Matt norman ifbb pro
I help lifestyle clients and competitors, from beginners to pro, who are ready to take it to the next level
Apply for
1-on-1
Coaching
Work with me 1:1 and build your dream physique.
Once you apply, we will schedule time together to discuss what coaching will look like for you. Can't wait!
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my mission
I've been bodybuilding since I was 16 years old. After years of work in the software industry, constant travel, and life's distractions, I lost the discipline that once defined me and became someone I wasn't proud of.
The turning point came when I stopped making excuses and committed to structure again. A disciplined meal plan, consistent training, and showing up every day transformed not only my physique, but my mindset.
Today I'm a self-employed professional bodybuilder, husband, father of two, and full-time online prep coach. I coach because I never had the guidance or mentorship I needed growing up. Now, I'm passionate about helping bodybuilders of all levels bring their best physique to the stage, earn their best placings, and become the best version of themselves.
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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