When your brand evolves, your website should too.

That’s exactly where Seattle personal trainer Julia Nicole found herself when she reached out through my longtime collaborator, Michelle at Purpose & Profit CMO.

Julia already had a website. She already had a strong reputation. What she didn’t have was a digital presence that reflected the person she’d become.

Michelle assembled a full team for a brand refresh: photography, offers, messaging, and copy. I came in to help Julia say what she meant in a way that felt like her now, not her then.

Getting to the Heart of the Brand

Early in the process, Julia opted into a service that’s not on every client roster: an Akashic Records reading with my team’s energetics expert, Kim. This work doesn’t replace strategy—it deepens it. It gave Julia space to uncover the truth behind why she trains, how she helps, and what makes her approach different from the rest.

That clarity influenced every part of the project, from the headlines on her homepage to the way her offers are described. It helped us shift from “fitness services” to real-life, honest support from a Seattle-based personal trainer who’s walked the walk and knows exactly how to meet clients where they are.

Plus, it allowed Kim and me to work together on the copy, which is always a welcome gut (and spirit)-check.

Seattle skyline at sunset from Dupe photos

Why This Project Felt So Personal

Helping a Seattle personal trainer like Julia stand out wasn’t just a professional win—it felt deeply aligned with who I am and what I care about.

Despite the popularity of wellness among women, female trainers are less common than the hype would suggest: about 36–42% of personal trainers in the U.S. are women, with men making up the rest. In Seattle, many trainers lean into niche fitness or general coaching—there’s high demand for trainers who understand lives shaped by motherhood, perimenopause, and midlife shifts. Having another woman out here owning space and helping women stay strong matters, especially in a city with a saturated fitness scene.

As a mom myself, strength training has been non-negotiable in how I show up, feel good, and keep up with my kids (and life). Women in perimenopause and menopause face an uphill battle: declining estrogen accelerates muscle loss and bone density decline, increasing risk of sarcopenia and osteoporosis etc. etc. Studies consistently show that even two strength workouts a week can improve bone density and slow muscle loss—keeping women stronger, safer, and more confident as they age.

(^^ That link? From Vogue)

woman working out at gym seattle personal trainer

Julia trains go-getter clients around the Seattle area—not just to tone or lose weight, but to build functional resilience. She supports women (and men) juggling hormonal shifts, aging joints, motherhood, and career stress. Her approach is about longevity: sustainable strength, mobility, and self-trust.

If I didn’t already work with a trainer close to home, I’d totally be signing on with Julia. Her special sauce of empathy, technical know-how, and lived experience makes her someone who gets why strength matters. That authenticity deserved a website and content that feels like her. And I’m proud to have helped make that happen.

Rewriting the site Text

We started with the website copy. Julia’s tone is confident and kind. She’s a straight shooter, but she makes people feel seen—and that balance had to come through in her content.

I encouraged her to go deeper on the personal touches, especially on her About page. Instead of saying she likes to eat when she travels, we talked through her favorite meals in specific cities. The things that make her a great Seattle personal trainer are about proper form, sure, but they’re mostly about relationship.

The final result is a brand that’s empowering, confident, and empathic. It tells the truth about how hard it can be to show up for yourself—and what’s possible when you do.

Keeping the Conversation Going

Since launching the new site, I’ve continued to support Julia with monthly blog content. Each post helps boost her SEO while offering value to new and returning clients. Whether we’re tackling burnout, talking about hormonal changes, or sharing Seattle-area hikes, the blog is another way she gets to show up as herself online.

This kind of consistency matters. It builds trust. It brings in traffic. And it keeps a very relationship-based business connected to its community—something especially important for personal trainers in Seattle’s saturated fitness scene.

Why This Project Stands Out

Julia was the kind of client everyone hopes for: thoughtful, collaborative, and brave enough to get real. She trusted the team and brought her full self to the table, which made it easier for us to reflect that truth back in the work.

She didn’t just want a website. She wanted a brand that felt like home.

We built it together.