Steve Keane is the co-founder of Kraft Coaching, a coaching service specializing in helping regular people develop incredible physiques. I’m a big fan of Steve’s work and think of him as part coach, part fitness philosopher. Steve’s coaching journey has seen him pivot from coaching competitive physique athletes to helping general population clients. In this episode, he explains why this change has increased his sense of fulfillment. He also describes the similarities and differences between training physique competitors and recreational lifters who want to look great. We cover the differences in: Training Diet Mindset We also delve into how his coaching practices have evolved and enable him to get the best from his clients.