Hello!
I'm Michelle.
Builder of fitness businesses. Trainer of fitness legends and your biggest cheerleader
A Scaussie, Scottish Aussie with an accent that hasn’t faded in 15 years (apparently it makes people pay attention). Which is handy, because what I have to share you’re going to want to hear. It will ensure your fitness career succeeds and your business exceeds all your expectations.
A mum of three who swapped whisky for flat whites, the cold for cockatoos, and somehow ended up in Sydney for the past 15 years.
Life’s busy. I’ve got three teenagers (19, 17, and 16) and two doodles who think they run the house. I know what it’s like to be new in the fitness industry or juggle a business and work-life balance, that’s why I’ve created this academy, everything I teach is from the ground up for beginners, business owners and everybody in between, designed to be easy to implement and work in the real world, not just in theory.
I’ve been right where you are trying to grow a business, motivate a team, and hit sales goals without feeling like I was losing my mind or selling my soul in the process.
Just like you, I wanted to be the best of the best in a life-changing industry that empowers people to be at their best
No matter how many courses I took or “sales scripts” I tried, the same barrier kept getting in my way: the noise. Everyone's looking for the magic formula. The secret sauce. The hack that'll blow up their gym or studio overnight .Too many gimmicks. Too many “gurus.” Too many people professing to have the next industry changing idea. Not enough focus on the fundamentals, I was searching for the foundations the stuff that actually drives sustainable, scalable, results.
So, I went to explore a better way something achievable by all, measurable, simple, practical, and proven. When I couldn’t find it, I built it myself.
That’s how the Fitamentals Framework was born, a system built on 30 years of real-world experience, tested across 850+ gyms and studios, and trusted by thousands of fitness professionals worldwide.
Some of my clients were ready to walk away from the fitness industry altogether they'd put everything on the line, including their relationships and even their homes. After implementing the Fitamentals, Today, they’re thriving many winning awards and being recognised for the results they deliver, I’ve helped people fall in love with the industry again, they say I saved them, I simply showed them what good looks like, they listened and they saved themselves. People just like you are my WHY!
As a fitness industry coach, I believe we have a duty, you as an owner, me as your guide to invest in and coach our teams.
They deserve to be set up for success so they can stay in the industry they love.
For the past 30 years, I've helped thousands of fitness business owners, entrepreneurs, and leaders increase memberships, smash revenue targets, and build high-performing teams that deliver measurable results. No gimmicks, just grit and fundamentals.
I’m not just another coach who’s read books, created a few tools and built a course.
I’ve been in the trenches leading teams, personally selling thousands of memberships, smashing targets, identifying, creating and fixing broken systems and turning struggling gyms into thriving communities.
I've spent 30 years figuring out what actually works. Sales, leadership, business strategy so that you don’t have to, you can have it all, on- demand. I've done every role (yes, even the ones that made me question my life choices), worked with gym/studio groups worldwide, trained 5,000+ participants, and built a coaching business entirely on referrals because my clients got results and became my biggest cheerleader.
People trust me because I teach what I’ve lived. I keep it simple; I hold you accountable. I always explain the why, and every strategy I teach and success tool I share has been tried, tested and proven.
A key part of my approach is the Science of Self, a qualification that helps me decode behaviour, understand what really drives decisions, and connect authentically with people. I’ve woven these skills into every coaching session, tool, system, and strategy, which together create a winning formula of connection for conversion and retention of team members and members. This will give you the winning competitive edge.
But here's what I'm most proud of: I've supported and mentored, individuals, businesses and franchise owners across a wide range of brands, guiding them to achieve extraordinary results. Many of my clients have earned top industry awards including Club of the Year, Franchisee of the Year, Turnaround Club of the Year and Manager of the Year.
It is my belief that everyone should have the opportunity to build a career in fitness that lasts, overcome the industry cycle where talented people leave because they are not trained properly, they don't get the support or tools they need, or they can't see a sustainable future. Let me show you how to create a retention-first culture in their first 90 days become the gym/studio owner where people want to work, stay, loyally grow their career and are excited to have a few drinks with their mentor (you) and talk about their journey and how you supported them to do what they love in years to come!
JOIN USWords from our friends / students
"I used to dread sales calls and felt like I was pushing people away.
After joining Sell Without Selling, my lead-to-sale conversions increased by 22% in the first month, and my team is more motivated than ever."
Sarah
From Overworked Gym Owner to Connection & Conversion Pro
"I had zero sales experience and was worried I’d never get the hang of it.
This course gave me scripts, systems, and the confidence to lead my team to a record month. Selling finally feels natural."
Alex
From Fitness Industry Newbie to Confident Sales Leader
"I was terrified to talk to members, let alone sell.
Now, after learning Michelle’s system, I convert 83% of my walk-ins, and I actually look forward to helping people join our gym."
Emma
From First Job to Sales Star
You're only 3 steps away
from transforming your business
1. Choose your preferred learning style
Video, live coaching, or interactive modules, pick your weapon for success.
2. Work at your own pace
No rush, no pressure. Move through the content as fast or slow as you need, revisit lessons, and build confidence in every step. Your growth, your journey on your terms.
3. Watch the dial move on your results
Implement, track, improve, repeat. Watch your business grow stronger and smarter with every move.
Join Michelle inside Sell Without Selling, for interactive coaching sessions where you’ll learn the exact sales and leadership systems top-performing fitness studios use. Ask questions in real time, apply strategies immediately, and learn alongside other driven owners who are scaling with you.
Most sales and leadership struggles happen because we misread people - not knowing how they think, communicate, or make decisions.
The free Connection Code Masterclass helps you decode behaviour styles, so you can connect faster, sell smarter and lead your team with confidence.
We all have a unique way of connecting and communicating – and it’s either powering your success or holding you back
The Fitamental Factor quiz will reveal yours and how to turn it into a superpower.
Take the free quiz to find your Fitamentals superpower and transform how you sell, lead and grow.
It is my belief that every fitness leader should have the opportunity to grow without burning out.
Let me show you how to streamline your sales and team systems now so you can unlock long-term scalability and freedom.
JOIN US
Join our Free On-Demand Masterclass
The Connection Code Masterclass helps you decode behaviour styles, so you can connect faster, sell smarter and lead your team with confidence.
Why You Can’t Miss This:
Most sales and leadership struggles happen because we misread people - not knowing how they think, communicate, or make decisions.
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Fun facts about me
My coffee order says functioning adult, but my playlist says confused hot mess
I’m a proud petrol gambler, if the lights not on there’s no challenge
25hr flight and 15,000 km to Australia, to meet and marry my husband from 50k away in Scotland
I’m literary nocturnal, mornings are optional
I like my whisky sour
