True North Performance helps men take control of their health and build the strength, energy, and confidence to elevate every area of their lives.
GET STARTED →True North Performance began with founder Bailey Phillips’ own transformation. After losing more than 40 pounds, he felt a difference in how he carried himself, approached challenges, and saw his future.
He spent the following years building muscle, getting stronger, and learning how to maintain his progress. That involved trying different approaches, questioning what was working, and gradually finding a structure he could stay consistent with.
Bailey started True North to help others experience what that process had given him: confidence in their bodies and a greater belief in themselves.
Your body is the foundation for everything you ask of yourself. Your energy, strength, and confidence influence how you lead, how you work, and how you show up for the people who depend on you. Building that foundation deserves ambition and attention.
True North exists to help men build stronger bodies, understand their health, and take ownership of the habits that shape their future. The goal is to carry that strength and self-belief into every area of life.
We bring training, nutrition, sleep, and recovery together with insights from bloodwork and DNA testing to build a more complete understanding of each man we coach. That understanding guides a plan with clear direction, personal support, and standards that demand progress.
Our mission is to help men take control of their health and build the strength, energy, and confidence to elevate every area of their lives.