It’s not a club
It’s not a course
It’s a crucible

Forged is a curated community of men who refuse to trade clarity, connection and character for status, success or sales growth. We build resilience, restore focus, and reconnect men through hard physical exposure, real conversation, and shared challenges.

No fluff. No cult.

Just an honest bunch of good blokes doing hard things together and growing stronger because of it.

A person skiing on a snowy ridge with a mountain range in the background.

Jax Davey

I’ve ticked a few boxes that the world likes to call “success”: I’ve passed the hardest military course in the world at 18. I sold my first business to Berkshire Hathaway at 27. I became MD of the biggest global marketing activation agency by 30. But just when you think you’ve won the game… A new one begins.

From the outside, it looked like I was flying. From the inside? I was running on empty. A decade of focus, grind, and discipline left me standing alone at the top of the mountain. I couldn’t feel the wins anymore. And much worse, I was becoming disconnected from the people that mattered to me most.

The ambition that fuelled me also began to isolate me. I’d become so self-reliant I forgot how to share the weight. I was burnt out, numb, and pretending I wasn’t.

So, I went back to what I knew. I returned to the hard path.
Not therapy. Nor a podcast…


I SIGNED UP FOR 230KM
ACROSS THE ARCTIC CIRCLE

THE COLD. 
THE DISTANCE. 
THE DISCIPLINE. 
THE SILENCE.

It didn’t fix everything.
But it did one thing that changed everything:
It brought me back to myself.

That’s when I realised:
We don’t need more hacks or hustle.
We need a solid foundation.
The kind that can carry success, not get crushed under it.

So we built Forged for men like me.

For the ones who are doing well but carrying way more than they’re letting on.

For the ones who can keep going but shouldn’t have to go alone.

For the ones who want to succeed without selling out their soul.

FORGED IS NOT A RETREAT.
IT’S NOT SELF-HELP.
IT’S A RETURN.

WE WANT TO BRING MEN BACK TO THE FIRE

Why FORGED EXISTS

THE THREE
FOUNDATION FORCES
OF FORGED

Group of five runners jogging on a wet outdoor path through a grassy area on a foggy day, dressed in athletic wear.
A white hammer above an anvil on a black background.

ANVIL
PHysICAL PERFORMANCE

  • Transformation starts in the body.
    But it doesn’t end there.

    In Forged, we begin with physical foundation work because the body influences the mind.

    Strength, consistency, and perseverance are forged through disciplined training and that discipline becomes the foundation for growth in every area of life.

    Anvil is where we build that base. Transformation starts in the body, but it’s only the first step. The real goal is to shape the mindset and character required to lead, grow, and overcome. And that’s not just theory..it’s lived experience.

    These are the same coaching systems and performance programs that helped me reach the finish line of some of the toughest races on the planet. Now, every member in Forged gets access to that same level of elite support with expert guidance, tailored training, and structured programs built for real results.

  • Structured, efficient strength and conditioning programs built to work around real life.

    Options range from 20-minute daily routines that maintain strength and mobility, through to 20-week systems designed to prepare you for your first endurance event.


    Anvil is where we lay the physical foundation, because if the body isn’t strong, it’s hard for the mind to be. These programs aren’t just generic plans. They’re the same systems I used to finish some of the world’s hardest races. Our members now have access to that same level of preparation, with elite coaching, structured guidance, and a community that knows how to push through.

  • MINIMALIST - THE ESSENTIALS‍ ‍

    20 minutes a day | Gym or no gym

    Elite-level movement stripped to the basics.

    Stay strong, mobile, and functional — no matter your schedule.

    PROGRESSION - THE FOUNDATION‍ ‍

    8 weeks | 40 minutes/day | 5 days/week

    Build a base of strength and cardio.

    Run 10K comfortably.

    Train confidently in any gym.


    CADENCE LIGHT - 0-10k‍ ‍

    10-week progressive running plan

    Includes running-specific strength work to keep

    you injury-free and building week by week.

    CADENCE DARK - THE FIRST MARATHON
    ‍
    16-week training plan

    Designed for performance and mental toughness — your path to crossing your first marathon finish line.

    CADENCE ELITE - THE FIRST ULTRA
    ‍
    20-week hybrid endurance system

    Built for those ready to go beyond. Prepare your body and mind for your first ultramarathon.

A group of people, including a man in a dark shirt with glasses, standing in a room with wooden walls, engaging in a discussion or presentation.
Two white crossed hammers on a black background.

HAMMER
MENTAL PERFORMANCE

  • Mental Strength Is Forged, Not Found. Hammer is about strengthening the mind not just through ideas, but through experience and practical learning.

    We focus on two key domains:

    Learning About Ourselves

    How we respond to stress, anxiety, pressure, low confidence, politics, doubt, or failure. How our biology (like testosterone and hormone shifts) shapes our thinking, energy, and identity over time. This is about building awareness, resilience, and emotional control in the moments that matter most.

    Understanding the World Around Us

    From natural disasters to financial markets, we prepare for real-world challenges. We learn how to respond in high-stakes situations with input from special forces veterans, armed response units, doctors, and investors, so that when life throws the unexpected at us, we know how to respond.

    Hammer is about building a mental edge, sharp, adaptable, and deeply self-aware.

  • Weekly and bi-weekly live sessions and whitepapers led by specialists and operators with real experience.

    We’ll cover the subjects that actually matter - performance under pressure, mindset, focus, communication, biology, and leadership.

    The goal is simple: to understand ourselves and the world around us better, operate with clarity, and perform at a higher level for longer.

  • Alex Gregory Mbe
    2 X Olympic Gold Medalist

    Richie Norton
    Human Performance & Leadership Coach

    Aldo Kane
    Former Royal Marine Sniper

    Jon Shield
    Ultra Runner

    Garry Banford
    Former Specialist Military Unit

    Arian Kalantari
    Co-Founder - Ladbible

    Sheelagh McNamara
    Communication Coach

    Dr. Robert Stevens
    Men’s Health Clinic

Three young men sitting on the ground in front of a large fire in a desert landscape, with a group of people and military vehicles in the background.
A black and white icon with a cross and a triangle, representing a flame.

Fire
BROTHERHOOD + Connection

  • Fire is where our community comes to life.

    Through weekly check-ins, shared movement, and real conversation, we build connection that doesn’t just support you, it strengthens you. It’s where men step out of isolation and back into brotherhood. Where vulnerability isn’t weakness, but proof you’re still in the fight.

    Through socials, run clubs like Cadence, and monthly walks we call Rambles, we create space for something rare: real talk, real trust, and no performance.

    Out in the open, shoulder to shoulder, we grow stronger together.

    No egos, no masks.

    Just regular, honest blokes, moving forward as one.

  • Regular check-ins, group training, and shared experiences designed to rebuild genuine connection between men.

    From Cadence run clubs and monthly Rambles to smaller circles and open conversations, everything is built around accountability, trust, and presence.

    We’ll also host recovery days, workshops, and community sessions, spaces to pause, reset, and reconnect. Fire is where the brotherhood is formed.

SPEAKER LINE-UP
+ LEARNING EXPERIENCES

  • A black-and-white photo of a man smiling indoors, with shelves in the background.

    Alex Gregory MBE

    2 X OLYMPIC GOLD MEDALIST

    What it takes to build and lead great teams and the pressures of being an elite athlete.

  • A person cross-country skiing in a snowy landscape at night, wearing a headlamp, with trees in the background and other skiers in the distance.

    KYLE EVANS

    FOUNDING TEAM

    Hybrid Performance Coach

    His philosophy blends evidence-based training with real-world grit, helping people run further, lift heavier, and live with purpose.

  • A man wearing a black baseball cap with a circular logo and a dark T-shirt, looking slightly to the side, against a plain dark background.

    RICHIE NORTON

    FOUNDING TEAM

    Human Performance & Leadership Coach

    His coaching blends science-backed structure with powerful mindset and nervous system tools, enabling clients to perform at their highest level.

  • A man with a beard and headlamp, wearing a puffy jacket, sitting near a campfire in the dark.

    ALDO KANE

    FORMER ROYAL MARINE SNIPER

    The Importance of Adventure

    World-record-setting adventurer and former Royal Marine sniper.
    Why pushing your limits outdoors pushes your mindset further.

  • A black and white photo of a man wearing a headband with the word 'CONCAVE' and a logo, dressed in athletic gear with a hydration pack on his shoulder, outdoors with an out-of-focus background.

    JON SHIELD

    ULTRA RUNNER

    At Home in Discomfort

    How to stay steady when things fall apart. Strategies for building psychological resilience in the worlds hardest races.

  • Black and white photo of a man outdoors wearing a cap and a puffy jacket, with blurred trees in the background.

    Garry BANFORD

    FORMER SPECIALIST MILITARY UNIT

    High-Stakes Thinking

    Lessons from UK Special Forces on operating under pressure and leading when there’s no margin for error.

  • A smiling man with crossed arms standing outdoors in front of trees and bushes in black and white.

    ARIAN KALANTARI

    CO-FOUNDER - LADBible

    Idea to IPO

    What it really takes to scale an idea, the mindset of execution, long-term thinking, and building something that lasts.

  • Black and white photo of a woman in a business suit smiling outdoors.

    SHEELAGH MCNAMARA

    COMMUNICATION COACH

    Communication is Everything

    TEDx speaker and top speech consultant. How to own a room, speak under pressure, and lead with clarity.

  • A man wearing a cap and a T-shirt standing in a gym.

    DR. ROBERT STEVENS

    MEN’S HEALTH CLINIC

    Understanding Testosterone

    The mental and physical shifts men face over time and how to take control of your biology, not be ruled by it.