Stephen Cassells
Head Coach & Co-Owner
Straightforward, no-nonsense coaching built on years of hands-on experience. In it daily himself as a husband, dad to Harper, Mollie and Callan, and an athlete.
“Raise your standards.”
The Cassells
Shred Project
Six weeks. Coached training, a nutrition protocol you actually follow, and two testing days so you prove the difference instead of guessing at it. He Shred and She Shred run side by side.
Cohort starts
Mon 31 Aug 2026
Duration
6 weeks
Applications
CLOSED
Positioning
Guaranteed results
Step 01 — pick your side
The commandments, the coaches and one of the screening questions change with it. Everything else is the same programme.
The arc
Six weeks,
structured
The same proven arc as the last cohort, with training and nutrition intensity increased throughout. You always know which week you’re in and what it’s for.
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Week 1
Reset the Engine
31 Aug – 6 Sep
Structure, habits, baseline testing
-
Week 2
Build Momentum
7 – 13 Sep
Consistency, form, confidence
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Week 3
Turn the Dial
14 – 20 Sep
Fat loss accelerates, energy improves
-
Week 4
Sharpen Output
21 – 27 Sep
Strength climbs, body recomposition visible
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Week 5
Lock the System
28 Sep – 4 Oct
Repeatable routines, less effort, more return
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Week 6
Sustain & Transition
5 – 11 Oct
No rebound. No crash. Plan forward.
Structured strength
Programmed lifting in the Rack, coached every session.
Engine work
Turf sessions, Thursday Track and Sunday Run Club.
Nutrition protocol
Targets set for you, checked in weekly. Not guesswork.
Two testing days
Tanita scans and performance markers, start and finish.
The code
The Commandments
You’re signing up to a code, not just a training block. Read these before you apply — if any of them are a problem, don’t.
Shred Project
- 01 Evolve relentlessly Comfort can f*** off. Every day you either shred fat or build on your weakness.
- 02 Train with purpose and intensity Half-effort gets half-results. Show up ready to work.
- 03 Master body, mind, and discipline The Cassells Man is forged in the gym, the kitchen, the home, his relationships and his mind.
- 04 Fuel like an athlete Garbage in, garbage results. Nutrition is non-negotiable.
- 05 Build in the shadows Consistent unseen work creates the visible transformation.
- 06 Lead by unbreakable example Your actions inspire your family, friends, and the group.
- 07 Balance primal effort with smart strategy Grind hard, recover smarter, progress faster.
- 08 Turn excuses into execution Life will test you. The Cassells Man rises anyway.
- 09 Reject mediocrity in all forms Average is extinct. Excellence is the new baseline.
- 10 He will become the Cassells Man This is your total fitness, mindset & lifestyle overhaul. This is the standard.
She Shred
- 01 Show up No excuses
- 02 Take accountability Own your results
- 03 Follow the plan No shortcuts
- 04 Trust the process Consistency over emotion
- 05 Use the scale as a tool Data, not drama
- 06 Train with intent Every session matters
- 07 Fuel your body properly Execute, don’t guess
- 08 Communicate Silence slows progress
- 09 Drop the excuses Adapt and move forward
- 10 Finish what you start 6 weeks. Locked in.
Your coaches
Shred Project
Steven Armstrong
Coach — PT Smouty
Raw, committed energy and no half measures. Strength, confidence, consistency — he shows up fully and expects the same back. About to become a dad, living the 1% better every day mindset.
“This isn’t for half-arsed commitment.”
She Shred
Clare
Coach
Energy, passion and serious commitment in every session she leads. A proud mum and gran to Lauren and Kai, leading by example and living the lifestyle she promotes.
“Consistency and hard work truly pay off.”
Chloe Hendry
Head Coach
Started as a client at Cassells and hasn’t looked back. A proud mum to Mila who brings huge knowledge to the floor — a perfectionist who needs everything on point.
“Setting the standard, day in, day out.”
Nicole McIntosh
Coach
In the industry from a young age, she transformed herself into a strong, confident woman and stepped into coaching. Strength, confidence and a mindset that carries beyond the gym floor.
“Expect to be pushed. Expect to be challenged.”
Last cohort
Real numbers
Measured on the same Tanita scales you’ll be scanned on. Six-week windows unless marked as an in-programme check-in.
101.4kg → 88.1kg
19 Apr – 31 May · 6 weeks
Shred Project
90kg → 84.5kg
19 Apr – 31 May · 6 weeks
Shred Project
81.2kg → 76.5kg
18 Apr – 31 May · 6 weeks
Shred Project
80.4kg → 75.2kg
19 Apr – 31 May · 6 weeks
Shred Project
67.4kg → 64.4kg
4 – 31 May · 4 weeks
She Shred
59.6kg → 56.9kg
3 May – 1 Jun · 4 weeks
She Shred
93kg → 87.6kg
16 – 31 May · progress check-in
Shred Project
Also from Cohort 01 — figures only
58.6kg starting point
27 Apr – 17 May · progress check-in · She Shred
Why it’s application only
Capacity is genuinely tight
A large number of members from the last cohort stayed on ongoing coaching afterwards. That coaching time is already committed, so the room we have for new people is smaller than last launch implied.
Shred Project runs with two coaches, Stephen and Smouty, and holds at 10 men. She Shred has three coaches and holds at 10 women. Twenty places across the two, and that’s the real ceiling, not a sales device.
We’d rather turn down a good application than run a group we can’t coach properly.
Investment
Three routes in — you pick yours on the form.
Not a member
£300
Paid in full for the six weeks, or 2 payments of £169.
No existing membership needed
Train-only member
£169/mo
Upgrade to full coaching for two months to take part.
Reverts after the block
Full coaching member
Included
Part of your existing membership at no extra cost.
You still apply
Step 02 — apply
Applications are closed
Answer properly. Stephen or one of the coaches reads every application and comes back to you either way. Selected applicants get an unlock code for onboarding.
Applications closed 26 August
Every application has been answered. If you want to be told first when the next cohort opens, send us a note and we’ll put you on the list.
Straight answers
Everything people
asked last time
Do I need to be able to run?
No. Everything is scalable. Running is part of the programme, but we’ll meet you where you’re at and build you up over the six weeks.
Do I need to be a member of Cassells Fitness?
No. This is a standalone programme — you don’t need an existing membership to apply.
I’m already a member. Can I still do it?
Yes. We’ll integrate this into your current training so you get the most out of both without burning out.
Do I get gym access as part of it?
Yes. You’ll have access to the sessions included in the programme and be part of the full Shred Project experience.
Do I have to attend the testing days?
Ideally, yes. They set your baseline, track progress and finish you strong. If there’s a genuine clash we’ll speak about it and find a solution where possible.
What if I’m on holiday during the six weeks?
Life happens and we’ll plan around it where we can. But this is short and high-impact — even away, you train and stay aligned with your nutrition. Any time off will impact your results.
What if I miss a session?
Consistency is everything here. If something unavoidable comes up we’ll adjust, but this only works if you’re showing up as much as possible.
Is nutrition included?
Yes. You’ll be guided on exactly what to do, with accountability built in. This isn’t guesswork — it’s structure, support and execution.
Is this suitable for beginners?
Yes, if you’re ready to commit. Everything is coached and adjusted to your level. What matters most is your attitude and willingness to put the work in.
How much time do I need each week?
You’ll train multiple times a week, with additional focus on steps, recovery and nutrition. We’ll outline everything clearly, but expect this to be a priority in your week.
What results can I expect?
We give you the structure, coaching and accountability. The results come from how well you execute — and we measure it, so there’s no guessing.
Is it just fat loss?
No. This is about getting leaner, fitter, stronger and more disciplined in how you train and live.
How many places are there?
Twenty in total — ten on Shred Project across two coaches, ten on She Shred across three. See the capacity note above.
What happens after I apply?
Stephen or one of the coaches contacts you to chat through your goals and see if it’s the right fit. Everyone gets an answer either way.
I’m not sure I’m fit enough.
You don’t need to be fit. You need to be ready.
What makes this different?
Coaching. Structure. Small group. And coaches who won’t let you drift.
That’s Cohort 02
closed.
Coached training, a nutrition protocol and two testing days. Ten places on Shred Project, thirty on She Shred, and every one of them read by a coach before it’s offered.
Talk to the team