About

Pure Form Coaching began with a question that reached far beyond exercise: What is training truly for?

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We had both spent years viewing health and fitness through different lenses, shaped by our own experiences with the body, performance, appearance and wellbeing. Over time, we began to question whether aesthetics, motivation and physical results were enough to give training lasting meaning. We wanted to understand what it looks like to pursue health with a deeper sense of purpose.

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Everything changed for us when Brigitte was diagnosed with a chronic illness at just 20 years old. Health and training were no longer simply about appearance, performance or following the perfect program. Because of her illness, Brigitte often approached training according to what she felt capable of doing, while Luan had largely approached it with aesthetics as the goal.

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Our experiences were different, but they led us to the same realisation. Feelings and appearance are both temporary foundations. Emotions change, bodies change and other people’s opinions change. We knew Pure Form Coaching needed to be built on something deeper, something truthful, virtuous and lasting.

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That led us to the Greek word telos, which means end, goal, purpose, or the reason for which something exists.

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It is a central idea in classical philosophy, particularly in the work of Aristotle. The basic idea is that everything has a purpose. An acorn’s telos is to become an oak tree, and a knife’s telos is to cut well. The deeper question is not simply, “What is it?” but, “What is it for?”

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Applied to training, this completely changes the questions we ask.

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Instead of only asking:

“How can I look better?”

“How can I feel better?”

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We begin asking:

“What is the true purpose of training?”

“Who is training shaping me to become?”

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Aristotle believed that the purpose of human life was not merely pleasure, wealth, status or appearance. Those things can be temporary results. He believed our deeper purpose was human flourishing through the cultivation of virtue, developing the character and habits that enable us to live well.

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Virtue is not something we develop merely by thinking or speaking about it. It is formed through repeated action. We do not become courageous simply by understanding courage. We become courageous by repeatedly choosing to act courageously. Every choice becomes a vote for the kind of person we are becoming.

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This is why training can be so powerful. It is not only strengthening the body. It is also strengthening patterns of choice.

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Training gives us opportunities to practise discipline when motivation is absent, courage when something is difficult, humility when we fail, temperance when we could overindulge, resilience when we experience discomfort and gratitude for a body that is able to move.

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However, something else that is central to our brand is the understanding that virtue exists between two unhealthy extremes, having too little of something and taking it too far.

For example, too little courage becomes cowardice, but courage without wisdom can become recklessness. True courage sits between those extremes. It means recognising fear and risk while still choosing to do what is right.

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The same applies to generosity. Too little becomes stinginess, where we hold back excessively, while too much without wisdom can become wastefulness. True generosity means giving freely but responsibly.

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With training, too little discipline can become laziness or avoidance. However, discipline taken to an unhealthy extreme can become obsession, compulsion or pride. True discipline means showing up consistently and honouring your commitments while also having the wisdom to rest, recover and recognise when your body needs care.

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Confidence also has extremes. Too little confidence can become self doubt and cause us to shrink back, while too much can become arrogance or vanity. Healthy confidence means recognising your worth and abilities without believing they make you superior to anyone else.

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This is why our message is not that “more is always better.”

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Training harder, becoming leaner or pushing through more pain does not automatically make someone more disciplined or virtuous. Sometimes discipline means working harder, but sometimes the disciplined choice is to rest. Sometimes courage means persevering through discomfort, but sometimes courage means admitting that something is wrong and asking for help.

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Virtue requires wisdom. It means choosing the right response, for the right reason and in the right measure.

 

Our faith gives this an even deeper meaning. Romans 12:1 says: “Offer your bodies as a living sacrifice, holy and pleasing to God. This is your true and proper worship.”

 

Our bodies ultimately belong to Christ. They are neither something to neglect nor something to worship. They have been entrusted to us by God, and we are called to care for them, strengthen them and use them faithfully for His purposes.

 

Training should not become a form of punishment, an obsession or the source of our identity. Nor should our changing feelings determine whether we care for the bodies we have been given. Training can instead become an act of stewardship, an expression of gratitude and an opportunity to honour God through the way we care for ourselves.

 

The deepest reason to train is therefore not to chase a particular body, feeling or other people’s approval. It is to become someone who keeps promises, practises self control, embraces difficulty with wisdom and faithfully stewards what God has given them.

 

That is how we came to Pure Form Coaching.

 

Pure represents returning to a motive that is honest, virtuous and not corrupted by vanity, comparison or obsession.

 

Form represents both the physical body and the continual formation of our character, who we are becoming through what we repeatedly practise.

 

Coaching is about guiding people through that process with wisdom, balance and purpose.

 

We do not want to encourage laziness, but we also do not want to glorify obsession. We do not want people to neglect their bodies, but we also do not want them to idolise their bodies. We want to help people become disciplined without being consumed, confident without becoming vain, and courageous without becoming reckless.

 

Aesthetics seeks approval.

Feelings seek comfort.

Virtue seeks truth.

Faith seeks to honour Christ.

 

Pure Form Coaching is about training with purpose, caring for the body, cultivating virtue and allowing the process to shape who we are becoming in Christ.