recovery, and nutrition are adapted to your actual rota so it fits into your life instead of fighting against it.

Do I need to already be fit to start?

Not at all. Many clients start at a point where energy is low, fitness is inconsistent, or confidence is rock bottom. The system is designed to meet you where you are and build you up phase by phase.

What equipment do I need?

If you’ve got access to a gym, great — that allows us to push performance further. If you don’t, we’ll adapt. The program is flexible, but expect to train with resistance (weights or bodyweight) because that’s key for building capability.

How much time will I need each week?

Most sessions are 45–60 minutes. With 3–4 structured sessions a week and a clear plan for recovery and fuelling, you’ll know exactly what to do without wasting time or second-guessing yourself.

Why should I choose ShiftStrong over other coaching programs?

Because this isn’t about “looking fit” while being exhausted and broken underneath. I've lived the demands of frontline service and built this program out of real-world experience. It’s designed for emergency service workers who need performance, resilience, and confidence that lasts — both in and out of uniform.

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