FIRST 10 FOUNDING ATHLETES • ENROLLMENT NOW OPEN
ENROLL NOW →

ONE-ON-ONE ONLINE COACHING WITH MICHAEL ARRUDA

BUILT BY
DISCIPLINE.

Custom training. Personalized nutrition. Real accountability. I personally build your plan, review your progress and coach you through the process.

Start the 60-second assessment →
PERSONALLY COACHED12-WEEK INITIAL COMMITMENTFIRST 10 FOUNDING ATHLETES

DOES THIS SOUND FAMILIAR?

YOU'RE
WORKING.
YOU'RE STILL
STUCK.

You do not need more scattered information. You need one system—and a coach who helps you execute it.

I'M READY FOR A REAL PLAN →
×

You keep starting over after one imperfect week.

×

You are unsure which program to follow—or when to change it.

×

You do not know the right calories or macros for your goal.

×

You train hard, but the progress does not match the effort.

×

You know what to do, but struggle to stay accountable alone.

THE IRON FORGE SYSTEM

WHAT YOU GET

With Iron Forge Coaching

Everything you need to build measurable progress—and keep it.

Custom Training Program

Built for your goal, equipment and lifestyle.

Personalized Nutrition

Macros, strategy and adjustments made around real life.

Weekly Check-ins

Track progress, fix issues and stay accountable.

Direct Coach Access

Ask questions and get real answers from Michael.

Progress Tracking

Data-driven decisions—never guesswork.

Long-Term System

Skills and structure that outlast a short-term diet.

Michael Arruda, founder of Iron Forge and online fitness coach, training in the gym

FOUNDER + COACH

I'VE LIVED THE PROCESS I'M ASKING YOU TO FOLLOW.

I did not start with the physique I have today. It came through years of training, dieting, gaining, cutting, plateaus, mistakes and rebuilding.

I know what it feels like to work hard without a clear direction—and what changes when training, nutrition and consistency finally work together. Iron Forge coaching is built from that lived experience.

I give you the structure I wish I had earlier, personally review your work and help you keep moving when motivation fades. You will know what to do, why you are doing it and what we adjust next.

“I will never ask a client to respect a process I have not been willing to live myself.”— Michael Arruda, Founder / Coach

FOUNDER TRANSFORMATION

THE SYSTEM
STARTED WITH ME.

I did not inherit the physique or discipline I have today. I built both—through repeated phases of learning, cutting, rebuilding and refusing to quit.

26POUNDS
BETWEEN THE FIRST
AND LATEST PHOTO
Michael Arruda transformation progress — June 2024, 210 lbs
01
June 2024210 lbsThe starting point
Michael Arruda transformation progress — November 11, 2024, 195 lbs
02
November 11, 2024195 lbsBuilding consistency
Michael Arruda transformation progress — March 17, 2025, 190 lbs
03
March 17, 2025190 lbsShape taking hold
Michael Arruda transformation progress — May 16, 2025, 175 lbs
04
May 16, 2025175 lbsLeaner and stronger
Michael Arruda transformation progress — August 1, 2026, 184 lbs
05
August 1, 2026184 lbsThe work continues
SWIPE TO FOLLOW THE JOURNEY →

THE SCALE DOESN'T TELL THE WHOLE STORY. May 2025 and August 2026 are nine pounds apart. The scale moved up while the physique continued to develop through consistent training, refinement and time.

BUILD YOUR NEXT CHAPTER →
Founder's personal timeline. Photos are shown as provided and reflect different dates, lighting and conditions. Individual results vary.

THE IRON FORGE STANDARD

01PERSONALLY BUILTYour plan is built around you.
02PERSONALLY REVIEWEDMichael reviews every check-in.
03ADJUSTED WEEKLYThe system evolves with your progress.

THE FOUNDING OFFER

IRON FORGE
FOUNDING ATHLETE

The introductory monthly rate for the first 10 athletes coached under the Iron Forge standard. You receive the full coaching system and direct access to Michael from day one.

BEST FOR YOU IF:You are ready to follow a structured plan, communicate honestly and be consistent—even when the week is not perfect.
FIRST 10 FOUNDING ATHLETES

PERSONAL COACHING WITH MICHAEL

$149.99/ MONTH
  • Custom training
  • Personalized nutrition
  • Weekly check-ins
  • Program adjustments
  • Direct messaging + access
  • Progress tracking
  • Accountability
YOUR $149.99 FOUNDING RATE STAYS LOCKED WHILE YOUR MEMBERSHIP REMAINS ACTIVE.Start the 60-second assessment →Review your result before checkout • Three monthly payments during the initial 12 weeks • Then month-to-month

YOUR PATH FORWARD

HOW IT WORKS

Simple. Straightforward.
01

Assess

Tell me about your goals.

02

Review Your Result

See the structure that fits your needs.

03

Enroll Securely

Accept the terms and complete Stripe checkout.

04

Complete Onboarding

Give me what I need to build your plan.

BEFORE YOU ENROLL

QUESTIONS,
ANSWERED.

Do I need to be advanced?+

No. Coaching starts at your current level. The plan, exercise selection and progression are matched to your experience.

Do I need a gym?+

No. Your program can be built around a full gym, a home setup or the equipment you currently have access to.

Can you coach beginners?+

Yes. Beginners often benefit most from having a clear structure, practical instruction and accountability from the start.

Is nutrition flexible?+

Yes. You receive clear calorie and macro targets with a structure built around your preferences and real life—not a list of forbidden foods.

How often do we check in?+

You complete one structured check-in each week. Michael reviews it, gives feedback and makes adjustments when needed.

What is the initial commitment?+

Founding Athlete coaching begins with a 12-week commitment billed as three monthly payments of $149.99. After those first 12 weeks, coaching continues month-to-month and may be cancelled before the next renewal.

Does my founding rate expire?+

No. Your $149.99 monthly founding rate remains locked while your membership stays continuously active. If you cancel and later return, the current public rate applies.

When will I receive my plan?+

After payment and completed onboarding, your initial training and nutrition structure is typically delivered within 5–7 business days.

START YOUR FOUNDING ATHLETE ENROLLMENT

NO WAITLIST.
NO SECOND-GUESSING.

Complete the 60-second assessment, review your personalized result and enroll immediately if you are ready to build.

✓ About 60 seconds✓ Personalized result✓ Secure Stripe checkout✓ Immediate onboarding
ENROLLMENT OPEN

READY TO START?

Your Founding Athlete position is claimed after checkout. The first 10 athletes receive the locked $149.99 monthly founding rate while continuously active.

Start the assessment →
+

NOT READY FOR FULL COACHING?

START SMALLER.

Choose a focused standalone plan. These services do not include ongoing weekly coaching or direct accountability.

IRON FORGE

Personalized Nutrition Plan

Calorie, macro and meal structure built around your estimated BMR, TDEE, preferences and goal.

$99.00
  • BMR/TDEE estimate
  • Calorie + macro targets
  • Meal structure
  • Food substitutions
  • One revision
IRON FORGE

Customized Workout Program

A goal-specific training plan matched to your experience, schedule and available equipment.

$99.00
  • Weekly training split
  • Exercises, sets + reps
  • Progression framework
  • Schedule adaptation
  • One revision
BUNDLE + SAVE

Training + Nutrition Bundle

Your complete independent blueprint: personalized training and nutrition in one package.

$169.00
  • Full nutrition plan
  • Full workout program
  • Integrated goal strategy
  • Two revisions
  • Delivered digitally
VIEW MORE SERVICES +
IRON FORGE

Physique + Progress Assessment

A photo-based physique review with estimated composition range, priorities and next-step recommendations.

$49.00
  • Visual physique review
  • Estimated body-composition range
  • Strengths + priorities
  • Goal recommendations
  • Written report
IRON FORGE

1-on-1 Strategy Call

A focused private call to work through your goals, obstacles and strongest next move.

$59.00
  • 30-minute private call
  • Goal review
  • Action priorities
  • Follow-up summary
IRON FORGE

4-Week Program Adjustment

A targeted four-week update to an existing training or nutrition plan.

$49.00
  • Current-plan review
  • Four-week adjustment
  • Updated targets
  • Written change summary

YOUR NEXT MOVE

STOP GUESSING.
START BUILDING.

If you're ready for structure, accountability and a plan built around you, start your Founding Athlete assessment.

Start the assessment →
COACHING SCOPE

Iron Forge provides training, nutrition education, accountability and progress support—including educational discussion for enhanced athletes and general explanation of client-supplied lab markers. Coaching does not prescribe or supply drugs, diagnose or treat medical conditions, or replace a licensed healthcare provider. Read the Coaching Agreement.

FOUNDING ATHLETEENROLL NOW →