What Fortitude Fitness London
Is All About

Have you ever said to yourself:

“I used to be in shape, how did I get here?”

“I ain’t stepping on that scale!”

“My back hurts, I need to wait for that to get better before starting anything”

“I’ll start next Monday…er…actually, I’ll start after my vacation”

Do you have a gym membership, but can’t remember the last time you made any progress (or showed up).

I’m Jay Williams, and I’ve been there and said ALL of those things.

You don’t like what you see in the mirror, you avoid the scale, and you keep telling yourself you’ll take care of your body eventually.

How long are you willing to wait?

I almost waited too long.

At 31 years old, I sat in the emergency room at Oakland Kaiser with chest pains, weighing 315 lbs and feeling like crap.

I used to be in shape, playing basketball and going to the gym all the time…but an injury ended my basketball career, and my job as a software engineer had me sitting behind a desk all day, eating too much burgers and pizza, and playing a few too many video games at night.

I sat in the ER thinking about all the signs I had been ignoring.

  • Feeling winded walking up stairs
  • Having a closet full of clothes that didn’t fit
  • Wearing extra layers in the heat to hide my body
  • Watching money go out of my account every month for a gym membership I never used
  • The back pain from sitting all day with an extra 100 lbs on my body


Ugh, how did I get here?

The ER doctor told me my chest pains were not heart problems, only stress. He also said I probably needed to lose some weight.

Wake up call!

Time to take care of your health!

I looked for every gym, boot camp, trainer and “transformation challenge” I could find waving a wad of cash and yelling “take my money! I need to lose 50 lbs!” 

Every program I tried led to failure, and made me feel worse and worse…


Because losing weight SUCKS! 

It’s hard to stay motivated when your goal is just a number on the scale. 

It was only when I found a program focused on getting stronger, faster, and using my body that I actually started losing weight!

My first day I couldn’t do a single pull up, push up, and my form was TERRIBLE.

But my coach looked beyond my flaws and focused on what I could do eventually if I just stuck with the program.

Focusing on what you can DO instead of what you need to LOSE makes fitness a lot more fun.

I kept showing up, and diet and exercise became training and nutrition.

It led me to.

  • Lose 100 lbs
  • Run a marathon (and half marathon)
  • Learn to swim and complete a triathlon
  • Finish 7 spartan races
  • Compete in a dozen “test of fitness” competitions (CrossFit, Olympic lifting, etc)
  • Go from zero pull ups to a 5 strict ring muscle ups

Most importantly, the newfound confidence made the rest of my life better.

My wife joined me on the journey and it led to us traveling the world, having two kids, becoming coaches, opening gyms in two continents, and consulting with other fitness businesses across the globe.

Since 2008, we’ve helped more than 2000 people completely transform their lives. 

We truly believe when you feel strong, capable, and confident, you can live a better life.

If you want to get strong, and lose weight, click below to meet with us and find out how.

Fortitude Fitness London

Hale is a thriving group of motivated people who want to get strong, lose weight, learn new skills, and get results.

We believe when you feel strong, capable and confident, you live a better life. We do this by focusing on your results, education, and building a strong community of people who will support you.

The Gym

This is where you’ll get coaching on exercise and nutrition, with different workouts hitting every part of your body during our 60 min sessions throughout the week. You’ll be surrounded by amazing people who motivate you to get better every single day, and help you do things you’ve never tried before.

Semi Private

Want to get strong? Lose weight?

Semi Private coaching is the best place to start. You'll have a team of coaches dedicated to helping you achieve YOUR specific goal in 8 weeks.

If you want results, you don't need a cheerleader, you need a coach!

All sessions are small group so you can get the best experience you can without having to pay for one to one sessions!

Fortitude Fitness London sister gym: Hale Fitness

We have a sister gym based in California who are as passionate about fitness as we are and are working relentlessly to get their members the best coaching and the best results in a supportive and driven community. If you are in the area you should check them out!

What’s the best way to get access to these results?

Book a Free intro by clicking the button below

About Our Coaches

Milo Macdonald-Thomas

Head Coach, Co-Owner

Milo spent most of his younger years growing up in the Military. Milo served with the British Army for 8 years with various units and served on 4 operational tours to Afghanistan. Since then he has dedicated most of his waking hours in the gym to learn and be the best coach he can be for everyone that walks through the doors to Fortitude Fitness London.  

Misty-Leigh Botha

Coach, Co Owner

Misty grew up in South Africa, with a career opportunity bringing her to London in 2014. She has a finance background, but coaching and CrossFit is where her passion lies. Her athletic background is varied, from competing in touch rugby at a provincial level, to athletics and netball at university.

Misty is a CrossFit level 2 trainer, has completed the CrossFit internship at CF Thames/Fortitude Fitness London and has continued her studies with various CrossFit online courses and most recently having attended the StrongFit seminar.

Harry Oxley


With over 6 years of experience in the fitness industry, from weight loss to weightlifting, Harry has helped clients from all backgrounds achieve their goals.

In the last 4 years, he’s gone from competing in Olympic Weightlifting to owning his own British Weightlifting facility, Essex Weightlifting.

When he’s not coaching weightlifting, his massive passion is coaching gymnastics within the CrossFit environment, and helping people achieve their first Pull-ups or handstands.

Qualifications include:

Level 3 Personal Training

Level 2 British Weightlifting

Level 1 CrossFit Trainer

Level 1 CrossFit Gymnastics

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Immediate questions?
Call: 02075316575
Voice Mail: 02033185900
Email: info@fortitudefitnesslondon.com