THE PERSON BEHIND YOUR PLAN
MY STORY
I'm Ali, and before I ever wrote a training program, I spent a decade proving things for a living.
A PhD in environmental science. An MBA. Years advising multi-million-euro companies on complex, high-stakes problems across three continents: Asia, Europe, and South America. I built a career out of one skill: refusing to accept “just because,” and digging until I found the real answer.
But somewhere in the middle of all that achievement, I lost the plot on the one thing holding it up: my own health. Long hours, constant stress, always the next goal. I looked successful and felt exhausted.
So I did what I do best. I went back to the science: anatomy, physiology, training, and recovery. Then I rebuilt my body the same way I'd solved everything else in my career, with evidence, not guesswork. It changed everything. Not just how I looked, but how I thought, how I showed up, how much I trusted myself.
WHY FITSHONOW
The name isn't random. In Persian, sho means become. So Fitshonow is simply: become fit now. Not next Monday, not when life calms down. Now, from wherever you are.
Most fitness advice is noise: random workouts, extreme diets, and motivation that fades by Tuesday. I bring the opposite: the rigor of a researcher and the honesty of someone who's had to start over more than once.
I coach busy professionals in their 30s, 40s, and beyond who are tired of guessing. People who want a plan built on real science, designed for a real life with stress, responsibilities, and limited time.
IT'S NOT TOO LATE
If you feel like you've left it too long, I understand that better than most. I've started again in new countries, new careers, and new versions of myself more times than I can count.
It's not too late. You can become stronger than you were. You can change your habits. You can feel better in your body. You can start again, this time with someone who knows how to find what actually works.