About Strength Ambassadors

“I would thoroughly recommend Sally to anyone who wants a knowledgeable and approachable coach, with an infectious passion and expertise for her subject.”

Are you lacking in confidence about lifting weights? Need the knowledge and the expertise to get stronger without injury?

In a matter of weeks, you can be getting extraordinary results from your training. Read our client success stories to see how we have helped numerous people to dramatically increase their confidence, strength and ability in the gym.

Strength Ambassadors provides courses, workshops and personal training in all types of weight training.

Founder of Strength Ambassadors, Sally Moss, has been voted one of the 10 Most Influential Women in the Strength and Conditioning World and appears in the list of Top 100 Most Influential Personal Trainers. She is a regular expert contributor to Men’s Fitness and Women’s Fitness UK magazines, and was the featured personal trainer on the cover of Lift The Bar magazine in 2018.

Sally’s pioneering Ladies Who Lift class has been features on BBC Radio 4’s You & Yours consumer affairs programme (January 2017) and in the London Evening Standard (September 2016).

Sally’s beginner strength training course for ladies was a brilliant introduction to lifting weights which … has turned out to be the BEST decision I’ve EVER made!Lucienne Edge

Sally' Story

At the age of 34, I was in crisis.

I hated my job, I was sick of the rat race and frustrated with my bosses.

Friends kept saying to me, ‘You should be a personal trainer, you would be amazing!’ but thus far, I had ignored them.

I was scared – scared of turning something that I loved into a job. I thought that might ruin it for me. I was also scared about going it alone; “I have no idea how to sell, I’ll never get any clients!”

I had been passionate about strength training for years. It was a slow-burn love affair for me, starting out with gym classes like Body Pump, gradually getting drawn into powerlifting, and eventually competing as an olympic weightlifter at a national level.

Lifting weights changed my life. I love the feeling of being strong, of making progress and seeing what my body can really do. And I realised that actually I did have something valuable to share, and – what the hell – if not now, when?


So I packed in my job and started again from the bottom. Yes, I cleaned machines in the local gym! I learned how to get out on the gym floor and talk to people. I learned how to coach and how to run a business.

Six years later, Strength Ambassadors is booming and I am the happiest I’ve ever been. I help people get strong and feel confident lifting weights.

I was one of the first coaches in the UK to focus on getting women into weight training and feeling confident in the weight room. Hundreds more women are taking their rightful place in the weight room as a result of my classes and workshops. Over the years I’ve seen women who came to my workshops years ago, now competing in strength competitions or just looking stronger and healthier than they’ve ever been.

I’ve helped men to embrace strength training who have been completely put off by the overly-macho atmosphere of the typical weight room, with its emphasis on the tshirt muscles! Instead they have focused on building functional strength so that they can enjoy active lives, be strong for their families and stave off the creeping feeling of being old and out of shape.

That’s very rewarding to see. And every month I take on more people who are starting out on their strength journey too.

How about you?


StrengthHub E15
71 Holland Road
West Ham
London E15 3BP

The gym is a 5 minute walk from West Ham station. Free car parking is also available. West Ham is on Jubilee, District, Hammersmith & City, DLR and national rail.

What our members say

To find out more about any of our sessions just fill in the contact form below

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