Mike Thurston
Built by Discipline. 19 Years in the Making, I'll Help You Build a Brand that Works Without You.
Build a Brand. Build a Body. Build a Life.
The Playbook Behind 1M+ Subscribers :
I didn't start with a blueprint. I started with a personal training qualification and a gym in Edinburgh.
No investors. No viral moment. Just consistency, the right systems, and an obsession with doing things properly.
Fast forward — Dubai, backed by a loyal audience across YouTube and Instagram, THRST App, THRST Apparel, a podcast, and a mastermind community. All built the same way: show up, be useful, don't cut corners.
I am redefining what it means to turn passion into a scalable digital enterprise.
That's the only playbook I know. And it's the one I teach.
1.6M+
YOUTUBE
1.2M+
100K+
APP MEMBERS
150+
PODCAST EP
Discipline
builds empires.
Standing at the intersection of fitness, fashion, and digital entrepreneurship. The Journey :
2011-2012
Economics & Business Management graduate
Left university with a degree and zero idea what came next. Got my first job: manager at Hollister.
Retail wasn't the plan. But learning to manage people.
2013
Turning point in my journey, made the switch into fitness. Qualified as a personal trainer.
Found the industry I actually wanted to build in.
2014
Opened Aurora Athletic gym
First business. First taste of real entrepreneurship. Health, wellness, and ownership all at once.
2016
First YouTube video. Left the gym. Moved to London.
Biggest bet I ever made. Went all in on building something digital and scalable.
2017-2019
Online coaching, travel vlogs, collaborations
Expanded the content, expanded the reach. Started to understand what a personal brand could actually become.
Relocated to Dubai. Launched THRST Apparel.
A premium fitness and lifestyle brand built on performance, discipline, and design. No compromises.
2021
Launched THRST App : Training programs, tracking tools, and nutrition — everything in one place. The system I wished existed when I started my fitness journey.
2022-2025
First Things THRST Podcast, weekly conversations with high performers. No fluff. Just the mindset, habits, and decisions that actually move the needle.
Launched Hack You Media with Bioniq : media, wellness, and bio-optimisation for health-conscious entrepreneurs.
.jpg)
.jpg)
LIMITED AVAILABILITY
1- 1 Coaching with Mike
Book Your Exclusive One on One Coaching Session
1 month 1-1 mentorship
Personal Branding
- Onboarding call (1 hour)
- 30 minute weekly calls (4 total)
- 24/7 access to Mike’s WhatsApp
- Lifetime access to digital playbook
3 months 1-1 coaching
Body Transformation
- Onboarding call (1 hour)
- 30 minute bi-weekly calls (6 total)
- 24/7 access to Mike’s WhatsApp
- 3 in person gym coaching sessions (Dubai)
- Lifetime access to THRST app
- VIP access to Mike’s longevity network & clinics
This is for people who are serious.
Are you one of them?
I work with a small number of people each quarter entrepreneurs, creators, and athletes who want to build something real. Not just a following. Not just a physique. A life and a brand that compounds over time.
My 1-1 programs are a multi-session, high-touch engagement. We go deep on your brand, your business model, your systems, and your performance and we don't stop until the foundations are in place.
Mike doesn't give you generic advice. He looks at your actual situation, pulls apart what's working and what isn't, and gives you a clear plan. Three months in, I'd doubled my monthly revenue and finally had a content strategy I could stick to.
Scott W.
1-1 Coaching in 2025
Building Digital Brands
.png)
First Things THRST is a weekly podcast . Each episode dives into the personal journeys, challenges, and insights of guests, covering topics such as entrepreneurship, personal development, health, and fitness. The podcast aims to provide valuable perspectives and actionable advice to inspire growth and success. The First Things THRST podcast is available on all platforms Spotify, Apple Podcasts, and YouTube.
The brand reflects a commitment to exceptional quality, crafted from advanced materials to accommodate diverse movements and high-intensity activities but also focusing on modern aesthetics designs. Enabling our customers to seamlessly transition between sports activities in and out of the water and casual night style.
.jpg)
Co-hosted by Mike Thurston and Vadim Fedotov, Hack You is a space for real conversations with world-class experts on what you can do to optimise your health and performance.
.jpg)
Achieve ultimate freedom with my digital playbook and masterminds
Make no mistake, you’re living through the golden age of opportunity.
Join me as I guide you through MY proven steps to finally build a life that you control, AND NOT THE OTHER WAY ROUND.
THRST APP
The Project Of A Lifetime
Because all you need is a simple system that you can stay consistent with.
THRST isn’t about doing more. It’s about doing what matters, with precision.
I built this system to make my knowledge and experience accessible to everyone ,so you can train efficiently, eat with intent, and actually look like you lift without wasting time or money on things that don’t move you forward.
Partnerships with Strongly Established Brands
.jpg)
Bioniq / Bioniq LAB
Provide research-grade peptides bioregulators and supplements, and related compounds for scientists, laboratories, and educational institutions. Focusing on delivering purity, consistency, and transparency, supporting ongoing research into the diverse roles peptides play in biology.
.jpg)
Whoop
With 24-hour monitoring of your sleep, workouts, stress, and heart health,
WHOOP gives you a complete view of your health. The sensor and the WHOOP app work together to transform your data into clear, personalised coaching. Receive daily advice to adopt healthy habits, and improve your long-term health.
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.