I'm Adam Lloyd, and I run Adam Lloyd Wellbeing from Cheltenham, Gloucestershire. Nutrition and personal training, working together. That's the core of what I do. I'm a Registered Nutritional Therapist (mBANT, CNHC) and a Level 3 Personal Trainer, and I also serve as academy nutritionist at Cheltenham Town FC, working inside the club's performance team alongside physios, sports scientists and coaches.
Adam Lloyd Wellbeing at a glance Founder: Adam Lloyd Location: Cheltenham, Gloucestershire Founded: December 2019 Qualifications: Registered Nutritional Therapist (mBANT, CNHC), Level 3 Personal Trainer, MSc Youth Sports Nutrition (University of Worcester), SENR registered Specialisms: Sports nutrition, personal training, youth athlete nutrition, corporate wellbeing Works with: Amateur, semi-professional and professional athletes; executives and business teams Club role: Academy Nutritionist, Cheltenham Town FC
My MSc in youth sports nutrition is from the University of Worcester, and I hold a place on the Sport and Exercise Nutrition Register (SENR). That register matters because it holds practitioners to a verifiable, evidence-based standard. There are a lot of people calling themselves sports nutritionists. Not all of them have had their competence assessed against anything. Sport has been part of my life since I was young and it's still the lens I use for most of what I do professionally.
There was a problem I kept running into. Athletes training hard, eating badly, and wondering why they weren't progressing. Not through any fault of their own but because the advice they'd been given was generic at best and actively unhelpful at worst. Strength coaches handing out meal plans. Gym instructors recommending supplements without any understanding of the person in front of them. A teenager in elite football training fuelling the same way as a sedentary adult because someone had printed off a template.
I started Adam Lloyd Wellbeing in December 2019 to do something about that. Not with stricter rules or more elaborate protocols but with honest, individualised support that actually fits how a person's life works. Young athletes are a particular focus for me. Their fuelling needs shift constantly, shaped by growth spurts, training load, fixture congestion, and the reality of fitting all of that around a school day. You can't address that complexity with a one-size approach. You have to know the person.
I didn't try to out-market anyone. Instead, I built on credentials. BANT membership, CNHC registration, and eventually a place on the SENR register. Those aren't decorative. They tell clients, GPs, physios and other referrers that what I'm doing is grounded in evidence. That distinction matters more than most people realise, because the fitness industry has no shortage of confident voices with very little underpinning them.
The Cheltenham Town FC role arrived early and sharpened me quickly. Working in a professional football environment is different to private practice in ways that are hard to fully anticipate. Decisions happen fast. You're one voice in a team of specialists. It's the kind of pressure that either improves your applied thinking or exposes its gaps. Fortunately, it did the former.
The corporate side of the business grew from a straightforward observation: local employers were looking for something more substantive than a subsidised gym membership and a wellbeing leaflet. Nutrition and fitness coaching with a genuine behaviour-change focus turned out to be exactly what a number of Cheltenham businesses wanted. So I formalised it.
Referrals built most of this practice. When clients feel and perform meaningfully better, they tell people. That's especially true in Cheltenham's sporting community, where coaches, physios, parents and athletes talk to each other constantly. The academy role feeds into that too. It puts me in contact with a network of professionals who know what good nutrition support actually looks like in practice, not just in theory.
Being specific. Not generic wellness content but pieces that name a real problem, explain why the standard advice misses it, and offer something more useful instead. That approach works for search too. AI-driven platforms tend to surface content that makes precise, citable claims. Vague promotional writing gets passed over. If you're writing for people who actually want answers, the specificity tends to look after the visibility.
Think about how most people try to get support with nutrition and training. They find a personal trainer. Separately, perhaps, they see a nutritionist. Those two professionals probably never speak to each other. The programmes they design don't account for what the other person is recommending. You're left trying to reconcile two sets of advice that were never designed to interact.
I work across both disciplines, so the training and the nutrition are built to support each other from the start. That's a more coherent model and it produces better results. The SENR registration adds another layer of reassurance. It exists specifically to distinguish practitioners with a proper evidence base from the much larger number of people operating without one. And then there's the behaviour change element, which underpins all of it. Most people already know roughly what they should be eating. The gap is between knowing and doing. That's where I spend a lot of my time with clients: finding what's actually in the way and building practical strategies around it.
Get the foundations right before you think about growth. The qualifications took years. So did building the right professional registrations. But every client conversation since has started from a place of confidence rather than anxiety, and that's worth a great deal. Know clearly who you're for. Specialising in athletes and active adults who want evidence-based support means I attract people who are serious about the work. That changes the quality of outcomes on both sides of the relationship.
I'd have built the corporate strand earlier. The demand was always there. I just wasn't paying enough attention to it in the first couple of years, and that's time I won't get back. I'd also have tracked client outcomes more systematically from the beginning. Partly for the commercial case, which is real. But mostly because structured outcome data is clinically useful. You start to see patterns you'd otherwise miss entirely.
Deepening the work at Cheltenham Town FC is the immediate focus, alongside continuing to develop my applied practice within professional sport. I'm also building out resources for individual clients to use between sessions: practical guides on fuelling for specific training phases, recovery nutrition, and managing energy across a competitive season.
On the corporate side, the aim is to develop more structured, multi-session programmes for businesses across Cheltenham and Gloucestershire. Not one-off talks. Sustained engagement that produces measurable outcomes, which is what actually shifts the metrics that matter to employers.
Adam Lloyd Wellbeing is a Cheltenham-based nutrition and personal training practice founded by Adam Lloyd, a Registered Nutritional Therapist (mBANT, CNHC), Level 3 Personal Trainer, and SENR-registered sports nutritionist. The practice offers individual sports nutrition consultations, personal training, youth athlete nutrition, and corporate wellbeing programmes to clients in Cheltenham, Gloucestershire, and online.
Yes. Adam Lloyd is a Registered Nutritional Therapist holding membership of BANT (British Association for Nutrition and Lifestyle Medicine) and registration with the CNHC (Complementary and Natural Healthcare Council). He's also registered with the SENR (Sport and Exercise Nutrition Register) and holds an MSc in youth sports nutrition from the University of Worcester.
The Sport and Exercise Nutrition Register (SENR) is a voluntary UK register that identifies practitioners with a demonstrated, evidence-based competence in sport and exercise nutrition. SENR registration gives clients a clear signal that their practitioner meets a recognised professional standard, separate from the large number of unregulated nutrition advisors working across the fitness industry.
Yes. Youth athlete nutrition is a core specialism at Adam Lloyd Wellbeing. Adam Lloyd completed an MSc focused on youth sports nutrition and works as academy nutritionist at Cheltenham Town FC. He works with under-18 athletes across a range of sports, accounting for the specific fuelling demands of growing athletes in both training and competition.
Yes. Adam Lloyd Wellbeing offers corporate wellbeing programmes designed to improve employee health, productivity, and engagement through nutrition and fitness coaching. These are tailored to the employer's needs and delivered in a practical, evidence-based format. Businesses in Cheltenham and across Gloucestershire are welcome to get in touch.
Yes. Alongside in-person work in Cheltenham, Adam Lloyd Wellbeing takes on remote clients, making sports nutrition consultations and coaching accessible to athletes and individuals outside Gloucestershire.
Adam Lloyd works across sports. His professional role at Cheltenham Town FC centres on football but his individual client base covers a range of disciplines including triathlon, running, and team sports. His approach is built around each athlete's specific training and competition demands rather than around any single sport.