About the coach

Dave Cash

Founder of The 15 Percent Club. I coach men over 40 to get lean, strong, and healthy, without making fitness their whole life.

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My story

I started coaching
when I turned 40.

I started coaching men over 40 when I turned 40 myself.

What I realized was that most men weren’t failing because they lacked discipline. They were failing because they were chasing extremes: crash diets, punishing workouts, unrealistic influencer standards. Trying to be “perfect” instead of becoming healthier, stronger, and more consistent.

That’s what led me to create The 15 Percent Club. For most men, around 15% body fat is the sweet spot: lean enough to look and feel athletic, strong enough to perform, healthy enough to sustain, and realistic enough to maintain while living a full adult life.

My coaching combines strength training, movement quality, recovery, nutrition, and habit change into a system designed for long-term results, not short-term burnout.

Build a body that commands respect, without making perfect the enemy of good.

The 15% mindset

Dave Cash standing with his arms crossed under the gym rings

How I coach

Training is
only part of it.

I take an integrative approach to fitness and health, drawing from biomechanics, mobility work, breathwork, nervous system regulation, and behavioral coaching. Real transformation isn’t just about training harder. It’s about building a body and lifestyle that actually work together.

Strength and movement quality

Smart strength training and mobility work that builds muscle and supports long-term joint health.

Recovery and breathwork

Recovery, breathwork, and nervous system regulation, so your body can adapt and stress stays manageable.

Nutrition and metabolism

Years of study in nutrition, metabolism, recovery, and sleep, boiled down to a simple approach you can sustain.

Behavioral coaching

Challenging emotional eating, over-drinking, and stress without making yourself wrong, and redirecting toward a more optimal life.

Training and education

Studied, certified,
and lived.

Over the years I’ve studied movement and performance through several systems, and spent years studying nutrition, metabolism, recovery, and sleep optimization.

Certifications