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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. l am all about balance, hard-work, and consistency. 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 should 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.
16/11/2025
6 weeks until 2025 is over.
That’s 42 days to finish strong - and set the tone for 2026 💥
This isn’t a sale.
It’s your head start.
Use code FINISHSTRONG50 for 50% off 6 months on the fitmom app.
Because having a plan makes you up to 80% more likely to hit your goals.
No more workout hopping.
No more noise.
Just structure, strength, and a community of women getting it done.
Our fitmom festive challenges start 1 Dec - 30-minute workouts, 4 days a week, done anywhere with dumbbells or bands.
Train, then hit the beach.
Stay consistent, enjoy the holidays, and roll into 2026 already ahead.
💥 Code: FINISHSTRONG50
🎯 Link in bio - let’s go.
P.S. Code expires 30 Nov 2025
15/11/2025
The weekend is where your goals live or die.
I used to undo all my weekday progress every weekend - then wonder why nothing changed.
Now, my weekends work for me, not against me.
You don’t need to be perfect, you just need better boundaries.
Move, eat smart, rest, and actually enjoy yourself - with intention.
That’s how you stay consistent and live.
12/11/2025
My client very boldly did Sober October. I am proud, to say the least.
We have been slowly working on reintroducing alcohol again, but with healthy boundaries. Here’s the checklist I drew up for her. If you’ve been on a similar journey lately, maybe it will benefit you.
Alcohol Reintroduction Checklist:
✅ Before You Drink:
- Decide if you really want a drink - make it a choice, not a habit.
- Plan ahead: limit to 2–3 drinks per night and only two nights per week.
- Eat a protein-rich meal before (helps balance blood sugar & hunger).
✅ While Drinking:
- Choose quality over quantity - enjoy 1–2 drinks slowly.
- Alternate each drink with a full glass of water + a non-alc option.
- Track or log what you drink (awareness perfection).
- Stick to lower-calorie choices (e.g. gin + soda, light wine, or low-alc options).
✅ After Drinking:
- Hydrate - aim for 3L water the following day.
- Prioritise sleep and recovery (no skipping training).
- Reflect - how did it affect your energy, mood, or hunger?
- Adjust if needed - if you feel worse, scale back again.
Bonus habits to keep from Sober October:
1. Keep 5 alcohol-free nights per week.
2. Keep your evening wind-down routine (tea, reading, stretching).
3. Stay active the morning after - a walk or session helps reset quickly.
11/11/2025
This is what happens when a busy working mom stops dieting and starts focusing on what actually works:
Real meals
Real strength training
Realistic habits
It’s never just about weight loss -
It’s about confidence, calm, and finally feeling in control.
🔥 This could be you. DM “CEO” if you’re ready.
10/11/2025
Here’s what I’ve noticed after coaching hundreds of women👇
The ones who get results aren’t perfect.
They just take ownership.
They stop waiting to feel motivated.
They stop saying “I have to.”
And start saying “I get to.”
“I get to move my body.”
“I get to show my kids what strong looks like.”
“I get to choose better.”
That’s the shift.
That’s the difference between spinning your wheels and actually transforming.
Save this for the next time you catch yourself saying “I have to.”
Because you don’t have to - you get to. 💪
09/11/2025
We’re wrapping up our final Discovery Calls for 2025 🎯
We won’t be taking on new clients in December - our team will be fully focused on supporting our 50+ ambitious CEOfitmom clients, and taking time to recharge with our families before the new year.
But… our January coaching intake is officially open!
Our coaching is designed for career-driven moms 35+ who want accountability, structure, and expert coaching to elevate their health and performance.
Secure your spot early and get January free of charge when you commit to our 6-month High Performance 1:1 Coaching before 30 November.
Spots are very limited and Discovery Calls will only be available from 17–28 November.
DM “CEO” or tap the link in bio to book your Discovery Call today
08/11/2025
Anything worth doing is hard.
Running the marathon.
Leaving the job.
Starting the business.
Having that hard conversation.
If you believe reaching your goals is going to be easy, your mom lied to you. 😉
The same rule applies to fitness.
The quick fixes, detoxes, and “drop 5 kg in a week” plans?
They don’t build results - they build disappointment.
The hard path does.
The consistent training. The clean meals. The small, repeated wins.
That’s where confidence, strength, and change live.
Choose the hard path now - it’s the one that lasts.
06/11/2025
“From soft to sculpted without bulking in 4 weeks!”
Let’s clear this up:
❌ Women can’t “accidentally bulk” - we simply don’t have the testosterone levels for it.
❌ “Toned” actually means building muscle and reducing body fat - you can’t tone what isn’t there.
❌ And 4 weeks? That’s barely a warm-up. Real, lasting strength and shape come from consistency over time - not a quick fix.
These quick-fix promises don’t empower women - they manipulate them. And quite frankly, I am so tired of it! 😡
Stay tuned for more posts calling out this nonsense!
05/11/2025
🚨 The Scale Went Up After Starting Strength Training? Let’s Talk About It! 🚨
Ladies, if you’ve recently started strength training and noticed the scale creeping up, I need you to hear me loud and clear: IT. IS. NOT. MUSCLE. ❌
Building muscle takes months of consistent training, proper nutrition, and recovery. So what’s causing the increase?
Here’s Why the Scale Might Be Higher…
1️⃣ Water Retention: Strength training increases glycogen storage in your muscles, which also pulls in water. This is normal and temporary.
2️⃣ Inflammation: Strength training creates micro-tears in your muscles, triggering inflammation as part of the healing process. This can lead to water retention.
3️⃣ Hormonal Changes: Fluctuations in hormones like cortisol or estrogen can impact water retention, especially during your menstrual cycle or periods of stress.
4️⃣ Digestive Adjustments: Changes in diet - like increased fiber or protein - can temporarily affect digestion and cause bloating.
Focus on Non-Scale Victories
The scale doesn’t tell the full story. Instead, track progress through:
✨Body Composition Changes: Fat loss and muscle gain may not show on the scale but will change how you look and feel.
✨Strength Improvements: Are you lifting heavier or doing more reps? That’s real progress.
✨Clothing Fit: Notice your clothes fitting differently? That’s a sign of fat loss.
✨Energy Levels & Mood: Feeling stronger, sleeping better, or having more energy are key indicators of success.
The scale is just one tool - and often misleading when you’re strength training. Focus on how you feel, perform, and look over time. Progress isn’t always measured in numbers. 💪
PS. Are you a busy mom who wants to…
✅ Lose 2-5kg and quit the yo-yo diets
✅ Boost your metabolism as you age
✅ AND build a sustainable lifestyle where you feel confident in your body, free from restrictive diets, and FINALLY able to enjoy social occasions and not revert to a quick fix diet before your next beach holiday!?
Comment and you will get access to my strength training programs through my 7-DAY FREE TRIAL.
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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
