Roy Ulrich

I help busy moms build their happiest, healthiest life so they can keep up with their kids without giving up the foods they love🍪

Apply for

1-on-1

Coaching

Work with me 1:1 and build the body that carries you through the next half of your life.

Once you apply, we will schedule time together to discuss what coaching will look like for you. Can't wait!

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Add in Description of what they will be getting or what problem will be solved with this lead magnet.

my mission

I need you to write a personal mission statement / "my story" bio for my fitness coaching brand. It should feel warm, honest, and relatable — like I'm talking directly to a potential client on my link in bio page. Keep it conversational, not corporate.

Use my answers below to write it. Match the tone to someone who has been through a real journey and came out the other side ready to help others.

Answer these questions, then paste them below:

1. What's your athletic or fitness background growing up?

2. What caused you to fall off or struggle with your health/body?

3. How did that struggle make you feel? (physically, mentally, emotionally)

4. What did you try that didn't work? (be specific and honest)

5. What finally worked and changed things for you?

6. What does your life look like now? (kids, lifestyle, how long ago, etc.)

7. What do you do now and why do you love it?

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MY ANSWERS:

1. i did martial arts (second degree black belt), football ,and wrestling. Also have done bodybuilding and crossfit competitions!

2. In college i went through a heart break, lost myself and started drinking and almost flunked out. God and fitness saved my life

3. I was drained, depressed, and didnt care about anything

4. I tried to fit in with my friends by drinking and partying

5. Finding God and fitness. I wanted to be in control of my life again

6. i am married, with two kids. Married in 2022 to the love of my life, Tasha Ulrich

7. Im a full time online coach helping people breakthrough their excuses so together we can get through the hard times so they can build their happiest, healthiest life. I wish when i was going through my darkest times i had a program life RUF with the support and education and accoutnbaility to help me through. ITs not about being oerfect, its about doing this together

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Write the bio in 3–5 paragraphs. Make it flow naturally from struggle to solution to where I am now. End with a line about why I coach and who I help.

Growing up, I lived in the gym before I even knew that was a thing. Football, wrestling, and martial arts — I earned my second-degree black belt — were just how I moved through the world. Later I got into bodybuilding and even competed in CrossFit. Physical strength wasn't a phase for me. It was identity.

Then college happened. A heartbreak knocked me sideways, and I didn't just stumble — I lost myself completely. I started drinking to keep up with everyone else, to numb out, to feel like I belonged somewhere. I almost flunked out. I was drained, depressed, and honestly just didn't care anymore — not about school, not about my body, not about much of anything. I tried to fix it the way a lot of us do: by partying harder, by pretending I was fine, by hoping it would just pass on its own. It didn't. Fitting in with the noise around me only pulled me further from myself.

What actually turned it around wasn't a quick fix — it was finding God and finding my way back to fitness, on purpose this time. Not for a trophy or a competition, but because I wanted control of my life back. That combination gave me structure when I had none, and slowly, I started becoming someone I recognized again.

These days my life looks nothing like those darkest semesters. I married my best friend, Tasha Ulrich, in 2022, and we're raising two kids together. I coach full-time now, and I built RUF because I needed something like it back then and it didn't exist — a place with real support, real education, and real accountability to help people through the hard stretches, not just the highlight reels.

I don't coach because I've got it all figured out. I coach because I know what it's like to be in the dark and want someone to walk through it with you. If you're in a season where you feel like you've lost yourself — or you just want to build a stronger, healthier life without doing it alone — that's who I'm here for. It's not about being perfect. It's about doing this together.

Client

Transformations

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Apply for

1-on-1

Coaching

Work with me 1:1 and build the body that carries you through the next half of your life.

Once you apply, we will schedule time together to discuss what coaching will look like for you. Can't wait!

Client 

Testimonials

Lisa W. 59 yrs

"I've lost 25 pounds!"

Working with Kendra since June 2025 has been truly transformative. With her support, I’ve lost nearly 25 pounds, reached my body composition goals, and become stronger both physically and mentally. She has an incredible ability to challenge me while also showing grace during weeks I felt stuck or discouraged. Kendra listens, educates, and genuinely cares. I’ve felt supported, confident, and proud of the consistency I’ve built; I’m so grateful for her guidance. 

Molly S. 47 yrs

"What I was doing wasn't working." 

I started following Kendra on Instagram for her positive attitude and realistic, evidence-based advice, and after trying a product she recommended, I decided to explore her coaching a decision I’m so grateful I made. I didn’t have a huge amount of weight to lose, but what I was doing wasn’t working. With Kendra’s guidance, I realized I was close, just not fully aligned with the science-backed fundamentals. She personalized my plan, adjusted my macros, and answered every question, making the process simple no hunger, no confusion. If you want to lose a little or a lot, Kendra is the clear choice. (Down 22 pounds)

Lisa K. 43 yrs

"I'm down 16 pounds!"

I started working with Kendra in June 2025, and it’s been such a game-changer. I had been working with a male coach before and felt completely off track. Kendra helped me dial in my macros, and I’m down 16 pounds with way more energy at 43. I love her simple, real-food ideas, and you can tell she genuinely knows what she’s doing!

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