Many people claim to have a “no BS approach”—I even used it in the title of my book. When you visit Jacob Zemer’s website, the first thing you’ll see is an imposing figure: a shirtless man with a sledgehammer across his shoulder and the words “No BS Approach” underneath. As you read his story and get to know Jacob, both professionally as a trainer and as a human being, as I have, you realize this is someone who not only talks the talk but walks it. He’s one of the few people in the industry who truly lives his message and shoots straight—no BS.
He’s become the go-to guy for accomplished middle-aged men who want to reclaim their fitness, but even more so, he provides a springboard to getting their entire lives back. It starts with fitness: you see results, it becomes a lifestyle, you get hooked, and you want more. Family, fitness, finance, food, fashion, and fun—it all comes together. Sound familiar? This is why I like Jacob.
Need a Botox recommendation? Hair transplant advice, Invisalign tips, blood work, a jeweler, a dentist, or wardrobe assistance? Ask Jacob (or me…). This is what we do. This is what we love.
I first met Jacob at an event in Denver, where he was both a speaker and participant. Physically, he’s an imposing presence—standing over six feet tall and weighing around 250 pounds. What I admire deeply about Jacob in this world of influencers and posers is his incredible transparency about his body and training.
What struck me most at the event was how he stayed true to himself—participating in activities that aligned with his values and opting out of those that didn’t. He never succumbed to the pressure of conforming to what a “high lifestyle” should look like. Here was someone secure enough in himself to make his own decisions.
As we often discuss, there’s always something you’re not seeing in someone else’s life. Maybe they’re dealing with an injury, were up at 5 AM training clients virtually, or have to catch an early flight back to New York the next day to meet with clients.
You never know the full story.
Jacob’s credentials as a top performance coach are impressive. He holds 12 national certifications. With over 20 years of experience in the fitness industry, Jacob logs more than 3,200 hours each year working with a wide range of clients, from CEOs and everyday fitness enthusiasts to ex-professional athletes. He specializes in in-person training in the Westchester area and offers virtual coaching through his online training program. Over the years, I’ve recommended numerous clients to Jacob, and the results have consistently been excellent.
As we kick off the New Year, I couldn’t think of a better person to discuss how to start the year right and, more importantly, how to consistently hit your goals and make health and fitness a lifestyle.
MLM: Jacob, we’ve shared some unique experiences, like walking into the freezing Atlantic Ocean at 5 AM for a Navy SEAL activation. How have you been since then?
Jacob Zemer: Thanks for having me! I’ve been doing great since then. I’ve had some time to warm up, stretch out, and recover—it was a lot of fun. Experiences like that really highlight the value of connection through health, wellness, and performance, which is something I’m passionate about.
MLM: Your coaching business focuses on weight loss and body transformation. What role do connection and community play in achieving those goals?
Jacob Zemer: Connection and community are incredibly important. Even though my coaching is very goal-oriented and specific, I’ve noticed how a sense of camaraderie develops among my clients, especially in semi-private groups. For example, I often group four men with similar career paths—one might be in construction, another in real estate management—and they end up forming bonds as they push through challenges together. It’s similar to what we experienced in the ocean. Shared struggle creates connection, whether it’s in the gym or in life.
MLM: Many men know they need to make a change—maybe they’re overworked, sedentary, or in unhealthy routines—but they don’t know how to start. How do you guide clients through that transition?
Jacob Zemer: It starts with being realistic and honest about where you’re at. Take one of my clients, for example—he came to me at 262 pounds, and after 262 days, he’s down to 194 pounds. That’s 70 pounds in nine months. He’s made amazing progress, but it didn’t happen overnight.
The challenge is often information overload. There’s so much fitness content out there—podcasts, social media, programs—that it’s hard to discern what’s accurate. I tell my clients that starting a fitness journey is like learning a new language. You need a foundational understanding to distinguish between good and bad information. My job is to simplify that and give them a clear, actionable path forward.
MLM: What should someone look for when choosing a coach or program?
Jacob Zemer: First, be introspective. Understand your own needs and goals. Then, look for a coach who demonstrates integrity, experience, and professionalism. Watch how they live their own life and evaluate their expertise. Are they someone whose values align with yours?
Credentials and experience are also critical. But more importantly, their program needs to fit your unique circumstances. For example, if someone promises you’ll gain 12 pounds of muscle in three weeks, that’s unrealistic. Transformation takes time. It’s about consistent, incremental progress.
MLM: You emphasize the importance of setting realistic expectations. Can you share more about what that looks like in practice?
Jacob Zemer: Absolutely. It’s about understanding where you are and where you want to go. For instance, if a client wants visible abs, we calculate their current body fat percentage and create a realistic timeline. Let’s say they’re at 20% body fat and need to get down to 8%—that’s a journey of several months to a year, not weeks. It’s the same principle as building a career or a relationship. Big, lasting changes happen through small, consistent steps.
MLM: What’s your best advice for someone starting their fitness journey?
Jacob Zemer: Keep it simple and focus on consistency. Start by building your diet around lean proteins, vegetables, fruits, healthy fats, and complex carbs. Treat your diet like a budget—plan for your essentials and leave room for small indulgences.
For fitness, find a program that fits your lifestyle and stick to it. Remember, it’s a journey, not a quick fix. Celebrate small wins along the way, and trust the process.
MLM: Let’s stay on the topic of the journey versus the destination. It’s powerful to hear how transformative the journey can be, not just physically, but mentally. How do you help clients embrace this process?
Jacob Zemer: It’s essential to remember that you don’t know where anyone started. Comparing yourself to others is one of the biggest traps people fall into. I had a client, Mark, who started at 230 pounds. Now he’s 185, lifting weights, running 10 miles, and feeling like a completely different person. The key isn’t just the physical transformation—it’s how he views himself.
Your mindset shifts when you prioritize health. When you train well, eat well, and recover well, you show up better in every area of life. You become more confident, attract the right people, and repel the wrong ones. That’s why I encourage clients to focus on the journey. Small wins along the way build momentum and make the process sustainable.
MLM: You’ve mentioned that integrity and professionalism are core to your success. Can you elaborate on what makes these qualities so crucial in your work?
Jacob Zemer: Integrity is everything. It means doing what you say you’ll do. For me, that starts with three rules: don’t injure the client, don’t steal from the client, and don’t cross personal boundaries with the client. These sound simple, but they’re foundational to professionalism.
Beyond that, being social and approachable matters. You need to connect with people, say hello, and have real conversations. Credentials and experience are also critical, but they’re secondary to trust. If clients know I’ll deliver on my promises and act in their best interest, they’ll listen to me and follow through.
MLM: For someone looking for a coach, what should they prioritize to ensure they find the right fit?
Jacob Zemer: First, observe the coach. Are they living a life you’d want to emulate? Are their actions aligned with their words? Next, have a conversation about their education and experience. Can they explain complex concepts in a way you understand?
Finally, ask what they do for themselves. A coach who doesn’t practice what they preach can’t lead by example. Whether it’s nutrition, strength training, or general fitness, they need to walk the walk. And it’s okay to say no if they’re not the right fit—that’s better than wasting your time.
MLM: You talked about specialization earlier. Why is focusing on specific areas, like strength and weight loss, so important for both you and your clients?
Jacob Zemer: Specialization allows me to provide the best results. For example, strength training is a cornerstone of body transformation. It’s measurable, builds muscle, and improves composition. I’ve worked with clients who went from deadlifting 135 pounds to over 300 pounds, and the results in their physique and confidence were dramatic.
That said, I know my limits. If someone comes to me with back issues or a goal outside my expertise, I refer them elsewhere. I work best with ex-athletes and professionals who respond to a direct, no-nonsense approach. It’s a two-way relationship—clients need to fit my style as much as I fit their needs.
MLM: How do you handle balance with clients who are making significant progress but still want to enjoy life—like vacations or social events?
Jacob Zemer: Balance is critical. If a client is heading to Jamaica after losing 30 pounds, I tell them to enjoy themselves. Don’t binge or go overboard, but don’t obsess either. A couple of indulgent meals or drinks won’t derail their progress.
The goal is to build a lifestyle that’s sustainable, not rigid. The key is knowing when to relax and when to refocus. That mindset allows clients to enjoy life while staying committed to their health.
MLM: You’ve built a reputation for simplifying complex topics, like nutrition, for your clients. Can you share a practical example?
Jacob Zemer: Absolutely. Nutrition is often overcomplicated. At its core, it’s about balance. I tell clients to structure their meals around lean protein, vegetables, healthy fats, and complex carbs. Think of your diet like a budget—you have to allocate wisely, but there’s room for treats.
For instance, I love Yasso ice cream bars. They’re a small indulgence I enjoy without throwing off my overall plan. Building in those little rewards makes the process enjoyable and sustainable. But it’s important to focus on the basics and be patient. Progress takes time, but with consistency, small wins add up. Find a coach or program that aligns with your goals, and don’t get distracted by fads or unrealistic promises. Most importantly, trust the process and enjoy the journey.
MLM: It’s clear that finding the right coach is crucial for long-term success. What’s your advice for identifying someone who truly aligns with your goals?
Jacob Zemer: It’s important to understand that not every coach is right for every client, and vice versa. If a coach isn’t busy, there’s usually a reason—they may lack experience or specialization. You want someone who works with clients like you consistently, gaining expertise through repetition.
When interviewing a potential coach, it’s a two-way process. A good coach will ask you questions, too. If they don’t, that’s a red flag. Sometimes being turned down by a coach can actually be a gift—it means they know their limitations and won’t waste your time. The goal is to find someone who can shorten your learning curve and get you where you want to go efficiently.
MLM: Does meal timing matter, especially for those who work out or have late-night meals?
Jacob Zemer: Timing can matter in some contexts, but it’s often overemphasized. Protein is the one macronutrient you should space out throughout the day—about every four hours—to maximize muscle repair and recovery.
Carbohydrates post-workout can also help replenish glycogen and support recovery. However, the timing of your overall calorie intake—whether morning or night—is less critical. For many of my clients, eating a bit more at night prevents overeating or binging later. It’s about finding what works for your schedule and preferences while staying within your daily goals.
MLM: Intermittent fasting has gained popularity. What’s your take on it?
Jacob Zemer: Intermittent fasting can be a useful tool for calorie restriction, but it’s not a magic solution. Research shows that extended fasting windows can lead to muscle loss, which is counterproductive, especially as we age and naturally lose lean muscle mass.
If fasting helps you control your calorie intake and fits your lifestyle, that’s great. But for long-term muscle preservation and health, a more balanced approach with regular meals is often better.
MLM: You mentioned the importance of regular health checkups. Why is this so critical, especially for men over 30?
Jacob Zemer: Regular health checkups are non-negotiable. By 30, you should be getting blood work done twice a year. By 35, add a coronary calcium scan to check for plaque buildup, and start tracking testosterone levels. By 40, make sure you’re monitoring your PSA levels and scheduling a colonoscopy if your family history warrants it.
Preventative care saves lives. Insurance often covers these tests because it’s cheaper for them to prevent major health issues than to treat them later. Taking proactive steps now sets you up for long-term health and success.
MLM: Sleep often gets overlooked in the health and fitness conversation. How does it factor into overall performance?
Jacob Zemer: Sleep is foundational. The old “sleep less, work more” mentality is a recipe for disaster. Poor sleep leads to heart disease, decreased productivity, and other serious issues. If you’re snoring loudly, it’s worth getting a sleep study done—you could have sleep apnea, which puts significant strain on your heart.
Prioritizing sleep improves every aspect of your life. It’s not just about training harder; it’s about recovering smarter.
MLM: You’ve built a successful business and personal brand. What’s next for you over the next few years?
Jacob Zemer: I’m at a good place with my coaching business, which has a two-month waitlist. On a personal level, I’m focused on building a life with my partner and starting a family. I want to create a balance where I can continue helping people while also being present for my family—whether it’s picking up my kids from school or cooking dinner. I’m excited about the future and staying aligned with what I love.
To learn more about Jacob Zemer, visit his website and follow him on Instagram.
