Client Spotlight: Coach Ash Greenwood

Building a Brand as Strong as the Clients She Trains

Ash Greenwood has always believed that strength is about more than lifting weights. For her, it’s about longevity, confidence, and the ability to keep doing the things you love, whether that’s hiking the Rockies or skiing a favourite slope.

With a background in competitive sport and a degree in sports rehabilitation and strength and conditioning, Ash brings both expertise and lived experience to her work as a CrossFit coach and personal trainer at Oak & Pine Athletics in Canmore, Alberta. 

Ash started promoting her personal training services in the gym and, occasionally, on Oak & Pine’s social media. But she knew to really grow her client base, she would need to build a personal brand that reflected her personality, approach, and vision for helping clients build strength for life. 

The Challenge: Translating Expertise Into a Digital Presence

Ash was already coaching clients in the gym, helping them move well, prevent injuries, and build lasting strength. Her fun, bubbly personality and empowering style made her a natural fit for people who found traditional fitness spaces intimidating. 

She knew her ideal audience: primarily women in Canmore who are just starting or returning to their fitness journey, as well as those seeking strength for everyday life and outdoor adventure. But she wasn’t sure how to translate that into a cohesive digital presence or how to package her services effectively. 

Ash required a brand and messaging that would position her as the go-to trainer for people seeking real, functional strength that supports an active lifestyle.

The Journey: Crafting a Brand With Intention

As a Canmore branding specialist, Becca Jules & Co. partnered with Ash to create a foundation for growth that aligned with her long-term goals. Together, we clarified her brand direction and built out the key elements she needed to stand out.

Messaging Foundation
Becca Jules & Co. helped distill Ash’s voice into clear, client-focused messaging. Phrases like “Train for a Life That Moves You” and “Fitness That Fuels Your Next Adventure” became the cornerstone of her positioning, striking a balance between approachable and inspirational. 

Service Offers
Rather than generic training packages, Ash’s offers were shaped around her clients’ real needs: injury prevention, sustainable strength training, and performance for outdoor adventures. These were packaged into easy-to-understand options, making it simple for clients to see the value and take action.

Brand Direction
Visually, the brand was designed to feel modern, welcoming, and true to Ash’s personality. A soft, nature-inspired color palette that includes powder blue, teal, lilac, and neutrals evokes calmness and strength while tying into Canmore’s beauty. Clean, legible fonts keep the look professional while maintaining warmth and accessibility.

Social Content Pillars
To help Ash build her presence online, Becca Jules & Co. developed content pillars to guide her storytelling and take the guesswork out of posting. From educational tips on strength training to personal glimpses of her life outdoors, these pillars provide both structure and flexibility. This ensures her social content comes across as authentic and aligned with her brand voice.

The Transformation: Empowered, Polished, and Ready to Shine

The result is a polished, cohesive brand identity that’s professional yet personable and unmistakably Ash. With her messaging refined, her services clearly outlined, and a visual direction that reflects her values, Ash now has the tools to show up confidently across every platform.

Her brand no longer lives only in the gym; it extends online. She’s able to meet potential clients where they are and welcome them into a community built on strength, resilience, and adventure.

Looking Ahead

With her new foundation in place, Ash is ready to grow her client base. For Becca Jules & Co., it was more than just a Canmore branding project; it was about translating Ash’s unique mix of expertise, relatability, and passion into a professional presence that feels authentic.

Ash’s journey is just beginning, but one thing is clear: she now has a brand that supports her business today and creates room for what’s possible tomorrow.