The website of the Peak Condition Project (PCP), a 90-day online health and fitness programme, stands out from the swarm of others of its type. There are no white smiles flaunting sculpted abs, money back guarantees or flashing buttons urging you to "sign up here".
Instead, there are only links to the blogs of ordinary people detailing the transformation of their bodies - and minds.
The differences don't end there. PCP's founder, Patrick Reynolds, 33, is not a fitness guru; he's a yoga teacher, Zen practitioner and accidental wellness revolutionary. "I never intended for this to be a business," he says of his blossoming wellness empire. "I just did this project for myself."
It started four years ago as Reynolds faced his 30s with trepidation. "I always had that layer of fat around my gut that I couldn't get rid of," and he felt it was only getting worse. An American expat in Japan, he searched for a way to combat the effects of a slowing metabolism, demanding work schedule and overindulgence.
His solution was to enlist the help of his martial arts trainer and fulfil a childhood dream of looking like Bruce Lee: lean, flexible and strong. He radically overhauled his eating habits, completed a basic training regimen daily and detailed his journey on a blog.
Over 90 days, Reynolds lost 8 per cent of his body weight, changed his views on food and finally found that elusive Bruce Lee washboard stomach. (He also had the hairstyle to match.) His breakthrough earned him thousands of dedicated blog readers eager to emulate his success.