Adam Lloyd is the Founder and Director of Executive Performance at Optimised Executive, a premier performance coaching brand created to help elite entrepreneurs, CEOs, and industry leaders strategically reclaim their health, discipline, and energy without compromising their success. With a background spanning executive leadership, high-performance coaching, health and fitness optimisation, and behavioural change psychology, Adam developed the Executive Performance Concierge. This bespoke, high-touch system blends science, structure, and strategy to deliver lasting transformation.
Known for his direct, results-driven approach, Adam works exclusively with high-achieving men in industries like finance, tech, property, and automotive who want to regain control, amplify their impact, and operate at their highest level physically, mentally, and professionally.
Adam Lloyd, Health and Fitness Coach
Tell us about a pivotal moment that brought you to where you are today.
For years, I lived a dual identity, thriving in business but silently burning out behind the scenes. I was disciplined on paper, but my body was breaking down, my energy was tanking, and my relationships were suffering. Quite ironic, really, my entire childhood, upbringing, and early career had been centred around health and fitness: competitive boxing from a young age, the British Army, rugby, and weightlifting. But somewhere along the way, the mask of corporate acceptance and societal expectations blurred the lines of what really matters.
The true turning point wasn’t mine; it was witnessing a close friend and mentor collapse in mid-presentation. He looked fit, successful, and in control. But under the surface, he was far from it. That moment shattered the illusion of external success and forced me to re-evaluate everything I believed about performance, longevity, and what it truly means to lead.
What I’ve come to understand and what so many high-performing men silently struggle with is that we’ve been conditioned to sacrifice ourselves for the win. But that’s a false economy. That wake-up call became the foundation for Optimised Executive and the Executive Performance Concierge. Because if your internal systems are breaking down, no level of external success will hold. And the longer you delay addressing it, the more expensive the consequences become physically, emotionally, and financially.
What is your business name, and how do you help your clients?
Our business is Optimised Executive. We help ambitious, high-performing men reclaim command over their health, mindset, and energy so they can lead with clarity, confidence, and power.
Our flagship service is the Executive Performance Concierge, a white-glove, deeply personalised coaching experience designed specifically for entrepreneurs and executives operating at the top. It integrates elite-level physical training, behavioural architecture, recovery optimisation, and performance strategy. We embed into our clients’ existing systems and environments to remove friction and maximise results while holding them to a higher standard than even they expect of themselves.
And the ROI? It’s exponential. Clients report massive increases in energy, cognitive clarity, focus, and leadership capacity. But we also see real business outcomes with clients who overcome burnout, scale their businesses faster, negotiate multi-million-dollar deals with more presence, or unlock a next-level identity that elevates their entire organisation.
Because when you optimise the man, you elevate the mission.
What sets Optimised Executive apart from others in the industry?
This isn’t fitness coaching; it’s identity recalibration.
Most coaches sell generic plans and motivation. I deliver elite-level execution, performance psychology, and full-spectrum accountability that mirrors the pace, pressure, and precision required by high-level operators. My clients don’t need more cheerleaders; they need someone who understands business, not just fitness; someone who speaks their language, respects their time, and demands more of them than anyone else in their circle.
The Concierge model is built on discretion, strategic efficiency, and outcomes. Think of it as having a Performance COO embedded in your life. Every protocol is tailored, data-informed, and built to generate compound ROI: sharper focus, faster decision-making, enhanced leadership presence, and physical durability. The transformation begins in the body, but the impact reaches the boardroom, the balance sheet, and beyond.
What kind of audience do you target your business towards?
I work almost exclusively with male CEOs, founders, and high-net-worth entrepreneurs between the ages of 35 and 50. These are men who dominate in business but who’ve often deprioritised their health, let their discipline slip, and now feel the consequences in their energy, confidence, and leadership.
They don’t want a motivational speech. They want results. They want to operate like high-performance machines without losing their families, their edge, or their sanity in the process.
My work is built for them: men who know they’ve got more in the tank but need a battle-tested system and a world-class partner to help them access it on their terms and at their level.
What inspired you to create Optimised Executive and the Executive Performance Concierge model?
There was and still is a glaring gap in the market. High-performing men are underserved when it comes to health and performance. The typical solutions are either too simplistic, too soft, or completely disconnected from the demands of their world. They don’t need inspiration; they need precision, execution, and impact.
The Executive Performance Concierge is my answer: a data-driven, high-impact experience that combines coaching, strategy, and behavioural science to deliver both personal and professional transformation. It’s designed to work with their schedule, not against it. And most importantly, it delivers ROI they can feel and measure.
This isn’t about burnout prevention; it’s about future-proofing the individual. One client said to me, “I didn’t expect this to make me more money, but it did.” That’s the truth. When health becomes a power asset instead of a liability, it becomes the most untapped business advantage available.
Can you share a client success story that captures what you do best?
One client, a tech founder in his 40s, came to me 25kg overweight, mentally fried, drinking nightly, and running on four hours of sleep. On the outside, everything looked successful.
But internally, he was close to crumbling.
In six months, he rebuilt his body, eliminated alcohol, established a bulletproof performance routine, and told me, “I feel like I’ve bought back a decade of my life.” He became sharper, more confident, and reconnected with his identity as a leader.
But the most unexpected part? During that transformation, he closed a major acquisition deal. Later, he told me: “That wouldn’t have happened without this. I wouldn’t have had the clarity, presence, or resilience to pull it off.”
That’s the power of full-spectrum optimisation. It starts with the body, but it ends with transformation across life, leadership, and legacy.
What’s your purpose and driving force behind all the work you do?
To change the conversation around leadership and health. I want to show powerful men that they don’t have to choose between success and vitality because, in reality, their well-being is the catalyst for their greatest impact.
This work is about helping men reclaim their edge, not just physically but in how they show up in every aspect of life. It’s about building a version of themselves that’s grounded, energised, and unshakable because real power isn’t found in burnout and bravado. It’s found in discipline, clarity, and sustained excellence.
This isn’t about six-packs. It’s about identity, influence, and legacy.
For readers inspired to take the first step, where should they begin?
Ask yourself this: If nothing changes in the next 6–12 months, where will I be physically, mentally, and professionally? If that answer makes you pause, then it’s time.
You don’t need more information. You need a proven system and someone who will hold you to a higher standard than you hold yourself.
You can learn more about the Executive Performance Concierge and apply to work with me here or connect directly with me on LinkedIn to start a private conversation.
We only work with 15 clients at a time, so if you're even thinking about leveling up, reach out early. The best time to invest in your health was 20 years ago. The next best time is now.
Your next level doesn’t require more sacrifice; it requires smarter execution. And it starts today.
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