Andy Morgan

Background

About Andy Morgan

I’m a fitness entrepreneur originally from Birmingham, UK, now based in Japan. I founded and run two businesses focused on evidence-based fitness education, coaching, and publishing. RIPPED BODY (FOUNDED 2011) Ripped Body is our English-language brand serving a global audience. Our work centers on online physique coaching and educational publishing. We are best known for long-form, no-nonsense articles that explain how sustainable physique results are achieved in practice—without gimmicks, supplements, or extreme approaches. Our coaching primarily serves busy professionals, particularly working fathers, who value efficiency, clarity, and long-term results. ATHLETE BODY (FOUNDED 2012) Athlete Body is our Japanese-language brand. The majority of high-quality research in nutrition and training is published in English. Athlete Body exists to ensure language is not a barrier to accessing accurate, honest information in Japan. AthleteBody.jp is widely regarded as one of the most trusted resources for evidence-based nutrition and training information in the Japanese market. We were the first company to offer online physique coaching in Japan. We specialize in working with natural (non-steroid-using) competitive bodybuilders. PUBLISHING, EDUCATION, AND APPS In addition to coaching, our work includes book publishing, translations, seminars, and software. Notable projects include: • Japanese translation of Starting Strength (2019) • Translation and publication of The Muscle & Strength Pyramid books (2021–2022) • Launch of the Japanese version of the MacroFactor Nutrition app (2024) • Launch of The Bodybuilding Dojo, a monthly educational seminar membership (2025) • Launch of the Japanese version of the MacroFactor Workouts app (2026) Several of our books have become international best-sellers. These outcomes are the result of a highly capable team, and I see my role primarily as setting direction. BACKGROUND My route into fitness and Japan was indirect. Early involvement in martial arts, time spent living in India as a student, and a chance encounter with a book that led me to Japan after university all contributed to where I eventually landed. By my late twenties, it was clear to me that much of the fitness industry suffered from poor incentives and low standards. I began writing publicly to address that gap, which ultimately became a business. WORKING PRINCIPLES • Build things that last. • Substance over spectacle. • Leave things better than you found them.