Headshot of Will Winston

Pursue what’s meaningful,

not what’s convenient.

Modern life makes it easy to choose comfort over growth, convenience over vitality—but true transformation lies in reclaiming your primal nature.


The Primal Journey is more than a program—it’s a path back to strength, resilience, and purpose. Designed to meet you where you are, it helps you break free from destructive habits and implement time-tested principles of nutrition, movement, and mindset.


Step into the life you were meant to live. The journey starts now.

Pursue what’s meaningful,

not what’s convenient

The Primal Journey is a personal development program that meets you where you are and puts processes in place to help you make choices in alignment with the person you want to become.


A Return to the Values that Ground Us

To live primal is to strip away the excess, reject the noise, and reconnect with what truly matters—simplicity, strength, and alignment with nature. It’s about turning away from the distractions of modern life and reclaiming the time-tested principles that fuel real health, vitality, and purpose.



This isn’t just a mindset—it’s a commitment. A choice to prioritize growth over stagnation, resilience over convenience, and connection over isolation. By living with intention, we don’t just build stronger bodies—we forge unbreakable minds and reclaim the power to shape our own destiny.


This is the path of The Primal Journey. It’s time to return to what makes us human.


Headshot of Will Winston

Meet your Primal Coach,

Will Winston

Will Winston is a husband, father of three, entrepreneur, and a Certified Primal Health Coach through the Primal Health Institute.

Now is your opportunity to partner with a coach who understands the journey—because he’s lived it.


As your guide and advocate, Will will help you break through limiting beliefs, build unshakable habits, and unlock a level of health and resilience you never thought possible.

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Ready to start your Primal Journey?

Fuel your body, sharpen your mind, and transform your life—here’s what’s included. 

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Elevated Awareness

We will deepen your understanding of how lifestyle choices impact your body and mind, empowering you to make informed decisions.

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Support

Together, we'll build lasting habits that align with your values and lead to sustainable, positive changes in your health.

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Accountability

My coaching helps you define realistic goals and provides the tools you need to track your progress, so you can take ownership of your journey.

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Community

For most of our evolutionary history our ancestors lived in tribes.   One way to change your habits is to join a culture where your desired behavior is the normal behavior.   

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Inbody 380 Technology

Utilizing the InBody 380 Body Composition scanner alongside its app, we'll track your progress in real time, and make necessary adjustments along the way. 

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Check-Ins

My health coaching program includes regular weekly and bi-weekly check-ins to ensure you're staying on track and making steady progress toward your wellness goals.

Ready to start your Primal Journey?

Here is what's included when you join:

Ribeye red icon of head with eye

Elevated Awareness

We will deepen your understanding of how lifestyle choices impact your body and mind, empowering you to make informed decisions.

Ribeye red icon with two hands shaking

Support

Together, we'll build lasting habits that align with your values and lead to sustainable, positive changes in your health.

Ribeye red icon with target and arrow in center

Accountability

We will define clear, realistic goals and provide the tools you need to track your progress, so you can take ownership of your journey.

Ribeye red icon with community

Community

When you join my health coaching program, you'll gain access to a supportive community of like-minded individuals who are also on their own health journeys.

Ribeye red icon with tablet and magnifying glass

Inbody 380 Technology

Utilizing the InBody 380 Body Composition scanner alongside its app, we'll track your progress in real time, and make necessary adjustments along the way. 

Ribeye red icon with chat conversation

Check-Ins

My health coaching program includes regular weekly and bi-weekly check-ins to ensure you're staying on track and making steady progress toward your wellness goals.

Group photo with Joshua Cole and Will Winston

"I feel the most fit and focused I've ever been in my entire life!"

My life has been altered for the better thanks to my primal journey. I eat, exercise, and think about the way I approach my meals, workouts, and life from a place of confidence as a direct result of the positive energy that becoming Primal has yielded me. Most significantly, the leadership coaching of Will Winston has provided me with knowledge, guidance, and the motivation to become the best version of myself. At forty-seven years old and only one year into my primal journey, I feel the most fit and focused I've ever been in my entire life!


-Joshua Cole

"The Primal Journey has completely transformed how I approach my fitness goals."

I’ve always been active—hiking, playing sports, and hitting the gym—but now, every choice I make is driven by purpose. Each day is fueled by clear intent, aligning my nutrition, mindset, and physical training with a deeper vision. In the past, weight gain would have felt like a setback, but this journey has redefined my focus. Health isn’t just a number on a scale—it’s about strength, vitality, and the energy to thrive in every aspect of life. This mindset shift has been a game-changer, unlocking potential I never thought possible.


-Vik Sharma

"I've lost over 30lbs and gained significant muscle mass."

Will Winston helped change my mindset by teaching me about concepts such as memento mori and seeing every situation as an opportunity. With his guidance, I’ve lost over 30 lbs, gained significant muscle mass, cleared my brain fog, and started living a much healthier life. His advice has helped me grow and appreciate each moment more and attack each day with more intensity + drive!


-Ansh Bassan

"Will has been the bedrock for these changes."

Over the last year, my primal journey has consisted of cleaner eating, intentional strength training, leaning into difficult things, and losing 60 pounds of body fat in one year.  Will has been the bedrock for these changes.  Of course, he didn’t do the hard work for me, I had to do that myself.  His guidance, however, not only gave me the tools to make these changes but has also helped solidify the “why” they are necessary.  I will always be grateful to him.


-Jeff Leary

"His main focus is to provide the tools necessary to get you healthy"

Will has one singular goal for his coaching practice. It’s not money or notoriety. His main focus is to provide the tools necessary to get you healthy. 


-Chip Richardson

"I've cut out alcohol after 20+ years of drinking"

Since the moment Will and I talked about primal, I decided to cut alcohol out of my life and make my health a priority. This is more than a program, it's a way of living that not only benefits you but also the people who rely on you to show up everyday; your kids, your wife, your clients. Everyone. Living primal is the way to go and Will is an excellent guide on the journey!


-Jake Anderson

"I've cut out alcohol after 20+ years of drinking"

Since the moment Will and I talked about primal, I decided to cut alcohol out of my life and make my health a priority. This is more than a program, it's a way of living that not only benefits you but also the people who rely on you to show up everyday; your kids, your wife, your clients. Everyone. Living primal is the way to go and Will is an excellent guide on the journey!


-Jake Anderson

Group photo with Joshua Cole and Will Winston

"I feel the most fit and focused I've ever been in my entire life!"

My life has been altered for the better thanks to my primal journey. I eat, exercise, and think about the way I approach my meals, workouts, and life from a place of confidence as a direct result of the positive energy that becoming Primal has yielded me. Most significantly, the leadership coaching of Will Winston has provided me with knowledge, guidance, and the motivation to become the best version of myself. At forty-seven years old and only one year into my primal journey, I feel the most fit and focused I've ever been in my entire life!


-Joshua Cole

"The Primal Journey has completely transformed how I approach my fitness goals."

I’ve always been active—hiking, playing sports, and hitting the gym—but now, every choice I make is driven by purpose. Each day is fueled by clear intent, aligning my nutrition, mindset, and physical training with a deeper vision. In the past, weight gain would have felt like a setback, but this journey has redefined my focus. Health isn’t just a number on a scale—it’s about strength, vitality, and the energy to thrive in every aspect of life. This mindset shift has been a game-changer, unlocking potential I never thought possible.


-Vik Sharma

"I've lost over 30lbs and gained significant muscle mass."

Will Winston helped change my mindset by teaching me about concepts such as memento mori and seeing every situation as an opportunity. With his guidance, I’ve lost over 30 lbs, gained significant muscle mass, cleared my brain fog, and started living a much healthier life. His advice has helped me grow and appreciate each moment more and attack each day with more intensity + drive!


-Ansh Bassan

"Will has been the bedrock for these changes."

Over the last year, my primal journey has consisted of cleaner eating, intentional strength training, leaning into difficult things, and losing 60 pounds of body fat in one year.  Will has been the bedrock for these changes.  Of course, he didn’t do the hard work for me, I had to do that myself.  His guidance, however, not only gave me the tools to make these changes but has also helped solidify the “why” they are necessary.  I will always be grateful to him.


-Jeff Leary

"His main focus is to provide the tools necessary to get you healthy"

Will has one singular goal for his coaching practice. It’s not money or notoriety. His main focus is to provide the tools necessary to get you healthy. 


-Chip Richardson

"I've cut out alcohol after 20+ years of drinking"

Since the moment Will and I talked about primal, I decided to cut alcohol out of my life and make my health a priority. This is more than a program, it's a way of living that not only benefits you but also the people who rely on you to show up everyday; your kids, your wife, your clients. Everyone. Living primal is the way to go and Will is an excellent guide on the journey!


-Jake Anderson

"I feel the most fit and focused I've ever been in my entire life!"

My life has been altered for the better thanks to my primal journey. I eat, exercise, and think about the way I approach my meals, workouts, and life from a place of confidence as a direct result of the positive energy that becoming Primal has yielded me. Most significantly, the leadership coaching of Will Winston has provided me with knowledge, guidance, and the motivation to become the best version of myself. At forty-seven years old and only one year into my primal journey, I feel the most fit and focused I've ever been in my entire life!


-Joshua Cole

Coaching & Services

Transform your health with one-on-one coaching tailored to your goals. Gain access to the InBody 380 for precise body composition tracking—available as needed.

Twelve Weeks

One-on-One Coaching

Weekly Check-Ins

Biweekly Meetings

Intake Meeting

Movement Plan

Macronutrient Plan

InBody Mobile App + 6 body scans

Primal Daily Journal

Primal Tee Shirt & Hat

Primal Graduation

Primal Protocol

$1,500

InBody 380 Body Composition Analyzer

Know what you're made of.

InBody 380 Body Composition Analyzer

Know what you're made of.

InBody Scan printout and machine

Per Session

$50

6 Month Plan

$250

12 Month Plan

$400

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InBody Analysis

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Body Diagnosis & Goal Review

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Macro Nutrient Assessment

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InBody Mobile App

Monthly Plans meet once per month.

Join the Conversation

Hosted by Will Winston—husband, father, entrepreneur, and former overweight, alcohol-dependent skeptic turned Primal Health & Wellness Coach—this podcast is a raw, unfiltered exploration of what it takes to reclaim your health and vitality.


Join Will as he cuts through the noise of the health industry, sharing primal wisdom, real-world strategies, and hard-earned insights to help you break free from modern traps and build a stronger, more resilient body and mind.

Mockup of podcast on 2 iphones for The Primal Journey podcast
By Will Winston February 14, 2025
In this episode of The Primal Journey, host Will Winston is joined by mentor Cameron Trickey and guest Robby Boys for a deep dive into the power of mindset, nutrition, and movement. They explore how manifestation shapes reality, why food choices impact more than just physical health, and the habits that lead to long-term transformation.  Key Takeaways: Manifestation starts with belief – Acting as if you’ve already achieved your goals can shift your reality. Food determines thoughts – What you eat directly impacts hormones, energy, and mental clarity. Morning routines matter – Simple habits like sunlight exposure and movement set the tone for the day. Accountability fuels consistency – Surrounding yourself with like-minded individuals strengthens discipline. Small choices create lasting change – Success comes from stacking tiny, intentional actions over time.
Episode card
By Will Winston January 31, 2025
In this episode of Primal Journey, host Will Winston and co-host Cameron Trickey talk with Chris Metzger, an ultramarathon runner and personal trainer, about fat adaptation and metabolic flexibility. Drawing from his experiences with intermittent fasting, dietary experiments, and training strategies, Chris provides insights into optimizing energy use for daily life and endurance events. The discussion covers historical dietary patterns, the role of hormonal and stress balance, and the influence of mindset on physical performance. Whether you're an athlete or someone aiming for better metabolic health, this episode offers practical advice and real-world examples to guide your journey. Key Takeaways Achieving fat adaptation through strategic diet and intermittent fasting for enhanced endurance performance. Understanding and utilizing metabolic flexibility can optimize energy use from both carbs and fats. Balancing intense workouts with proper recovery is crucial to avoid negative stress impacts. Combining carbs with proteins helps manage blood sugar levels and fuel efficiency. Embracing a primal or natural lifestyle can improve long-term fitness and well-being. 
Episode card
By Will Winston January 31, 2025
In this episode of The Primal Journey, host Will Winston talks with Mike Wolfe about the role of nutrition, discipline, and consistent effort in supporting overall wellness. They discuss the benefits of adopting small, positive habits, the idea of growth through letting go, and the influence of figures like Eric Thomas and Jocko Willink. The conversation includes personal experiences, the role of community in fitness, and practical advice for improving health and well-being. Whether you're looking to make small changes or tackle personal challenges, this episode provides useful perspectives. Key Takeaways Prioritizing nutrition and hydration can significantly improve overall well-being and prevent issues like headaches. Consistent morning exercise contributes to a positive mindset and balanced chemical health. Replacing unhealthy habits with positive ones, such as choosing water over soda, fosters personal growth through subtraction. Small, consistent wins and tracking progress are crucial elements in achieving long-term fitness and health goals. Forming a supportive community, as seen with Burn Boot Camp, enhances motivation and sense of achievement in personal fitness journeys.
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