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Fitness entrepreneur and WHOOP brand ambassador Mike Thurston discusses discipline, scaling a business, and setting goals with integrity.
What do the first 30 minutes of your day look like, your morning routine, and are there non-negotiable practices you do daily?
I enjoy slow, relaxing mornings. Alarm clocks don’t exist in my world – unless I absolutely need to be up early (and for me, anything before 8 AM is early). The first 30 minutes of my day are usually the same, no matter where I am. I drink a glass of water, make myself a coffee, take in the view, and then sit down to map out a plan of attack for the day. What happens after that depends entirely on my schedule. My non-negotiables are getting in 10,000 steps and at least one hour of physical activity each day. If it’s a training day (which it is five days out of the week), that means resistance training at the gym. On rest days, I’ll do some form of active recovery – usually stretching or a long walk.

What was the catalyst to launch your brand? Was the goal always to start something of your own?
Ever since I was young, I knew I wanted to be my own boss and have a business of my own. For years, the biggest challenge was figuring out exactly what that business would be. After graduating from university in 2011, I bounced from one job to another until I discovered my true passion: fitness. In 2016, I uploaded my first YouTube video, and it wasn’t long before I began building a strong online following. After working with numerous brands in the fitness space, I became more motivated than ever to create my own thing. Rather than continuing to pour my energy into growing other brands, I wanted to invest that effort into building something of my own. As my online community and personal brand continued to grow, I was able to step away from personal training and launch a fitness app. I poured over a decade of experience and knowledge into it, essentially giving people access to me as their personal coach, but at a fraction of the cost and on their device at all times. After the app launched, I no longer needed to rely on one-on-one coaching. With that freedom, I leaned into my passion for travel and new experiences. I began vlogging my trips, sharing them with the world, and gradually transitioned into more of a lifestyle brand, instead of just fitness. From that momentum, I launched THRST Clothing – designed for men who want comfortable, stylish pieces for travel to warm destinations. It was a natural next step, blending my love for fitness, fashion, and exploration into one brand.
You are driven by an entrepreneurial mindset, having multiple businesses. What are the core values that define your ventures, and how do you approach things differently?
I’m driven by an entrepreneurial mindset that’s all about enjoyment, integrity, and impact. When I start a business or enter a partnership, it has to align with who I am, what excites me, and how I want to live my life. I only take on things that genuinely excite me – stuff I’d happily do even if I wasn’t getting paid. I like to bring fun, creativity, and my own personal style into everything I create, which makes the process feel less like work and more like a passion project. I’m not building a business to feel tied down – I’m building it to create freedom: financially, creatively, and with my time. That freedom is what gives me the space to live fully, travel, and keep growing. Integrity is at the heart of everything I do. For me, it’s about doing what’s right, not just what’s easy or profitable. I’ve built a community, and I see it as my responsibility to serve them with honesty and respect, not just look for ways to cash in. I want to look back at what I’ve built and feel proud, knowing I stayed true to my values and never took advantage of the people who support me. At the end of the day, every project I take on needs to have a deeper purpose. Whether it’s helping someone get in shape, feel more confident, or take control of their life, I want my work to make a difference.

“Consistency isn’t about being perfect – it’s about showing up, staying intentional, and doing the work whether you feel like it or not.”

As a fitness coach and entrepreneur, where do you get the motivation to stay consistent, and what are the practices that support this?
As a fitness coach and entrepreneur juggling multiple businesses, I know motivation to stay in the best shape will come and go. What keeps me consistent is discipline, routine, and a clear sense of purpose. I build habits that support my goals and create a structure that keeps me focused, even on the tough days. My passion for what I do fuels me, but it’s the systems I’ve put in place – like non-negotiable training sessions, optimising my sleep and nutrition intake, along with surrounding myself with people who challenge me – that keep me showing up day after day. I also always tie everything back to my “why”. Whether it’s helping someone regain confidence or building a business that grants me freedom, that bigger vision keeps me moving forward – even when motivation fades. Consistency isn’t about being perfect – it’s about showing up, staying intentional, and doing the work whether you feel like it or not. Don’t get me wrong, I have my fair share of bad days, but thankfully, it’s got to the point now where they don’t happen too often, and if they do, they’re usually followed by a lot of really good days.
In terms of fitness, how do you measure “optimal performance”?
What are the key metrics you check to define this? For me, “optimal performance” isn’t just about how much you lift or how fast you run – it’s a balance of physical capability, recovery, mental clarity, and overall well-being. It’s about how well your body performs in relation to your goals, lifestyle, and longevity. Some of the key metrics I look at include:
1. Strength & Endurance Progression – Are you consistently getting stronger, faster, or more efficient in your training? This shows adaptation and growth (metrics you can track inside my app).
2. Recovery Markers – Quality of sleep, heart rate variability (HRV), resting heart rate, and how quickly the body bounces back after intense sessions. Recovery is a huge part of performance, and the data from Whoop helps me to plan my sleep and recovery days.
3. Mobility & Movement Quality – Can you move well without pain or restriction? Optimal performance includes freedom of movement, injury prevention, and being able to walk without looking like you’re doing a permanent lat spread.
4. Body Composition – While not the only measure, tracking lean muscle mass, fat percentage, and weight can give insight into how training and nutrition are impacting the body.
5. Energy Levels & Mental Focus – If you’re constantly fatigued, unmotivated, or mentally foggy, that’s a sign something’s off – even if your numbers look good.
6. Consistency & Adaptability – Can you sustain your performance over time, and can your body handle new challenges? Sustainability is key to long-term performance. Ultimately, optimal performance is personal. It’s not about chasing perfection – it’s about aligning your physical output with your goals while maintaining health, balance, and mental sharpness.

How is your app, THRST, changing the fitness game? What sets it apart from other fitness apps, and what are the benefits?
The THRST app is designed to cut through the noise and deliver straightforward, effective programming to help you achieve real results and hold you accountable. It focuses on body recomposition – building muscle while losing body fat – and offers a user-friendly platform that combines expert training guidance, nutrition tracking, and education all in one place. With a clean, intuitive interface, the app makes it easy to log your workouts and track detailed metrics like sets, reps, and weights. Each program is fully customisable to suit your schedule, equipment access, and personal goals. You also get access to a Comprehensive Exercise Library, complete with instructional videos to support proper technique, add variety, and build confidence in your training. Unlike many other apps on the market, everything inside of THRST has been carefully designed, written, and filmed by me, with no third-party involvement. It’s exactly how I train myself and how I trained my clients to deliver real, long-term results.
As a WHOOP brand ambassador, what have you learned about yourself in your own fitness journey?
One of the biggest takeaways has been understanding the importance of recovery and sleep. I used to train with an intensity-first mindset, but WHOOP has taught me to be just as focused on how I sleep, how I recover, and how my body responds to strain. It’s made my training smarter, not just harder. I’ve learned to listen to my body more, and the data backs up what intuition sometimes misses. The all-new WHOOP 5.0 delivers medical-grade features such as the Heart Screener and WHOOP Age. What metrics do you look at that support your health and longevity goals? Heart rate variability (HRV) and sleep consistency are two things I pay close attention to. HRV gives me insight into my overall resilience and stress levels, while tracking sleep and recovery metrics keeps me disciplined with my routines. The WHOOP Age feature is also a brilliant benchmark – it challenges me to live in a way that biologically keeps me younger than the calendar says.
Wearable tech has been one of the biggest game-changing shifts in the wellness landscape. How has this changed the way you approach your own goals, personally and professionally?
It’s shifted me from reactive to proactive. I used to assess how I felt and adjust from there. Now, I wake up with clear, objective data that helps me plan my day, from when I train to how intensely I push. Professionally, it’s helped me lead by example – I’m not just talking about performance and wellness; I’m measuring it, sharing it, and improving it in real time. What’s been the key for you in building that authentic community around the projects you’ve worked on? Authenticity and consistency. I don’t try to be someone I’m not, and I’m transparent about my journey – the wins, the challenges, and the lessons. I think people connect with realness, and I’ve made a conscious effort to give value to everything I put out. Whether it’s content, coaching, or a business venture, I ask myself: “Does this genuinely help people?” That’s what keeps people coming back.

To you, what does it take in the current market landscape to succeed, and what has been the best tool that has helped you lead a life focused on positivity?
To succeed now, you need clarity, adaptability, and discipline. The digital space is constantly evolving, so you’ve got to stay grounded in your purpose while being open to new ideas. For me, structure is the tool – having routines, setting goals, and staying physically active. Fitness gives me the mental clarity and confidence to handle whatever life throws my way. WHOOP is part of that structure – it keeps me dialed in and accountable, every single day.

“With advancements in AI and biometric tracking, my app will evolve in real time based on each user’s performance, recovery, and sleep, pushing the shift toward smarter, more effective training.”

What role do you see the brand playing in the future of fitness, and how do you hope to innovate in the industry?
Fitness apps are shaping the future of health by making training more accessible, personalised, and data-driven. With just a smartphone, anyone can tap into workouts, coaching, and nutrition plans – anytime, anywhere – eliminating the need for rigid gym schedules or in-person sessions. I want my brand to be a major part of that movement. With advancements in AI and biometric tracking, my app will evolve in real time based on each user’s performance, recovery, and sleep, pushing the shift toward smarter, more effective training. Features like leaderboards and challenges will bring a sense of community and accountability, helping users stay consistent and motivated. Through the community I’ve built on social media and within the app, my goal is to simplify the process of getting in shape, while making it fun, engaging, and accessible for everyone.

“It’s not about doing more – it’s about doing what matters most, consistently. Progress doesn’t require hours a day, just a smart, focused approach that fits your lifestyle.”

For those who are time-poor and looking to shape up, what can we still do in terms of fitness to achieve this?
Being short on time doesn’t mean you can’t make progress. With the right strategy, even the busiest people can build muscle, burn fat, and stay in shape. I’m busier than ever, yet I still manage to maintain my physique without spending endless hours in the gym or starving myself, eating the same boring meals every day. It all comes down to maximising convenience and optimising the workouts. Training just three to four times a week with real intent can deliver solid results. Follow a programme, lift heavy, master execution, and improve week on week. If you don’t like to lift weights, go and find another activity that you enjoy getting stuck into. Outside of the gym, I try to move my body and walk as much as possible. If you can’t get outside and walk, get a treadmill at home and make it a priority to walk on it at least 30 minutes per day. Nutrition plays an even bigger role when your training time is limited. For years, I would food shop and prepare all of my meals, tracking each calorie meticulously. Life doesn’t need to be like that. To save time, I get all my meals delivered to my house. I keep it simple: high protein meals, unprocessed and nutrient-dense foods, staying hydrated, and avoiding mindless snacking. In fact, remove all snacks and temptation from your house. Will power alone will only get you so far. Tech also helps streamline everything. Fitness apps such as THRST make it easy to plan, track, and stay consistent without needing to think too much about what to do next. Regular blood testing with Bioniq ensures that my customised supplements are exactly what my body needs to tackle deficiencies and improve my overall health and wellbeing. And lastly, I don’t overlook recovery. Prioritising sleep, getting in some movement during rest days, and managing stress all help boost results and keep energy levels high. At the end of the day, it’s not about doing more – it’s about doing what matters most, consistently. Progress doesn’t require hours a day, just a smart, focused approach that fits your lifestyle.
Have you had any mentors along the way, and if so, what knowledge did they impart?
I haven’t worked with any mentors directly, but thanks to my podcast and the ever-growing network of entrepreneurs and successful individuals in my circle, I’m thankful to be surrounded by so many people whom I see as mentors. Before having a strong network, the early days in my career were quite lonely, so I would rely on audiobooks and podcasts to absorb all the wisdom I could, helping to guide me on my journey.
What advice do you wish you had received at the beginning of your journey to success?
Just do the thing. Far too often, I’ve found myself hesitating, overthinking, or procrastinating when instead, I should have just done the task, which deep down I know needed to be done. Doing the thing is about cutting through the noise of excuses, doubts, or the need for everything to be perfect, and simply getting started. Often, the hardest part of any task is taking that first step. Whether it’s going to tackle an uncomfortable conversation, we tend to build it up in our heads until it feels overwhelming. “Just do the thing” is a mindset shift – it encourages action over analysis, progress over perfection. This approach also builds momentum. Once you start, even in a small way, the task usually becomes easier. Action creates clarity and confidence. It breaks the cycle of delay and puts you in motion, which is often all you need to follow through. At its core, “just do the thing” is about discipline, focus, and trust – trust that taking action, even imperfectly, is more productive than waiting for the “right” moment. It’s a phrase that simplifies the process: stop stalling, start doing.
This is The Summer Escape Issue – where will you be escaping to this summer?
Instead of escapes, I like to see them as business trips, where I can create and collaborate in some way, shape, or form. I don’t like to switch off for too long, I find it hard to get the rhythm back. In June, I’ll be starting with Lagos and Lisbon in Portugal, followed by London, Marbella, Ibiza, and Barcelona. In July, I hope to tick off part 2 of my America tour, visiting LA and Las Vegas this time around, interviewing guests for my podcast First Things THRST. No solid plans for August or September yet, but I’m pretty sure I’ll be visiting some places I’ve never been to before. Whether I’m with my team or travelling alone, there will be a camera with me, and I’ll be documenting the experiences for my audience.
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Photography: Mark Mathew More