With over 14 years of experience in fitness, health, and wellness coaching, I’ve worked with clients of all levels—from beginners to professional athletes, models, and celebrities. My coaching philosophy is rooted in a holistic approach, combining fitness training, nutrition, and recovery strategies tailored to individual needs.
My journey began as a professional tennis player, where I cultivated a deep understanding of discipline and performance. Later, as the Director of Kooyong Tennis Academy, I coached tennis athletes in both fitness and performance, laying the foundation for my career in health and wellness.
In my pursuit of continuous growth, I founded Open to Play, a clean protein brand, and competed in natural bodybuilding, earning multiple titles, including 4th place at the Arnold Classic World Competition.
From there, I expanded into entrepreneurship, opening organic cafés and working as a fitness and nutrition coach. My passion for innovation led me to partner with Jason Walsh to bring Rise Nation to Melbourne, where I opened my first gym and developed the brand. Over the last four years, I’ve been part of Acero Gym, training athletes, models, and celebrities, while deepening my expertise in recovery and wellness.
Today, I combine my extensive experience with a global coaching approach, helping clients from all walks of life transform their health and fitness.
My mission is simple: to empower individuals to achieve lasting transformation through fitness and health, no matter where they are in the world. Whether you’re looking to build strength, improve your health, or achieve a complete lifestyle shift, I’m here to guide you every step of the way.
As the CEO and owner of Rise Nation Australia, I spearheaded the brand's expansion from Los Angeles to Melbourne, establishing the country's first studio in South Yarra. Rise Nation, founded by renowned trainer Jason Walsh, is acclaimed for its unique 30-minute, total-body workouts utilizing the VersaClimber, attracting a clientele that includes celebrities such as Jennifer Aniston, Bradley Cooper, and Hilary Duff.
Key Responsibilities & Achievements
Strategic Market Analysis & Entry: Conducted comprehensive market research to identify Australia as a prime location for expansion, leading to the successful launch of Rise Nation's first Australian studio in South Yarra.
Brand Localization & Integration: Adapted the Rise Nation brand to resonate with Australian fitness enthusiasts while maintaining the core values and workout methodologies that define its success.
Operational Leadership & Team Development: Established and managed a local team, providing extensive training to ensure consistency in service quality and brand experience in the new location.
Marketing & Public Relations: Developed and executed marketing strategies that highlighted Rise Nation's association with high-profile clients, enhancing brand prestige and attracting a dedicated clientele in the Australian market.
Sustaining Brand Integrity: Maintained the brand's commitment to delivering effective, zero-impact workouts, ensuring that the unique fitness experience of Rise Nation was preserved in the Australian studio.
"Leading the expansion of Rise Nation into Australia has been a transformative journey. Bringing this revolutionary fitness concept to Melbourne has allowed me to share the unparalleled benefits of climbing-based workouts with a new audience, all while upholding the brand's esteemed reputation.”
Since its inception, I have been a dedicated personal trainer and transformation coach at Acero, a premier fitness and personal training gym founded by renowned trainer Jono Castano. Acero is acclaimed for its high-profile clientele, including celebrities such as Rebel Wilson, Rita Ora, and Sir Richard Branson.
Key Responsibilities & Achievements
Client Acquisition & Retention: Played a pivotal role in attracting and retaining clients, contributing to Acero's reputation as a leading fitness destination.
Transformational Coaching: Specialized in body transformations, helping clients achieve their fitness goals through tailored workout plans and nutritional guidance.
Community Building: Fostered a supportive and motivating environment, encouraging clients to realize their full potential and maintain long-term health and wellness.
"Being part of Acero since its opening has been an incredible journey. Working with a diverse clientele, including high-profile individuals, and witnessing their transformations has been deeply rewarding. My commitment to personalized training and holistic wellness has empowered clients of all ages to achieve their fitness goals."
About Acero
Acero Gym is not just a gym—it’s a movement. Recognized as one of Sydney’s best high-performance training facilities, Acero provides a unique, results-driven approach to fitness, offering an unmatched training experience. What sets Acero apart is its unwavering commitment to building a strong, supportive community where everyone, from beginners to elite athletes, feels motivated and empowered.
The gym’s #onecommunity philosophy fosters inclusivity, encouraging every member to push their limits in an environment that thrives on support, dedication, and excellence. With state-of-the-art equipment, expert trainers, and a holistic focus on strength and conditioning, Acero has become the go-to destination for those serious about their fitness journey.
Locations
Kensington: Level 1, 89 Anzac Parade, Kensington NSW 2033
Martin Place: Acero has expanded its presence to Sydney’s CBD, offering personalized training sessions at The Fullerton Hotel Sydney, within the historic General Post Office building. (fullertonhotels.com)
Acero's Online Presence
Website: www.acerogym.com.au
Acero Athletic Clothing: www.aceroathletic.com
Acero’s Expanding Offerings
In addition to its renowned strength and conditioning programs, Acero has recently expanded its offerings with group training and boxing classes, further enhancing its diverse training experience. Whether you seek one-on-one personal training or the energy of group workouts, Acero provides the ultimate fitness experience tailored to every individual’s goals.Being part of Acero’s inception and growth has been one of the most rewarding aspects of my career. The opportunity to work alongside industry leaders while contributing to a gym that values both performance and community has been truly inspiring. Acero is more than a gym—it’s a family, a lifestyle, and a place where people come to become the strongest version of themselves.
As the founder of Lune Agency, I combined my extensive experience in the health, fitness, and wellness industry with my passion for entrepreneurship to create a high-end consulting agency dedicated to helping startups and emerging brands turn their vision into reality. With a deep understanding of what it takes to build a successful wellness brand—from concept to execution—I provide strategic business planning, brand development, and digital growth strategies tailored specifically for the dynamic health and fitness market.
My goal with Lune Agency is to serve as a trusted partner and advisor, guiding businesses through the critical stages of development with a hands-on approach that delivers tangible results. I work with ambitious entrepreneurs, personal trainers, wellness experts, and fitness brands to establish their unique identity, solid business foundation, and impactful online presence.
Key Services & Expertise
Brand Development & Positioning:
Whether it’s a boutique fitness studio, a wellness product line, or a personal coaching brand, I help clients develop a compelling brand identity that resonates with their target audience—focusing on everything from logo design and visual branding to tone of voice and storytelling.
Website Creation & Digital Presence:
In today’s digital world, a strong online presence is essential. I guide clients in creating high-converting, user-friendly websites that reflect their brand's ethos and effectively communicate their offerings, ensuring seamless user experience and lead generation.
Social Media Strategy & Growth:
Leveraging my extensive knowledge of the fitness and wellness landscape, I develop targeted social media strategies that help brands increase visibility, engage with their audience, and build a loyal community. From content creation to influencer collaborations, I ensure brands stay ahead in the digital space.
Partnerships & Networking Opportunities:
My industry connections allow me to facilitate meaningful collaborations and partnerships that accelerate brand exposure and open doors to new opportunities in the competitive wellness space.
"Lune Agency is more than just a consulting firm—it's a launching pad for health and fitness entrepreneurs ready to make a lasting impact. I am passionate about empowering brands to not only survive but thrive in this evolving industry by providing them with the tools, knowledge, and strategy they need to succeed."
Driven by my deep passion for health, wellness, and sustainable living, I founded Real Food Organic, one of Melbourne’s first fully organic cafés. From concept to reality, I personally developed every aspect of the business—from branding and menu creation to sourcing the finest organic ingredients—with the goal of providing a space where people could enjoy delicious, nutrient-dense meals that aligned with a clean, conscious lifestyle.
At a time when organic dining was still emerging, I was committed to pioneering a new standard by offering wholesome, chemical-free food in a fully sustainable environment, where every detail—from packaging to kitchen operations—was designed to be eco-friendly and health-focused.
Key Responsibilities & Achievements
Concept Development & Vision:
I built Real Food Organic from scratch, creating a unique café concept centered around fresh, organic ingredients and sustainable business practices, ensuring every product was ethically sourced and nutritionally balanced.
Recipe Innovation & Culinary Expertise:
To craft an innovative, mouthwatering menu, I traveled to Los Angeles, immersing myself in the organic food culture and learning from top nutritionists and culinary experts. This experience allowed me to bring cutting-edge recipes back to Melbourne, offering dishes that were both delicious and functional for health-conscious consumers.
Sustainable Business Practices:
Real Food Organic was among the first cafés in Melbourne to implement 100% biodegradable packaging, sustainable sourcing practices, and a zero-waste approach, setting a new benchmark in the organic food industry.
Brand Growth & Market Impact:
Through a combination of strategic marketing, influencer partnerships, and community engagement, I positioned Real Food Organic as a leading destination for those seeking fresh, organic, and responsibly sourced meals. Our café quickly became a favorite among fitness enthusiasts, health-conscious professionals, and eco-friendly consumers.
Customer-Centric Experience:
My focus was on creating a welcoming, educational environment where customers could not only enjoy great food but also learn about the benefits of organic eating and sustainable living, fostering a strong community around the brand.
"Real Food Organic wasn’t just a café—it was a movement. My goal was to inspire healthier living by offering food that nourishes the body and mind while being kind to the planet. I’m proud to have created a space where people could enjoy real, wholesome meals with full transparency and trust."
During my journey as a competitive athlete, I recognized a gap in the market for clean, all-natural protein that met the high standards of professional competitors while supporting overall health and performance. This inspired me to create Open to Play, a protein brand designed to provide premium, natural nutrition without artificial additives, catering to athletes and health-conscious individuals alike.
While competing in natural bodybuilding, I needed a supplement that aligned with my values of clean eating and optimal performance. My dedication to the sport led me to achieve 4th place at the IFBB Arnold Classic World Championship, one of the most prestigious competitions in the fitness industry. Open to Play became an extension of my personal commitment to health, performance, and authenticity, helping others achieve their fitness goals without compromising on quality.
Key Responsibilities & Achievements
Brand Development from Scratch:
I built Open to Play from the ground up—overseeing everything from product formulation, sourcing high-quality ingredients, branding, and marketing strategies, ensuring the product aligned with my vision of clean and effective nutrition.
Product Formulation & Quality Assurance:
I collaborated with nutrition experts and food scientists to create a protein blend free from artificial sweeteners, fillers, and preservatives, ensuring a product that supports muscle recovery, performance, and general well-being.
Athlete-Focused Marketing & Outreach:
As a fitness competitor myself, I understood the demands of high-performance training and leveraged my personal journey to market the brand authentically, appealing to fitness professionals, athletes, and health-conscious individuals.
Community Building & Brand Awareness:
Open to Play quickly gained traction within the fitness community, attracting a loyal following through social media campaigns, partnerships with trainers and gyms, and appearances at major fitness expos.
Scaling & Distribution:
I successfully expanded the brand’s reach by introducing it into specialty health stores, gyms, and online platforms, making it easily accessible to fitness enthusiasts worldwide.
"Open to Play was more than just a protein brand—it was a reflection of my journey, values, and passion for clean nutrition and performance. My experience in competitive sports gave me unique insights into what athletes truly need, and I’m proud to have created a product that empowers people to perform at their best with the right nutrition."
As the Director of Kooyong Tennis Academy, I had the incredible opportunity to lead one of Australia's most prestigious tennis institutions, located at the iconic Kooyong Lawn Tennis Club – the former home of the Australian Open. My role extended far beyond management; it was about shaping the next generation of tennis athletes by integrating high-performance fitness and technical training to help them reach their full potential.
Key Responsibilities & Achievements
Athlete Development:
I worked closely with elite junior and professional tennis players, creating personalized fitness programs to enhance their on-court performance, endurance, and injury prevention. My approach combined strength and conditioning, agility drills, and recovery strategies tailored to the unique demands of tennis.
Program Design & Implementation:
I developed comprehensive training programs that blended fitness, nutrition, and mental resilience, ensuring players were physically and mentally prepared for competition at both national and international levels.
Collaboration with Coaches & Experts:
As Director, I collaborated with top-level tennis coaches, physiotherapists, and sports psychologists to provide a holistic training environment that fostered continuous growth and peak performance.
Leadership & Mentorship:
Beyond training, I took pride in mentoring young athletes, instilling values of discipline, perseverance, and sportsmanship—helping them navigate the pressures of competitive tennis while maintaining a healthy balance in life.
Event Management & Representation:
I represented Kooyong Tennis Academy at major events, tournaments, and coaching conferences, staying at the forefront of industry trends and networking with global tennis professionals.
Expansion of Academy Services:
Under my leadership, I introduced fitness and nutrition coaching programs, attracting a broader clientele including amateur players and adults looking to improve their overall well-being through tennis.
"Being a part of Kooyong Tennis Academy was a defining chapter in my journey, allowing me to merge my passion for tennis and fitness into a role that positively impacted aspiring athletes. The experience not only deepened my understanding of elite sports training but also reinforced my commitment to helping individuals achieve peak performance in all areas of life."