Health & fitness coaching for ambitious women 35+. Build strength, reduce body fat, increase your energy. l am all about balance, hard-work, and consistency.
Hi, I am Ash, mother of 3, certified Personal Trainer, and the founder of fitmom. Through the fitmom app & my bespoke 1:1 coaching, I guide, educate and support hundreds of women all over the world to lose weight, keep it off, and finally reach their goals. I understand that life is busy and that we all have phases where we don't make time for ourselves. But I believe that health and fitness shoul
d always be a priority. Our bodies were designed to move, and it is my mission for every women in the world to experience the power of feeling physically fit and healthy.
27/04/2026
Some days I have zero capacity for dinner. Zero. 😅
With 3 kids, a business to run, a household to maintain, by 5pm my brain has left the building.
That’s where Field Doctor saves me. Healthy, frozen meals that actually taste good - and my Italian-foodie-family (who will very loudly tell you if something isn’t up to scratch 😂) are obsessed.
We are a family that lives to eat. So if we’re giving it the stamp of approval, you know it’s the real deal. 🙌
There is so much to choose from - whether you’re vegetarian, managing an allergy, or trying to hit your protein goals.
And what I love most? The meals are personalised to your individual health goals, with dedicated ranges for women’s health, IBS, calorie-controlled eating and more.
No one gets left out at this dinner table. 💪
Use code CEOfitmom to get 25% off your first order. 🔗 Link in bio.
If your freezer isn’t stocked with Field Doctor after this…what are you doing? 😄
26/04/2026
Our Ignite Challenge is coming to an end, and Strong Season Challenge is next!
We already have 140 ladies signed up to start as we kick off Strong Season, live in the FM Group Coaching app.
We designed this 8-week progressive overload programme for driven women who want to enter summer in the north and winter in the south stronger than they’ve ever been.
Because for us, strong has no season.
If you’ve been waiting to join FM Group Coaching, this is your window.
We only open enrolment periodically, and sign-ups are open now.
Structured strength training, personalised nutrition, habit tracking, weekly group coaching, and a community of women doing the same hard work with a fun leaderboard to keep motivation at an all-time high!
Existing app members, you don’t need to do anything - you already have access to Strong Season.
Comment STRONG below, and we will get you signed up at the earlybird discount.
25/04/2026
Morning run 🌅
Rookie error - nearly DIED from the heat! Next time I need to go at 6am.
I have been prioritising sleep after the move, and I haven’t even been setting an alarm. WILD, I know! 😂 It’s the least I can do for myself after what we’ve been through, and it’s actually been a game changer.
Plus school starts on Monday so that will certainly kick us into gear! 😵💫
Still pinching ourselves that this is our new home for the foreseeable 🏝️
24/04/2026
Hard Truths... 👇
🔥 I hate to tell you this, but the majority of hormone decline women experience is largely self-inflicted. The sleep deprivation, the chronic stress, the under-eating, the over-exercising. The good news? It’s not irreversible. Your lifestyle created it. Your lifestyle can fix it.
🔥 Genetics load the gun. Lifestyle pulls the trigger. You don’t get to choose your starting point. You do get to choose what you do with it every single day.
🔥 Tracking your calories for just one week is the most eye-opening nutrition exercise you will ever do. It is also the one nobody wants to do. Funny, that.
🔥 Every woman deserves the confidence that comes from adding plates to the bar rather than subtracting calories from her day. Strength changes something in you that no diet ever will.
🔥 45 minutes in the gym is 3% of your day. That 3% can change your body, your mood, your energy, your confidence and your life. It is the highest return investment most women are still not making.
23/04/2026
I always knew this wasn’t going to be a dull life when I married him…but nothing could have prepared me for 2026!
From backpacking through Thailand, working in ski resorts, getting engaged in Uganda, honeymooning in Sri Lanka, and growing Salvatore in Italy - it’s safe to say we seek adventure.
In 2021, we made our biggest move yet. We packed up a beautiful life in CT and headed for Bath, UK. I was devastated. I did not want to go. But if only I’d known what was waiting for me on the other side. 🌈
It’s been 4.5 glorious years in a place I’ve very much come to consider as a second home. The people. The school. The travel. The beauty. The freedom. The access to London and Europe. We have maximised it & loved it.
Our circumstances have (quickly!) changed and we have made a decision to move on to our next adventure.
We know this is the right move for our family but it doesn’t lessen the heartache. All of us are mourning the loss of friendships that are family, and a beautiful life we loved in Bath.
But what propels us forward is knowing that we’ve done this before, and what that courage gave us. It is a privilege to know and love people and places all over the world.
So if I am quiet on here, or perhaps pop on with a video in floods of tears…that’s just me navigating something particularly tough right now.
Iovino Adventure 12.0 loading in Mauritius 🇲🇺
22/04/2026
If you’ve been stuck in the meal plan cycle for years, I want you to know something - that is not a “you” problem.
Meal plans feel like the answer because they’re simple. Someone hands you a sheet, you follow it, done. But the second life gets in the way - a work trip, a kids’ birthday, a week where you just didn’t have it in you - the plan falls apart. And somehow you end up carrying the guilt. Like you failed it, rather than it failing you.
You were never the problem. The plan was.
Meal plans give you instructions. They don’t give you understanding. So every time you go off-script, you’re lost - because nobody taught you the principles behind it. Without the WHY, you’ll always be starting over.
Real, lasting change comes from learning how food actually works for your body. Once you have that, you don’t need a plan. You just know.
If you’ve started over more times than you can count, DM me. I would love to help you!
21/04/2026
These messages aren’t about motivation. They’re about women who stopped guessing and started following a system built for their actual lives.
If you’re tired of starting over, this is your sign.
Book a Health Audit call and let’s map out what your next 90 days could look like.
Comment CEO below and we’ll take it from there 👇
19/04/2026
For all of our ladies based in the UK... We have created a high-protein cheat sheet for you! 🇬🇧
If you’re rushing between meetings, commuting, or just too busy to think about health food on the go, then this Guide will save you!
Inside the free guide 👇
☕ Coffee shop picks: Starbucks, Costa, Pret & Café Nero Low-cal drinks and food options with calories listed
🛒 Grab & go protein picks: Waitrose, M&S & Sainsbury’s Best breakfast, lunch and snack options with calories + protein
Comment UK Guide and you will receive the link in your DMs
17/04/2026
Being a woman in fitness in 2026 is honestly a lot.
Too many opinions, not enough clarity, and somehow everyone has made simple health feel like a personality test.
Most women do not need more noise.
They need a clear strategy that actually fits their life, their body and their goals.
If you are done second-guessing everything, book a Health Audit call with us.
Comment CEO or tap the link in bio and let’s map out what is actually going to work for you!🤍
15/04/2026
If I wanted to lose 5kg, I wouldn’t start a detox. I wouldn’t do 75 Hard. I wouldn’t cut out carbs.
I’d do this.
Calculate my TDEE. Your Total Daily Energy Expenditure - the number of calories your body actually needs to function, move, and live your life. Know that number. Then create a modest, sustainable deficit from it.
That’s the foundation everything else is built on - and without it, you’re just guessing.
You can do all the “right things” and still not see results if you don’t know your number. It’s not about eating less. It’s about eating the right amount for your goal.
Fat loss isn’t complicated. It just requires the right starting point.
Head to our website fitmom.online for our free calorie calculator - that’s your starting point.
If you need help calculating your numbers, DM me! I would love to help you.
14/04/2026
Every testimonial you’re reading here started the same way:
Busy. Capable. Overwhelmed.
Doing “all the right things” - and still stuck.
What changed wasn’t their ambition.
It was the system.
Structured strength training.
Nutrition that fits real life.
Habits that actually stick.
Coaching that calls you forward when you’d usually check out.
If you’re reading this thinking, I need this but I’m not sure if I’m ready - that’s usually the sign.
Comment CEO below and we’ll talk you through your next step.
No pressure. Just clarity.
13/04/2026
In 2021, at age 37, I decided to stop “eating clean” and I quit running everyday. Within 3 months, my body completely changed.
✨ Build every meal around protein (30g per main meal)
✨ Veggies add bulk to the meals + fibre
✨ I dont avoid carbs - they are my training fuel
✨ Fats support my hormones (but always mindful of prortions)
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Hi, my name is Ash!
I am a mother of two boys and a little girl, and I am addicted to health and fitness. I am a qualified personal trainer with a special interest in pre & postnatal fitness. I would love nothing more than to guide you through a fit and healthy pregnancy or to assist you in losing your baby weight once your little one has arrived.
My Story
From a young age I discovered my passion for exercise, partaking in various sports at a provincial level. I studied a commerce degree at the University of Cape Town for 4 years and this is where my love for running really transpired. I started doing half marathons which lead to full and ultra marathons and which finally culminated in completing the Comrades marathon in 2010.
When I fell pregnant with my first born, the first questions which crossed my mind were:
- Can I still run and go to gym?
- Do I need to stop weight training?
- How will exercise affect my baby?
- At what intensity can I train at?
- How do I nutritionally compensate for the extra calories I am burning both in the gym and by growing a baby?
- Once my baby has arrived, how will exercise affect my milk supply when I am breastfeeding?
I started researching and found the information to be overwhelming and often contradictory. This inspired me to study personal training and to specialize in pre & postnatal fitness.
I am also a qualified group training instructor for an amazing fitness company called SWEAT 1000. These classes specialize in HIIT (high intensity interval training) which I am a firm believer in being one of the best ways to burn calories and become seriously fit.
And so here I am today - sharing my experience and love of exercise through FitMom.
I provide the following services:
One-on-one and Group Personal Training Sessions
A digital training subscription so that you can train in the comfort of your own home:
SWEAT4LIFE (HIIT workouts)
SWEAT4TWO (prenatal)
SWEAT4YOU (postnatal)
FitMom Healthy Eating Plan Subscription
Live Online Zoom Classes (please see my weekly schedule for details)
*PLEASE NOTE: Training is NOT only restricted to "moms." Anyone is welcome!*
I would love to hear from you:
ash@fitmomSA.co.za
082 411 6305
http://fitmomSA.co.za
