DIFFERENT
STANDARD™ 8 weeks of personalised coaching for men over 40 who are done with generic plans and ready for real structure, real accountability, and direct access to Keith.
This Is Not for Everyone.
This Is for You If
- You’re a man over 40 who takes his health seriously
- You’ve been training but results have stalled or joints can’t keep up
- You want a plan built for your body, not a generic template
- You’re ready to be coached, held accountable, and do the work
- You value discipline over motivation and standards over shortcuts
This Is Not for You If
- You’re looking for a magic pill or a 30-day quick fix
- You’re not willing to follow a structured program
- You want to be left alone with a PDF and no support
- You’re chasing ego PRs and don’t care about longevity
- You make excuses - this is a no-excuses environment
You’ve Been Training on Autopilot.
And Your Body Shows It.
You’re not a beginner. You’ve been in the gym for years. But somewhere along the way the results stopped. The joints started hurting. The energy dropped. And you kept doing the same thing because no one showed you a better way.
Generic programs don’t account for your joints, your recovery, your hormones, or your schedule. They’re written for 25-year-olds with perfect tendons and unlimited time. That’s not you. And you know it.
The Built Different Standard exists because men over 40 need something different. Not easier. Different. A program built for the body you actually have, with the coaching to make sure you follow through.
What’s Inside
The Standard
8 weeks of personalised coaching. Not a template. Not a PDF. A system built around you.
- Personalised program built from Keith’s methodology - your body, equipment, schedule
- Video demonstrations of every exercise, filmed by Keith
- Weekly training guidance and cues delivered inside the group
- Simple macro framework based on your age, weight, goals, and bloodwork
- Personalised meal plan built from your macro framework
- Nutrition check-in at week 4 with adjustments
- Bloodwork reviewed in plain English - key markers for men 40+ flagged
- 1x live group Zoom call per week with Keith (45–60 minutes)
- Direct access via private WhatsApp group - all messages within 24 hours
- Premium Built Different Skool community access
- Weekly check-in: weight, training feedback, one win, one challenge
- Personalised feedback returned within 48 hours
- Program adjustments made based on your progress every single week
From Day One,
This Is Different
Personal welcome via WhatsApp from the Built Different coaching team. Intake form covering your stats, goals, training history, schedule, and equipment - a real conversation about where you are and where you want to go.
Keith’s programming is adapted specifically for you. Training plan, nutrition framework, macro targets - all personalised, all delivered directly. You’re added to the private WhatsApp group and Premium Skool community from day one.
First group Zoom with Keith is scheduled. You have a plan built for your joints, recovery, and goals. A team that responds within 24 hours. And Keith on a live call every single week.
Weekly check-ins keep you accountable. Submit weight, how training felt, one win, one challenge. The coaching team reviews everything, gives personalised feedback, and adjusts your program. A living system that evolves with you.
Halfway through, we reassess your nutrition. What’s working gets reinforced. Bloodwork reviewed in plain English and factored into your plan if submitted.
By the end of 8 weeks, you don’t just have results. You have a system. You understand how to train for your body, how to eat for your goals, and how to hold yourself to a higher standard. The program ends. The identity you’ve built does not.
KEITH HANENIAN.
60 YEARS OLD.
45+ YEARS TRAINING.
Keith is not a fitness influencer. He’s a multi-seven-figure attorney and entrepreneur who rebuilt his body in his late 40s. Lost over 50 pounds, got his bloodwork sorted, and rebuilt his discipline from scratch.
He trains the way he teaches: controlled tempo, mind-muscle connection, joint-friendly programming, zero ego. At 60, he’s living proof that you don’t need to lift heavy to build an elite physique.
This isn’t a program where a coach hands you a PDF and disappears. You get access to the man, not just the method.
MEN WHO DID THE WORK.
“Down 22 lbs in 14 weeks. At 52 I’d given up on having a physique I was proud of. The mind-muscle approach changed how I train completely. Stronger than I was at 35.”
“Keith gave me advice on recovering from a shoulder injury while continuing to train. He was dead on. I’m getting stronger even while limited. The WhatsApp access is real - he responds.”
“As a business owner I let my health slide for years. Eight weeks in I don’t just look better. I have a system. Keith shows up every single week. The accountability is unlike anything I’ve paid for before.”
Ready to Train the Right Way?
Book a call with the Built Different team. A no-pressure conversation to see if The Standard is the right fit.
Book Your CallBook Your Call
Pick a time that works for you. This is a no-pressure conversation to see if The Built Different Standard is the right fit.550+ men over 40. Keith inside every week. The Built Different community is free to join. Start there, learn the system, and upgrade when you’re ready.
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