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Meet Our Coaches

Lee Armfield

Lee Armfield possesses over 30 years of experience as a member of a primary group of entrepreneurial managers who are credited with establishing the largest newsletter publishing enterprise in North America.

His areas of expertise include working closely with start-ups and mid-stage ventures, business cloning, business valuation and sale, and operational and developmental strategies for non-profits. Lee thoroughly enjoys mentoring individuals and coaching them on marketing strategies and operational systems that he has developed. His desire is to assist organizations and individuals in achieving maximum results.

As a board member and chairman of several international not-for-profit organizations, Lee is also certified as an international teacher/counselor. During his 20 year tenure as entrepreneurial leader, he was taught, trained and mentored by a small group of people who now comprise a veritable who’s who in business. Resulting from those early years, Lee took it upon himself to seek out those who he could then pour into and guide in both business and personal success.

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Michael Armfield

With a Master’s degree in Counseling Psychology, Michael Armfield knows how to utilize his passion for people with his ability to communicate and motivate those around him. Initially, Michael’s career focused on his strength of building up others – at first with at-risk children and teens, then with college students and ultimately with business professionals in the financial services industry. Functioning as COO of a non-profit youth advocacy organization, Michael traveled worldwide educating, advocating and building programs that addressed the needs of youth in transition.

Michael has also served as president of a regional mortgage brokerage business. Employing his interpersonal skills, he developed new clientele in addition to recruiting, leading, inspiring and mentoring his team of 35 associates. He believes that each human being has the incredible potential to realize their unique excellence. As a personal coach, he specializes in helping his clientele “discover” their potential, replace false beliefs of failure with opportunities for success, “design and develop” a plan for success, then “deploy” that plan providing support, accountability, counsel, and motivation.

Michael believes that every person has something incredible to offer this world and should not live a day to day existence that lacks a passionate drive in their life. “I love to see the light bulb go on in a client’s eyes when they begin to respond to life instead of reacting to events in life. Freedom and choice are what they have found! Everyone has something incredible to bring to this world. The brave will search themselves diligently, discovering what that is, and will reap the great reward of that journey which is a meaningful and fulfilling life.”

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Jessie Henderson

Jessie’s passion for educating others on all platforms of health and fitness runs deep. She truly enjoys helping individuals create a successful path to achieve their ultimate wellness goals. She is not only an experienced trainer with 12 years in the field, she is also a coach, an educator and an enhancement specialist.

After graduating with her Bachelor of Science in Health Fitness in Preventative and Rehabilitative Programs, she continued on to earn her Masters in Health Administration. She currently holds a National Academy of Sports Medicine, Performance Enhancement Specialist (NASM-PES) certification and prides herself on continuing her education, focusing on the latest fitness trends, up to date health concerns, treatments and therapies, and overall patterns in human behavior.

When it comes to getting in shape, mental strength is just as important as physical strength. Therefore, the primary driving force you need is the desire to succeed. When your desire and motivation are falling to the wayside, Jessie has a magical ability to get you back on track and excited for your program.

Jessie will show you how to succeed long-term in order to become the healthiest version of you! The results will be very rewarding and completely worth your effort. Through carefully selected combinations of strength and resistance training, H.I.I.T. programs, core conditioning, and nutritional coaching, she can assist you in setting and achieving your desired lifestyle and fitness goals.

Our nation is in the middle of an epidemic of overweight, unhealthy, prescription-driven, immediate gratification lifestyles which, if not altered drastically, will have lasting negative effects on our children and theirs. Two of the most important mantras Jessie chooses to live by are, “Be the change you wish to see in the world!” and “If you can take it….you can make it!” Although we all have great amounts of negativity surrounding us at any given moment, Jessie believes you were put on this earth for a greater purpose…. To achieve your purpose you need to be operating with optimal health.

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Ashley Rutherford

Ashley has a Master’s Degree in Mental Health Counseling and is a registered counseling intern with the state of Florida. Ashley has a passion for working with young adults and teenagers. She has a strong desire to counsel those who are hurting and struggling so that they can be the best version of themselves.

Her area of expertise is helping women and teen girls who have been in unhealthy relationships, struggle with self-confidence, and who are in need of working through anxiety and depression. Ashley is also very involved in working with the youth at her church as a youth counselor. She believes that everyone has a purpose and if they are given the right tools they can tap into that purpose to make a difference in the world around them.
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