Naser Sultan · Chief Transformation Officer (2026 recommendation)
Naser’s own words describe our work together. His transformation was reported in 2021, during an earlier stage of my coaching career. His later recommendation adds his personal perspective on the approach.
“With Goran, I finally found someone who had all the pieces and knew exactly how to put them together.”
Naser Sultan, LinkedIn recommendation, 17 January 2026
He had already been putting the effort in
When Naser started working with me in 2021, he had already spent years trying different programmes and approaches. He had put in effort, but still felt that important pieces were missing. He wanted those pieces to come together in a way that worked with his life.
It is easy to look at somebody’s lack of progress and tell them to try harder. It takes more attention to ask what they have been trying, how the parts fit together and where the plan breaks down. Naser’s experience is a good reason to ask those questions first.
Training had to fit the rest of his life
We looked at the training programme, nutrition and exercise technique as parts of the same job. His demanding schedule and travel mattered too. The approach needed room to adapt. Getting all of that to work together was the difference Naser highlighted when he reflected on our time together.
Travel is a useful test of whether a plan can adapt. In my work today, I want us to decide what you can realistically do before the trip, then use what actually happens to make the next decision. You should not have to guess how to continue every time you leave home.
How to keep training and nutrition moving during business travel
A coach still needs to listen
My job was to understand when Naser needed a push, when something needed solving and when he needed support. The same response would not help every time. He singled out that judgement as a part of what made our work effective.
Naser valued expertise across the process and a response that fitted what he needed. That is a demanding part of coaching. A programme can look excellent on paper; the conversation tells you how it is working for the person following it.
What changed for Naser
In the June 2021 Men’s Health feature, Naser reported losing 22lb and reducing body fat from 30% to 13.6% in about 14 weeks. He also described more energy for tennis and time with his sons.
The tennis and time with his sons deserve their place alongside those figures. They tell you what the change gave back to his life. A leaner body was part of the story, and he had more energy to use it.
That is what I want us to keep in view when we talk about your goal. The training details matter. So does the life you want the results to support.
Sources and photo credits
Based on Naser’s LinkedIn recommendation dated 17 January 2026 and the original reporting linked below. These are Naser’s reported individual results; your starting point and progress will be your own.
Photos: Ultimate Performance, via Men’s Health.