About Amy
Founder
When I was 10 years old, I did so many sit-ups in one minute for the Presidential Physical Fitness Test, the gym teacher thought my partner had lost count and made me repeat the test. I matched my original number, 48... probably from all the 🤸🏻♀️ gymnastics.
Like a lot of women, my struggle with body image and weight started when I was a teenager.
Growing up, my mom always talked about wanting to be thinner and reminisced about how her waist measured only 22 inches when she graduated from college. Well, at 14, my waist was already 23 inches! Clearly, I wasn't thin enough or so I thought.
At 16, it definitely didn't help when the pediatrician told me I needed to lose weight because I tipped the scale at 110 pounds.
While attending the University of Michigan (Go Blue!), I put on the Freshman 15 like a lot of other people.
Fast forward to 2002, I was in my late 30s, working in high tech and in the wrong job. To cope with the dissatisfaction, boredom and stress, I turned to my favorite candy... chocolate covered raisins.
And in just 6 short months, I gained 15 pounds. Mind you... I'm only 5' 1' tall so 15 pounds equals about 2 dress sizes.
Even my "fat pants" were uncomfortable.
I kept telling myself, "This is your body. It's just calories in, calories out. You should be able to figure this out."
So I went online and researched. I concluded that the problem was my 10-hour workdays and sedentary lifestyle.
That's when I visited the on-campus fitness center and across from the reception desk, I found a display of personal trainer bios. Then something happened that would change everything...
In that moment, I thought, "Amy, if you needed legal advice, you would hire an attorney. Fitness is not your area of expertise. Why not hire a fitness professional?"
What a great question!!!
Two days later, I had my first workout session with Asante Burton. After just six months, I had lost the 15 pounds. But more importantly, I was physically stronger, felt better and had found a new confidence.... and I changed jobs.
In 2004, I became the owner and chief motivating officer of Pacific Heights Health Club.
Over the next 15+ years, my team and I helped thousands of clients lose weight and get in the best shape of their lives.
However, about 9 months after I took over the health club - my first January, I realized motivation and mindset was a core issue for most people.
Almost everyone did GREAT the first 3 weeks, but the vast majority of new members stopped coming by mid-February.
When I followed up with them, I saw the biggest difference between the ones who were successful and those who struggled to stay motivated was not how busy they were or their current fitness level.
It was literally what was going on in the six inches between their ears - how they thought about it.
I realized mindset was a REAL problem for a lot of members because they were TELLING ME they knew what to do and how often to do it but still struggled to take action consistently.
So I decided to start meeting 1-on-1 with each new member to not only review their health history and fitness goals, but also dig deeper into their reasons for wanting to change.
Eventually, these turned into motivation workshops. I guess you could say it went well because these members became our regulars... personal training clients who achieved their weight loss goals and kept coming back long afterwards.
Looking back, one client really stands out. Her name is Rose Vogt, and she joined the club in 2016, after being diagnosed with type 2 diabetes.
Two years later, she had lost more than 30 lbs and kept it off. She shared with everyone at one of my nutrition workshops that for 55 years, she hated exercise.
Then she found me, and now "I love the feeling of moving my body and have been a regular for the past 2-1/2 years and counting." … she was able to take what I taught to reframe her interpretations of exercise and what it means to her.
Amy and her team changed my life 2 years ago!!
With exercise and eating healthier, I feel stronger and have much more energy. Currently I’m walking about 8 miles everyday while on vacation. I wouldn’t have that kind of energy if I wasn’t fit.
– Rose Vogt
I’ll always remember the impact her words had on others in the room. They started trusting the process I was teaching.
Over the years I always knew that having a fitness trainer made a huge difference for people who wanted to get fit, and I became a certified personal trainer so I could coach them, but we still needed to address the nutrition aspect that got in the way of lasting weight loss.
This lead me to get my credentials in nutrition coaching and the importance of mindset in creating healthy habits.
I never set out to be a mindset coach. In fact, I resisted it.
I wanted to believe if people were crystal clear on what to do, how to do it, when to do it and why they are doing it, that would be enough for them to take action.
And for some, this is enough. But for those who have been struggling for years with stress and emotional eating, it's clearly not.
In 2017, I attended a fitness conference that had a number of guest speakers who focused exclusively on mindset, drawing a clear distinction between abundance and scarcity.
That's when I figured out how to provide the context to teach the abundance mindset to address stress and emotional eating, and overcome pretty much every challenge my clients raise.
One thing I’d point out is that my purpose is NOT to lead personal training sessions or group fitness classes.. That’s not my deal… I’ve found that there are folks who love doing this far more than me.
I know how to get results in the form of helping people show up and then take action… and that’s what I focus on.
I also realized that somebody needed to teach the “dieter” how to get results by giving them a step-by-step process and not overwhelming them with a whole bunch of extra stuff they didn’t need to know.
I realized I could be the one to do that. I was meant to be the one who taught people how to get off the weight loss roller coaster without diets, boring cardio and berating messages like, "no excuses."
I was the one who was supposed to help people live their dreams because they literally went from not knowing what was holding them back to knowing how to shift from a state of scarcity and deprivation to a state of abundance… and then reframe their interpretations to create energy to move them forward.
But it wasn't enough. I wanted to reach more people. That's when I founded Moxie Club.
Now I’m doing something I couldn't have imagined over 20 years ago.
I am helping so many amazing women who have struggled with stress and emotional eating, finally get off the weight loss roller coaster.
In short, I help women who are tired of dieting and don't enjoy working out figure out how to create a healthy lifestyle so they can feel better, have more confidence and live the life they want!
I love helping women who are in the same place I was not too long ago.
Look... no one is immune to the quick fix and diet culture surrounding us. No one is born knowing how to cope with stress.
And certainly, no one is born knowing the secrets to creating habits by design.
But the wonderful thing is all that can be learned. In fact, a lot of times it’s literally takes just one "Aha" moment.
This is so important to me because I know how frustrating and disappointing it is when you lose weight, only to gain it back and then some. I’ve also seen how amazing life can be when you DO know what to do, how to do, and do it consistently to make lasting weight loss inevitable.
Your ability to create new and improved habits intentionally means you’ll be able to ROCK your favorite jeans comfortably and donate your “fat” pants.
And that’s just the tip of the iceberg…
I love my work.
When we work together, I create a safe space for you to unpack all of the baggage that is manifesting itself as extra fat on your body.
Then, piece by piece, we work through all of it. Believe it or not, weight loss is pretty much inevitable once you’ve worked through all of those thoughts that are holding you back.
So let's get started.
If you’re still reading, I know you are ready to change your life.
If this is your first time on this website, I know how important it is for you to create a quick win. Like someone who is a beginner skier, I want to make sure you learn something new today that you can use right away.
That's specifically why I created the mini-course, "How To Lose Weight For the Last Time." My gift to you. 😉
