The Shapeshifter Standard: Built to develop dominant athlete

Elite-Level Performance Coaching

We deliver more than just S&C programmes — we coach complete athletic development.
Every plan is tailored to your sport, schedule, and goals, built to unlock speed, strength, and power that translates on the pitch.
Our athletes don’t just train — they dominate.

Backed by Education. Proven by Results.

Our methodology is built on a Master’s in Strength & Conditioning from Loughborough — one of the world’s top sport universities.
We’ve coached athletes from elite systems like Arsenal, Manchester City, England, Wales, Watford, Newcastle, and Bournemouth.
This isn’t generic coaching. It’s high-level programming backed by science, tailored to help serious athletes reach the next level.

Maximising Physical Performance, Minimising Risk.

Pro athletes trust us for one reason: results.
We maintain a 99% success rate improving speed, strength, and power — while reducing injury risk.
Our systems aren’t built to just train you — they’re built to elevate you, season after season.

Applied Strength and Conditioning Science

We fuse real-world coaching with cutting-edge science to elevate every facet of athletic performance. Our approach is built on proven research, elite training methods, and academic rigour from Loughborough University — the world’s No.1 institution for sport science. This isn’t guesswork. It’s applied expertise, backed by data and delivered with intent.

Tools That Power the Process

We use Teambuildr to design elite-level, customised coaching plans for every athlete. This powerful platform allows us to track progress, analyse performance metrics, and hold athletes accountable — all in one place. Every detail is measured, reviewed, and optimised to support high-level development and deliver real results.

Built for Serious Athletes

In face-to-face coaching, we use FIFA-approved STATSports technology to track every sprint, effort, and recovery in real-time. With elite-level GPS and heart rate data, we break down performance and tailor sessions with precision — helping athletes maximise physical output and accelerate development.

Track Like a Pro

The Shapeshifter Performance Story

Kofi Richards, MSc — Director & Head of Performance

My journey into elite sports performance began with a deep obsession for understanding what drives athletes to reach the top. From playing multiple sports as a youth to earning my MSc in Strength & Conditioning from Loughborough University, every step has been about unlocking human potential.

I started my coaching career with Worcester Warriors Academy, then progressed to Loughborough Lightning Women’s Football, where I led S&C delivery during their most successful season. Working alongside the First Team further sharpened my ability to apply science under pressure.

But Shapeshifter Performance was never just a job — it was a calling. I built this platform to bridge the gap between science and ambition. Today, I coach elite-level athletes across the UK and beyond, delivering tailored systems that combine research-backed programming with the real-life demands of pro sport.

Every session, every strategy, every result is built with one goal: helping serious athletes become the most powerful version of themselves.