Game Plan
The COBURN Game Plan

See exactly what it would take to transform your body over the next six months.

Apply for a personalised physique and performance Game Plan, created for your body, schedule, lifestyle and current level — then reviewed with you in a private 20–30 minute Loom breakdown.

Watch: How the COBURN Game Plan Works · 4 min 36
Apply for Your Game Plan →

Complimentary for suitable applicants. Includes a private 20–30 minute Loom from Josh.

What you receive

Your personalised six-month Game Plan.

Not a generic programme, automated report or two-minute reply. Your application is reviewed personally, your Game Plan is built around the reality of your life, and suitable applicants receive a private 20–30 minute Loom walking through the strategy.

01

A clear assessment

Where you are now, what is holding you back, and where the biggest opportunities are.

02

A realistic six-month outcome

What you could reasonably achieve with the right structure and honest execution.

03

Your transformation strategy

The priorities across training, nutrition, activity, recovery and routine.

04

A 20–30 minute private Loom

Josh walks you through your personalised Game Plan, explains the reasoning behind the strategy, and shows what your next six months should look like.

The depth

This is not a quick reply.

Most applicants expect a short response or a generic recommendation. That is not what this is.

For suitable applicants, Josh personally reviews your answers, builds a bespoke six-month Game Plan, creates a private Keynote-style breakdown, and records a 20–30 minute Loom walking you through the strategy.

You will understand where you are, what is holding you back, what needs to change, and what your next six months should look like.

Apply for Your Game Plan →
The process

How it works.

1

Complete your application

Tell Josh about your goals, current position, lifestyle, schedule and previous attempts.

2

Josh reviews your position

Josh assesses the information personally and decides whether he can create something genuinely useful for you.

3

Receive your Game Plan

Suitable applicants receive a private 20–30 minute Loom, where Josh walks through their personalised Game Plan, the strategy behind it and the recommended route forward.

The record

Proof over promises.

Craig Hardcastle — six-month transformation, before and afterClient transformation
Client
Craig Hardcastle
Commercial Director
Timeframe
6 months

“I was just done being a greedy b*stard, and ready to step into my true physical potential.”

Result — lost 45 lbs
Tom Jackson — six-month transformation, before and afterClient transformation
Client
Tom Jackson
Executive
Timeframe
7 months

“The accountability was a game changer for me. I trusted the process… and here we are!”

Result — lost 63 lbs
Warren Gregory — six-month transformation, before and afterClient transformation
Client
Warren Gregory
Technician
Timeframe
8 months

“For me this wasn’t about weight loss, it was about who I was choosing to become.”

Result — lost 77 lbs
Wesley Spinks — six-month transformation, before and afterClient transformation
Client
Wesley Spinks
Operational Manager
Timeframe
7 months

“I stopped looking for perfect, and instead got structured, built standards and executed even when life was busy.”

Result — lost 70 lbs
Maurice Ussher — six-month transformation, before and afterClient transformation
Client
Maurice Ussher
Lecturer
Timeframe
6 months

“I’m going into my 50s better than I went into my 40s. This has been one heck of a journey.”

Result — lost 22 lbs
Jordan Webster — six-month transformation, before and afterClient transformation
Client
Jordan Webster
Professional Driver
Timeframe
4 months

“I was convinced this would never be possible, but with my effort and Josh’s expertise, it was way simpler than I thought.”

Result — lost 30 lbs
Jon Dwayre — five-month transformation, before and afterClient transformation
Client
Jon Dwayre
Founder
Timeframe
5 months

“I started this thinking it was impossible at my age. I didn’t just transform my body — I built resilience and discipline. The physique is just the by-product.”

Result — lost 27 lbs
Robert Bennie — five-month transformation, before and afterClient transformation
Client
Robert Bennie
Engineer
Timeframe
5 months

“I joked at the start that I wanted to look like Thor, but didn’t imagine it would actually be possible. Besides the look, my standards have increased tenfold.”

Result — lost 35 lbs
Paul Evans — four-month transformation, before and afterClient transformation
Client
Paul Evans
Cruise Director
Timeframe
4 months

“For years, I used my job as an excuse. Becoming a dad made me realise my standards needed to be higher.”

Result — lost 40 lbs
Apply for Your Game Plan →
Josh CoburnJosh Coburn on the cover of Men's Fitness magazineJosh Coburn — Dubai
About

Built from more than a decade in transformation.

Josh Coburn is a former Men’s Fitness cover model, former UK gym owner and physique transformation coach based in Dubai.

For more than a decade he has helped men lose body fat, build muscle and create a physical standard that reflects the way they want to live and operate. Today, through COBURN™, he works with high-performing men who want intelligent structure, honest accountability and a result that survives real life.

10+
Years coaching
Cover
Men’s Fitness model
Founder
Former UK gym owner
100s
Client transformations
Dubai
Based
The implementation pathway

When the Game Plan becomes The Upgrade.

The Game Plan shows you the route. For the right person, The Upgrade is the private six-month coaching experience designed to help you execute it.

Training, nutrition, accountability, weekly review and ongoing adjustment, brought together around one objective: a body and personal standard that match the level you operate at.

The first step is your Game Plan.

Apply for Your Game Plan →
  • Personalised training and nutrition
  • Weekly progress reviews
  • Direct, private accountability
  • Strategic adjustments around work, travel and family life
  • A complete six-month transformation structure
Fit

You should apply if…

This will not be a fit for anyone looking for a quick fix, free coaching indefinitely, or a plan they have no intention of following.

Game Plan
Your next six months

Stop guessing. Get the Game Plan.

Complete the application and provide the information required to assess your position properly. If Josh believes he can help, he will personally build your Game Plan and record a private 20–30 minute Loom walking you through your six-month route forward.

Apply for Your Game Plan →

Applications are personally reviewed. Submission does not guarantee acceptance.

The application

Game Plan Application

Your personalised six-month transformation starts here.

This application gives Josh the information required to understand your current position, identify what is holding you back and map out the most effective route forward.

Suitable applicants will receive a personalised Game Plan and private 20–30 minute Loom breakdown, created around their body, goals, schedule and lifestyle.

Allow approximately 15–20 minutes to complete the application. The more detail you provide, the more specific and valuable your Loom breakdown will be.

Be specific. Be honest. The quality of your Game Plan will reflect the quality of the information you provide.

Applications are reviewed personally. Submission does not guarantee that a Game Plan will be created.

Application received.

Thank you for taking the time to provide the detail required.

Your application will be reviewed personally. If there is a genuine fit and enough information to create something useful, you will receive details of the next step by email or WhatsApp.

Questions

Before you apply.

What exactly is the COBURN Game Plan?

A personalised six-month physique and performance assessment delivered through a private 20–30 minute Loom. Based on your application, Josh creates a clear picture of where you are, what is holding you back, what you could realistically achieve, and the strategy to get there.

Is the Game Plan really complimentary?

Yes, for suitable applicants. It is genuine personalised work, not a downloadable PDF or automated report — which is why applications are reviewed and prioritised rather than accepted automatically.

How much information will I need to provide?

The application takes a focused ten to fifteen minutes across five short stages. The more honest detail you provide, the more useful your Game Plan will be.

Why do you ask for physique photographs?

They make the assessment far more accurate. They are optional but strongly encouraged, remain completely private, and are used only to build your Game Plan.

How long does the review take?

Because each Game Plan is personally assessed, built and recorded, timing depends on volume and fit. Suitable applicants are contacted with next steps once their private Loom is being prepared.

Am I required to join The Upgrade afterwards?

No. The Game Plan stands on its own. The Upgrade is simply the private coaching route available to those who want Josh’s help implementing it.

What happens if I am not a suitable fit?

You will be told honestly. The Game Plan is only created where Josh believes he can genuinely help — that selectivity is what keeps it valuable.