Guest Q&A: Transforming passion into a brand

A conversation with Anneka Hince, Personal Trainer and Founder of AH Fitness Fusion.

When it comes to fitness, passion and expertise go hand in hand – and few embody that more than Anneka or as I know her "Annie". As a dedicated personal trainer and body conditioning coach, Anneka combines her deep knowledge of nutrition with tailored fitness plans designed to help clients thrive. Her mission is simple yet powerful: to inspire healthier lifestyles and make fitness accessible, enjoyable, and sustainable for everyone.

I caught up with Anneka to talk about her journey, the importance of brand clarity, and her vision for the future.

What inspired you to start your business and how did you come up with your business name?

I’ve always been fascinated by how movement and nutrition can transform not just the body, but the mind. After qualifying as a personal trainer and earning my diploma in nutrition, I wanted to create something that reflected my approach – combining science-backed knowledge with a personal, supportive touch. The name AH Fitness Fusion came naturally. It’s a fusion of my initials and my philosophy – blending fitness, nutrition, and lifestyle coaching into one tailored experience.

Why is it important to get the messaging and service proposition right before you develop any content?

I think your brand is your foundation. If you’re unclear about who you serve, what you offer, and why it matters, your content will lack focus. The work I did with Hannah on my branding really clarified my mission and helped me appeal to my ideal clients. That clarity means my social media posts, website, and marketing materials now feel consistent and genuinely reflect who I am and what I stand for.

What’s one strategy or tool you couldn’t run your business without?

For me, it’s personalised programming. Every client is different, and my ability to tailor training plans and nutrition guidance to their needs is what sets my business apart. On a practical level, having the right scheduling and client management tools also makes it possible to stay organised while giving clients my full attention.

What trends do you see shaping your industry right now?

There’s a definite shift towards holistic health – people aren’t just chasing aesthetic goals anymore; they want strength, mobility, and overall wellness. I’m also seeing more demand for flexible training formats, which is exactly what AH Fitness Fusion is about – variety. I mix things up with rebound classes, strength training, running challenges, circuits, HiiT workouts, boxing, mobility and stretching.

Where do you see your business in five years?

I’m building a community where people feel supported in every aspect of their wellness journey, whatever their goal. I guess I see a bigger community and more personal training clients and hopefully in turn a bigger workout space.

What piece of advice would you give someone considering starting their own business?

Get crystal clear on your brand before you do anything else. Know your audience, your message, and your unique value. It’s tempting to jump straight into marketing, but without that clarity, your efforts will be scattered. Hannah helped me organise all my ideas and shine a light on the priorities. It's easy to get excited when starting out and want to do everything but if you go after everything all at once you can run the risk of never launching. It's good to have a phased approach and goals.

The impact of our collaboration

Taking Annie's passionate idea and transforming it into a polished, market-ready brand was an inspiring journey. Through targeted audience workshops, marketing strategy, brand development, logo creation and social media setup, I helped to build her a clear and compelling identity that truly reflects her mission. The result? A brand that appeals to her ideal clients, strengthens her presence in the health and fitness space, and is already attracting new members. It’s proof that when clarity, creativity, and strategy come together, the results speak for themselves.

If you're looking for fitness family to join – get in touch with Anneka at AH Fitness Fusion.