Full Profile
Will
Foden
Human Performance Coach. Ex-Professional Rugby Player. Founder, Built for Pressure.
Based in the UK. Working globally.
The Numbers
18
Years in human optimisation and peak performance
8
Years in leadership consultancy
700+
Clients worked with across the globe
500+
Global results achieved
1
Ex-professional rugby player turned performance coach
The Full Journey
The Full Journey
I am a former professional rugby player who has built a career in executive performance and leadership capacity across elite sport, corporate environments, and high-output professional life. That journey, from the training pitch to working alongside CEOs, founders, and senior leaders, gave me a precise understanding of what it actually takes to perform under sustained pressure. Not the theory. The lived experience.
I came into this space because I know what it costs to keep performing when everything is working against you. After working with high performers across sport and business, the same pattern kept surfacing: the people who push furthest, physically, professionally, personally, need to be able to operate at the edge of their own capacity without breaking in the process. Most performance support stops well short of that edge. Built For Pressure was built to go there.
I have worked one-on-one with CEOs and senior leaders in Singapore and the UK, developed education programmes, spoken on performance and leadership, and consulted with business owners internationally on how to build lasting impact through physical capacity, peak performance, and behavioural change. The work is always the same: build the person first, and the performance follows.
I'm also a father and someone who continues to compete and train at a high level. I understand what it means to keep achieving without dropping the ball in every other area of life. That is not a footnote. It is the standard those inside my programme and I hold ourselves to, and the people I work with know the difference.
Where Will Operates
Where Will Operates
Physical performance for leaders
Building the physical capacity to match the demands of the role. Energy systems, structural conditioning, and recovery built for sustained output. Tailored to the constraints of running a business under pressure.
Mental resilience and pressure management
Cognitive and psychological preparation for high-stakes environments. Clear decision-making under load. Fast recovery when things go wrong.
Human optimisation
Energy, sleep, stress response, and recovery treated as performance infrastructure. Nutritional and lifestyle inputs that determine daily output. Measurable foundations, not soft topics.
Leadership performance consulting
Behavioural and physical foundations of high performance leadership. Working with owners and teams on clarity, consistency, and capability. Built for the long term, not the short fix.
One-to-one consulting
Personalised and adaptive to the individual. For leaders who know there is a level above where they currently operate. Structure, honest accountability, and a clear path to reach it.
Inside Startups
Supporting founders and teams at critical inflection points. Post-fundraise, rapid scaling, turnaround, and exit. When the human operating system is under maximum load.
Client Reviews
What Clients Say
"I have worked with Will for years now. Whether that be returning to fitness post pregnancy, preparing for representing Singapore Masters at tournament level, or navigating my personal goals within the corporate world. The results speak for themselves. Will cares about his clients and he knows what drives me and what drives me off. If you want to push yourself, get involved."
Rachel Flynn
CEO, Newline Asia
"When I first started with Will my business was growing at a rate where I had no structure with how I could push myself. Since working with Will I have competed at the Ironman World Championships in Utah, done multiple bike races, and run Ultras. He is unlike any other coach I have worked with. His coaching style is so adaptive it has made my life easier to make sure I can perform at my very best."
Brad Foster
Owner, Fosters Builds
"I started working with Will because I wanted to unlock more energy and capacity. I was already in good shape but suffered from ongoing injuries, consistent pain, and inconsistent energy. The BFP team have been a game changer for me."
Andrew Stoneham Knott
CEO, Miramar Global
"Will empowered me to balance my personal goals with the demands of running a growing business and a charity. His influence has been life-changing, instilling a high-performance mindset that I carry into every aspect of my life. If you are a business leader with big ambitions beyond the boardroom, Will is the only man for the job."
Rich Thomas
Co-Founder, Moxie People
"Through Will's mentorship, I not only found my footing in a Senior Leadership role, but was recognised with a global Leader of the Year award for exceptional leadership qualities, authenticity, inclusivity, and commitment to fostering a collaborative environment."
Michelle Devine
Global Chief Operating Officer, Trust and Fiduciary Services
Work With Will
Work With Will
If you are a business leader who knows deep down that your current level of performance is not sustainable — that the energy, the clarity, and the physical resilience are not where they need to be — book a call. Will works with leaders directly through Built for Pressure, and as part of the Inside Startups team at the moments when human performance becomes the decisive variable.