Who we are


The Aligned Standard (the business behind all that we do) believes people deserve more than the watered-down version of health they’ve been sold for years. You don’t need quick fixes, detoxes, or fluffy motivational quotes — you need structure, accountability, and evidence-based habits that actually work.

The coaching philosophy of Give Them Hellthy is simple: discipline over excuses. We help high-performers cut through the noise, face their struggles head-on, and build systems that fit real life. Through daily accountability, tough-love guidance, and habit-driven programming, we push you to stop spinning your wheels and finally get lasting results.

Why? Because I (Kate) have been where you are — frustrated, overwhelmed, and unimpressed with the advice out there. The industry told me to “just love myself more” while I was stuck in cycles of inconsistency and self-doubt. What changed my life wasn’t softer language; it was grit, discipline, and data. Now I coach others to harness those same tools to get stronger, more confident, and more resilient without sacrificing the joy in life.

This is a space for those who want to outwork their excuses, embrace the challenge, and prove to themselves what they’re capable of. If that’s you, you’re in the right place.

What we believe

  • Give Them Hellthy bridge the gap between evidence-based health strategy and real-world execution by providing accountability, hands-on coaching, and tailored strategies to build bodies, habits, and lifestyles people can sustain. Our coaching furthers our greater mission of helping others develop the mental and physical toughness execute any goal.

  • We help individuals achieve and sustain their health and fitness goals, then carry the discipline, systems, and self-mastery learned through coaching into every domain of life.

    Physical health becomes the foundation of leadership and succeed across their personal, professional, and internal lives.

  • 1. Radical Honesty: We tell the truth without apology, even when it is uncomfortable or unpopular. We prioritize long-term client outcomes over short-term satisfaction, and we expect both clients and coaches to engage with reality, not excuses.

    2. Evidence Over Trends: We operate from credible science, lived coaching experience, and continuous learning. We do not follow fitness trends, make unsupported claims, or cling to old methods when better evidence emerges.

    3. Accountability Creates Change: We believe accountability is paramount to meaningful transformation. Coaches retain the right to withdraw services (i.e. we will fire you!) if a client is not executing to their fullest capability.

    4. Craft Over Scale: We deliver the highest-touch coaching experience possible. Programs are never templated, automated, or generated by AI. Every plan reflects deliberate human judgment, and clients the right to cancel at any time with no penalty.

    5. Integrity in Partnership and Voice

    As the face of the brand, I (Kate Noel) only endorses products, partners, and ideas I would stand behind without compensation.