We’re not your typical fitness coaches. We’re educators, leaders, and transformation specialists who believe in empowering women with knowledge that lasts a lifetime.
We started The Physique Project because we were tired of seeing women trapped in cycles of confusion, frustration, and temporary results.
After decades in the fitness industry, we noticed the same pattern over and over: women would follow program after program, diet after diet, never truly understanding WHY they were doing what they were doing. They’d get some results, then lose them. Start over, plateau, repeat.
We knew there had to be a better way.
The fitness industry is full of quick fixes, magic solutions, and programs that keep you dependent. We wanted to create something different — coaching that actually educates, empowers, and sets you free.
That’s why every client who works with us doesn’t just get results — they understand HOW and WHY those results happened. They learn to maintain them. They never have to start over again.
We believe every woman deserves to understand her body, master her fitness, and sustain her results for life. Our mission is to cut through the industry noise and teach you exactly what works — no fluff, no gimmicks, just proven strategies that create lasting change.
We tell you the truth, even when it’s not what you want to hear. Real results require real commitment, and we’re here to guide you through it.
We don’t just give you a plan — we teach you the principles behind it. Knowledge is power, and we want you to have both.
Every recommendation is backed by science and decades of real-world experience. No trends, no fads, just what actually works.
Quick fixes don’t last. We focus on building habits, knowledge, and systems that serve you for life.
Our diverse team brings together 20+ years of combined coaching experience with credentials spanning multiple disciplines. We’re not just coaches — we’re your partners in transformation.
We believe in meeting you where you are and taking you where you want to go. Our coaching adapts to your life, your schedule, and your unique challenges. Whether you’re a busy professional, a mother juggling family responsibilities, or someone who travels frequently — we create solutions that work for YOUR reality.
Coach Jashuha Ayers is an NSCA Certified Personal Trainer (CPT), and Men’s Bodybuilding Champion with over 20 years of training experience. He holds a Bachelor’s degree in Exercise Science and an Associate’s degree in Sports & Fitness Management, combining academic expertise with years of practical coaching success.
Before launching The Physique Project, Jashuha spent six years as a sports performance coach, where he worked with thousands of athletes raging from youth, collegiate and professional, helping them improve strength, speed, and overall fitness. His coaching style blends evidence-based training with lived experience, making him both relatable and highly effective.
Jashuha has competed in both Men’s Bodybuilding and Men’s Physique, and Powerlifting earning multiple titles and national qualifications:
Bodybuilding Achievements:
Men’s Bodybuilding – OCB Cleveland Battle of the Great Lakes Naturals
Strength achievement: 2nd place in first meet
Endurance Achievement:
Known for his direct, motivating style, Jashuha leads by example—showing that aesthetics, performance, and mindset are not separate, but the foundation for becoming truly unstoppable.
Clients describe him as direct, motivating, and a coach who leads by example. He knows what it feels like to be underestimated — in sports, on stage, and in life — and he’s built his mission around helping others rise above self-doubt and unlock their potential.
Through The Physique Project, Jashuha now helps men & women striving to reclaim confidence and direction to build stronger, leaner, and more disciplined lives. His philosophy is simple: aesthetics, performance, and mindset aren’t separate — they’re the foundation for becoming unstoppable.
Alisha Lee is a lifetime natural athlete, Natural Figure Professional, and bodybuilding judge who has been dedicated to strength training since the age of 12. With over two decades of training experience and years spent on stage as a competitor, she brings a rare level of expertise, discipline, and authenticity to her coaching.
As a mother of three, Alisha understands the unique challenges women face in balancing fitness, family, and career. Her own journey — from early weight room beginnings to becoming a professional natural figure competitor — gives her both the technical knowledge and lived experience to help women transform their bodies without extremes.
Alisha is passionate about teaching women in their 40s and beyond that sustainable results come from strength training, fueling your body properly, and building a resilient mindset. Her coaching combines:
Clients describe her as inspiring yet relatable, someone who “walks the walk” as a professional athlete while still understanding the realities of everyday life. In addition to coaching, Alisha serves as a bodybuilding judge, bringing a trained eye for physique balance, conditioning, and presentation that helps her clients train smarter and build lasting results.
Through The Physique Project, Alisha now helps women worldwide break free from yo-yo dieting, lose stubborn fat, build muscle, and step into their strongest, healthiest, most confident selves. Her mission is to prove that you can be a mom, a professional, and a high-level athlete — and still create a lifestyle that leaves you proud, powerful, and energized.
Shal has been in the fitness industry for over 15 years, working with women in some of the most recognized gyms in Canada, including GoodLife Fitness, Gold’s Gym, The Wellness Center, and her own private studio. Her career spans in-person training, program design, nutrition, and specialized recovery — giving her a diverse toolkit to help women transform their health and bodies.
She is also a certified bodyworker and practitioner of:
On top of that, Shal holds over 25 certifications in areas such as exercise program design, nutrition, recovery systems, and kinetic movement. Her wide range of expertise allows her to provide more than just workouts — she designs complete systems for women to heal, grow stronger, and sustain results long-term.
But her impact as a coach goes beyond credentials. Shal’s journey began with overcoming severe pain and health challenges. She was once told she would be in a wheelchair by age 25 — yet at 42, her health is better than ever. Along the way, she has personally battled binge eating, anemia, PCOS, anxiety, depression, and imposter syndrome. Today, she uses those experiences to connect deeply with the women she serves, showing them that transformation is always possible.
She is also a proud mother, giving birth to her son Levi at 40. Navigating postpartum recovery while entering perimenopause gave Shal an even greater passion for helping women in their 30s, 40s, and beyond rebuild their strength, balance hormones, and feel confident in their skin again.
Shal is most passionate about fighting for underserved and unseen women of all skill levels — helping them lose weight, build lean muscle, and step into outstanding confidence without extreme diets or toxic fitness culture.
Through The Physique Project, she now coaches women worldwide to reclaim their health, balance their hormones, and achieve the strength and vitality they deserve.
Jordana, known as Coach Jordi, is a Certified Personal Trainer, Certified Yoga Instructor, Nutrition Coach, IFBB Bikini Pro, and posing coach with years of experience helping women and athletes transform their bodies and minds. Her mission is simple: to build not just strong physiques, but strong confidence, balance, and empowerment in every client she works with.
Her coaching career began with over five years of in-person training, where she worked hands-on with clients of all ages and abilities. This experience gave her a deep understanding of movement, connection, and real-world progress. Transitioning into online coaching allowed Jordi to expand her impact—providing more structure, accountability, and long-term support for clients at every stage of their journey.
As an IFBB Bikini Pro, Jordi brings a unique level of expertise to her work with both lifestyle clients and competitors. She knows what it takes to push past comfort zones and achieve results, and she coaches with the perfect balance of toughness and empathy. Clients describe her as a coach who will challenge them to grow while also supporting them with mindset tools, grace, and understanding.
Jordi’s passion for women’s health deepened after her own struggles with hormone imbalances, which highlighted the importance of internal health in achieving sustainable external progress. This experience led her to dive deeper into female physiology and advanced training and nutrition strategies. She is currently continuing her education through J3 University’s Female Module, equipping her with cutting-edge knowledge to help women optimize health, physique development, and long-term progress that works with their bodies, not against them.
Whether you’re a beginner taking your first steps into fitness or an advanced athlete preparing for the stage, Coach Jordi is committed to meeting you where you are and guiding you to the next level—with strategy, accountability, and care.
Sara Rae is a highly certified fitness and nutrition coach with a passion for helping women build strength, improve mobility, and create lasting lifestyle change. With a strong foundation in both training and nutrition, she goes beyond workouts to address recovery, mindset, and long-term sustainability—empowering her clients to thrive in every area of life.
For over 20 years, Sara has been a proud boy mom of two sons, and her love for fitness started by leading small groups of local moms and their kids at the track. That experience ignited her passion for coaching, though her path included detours—most notably six years as a wildland firefighter, where she developed grit, resilience, and leadership. No matter the role, Sara always gravitated back to helping people reach their highest state of well-being.
In 2021, she dove headfirst into her coaching career, pursuing multiple certifications and building a business dedicated to helping others achieve health and wellness goals. Today, she is certified through NASM (National Academy of Sports Medicine) as a:
She is also Precision Nutrition certified, holding:
This diverse background allows Sara Rae to create well-rounded programs that address the whole person—helping clients achieve physical transformations while also developing the tools to manage stress, recover properly, and build sustainable habits.
Her coaching philosophy is rooted in education, empowerment, and sustainability. Sara believes fitness should be approachable and adaptable to busy lives, with progress—not perfection—at the center. Clients value her ability to simplify complex concepts into clear, actionable steps while holding them accountable to their goals.
As part of The Physique Project coaching team, Sara Rae is dedicated to guiding women toward strength, balance, and confidence — both inside and outside the gym.
Other programs give you workouts and meal plans. We explain WHY you're doing each exercise, eating specific foods, and following certain protocols. Understanding creates lasting change.
Your coaching is built around YOUR life, YOUR challenges, and YOUR goals. No cookie-cutter programs or one-size-fits-all solutions.
We don't ask you to turn your life upside down. Instead, we show you how to integrate sustainable habits into the life you already have.
While others focus on 30-day challenges, we're building transformations that last decades. We're playing the long game.
Our clients don’t just lose weight — they gain confidence, knowledge, and control over their health. They break free from yo-yo dieting, understand their bodies, and maintain their results long after our coaching relationship ends.
We won't sugarcoat the process or promise overnight transformations. Real change takes time, consistency, and the right guidance.
The more you understand about your body, nutrition, and training, the less dependent you become on external programs and coaches.
Dramatic restrictions and extreme measures might get fast results, but they don't last. We focus on changes you can maintain for life.
What works for your friend might not work for you. We create personalized approaches based on your unique situation, preferences, and goals.
We’re selective about who we work with because we’re committed to helping every client succeed. If you’re ready to finally understand your body and create lasting change, we want to hear from you.
We only accept clients who are committed to the process and ready to do the work. This isn’t about quick fixes — it’s about lasting transformation.
