Amanda Essen is an internationally recognized fitness coach, female alpha entrepreneur, and mindset leader with over fourteen years of experience in weight training, nutrition, and personal transformation. Based in Finland, Amanda Essen is also a model, public speaker, and founder of Svagtillstark, a global movement empowering men and women to build strength, confidence, and true self-worth through fitness, mindset work, and raw honesty. She’s worked with over 1000 clients worldwide, turning pain into power, and leading by example through her battles with chronic illness, mental health, and the relentless pursuit of personal evolution.
Hi Amanda! Tell us about who you are and where you are from.
I’m Amanda Essen. I’m from Finland, a place that raised me to be tough, honest, and independent, but also made me feel different and misunderstood. I’ve always walked my own path, even when it hurt. I’m not just a coach, I’m someone who lives the transformation that I guide others through. My mission is to show people that strength isn’t about perfection . . . it’s about rising every single time life knocks you down. I’ve turned my own struggles, physically, emotionally, and mentally, into the foundation of a business that’s changed lives.
How did you get your start as a personal trainer and nutrition coach? How long have you been in the industry?
I started training with weights at sixteen because I wanted to escape . . . my body, my mind, the world around me. Fitness became my therapy. Over the years, it turned into my passion, and then my profession. I’ve been coaching for over twelve years now. Every certification, every hour studying, every sleepless night creating meal plans, came from wanting to serve people who feel lost, stuck, or not good enough. Because, I know what that feels like.
What do you like best about online coaching?
It gives me the power to reach anyone, anywhere. I’ve coached clients from all over the world . . people with kids, full-time jobs, autoimmune diseases, anxiety, depression, and big dreams. I love seeing their messages weeks later: ‘I finally love what I see in the mirror’ or ‘You changed my life.’ That’s what it’s about. It’s never just about food or workouts, it’s about freedom, confidence, and peace. Online coaching lets me be in their corner, no matter where they are.
How long have you been modeling? What do you find rewarding about being a model?
I’ve modeled for over a decade, and to be honest, it’s been a love-hate relationship. Modeling taught me confidence, but it also showed me the dark side of body image and perfectionism. What’s rewarding now is using my platform not to show a fake version of beauty, but to represent power, scars, muscle, curves, and realness. My body tells a story, and I’m proud of every line, every flex, and every transformation that I’ve made through blood, sweat, and soul.
What decisions influenced your career path?
The decision to stop hiding. The decision to be real, even if it meant losing followers, friends, or validation. The decision to coach people not from textbooks, but from lived experience. I stopped asking for permission, and started leading with purpose. That changed everything.
What makes your story unique?
I live with Rheumatois Arthritis and Systemic Sclerosis. I’ve battled depression, suicide attempts, ADHD, and a lifetime of being ‘too much.’ And yet, here I am. Lifting heavy. Coaching hundreds. Traveling the world. Living my dream life. I’ve built a six-figure coaching business from my laptop while being burned out and fighting daily pain with Arthritis and Systemic Sclerosis. My story is proof that even when your body says ‘no,’ your soul can still scream ‘h*ll yes.’
How has having rheumatoid arthritis affected your fitness journey, and how have you been able to overcome it?
RA tried to take everything from me . . . my energy, my mobility, my passion. I’ve had days that I couldn’t lift my arms, days that I cried getting out of bed. But, I never gave up, I adapted. I learned everything that I could about autoimmune health, inflammation, healing through food, and stress management. And, I teach that to my clients too. You don’t have to be perfect to be powerful, you just need to keep going.
You have had your personal bouts with mental health, what advice do you have for others similarly struggling?
You’re not broken. You’re human. And, being soft doesn’t make you weak . . . it means you feel and feeling is a superpower. My advice? Talk. Move. Rest. Stop pretending that you’re fine if you’re not. And, find something, anything . . . that makes you feel alive. For me, it was the gym. For you, it might be walks in nature, music, writing, or therapy. Just never give up on yourself. Ever.
What skills do you have that allow you to be successful in your career?
Emotional intelligence. Obsession with growth. Relentless work ethic. And, an ability to see people . . . not just their bodies, but their potential. I’m a coach, but I’m also a strategist, therapist, cheerleader, mental coach, and sometimes, the only person in someone’s life who believes in them.
Do you have any role models or influences that have guided your journey?
I’ve always looked up to strong women who speak their truth . . . regardless of judgment. And, also of course, my Grandpa who always told me to go for it, how impossible it seemed. He wrote tons of books, built his own sailing boat, and sailed the world around without a plan of tomorrow. He lived a natural and happy, independent life until 95 years old . . . that is insane! But, my biggest role model is me . . . ten years ago. She kept going when everything felt impossible. I do this for her. And, for the next version of me that I haven’t met yet.
What words of advice do you have for people who aspire to have a similar career?
You don’t need to be perfect. You need to be real. Stop copying others. Share your story. Talk about the hard stuff. Get educated. Care more than you sell. And, show up, every d*mn day, even when nobody’s clapping yet. Consistency beats talent every time.
What are some of your goals for the future?
I’m building a global wellness brand. Launched my brand new app which I want to grow. Publishing more e-books to help others. Expanding my online coaching community. I want to speak on stages, write bestsellers, and build a life where people know and get inspired by this girl that turned pain into purpose.
Any other things or upcoming projects that we should currently be on the lookout for from you?
Yes . . . my ‘Warrior Viking’ training series is coming this summer. It’s designed for men and woman who want to lift, burn fat, and reclaim their power with no BS. Plus, I’m working on collaborations with wellness brands and E-Books about raising testosterone naturally, build up that dream 6-pack, heal from trauma and autoimmune diseases, and so much more! Stay tuned!
Where can we follow you on social media?
Instagram: Instagram.com/svagtillstark
TikTok: Tiktok.com/@svagtillstark
YouTube: Youtube.com/@svagtillstark
Facebook: Facebook.com/@svagtillstark
Website: www.svagtillstark.com
And, my app “Weak To Strong” on Android and Apple store.
Before you go, let’s ask you something random. What’s your dream job if you weren’t doing this?
If I wasn’t coaching, I’d be living barefoot on an island in Thailand, writing books under palm trees, surrounded by monkeys and ocean sounds. I’d still be teaching people how to heal, but with sand under my toes and coconuts in my hand.
If you’ve read this far, maybe it’s time. Time to stop starting over. Time to take your power back. If you feel something when you read this, reach out. Let me coach you. Let me walk beside you. You don’t have to do this alone.
Thank you for the powerful message and great interview; wish you much continued success!
