#010 - Why I started Future Proof
If you had told me 15 years ago that I’d be thinking more about what I could do at 80 than what I could lift at 30, I’d probably have laughed. Back then, I was driven by performance. I lived for training sessions that pushed my limits, competed with athletes, and built a life around helping others reach their peak through The Athlete Centre in Oxford. But life changes — and so do our goals.
My journey started long before Future Proof was even an idea. I served in the British Army, spending time in Iraq and Afghanistan, and I learned what the human body (and mind) could endure. After leaving the military, I moved to Oxford to became a personal trainer, opening a PT Studio in 2010, then The Athlete Centre in 2013 — places built to help people move better, train smarter, and perform at their best.
But as I moved through my 30s and into my 40s, something shifted. I began to feel a disconnect between the goals I had and the life I actually wanted to live. I was no longer chasing PBs. I was chasing time with my kids. I didn’t need to squat twice my bodyweight anymore — I needed to be able to carry my son on my shoulders and not feel broken every single day.
From Peak Performance to Lifelong Function
That’s where Future Proof was born — not in a gym, but in real life. I started thinking about my health not just in 5-year cycles, but in decades. I asked myself:
"What do I want to be able to do when I’m 80?"
I came up with goals that are ambitious, but functional:
Do a Muscle-Up (This may be ambitious)
Run a sub-30-minute 5K
Live independently and move freely
Play with my grandkids without fear of falling or injury
And then I looked around. So many people don’t even know where to begin to make that a reality. Or worse — they’re putting their trust in short-term fixes, extreme challenges, and influencers chasing aesthetics over actual health.
The Hard Truth
Let’s be real: there’s a natural decline in strength, balance, and cardiovascular fitness as we age. That’s biology. But the starting point matters more than you think.
If your goal is to run a 30-minute 5K when you’re 80, and you're barely running that now at 40 — then you're already behind. That goal isn't going to magically happen unless you raise your baseline now to account for the decline that’s coming…..and believe me…..it IS coming.
And most people haven’t thought about this. But they should.
So What Is Future Proof?
Future Proof is the answer to the question: “How do I stay strong, capable, and independent as I age?”
It’s a daily commitment to building a body that serves you not just today, but for decades to come.
Through short, actionable 30-minute sessions, on-demand support, and habit-based guidance, we help people build longevity into their lives. You don’t need a gym. You don’t need fancy gear. You just need a plan — and a reason.
And if your reason is being able to lift your grandchild, hike a hill, or live independently without fear at 80, then welcome. You're in the right place.
Let’s Build Your Future Now
Whether you're just getting started, or you've spent years in gyms chasing performance like I did — the focus can shift. Your goals can evolve.
Future Proof isn’t about giving up on fitness. It’s about redefining success.
So… I’ll ask you the same thing I asked myself:
What do you want to be able to do when you’re 80?
Now... how realistic is that, based on what you’re doing today?
If the answer makes you pause……. Good……. That’s where we begin.
Thank you
James Culmer-Shields – Founder