Joe Binley


HOMETOWN : Hull, Yorkshire, England

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My name is Joe Binley, and I'm a competitive athlete, passionate coach and proud business owner. Since founding ProjectAD in 2008, we've been at the forefront of scientific innovation in sports nutrition, delivering several groundbreaking formulas. I've had the privilege of working with elite athletes across a broad spectrum of sports on their physique & performance-related goals. My latest project,, draws on both mine and other world-class coaches experience with ketogenic dieting and seek to provide an online platform where we tailor Ketogenic coaching to clients on a one-to-one basis based on their goals.

Nutrition Principles:

I'm a huge advocate of ketogenic dieting both for bulking and cutting, as well as overall recomposition and human performance.

I favour high-fat as a fuel source and am an advocate for raw foods including the likes of steak and salmon.

I'm not anti-carbohydrates - I just find that myself and many other athletes I work with during contest prep respond favourably to ketogenic principles, hence my advocacy of the lifestyle.

Training Principles:

I favour high volume, high-intensity workouts.

Training on the road constantly is a huge challenge for me personally, but with Stampede Untamed & Shredabull Untamed by my side, I'm always seeking to increase the volume of weight, sets and repetitions in my workouts.

During my time as the owner of ProjectAD, I've been privileged enough to train with some of the most renowned bodybuilding coaches in the world. It became apparent to me during these experiences that high volume and short rest periods were generally preferred over low repetitions, max efforts, which I personally found to be very heavy on my joints and tendons and unsustainable in the long-term.

Current Goals:

To continue to grow the ProjectAD brand worldwide, and support our partners and stockists across the globe.

From an athletic perspective: I want to continue to push the boundaries of my physical development, getting bigger and leaner by the day. It's certainly tough to achieve with the lifestyle I lead, but one in which I'm completely devoted to.

My Motivation:

The ProjectAD athletes I work with are incredible, as well as all the elite athletes I constantly find myself amongst on the road and during shows. Their discipline is something I've tried to model the AD brand on with our commitment to scientific innovation and customer service.

Favourite AD Supplements and Why:

I could wax lyrical about every product in our range as I've personally played a massive part in formulating all of them. However, in terms of groundbreaking effectiveness, I would have to say Shredabull Untamed is unparalleled for the shockwaves it sent through the industry!

On the other side, I'm particularly proud of the emphasis we've placed on health and wellness as a sports nutrition brand. Not many companies talk about things like gut health, but we do, and products like Grazed & Fiber+ have really revolutionised the industry in how it approaches health supplementation, in my opinion.

Favourite Body Part:

I enjoy thrashing everything after a heavy day on the road as a way to alleviate stress, but the masochist in me loves hammering legs!

Favourite Prep Meal:

Anything keto-based that nourishes my body, with an extra bit of cream on top when I'm really feeling ravenous.

Favourite Cheat Meal:

I genuinely don't enjoy cheat meals. I feel as though they set me back, and I'm fortunate enough to not possess a sweet tooth so that it bothers me!


BA (Hons) Business

A Levels: IT, Psychology, Law, Business

Favourite Quote:

"F*ck Average, Be Elite"

How did you get into fitness and competing?

I was always an athlete at school, excelling at all sports including cricket and athletics. When I was 16 years old I started weight training, and by the time I got to university at 18, it became a fully-fledged obsession and lifestyle commitment.

How do you balance your social life and fitness life?

This is an extremely difficult aspect I am always striving to improve, but sometimes coming up short, admittedly. Luckily, I am fortunate enough to personally work with so many amazing people I consider true friends at ProjectAD and in the industry itself.

Who do you look up to in the fitness industry?

All the ProjectAD team, and anybody that personally competes as a high-level athlete has my utmost respect.