Brand Photography – Felicia Romero, Fitness & Business Coach

Come meet Felicia! This lady is on fire. Let me tell you. From the moment I first spoke with her on the phone, her energy burst through the earpiece. Her vibrant and outgoing personality equally shines through her dynamite smile, and that is why I’m so excited to share more of her story with you today.

I had the pleasure of first meeting Felicia for our photo shoot for the Phoenix KNOW Book v3 on the day after Christmas. That’s right, the day after a major holiday we had our shoot. And oh yeah, she had just moved into her new home less than a week earlier. That is Felicia, a woman on a mission and ready to share with the world her positivity, motivational messages, all while being authentic and true to herself. Read for yourself below.

Tell us a little about you.

I grew up playing sports. Loved softball, volleyball, track and was always super active as a child and into high school. I decided to attend Arizona State University (Go Devils) and played D1 collegiate softball for them. I loved playing sports, especially in college, and that is where I started to become more aware of health and fitness. I graduated from ASU in 2004 with a B.A. degree in Political Science and had aspirations for law school. After taking the LSAT and working as an intern at the House of Reps I knew that Law School was not my calling. During that time I had started training people in health and fitness and went back to school and received a Masters in Exercise and Wellness as well as numerous certifications. I knew my passion was helping others so I followed my heart, not knowing where it was going to take me.

After years of training clients out of the home I branched off and opened up a gym. In that time, I also started to compete and fell in love with the process of getting stage ready and working toward that goal. After seeing a sign in the local gym for an upcoming fitness competition, I decided to go for it. Three shows later I was getting ready for a national level show and just so happened that I won and received a Pro card for the IFBB. (Think Arnold Schwarzenegger).

Years and years of competing opened the doors to amazing opportunity; 8 fitness magazine covers, 6 Pro wins, and at one point placed top 4 in the world.

I have had many opportunities with reality tv with the most recent on a show called Fit To Fat To Fit that aired on LIfetime in January of 2018. I also hosted my own fitness show for 7 years that was held at the Mesa Arts Center. November 2019 was the last year I hosted that event.  

In most recent years I have sold my gyms and have solely pursued corporate wellness, an online training platform and public speaking. I am also a local fitness personality with frequent stints on Fox, AZ Family and CBS.  I’m a podcast host for the Diet Dropout Podcast and a Corporate Wellness Coach. 

What inspired you to start your business?

I always had an inspiration to be my own boss. I have been an entrepreneur since college and have never looked back. Creating something and seeing it come to life really drives me to want to pursue business ideas. 

What are 3 words that describe you?

Resilient, Driven, Compassionate.

What is your greatest gift?

One of my greatest gifts is to be able to bounce back after a hardship or obstacle. 

How do you stay in an inspired state of mind?

Oh this is tough – there are good days and not so good days. What keeps me inspired is always coming back to why I do what I do and also owning my crap. No one is going to get the work done for me. It all falls on me. So to be able to take responsibility for my actions and always remind myself of my WHY, keeps me inspired. 

How do you walk your talk?

Alignment- I spent many years not walking my talk and I felt like a fraud. How could I help others if I didn’t believe in what I was doing? So for me, I always must feel in alignment with what I am selling, promoting, creating. If I don’t, then I figure out what I do like doing. 

What is one story or your favorite story of someone you helped?

One story that comes to mind is helping a client, who use to come to my gym, change her life for the better. It was more than just the weight loss; her life significantly got better. When she finally opened up to me and shared her story I was so shocked. She became a member of a gym I owned at the time called Fit Method. She said that she and her husband were on the brink of divorce, she was tired, overweight, and had a tough time with her kids. Within 6 months of being at the gym, losing weight, making new friends and gaining a sense of purpose, her life started to change. Her marriage got better, she felt like she had more energy for her kids and family, she got certified as a personal trainer, and now helps people on their journey. That was pretty inspiring. 

What are you most excited about right now?

What I am most excited about is planning for my future with my fiance. We have a lot of things we want to do, create

When do you feel your most beautiful?

There is not really a time or place I feel most beautiful. It is all the time really. There really isn’t a time that I don’t feel beautiful. 

What is your favorite book?

One of my favorite books is The Four Agreements.  

What is your favorite quote?

Enjoy the journey.

Do you have a favorite piece of art?

Monet – anything Monet. I had a chance to travel to Paris and see the art in all of the abstract museums and it was just so beautiful. I also love anything with a history. 

Favorite object in your home?

Love the wallpaper I have in my office. 

Favorite hangout?

Love hanging out at my home. We moved in our new house last december and we have so many windows, a ton of light and it just feels good to be here. 

Favorite can’t-live-without item?

My strip lashes. 🙂 

What is your #1 tip for fellow entrepreneurs?

Consistency is key. Don’t stop if it gets hard or challenging. Consistency will yield great results but most do not stick it long enough to see it. 

What do you want other women to know?

I want other women to know that collaboration is one of the best things I could have ever done for my businesses. It is not about competing but all about collaboration. When we support each other, some amazing things can happen. 

Any final thoughts?

Thank you so much for the interview and good luck with everything. 

Felicia’s Feature in KNOW Book Phoenix v3. Photographed by Shalimar Studios.

You can learn more about Felicia at her website:

And on her Instagram:

Art photography


Portrait, Branding, Fitness & Studio PHOTOGRAPHER

Fueled by equal parts Earl Grey tea and passion, I spend my days capturing the kinds of images that make you stop, smile and ask time to please slow down. I believe in real moments and heartfelt conversations on the front porch. In the kinds of images that remind you of the joy that can be found in the simplest of moments together. I believe in images that are itching to be printed, placed in beautiful frames and hung on walls for years to come. 

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