Meet Coach Jay Cole

I'm not interested in shortcuts or shame. I'm interested in building people who train for life. Here's who I am and how I got here.

📍 Austin, TX 🏋️ 12 yrs coaching 🎓 NASM-CPT 🥗 PN Level 2
My story

I was the out-of-shape kid first

I didn't grow up an athlete. At 19 I was 30 kilos overweight, out of breath on a flight of stairs, and convinced fitness wasn't for people like me. One coach changed that — not by yelling, but by teaching me to train smart and trust the process. Eighteen months later I was a different person.

That experience became my mission. I got certified, started coaching out of a garage gym, and Forge grew from there. Today I run a studio in Austin and coach clients all over the world online — but the goal hasn't changed since day one: take people who feel stuck and hand them the strength, skills, and confidence to never feel that way again.

I've now coached more than 500 people through over a thousand transformations. Some wanted to lose 40 kilos. Some wanted their first pull-up. Some were rebuilding after injury. Every one of them got a real plan and a coach who actually cared whether they showed up.

Train with me

A decade of getting people stronger

2013Forge founded
500+Clients coached
1,000+Transformations
30+Countries online
My philosophy

How I coach — and what I refuse to do

These principles shape every plan I write and every session I run. They're the reason Forge clients actually stick around.

Strong basics over flash

Master the fundamentals — squat, hinge, push, pull, carry — and the impressive stuff takes care of itself.

Coach the data

We track the numbers that matter and adjust your plan from evidence, not vibes or guesswork.

No shame, ever

Guilt is a terrible long-term motivator. I build confidence and habits, not crash diets and burnout.

Your goal, your plan

Nothing is copy-pasted. Every program is built around your body, your life, and what you actually want.

Sustainable beats fast

A plan you can keep beats a plan that wrecks you. We move quick, but never at the cost of consistency.

Real accountability

I'm in your corner between sessions too. Check-ins, form reviews, and honest feedback — every single week.

Credentials

Certified, insured, and always learning

Letters after a name don't lift the weight for you — but they mean your coach actually knows what he's doing.

NASM Certified Personal TrainerNational Academy of Sports Medicine
Precision Nutrition Level 2Master Health & Nutrition Coaching
USA Weightlifting Level 1Olympic lifting technique
CrossFit Level 2 TrainerFunctional fitness methodology
Corrective Exercise SpecialistNASM-CES, injury-aware training
CPR / AED CertifiedAmerican Red Cross, renewed annually
My approach

What working with me actually looks like

Every client is different, but the way I work stays consistent: understand the real starting point, build a plan you can own, and stay accountable to it together.

Assess before we prescribe

Movement screen, history, and goals first — no plan until I understand your body.

Build the plan together

You help shape the schedule and approach, so the plan fits your real life — not a fantasy one.

Adjust relentlessly

We review your numbers every week and tweak until progress is steady and sustainable.

The journey

From garage gym to global coaching

2011

My own transformation

Lost 30 kg with the help of one great coach and discovered that training could change a whole life, not just a body.

2013

Got certified & founded Forge

Earned my NASM-CPT and started coaching clients one-on-one out of a converted garage gym.

2017

Opened the Forge Studio

Outgrew the garage and opened a dedicated private studio in Austin for 1:1 and small-group training.

2020

Launched online coaching

Built the Forge app-based program so I could coach clients anywhere — now active in 30+ countries.

Today

1,000+ transformations later

Still coaching every client personally, still obsessed with the basics, still in it for the long game.

Let's write your chapter next

Tell me where you're starting from. I'll bring 12 years of coaching, a plan built for you, and the accountability to make it stick.