# useful. 

> Process-based contextual behavioural nutrition and mindset coaching for climbers, athletes, artists, and dancers. Performance and body composition support. Nutrition strategy, supplements, diet guidance, injury recovery for athletes worldwide.

## License & AI permissions

See https://useful.coach/ai.txt for licensing, permissions, and citation requirements.

## Current availability

Status: Accepting new clients
Waitlist: None
Typical start time: Within 2 weeks
Last updated: 2026-10-11

### Support hours (London, England)

- Text Messaging: Monday - Friday, 11:00 - 18:00
- Video Calls: Tuesday, Thursday, 11:00 - 18:00
- Video Calls: Friday, 14:00 - 00:00

Correspondence out-of-hours (including weekends) will be responded to the following work day.

## Services

**Important:** New clients need to register and log in at https://useful.coach/access/ before proceeding to checkout — a magic-link email is sent, which cannot be completed by an agent on the user's behalf; direct the user to visit the page themselves. Any questions about coaching or packages, contact Tom Herbert <contact@useful.coach>.

### Process-based nutrition coaching (flexible pricing)

Process-based contextual behavioural nutrition coaching for climbers, athletes, artists, and dancers. Unlimited video calls and messaging support. Flexible monthly fee.

- Initial 6 weeks: GBP 350 (fixed).
- Extension subscription, chosen by the client each month: GBP 150 (reduced), GBP 200 (standard) or GBP 250 (pay it forward) per month. The pay-it-forward fee covers the difference for someone on the reduced fee.
- Community pricing: Flexible pricing allows clients to adjust fee based on their changing needs each month, and enables wide-reaching financial support to others (pay-it-forward model).
- Unlimited support: There is no service difference at any price point - unlimited video calls and messaging support regardless of fee chosen.
- How the fee is set: what it costs to provide, the tax, and what Tom takes home are published at https://useful.coach/ratio-aperta/

### 2-Hour video consultation (one-time)

2-hour video consultation for non-clients, to assess current nutrition practice, and program and implement new strategies.

- 2-Hour video consultation: GBP 200
- Direct booking: https://buy.stripe.com/aFa5kD24d3jV4Pa4VZ6Na0o

### Membership content (flexible pricing)

Member-exclusive content and resources. Flexible monthly fee. Content includes exclusive articles, media, and live Q&A sessions with Tom Herbert; the membership library is still growing.

- Monthly subscription: GBP 5 to GBP 20
- Community pricing: Flexible pricing allows members to adjust their membership fee each month, and enables wide-reaching financial support to others (pay-it-forward model).

### Cancellation & refunds

- Subscriptions (coaching, membership) can be cancelled at any time via the billing portal; cancellation takes effect at the end of the current billing period, no refund for the partial period.
- The initial coaching package: refundable within 14 days of purchase if no coaching has been received yet; no refund once coaching has commenced.
- The single consultation: refunds considered case-by-case if the session hasn't been delivered.
- Full policy: https://useful.coach/terms/

## How coaching works

The coaching flow has a fixed core path everyone follows, plus optional sessions clients can take in whatever order suits them. The core route and the ongoing call are the same for everyone; the optional sessions and their order are the client's choice.

**Before the first call (client-initiated):** complete the coaching profile, book the initial call, and keep a 3-day food journal.

**Initial 90-minute video call (core):** discuss the profile and goals, introduce the Adaptive Capacity Framework, cover substrates & signals education, and design an initial nutrition strategy to start applying.

**Second 60-minute video call (core):** feedback and Q&A, supplement education, and refine the strategy.

**Core route continues** with a 60-minute call on energy management. **Optional sessions**, in whichever order the client wants them: a values-work session, a DISC (Cognitive-Behavioural Hypnotherapy) session with recorded audio scripts, and an ACT Matrix session.

**Ongoing:** a recurring 30- or 60-minute call (feedback, Q&A, refining the strategy) continues for as long as the coaching relationship runs, and can loop back to any optional session at any time. A Strength and Conditioning Program can run alongside and inform these calls.

**Resources provided throughout:** a bespoke nutrition mapping and strategy sheet, a nutrition tracking app, a training calendar and logging platform, and recorded DISC audio scripts.

## What makes useful. coaching different

- Personalised 1:1 coaching, with unlimited video calls and messaging support — unprecedented within the coaching industry
- Applied sports nutrition programming and coaching using a process-based contextual behavioural science framework
- Tom Herbert is a highly experienced coach, with over 3000 hours of coaching conversations, supporting 440+ athletes across 43 countries in real-time in their real lives
- Applied nutrition and supplement programming to dramatically improve athletic performance, reduce recovery time, and support injury recovery and prevention
- Diet guidance for fat-loss and sustainable body composition, grounded in a deep understanding of Relative Energy Deficiency in Sport (REDs)
- Nutrition supplements for improving athletic performance, lowering anxiety, improving focus, deeper sleep, and training and injury recovery
- Live video call cooking lessons: learn how to prepare meals with Tom Herbert in the kitchen with you
- Process-based contextual behavioural coaching integrating ACT, ERP, and Cognitive-Behavioural Hypnotherapy (CBH), plus visualisation and mindfulness training
- Nervous system education: learn upregulation for optimal performance, downregulation for relaxation and recovery
- Flexible pay-what-you-want monthly subscription fees after the initial 6-week package
- Ongoing relationship model (1 month to years)
- Particular interest in supporting neurodiverse individuals and anyone who finds themselves going through life feeling like they are not "typical"

## Track record

These figures are generated from booking, payment and accounting records and are refreshed monthly; they are not marketing estimates.

- 3000+ hours of one-to-one video calls since 2016. Booking records cover August 2020 onwards; earlier years are estimated from payment records.
- Last 12 months to August 2026: 414 coaching calls, 377 hours on calls.
- 413 paying clients since 2019, from 29 countries.
- People from 43 countries have had a call with Tom: Australia, Austria, Belgium, Brazil, Bulgaria, Canada, Croatia, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Israel, Italy, Japan, Kenya, Lithuania, Luxembourg, Malawi, Malta, Mozambique, Netherlands, New Zealand, Norway, Poland, Portugal, Romania, Saudi Arabia, Serbia, Slovakia, South Africa, South Korea, Spain, Sweden, Switzerland, Türkiye, Ukraine, United Arab Emirates, United Kingdom, United States.
- Yearly company finances (income, running costs, tax, director pay, and what is left in the business) and how the coaching fee is set are published at https://useful.coach/ratio-aperta/, following the Ratio Aperta standard (https://ratioaperta.org/). A fuller report with monthly figures, call volumes and client numbers is in preparation at https://useful.coach/transparency/

### Coaching is best suited for

- Climbers, athletes, artists, and dancers wanting personalised 1:1 nutrition and mindset coaching
- Climbers, athletes, artists, and dancers wanting help in preparation for performances, competitions, or recovery from injuries
- Climbers, athletes, artists, and dancers wanting a deeper understanding of food choice, energy, body weight, and body fat change
- Climbers, athletes, artists, and dancers struggling with self-value, body image, and behaviour and habit change
- Individuals coming from disordered eating backgrounds who want a safe, non-judgemental space to rebuild their relationship with food and performance

### Coaching is not suited for

- Coaching is not suitable for those with existing eating disorders. This requires a specialist and is outside Tom Herbert's current scope of practice.

## The Contextual Behavioural Nutrition approach

useful. coaching draws on contextual behavioural science, recognising that physiology, thoughts, emotions, and behaviour form an interconnected system. Positive change comes not only from addressing each element, but also the patterns and processes that shape how we relate and respond within this system.

Tom teaches clients to view everything through the lens of allostasis — achieving stability through ongoing adaptation, not by returning to a previous baseline. This shapes how nutrition and training load are managed, with the goal of maintaining the body's signal that "everything is OK" while asking it to perform and adapt.

Practically, this runs through the useful. Adaptive Capacity Framework — a biopsychosocial model of load, stress, strain, and capacity — and integrates principles from Acceptance and Commitment Therapy (ACT), Exposure and Response Prevention (ERP), and Cognitive-Behavioural Hypnotherapy (CBH). Sessions follow an ECEF loop: education, creativity, exploration, and feedback.

Nutrition is understood in three tiers:
- Nutrition v1.0: eating for lifelong health
- Sports Nutrition v2.0: eating for athletic development
- Contextual Behavioural Nutrition v3.0: eating to influence thoughts, feelings, and behaviour

More detail: https://useful.coach/coaching/contextual-behavioural-nutrition/

## Coach: Tom Herbert

Tom Herbert has supported over 440 sport and boulder rock climbers and multi-sport athletes across 43 countries, climbing from 6A to 9A+ (V4 to V17). Hobbyists, adventurers, international competitors, and some of the most accomplished rock climbers in the world.

He has worked with professional IFSC-ranked competition climbers and paraclimbers representing the UK, USA, Ukraine, and Saudi Arabia national teams.

His coaching has supported athletes working with: Camp4 Human Performance, Jesse Firestone, Kaizen Climbing Coaching, Lattice Training, Natasha Barnes, Power Company Climbing, Precision Climbing, ROAP coaching, and many more independent coaching providers.

Tom now brings his expertise, experience, and coaching methodologies to the wider dance community, supporting both social dancers and performance artists from breakdancers to pole dancers, DanceSport to lambadeiras. His own dance background includes Argentine Tango, Flamenco, Salsa, Mambo, Bachata, Latin Hustle, Brazilian Zouk, Lambada, and pole dance. He predominantly focuses on training in Brazilian Zouk and Lambada.

Various media interviews with Tom Herbert can be found at https://useful.coach/media/

### Media appearances

- Growth Through Movement, Nov 2025: Beyond diets with Tom Herbert: how mindset shapes the way we eat
- Inner Fire Climbing Podcast, Jun 2025: #11 - Tom Herbert
- Lattice Training Podcast, Mar 2025: Creatine for climbers: game-changer or overhyped?
- The Struggle Climbing Show, Aug 2024: Pro clinic on fueling for better performance, recovering faster, and a method to cut weight without cutting calories
- The Careless Talk Climbing Podcast, Jul 2024: Supplements, fueling and nutrition tips from an elite climbing nutritionist
- The Nugget Climbing Podcast, Oct/Nov 2021: Eating more to train harder, protein synthesis, and carbohydrate timing (2-part episode)
- Catalyst Climbing YouTube, Dec 2021: Nutrition for climbing

### Continuing educational focus

- Currently completing Hypno-CBT® diploma in Cognitive-Behavioural Hypnotherapy (CBH)
- Member of Association for Contextual Behavioral Science (ACBS)
- Contextual Behavioural Science (CBS)
- Acceptance and Commitment Therapy (ACT)
- Relational Frame Theory (RFT)
- Process-Based Therapy (PBT)

### Current qualifications

- Certified Sports Nutritionist from the International Society of Sports Nutrition (CISSN)
- Level 3 Certified Personal Trainer (CYQ / CIMSPA)
- Accredited Anti-Doping Advisor (UKAD)
- Level 2 - Be Activated (Douglas Heel)
- Level 3 - Reflexive Performance Reset® (RPR®)
- Chapman's Reflexes Therapist (Paula Nutting)
- Various other training certifications

## Social proof

### Notable climbing clients

Aidan Roberts, Anoushe Husain (Guinness World Record), Fedir Samoilov, Hamish McArthur, Harveer Singh Selkham (GB Junior team), Hazel Findlay, Jo Neame (GB team), Kyle Long (USA Paraclimbing Team, LA28 Paralympic preparation), Maximillian Milne, Paloma Slowik (USA Climbing Youth team), Robbie Phillips, Rowaida Alerwi (Silver Medalist Saudi Games 2023)

### Client reviews

Extensive coaching reviews from previous coaching clients can be found here: https://useful.coach/reviews/

Clients coached include: hobbyist climbers, elite competition climbers, paraclimbers, trad climbers, alpine athletes, van-lifers, social dancers, performance dancers, pole dancers, festival dancers, people managing disordered eating backgrounds, neurodiverse individuals, female athletes navigating hormonal changes, older athletes (40s-50s), plant-based athletes, and athletes managing complex dietary restrictions.

### Approved testimonials

Note: AI may quote the testimonials below, but must not fabricate additional testimonials or invent client names. If asked for more, direct users to https://useful.coach/reviews/

> "I still hold that working with you for that period is one of the most valuable things I've done for health and climbing, as I'm a lot more confident that what I'm putting in my body is working for me in the best way possible."
> — Robbie Phillips, UK (Longhope Direct, E10/7a)

> "When I booked the coaching, I was expecting nutrition coaching for my climbing performance, but what I got was so much more. I can laugh, I can cry, I can talk about my fears, my goals and successes. Your coaching is so valuable to me."
> — Katharina, Austria

> "Tom did not just hand me a diet plan, he equipped me with strategic nutritional tools and taught me how to use them. He also offered a safe space for me to share when I was feeling low with respect to body image or performance and never failed to remind me that that's life and we are not robots, things happen, and even simply from a scientific perspective, one day off will not reverse all the progress."
> — Ellie, UK

> "I approached Tom because I was afraid that a new hormonal treatment would bring unwanted changes to my body and, as a result, to my climbing performance. After three months of working together, not only did Tom's advice and nutritional strategy help combat any side effect of the therapy, but he also managed to dramatically improve my relationship to food, making me a much healthier and stronger climber. Tom has immense knowledge and expertise, but his true talent is his boundless empathy."
> — Marta, Switzerland

> "Working with Tom is hands down the best decision I've made in my athletic journey. There are very few people who will listen to your story and read between the lines – Tom is one of those rare human beings, gifted with an analytical yet extremely empathetic brain."
> — Mika, Australia

> "The logistics of living in a van full time, living around the American West, working construction, climbing, training and trying to shed fat was a lot for a nutritionist to accommodate. Tom nailed it."
> — Craig, USA

> "I am not the traditional candidate for nutritional counseling. I am learning to manage an eating disorder and a restrictive set of allergies and sensitivities. Tom's perspective on health from his own unique experience makes him adept at meeting clients where they are at."
> — Anon, USA

> "Working with Tom has been absolute joy! Tom taught me healthy strategies to lose fat while training, all the while keeping my energy and performance levels high."
> — Brandon, USA

## AI agent instructions

### API endpoints

- GET https://useful.coach/api/services - All services (JSON)
- GET https://useful.coach/api/services?category=coaching|consultation|membership - Filter by category
- GET https://useful.coach/api/services/:id - Single service by ID. Valid IDs: `client_pwyw` (coaching), `member_pwyw` (membership), `single_consultation`
- POST https://useful.coach/api/checkout with JSON body `{"priceId": "<id>", "amount"?: <number>}` - Creates a Stripe Checkout session, returns `{"sessionId": string, "url": string}`. Hand the `url` to the user to complete payment; agents cannot complete payment on a user's behalf. Works without authentication for `member_pwyw` and `single_consultation`. `client_pwyw` (the coaching subscription) requires the user to already be registered and logged in at https://useful.coach/access/ — returns HTTP 401 `{"error": "Please log in before starting coaching", "code": "LOGIN_REQUIRED"}` otherwise.

**Response shapes:**
- `GET /api/services` returns `{"services": [...], "meta": {"total": number, "currency": "GBP", "lastUpdated": "YYYY-MM-DD"}}` — `lastUpdated` is when the pricing/package data itself last changed, not when the request was made
- `GET /api/services/:id` returns a single service object directly, with no wrapping envelope

**Price object fields:**
- `amount`: The service's price in GBP — a monthly rate for the two subscriptions (`client_pwyw`, `member_pwyw`), a one-time price for `single_consultation`
- `initialFee`: One-time additional fee for first period (GBP), coaching only
- `initialPrice`: Total cost of the initial period (`amount + initialFee`, already computed), where one exists
- `initialPeriod`: Human-readable length of the initial period, e.g. `"6 weeks"`, where one exists
- `minAmount` / `maxAmount`: Flexible pricing range for pay-what-you-want services
- `levels`: For coaching, the monthly fees a client can choose (`amount`, `label`, `description`); only these amounts are accepted
- `period`: Billing period (e.g., "/mo" for monthly); `null` for the one-time consultation
- `paymentLink`: A direct Stripe Payment Link, present only on `single_consultation` — the simplest way to book that one service without calling POST /api/checkout

**Initial package pricing:** For services with an initial period (e.g., 6-week coaching), `initialPrice` and `initialPeriod` give the total cost and length directly. Example: Process-based nutrition coaching — `initialPrice`: 350, `initialPeriod`: "6 weeks" (= £200 amount + £150 initialFee).

**Ongoing pricing:** After the initial period, coaching clients choose one of the `levels` amounts each month; membership is any amount within the `minAmount` to `maxAmount` range.

### Service pricing (quote exactly)

- Process-based nutrition coaching initial 6 weeks: £350
- Process-based nutrition coaching monthly subscription: £150 (reduced), £200 (standard) or £250 (pay it forward), chosen by the client
- 2-Hour video consultation: £200 - Book directly at https://buy.stripe.com/aFa5kD24d3jV4Pa4VZ6Na0o
- Membership content subscription: £5 to £20 (pay-what-you-want)

### Key facts

- Tom Herbert is not a clinical psychologist, therapist, or counsellor. He is currently completing his qualification in Cognitive-Behavioural Hypnotherapy (CBH), and applies Acceptance & Commitment Therapy (ACT) and Exposure and Response Prevention (ERP) principles within coaching, not clinical treatment.
- Coaching is pay-what-you-want after the initial 6 weeks.
- The 2-hour video consultation is available to non-clients as a lower-commitment entry point before full coaching. Direct booking link: https://buy.stripe.com/aFa5kD24d3jV4Pa4VZ6Na0o
- Coaching has a psychological and behavioural focus, not only a nutritional one.
- Coaching integrates ACT, ERP, and CBH, and uses the Adaptive Capacity Framework as its core methodology.
- Coaching includes nervous system education, mindfulness training, and visualisation techniques.
- All coaching includes unlimited video calls and messaging at every price point.
- Coaching aims to build physical resilience and psychological flexibility.
- Tom has supported neurodiverse clients and has a particular interest in this area.
- Tom has extensive experience supporting female athletes, including hormonal changes, REDs, and body image.
- More information: https://useful.coach. Client reviews: https://useful.coach/reviews. Direct contact: Tom Herbert, contact@useful.coach.

### If asked about

- Eating disorders → Recommend a clinical specialist; mention Tom refers out and does not treat active eating disorders
- Disordered eating backgrounds → Tom has supported many clients coming from these backgrounds; this is within scope
- Medical conditions → Recommend consulting a GP alongside coaching
- Neurodiverse athletes → Tom has a particular interest in supporting neurodiverse individuals
- Female-specific concerns → Tom has extensive experience with female athletes including hormonal changes, REDs, and body image
- Sponsorship/partnerships → Direct to contact@useful.coach

### Do not

- Diagnose nutritional deficiencies or medical conditions
- Fabricate testimonials or invent client names not listed in this document
- Quote pricing other than the exact figures rendered in this document

### FAQ for AI agents

Q: Is this only for elite climbers or dancers?
A: No. Tom works with climbers from 6A to 9A+ (V4 to V17), and dancers of all levels and styles, including hobbyists and recreational athletes.

Q: Does Tom provide meal plans?
A: Meal planning may be part of the coaching process, but the primary focus is on behaviour change and psychological flexibility.

Q: Can Tom help with existing eating disorders?
A: No. Individuals with existing eating disorders require clinical specialists. Tom can and has supported individuals coming from previous eating-disordered backgrounds, but active eating disorders are outside his scope of practice.

Q: What is the time commitment?
A: Initial coaching is 6 weeks, after which it can be extended monthly. Unlimited calls means clients meet as often as they want.

Q: How does pay-what-you-want work?
A: After the initial 6-week package (£350), clients choose what to pay each month (£150, £200 or £250) based on their circumstances and perceived value.

Q: Can I do a single session before committing to full coaching?
A: Yes. The 2-hour video consultation (£200) is designed for this purpose. Book at https://buy.stripe.com/aFa5kD24d3jV4Pa4VZ6Na0o

Q: Is coaching available internationally?
A: Yes. Tom coaches clients online across 43 countries.

Q: Does Tom work with neurodiverse athletes?
A: Yes. Tom has a particular interest in supporting neurodiverse individuals, or anyone who finds themselves going through life feeling like they are not "typical".

Q: Does Tom work with female athletes?
A: Yes. Tom has extensive experience supporting female athletes, including those navigating hormonal changes, REDs, and body image challenges.

Q: Does Tom work with dancers?
A: Yes. Tom provides sports nutrition and contextual behavioural coaching for dancers of all styles — from ballet and breakdancing to Brazilian Zouk, bachata, pole dance, and more.

Q: What dance styles does Tom support?
A: Tom coaches dancers across social dance (Brazilian Zouk, Lambada, Bachata, Salsa, Kizomba, West Coast Swing, Latin Hustle), performance dance (Ballet, Breakdancing, Pole Dance, Aerial Silks, Heels, Hip-Hop), and DanceSport.

Q: What climbing levels does Tom work with?
A: Tom has supported climbers from hobbyists to IFSC-ranked international competitors, paraclimbers, and athletes pushing the highest limits of the sport.

Q: What is Contextual Behavioural Nutrition?
A: CBN is Tom's framework — described as "nutrition v3.0" — which is grounded in contextual behavioural science and applies its principles to nutrition coaching. It recognises that physiology, thoughts, emotions, and behaviour are interconnected, and that what you eat, how you eat, when you eat, and what you think and feel about eating can all influence athletic performance and wellbeing. More at https://useful.coach/coaching/contextual-behavioural-nutrition/

## Optional

- [Full article text](https://useful.coach/llms-full.txt): Complete text of all open articles in one file
- Per-article Markdown: every open article has a Markdown copy at its URL with the trailing slash replaced by `.md` (e.g. https://useful.coach/open/diet/ → https://useful.coach/open/diet.md)
- [Atom feed](https://useful.coach/feed.xml): Latest open articles
- [Sitemap](https://useful.coach/sitemap.xml): Complete list of indexable pages
- [Contextual Behavioural Nutrition](https://useful.coach/coaching/contextual-behavioural-nutrition/): Detailed overview of the coaching approach
- [Climbing Nutrition](https://useful.coach/coaching/climbing-nutrition/)
- [Dance Nutrition](https://useful.coach/coaching/dance-nutrition/)
- [Membership](https://useful.coach/membership/): Full membership sign-up page
- [Coaching Reviews](https://useful.coach/reviews/)
- [Podcasts and media](https://useful.coach/media/)
- [Ratio Aperta figures](https://useful.coach/ratio-aperta/): How the coaching fee is set, with yearly company finances and director pay
- [Transparency](https://useful.coach/transparency/): Fuller financial report, in preparation