The story behind Lady The Fup.
A women's coaching community built on real science, real support, and a method that's changed the way thousands of women train — for good.
Born in 2020 — with a bigger family behind it.
Lady The Fup was born in 2020 as the women's coaching arm of Hammer Fitness — a sister company created to bring founder Amer Kamra's science-first coaching to women everywhere.
What began inside one of Toronto's top-rated training facilities has grown into a global online community, coaching women in over 40 countries — while staying rooted in the exact same standards, science, and heart it started with.
More than coaching — a sisterhood.
Real women, training together — online and in real life.
The M.E.D. method.
M.E.D. stands for Minimum Effective Dose — the training philosophy at the core of everything we do. It's the science of doing less, better: applying the smallest, most precise training stimulus needed to create change, then letting your body fully recover before we progress. Amer developed it after earning his Masters in Resistance Training under biomechanics authority Tom Purvis — and it's why our coaching gets results without burnout, injury, or endless hours in the gym.
Precise over more
More isn't better — precise is better. We find the smallest, most targeted stimulus that actually triggers change, instead of piling on volume for the sake of it.
Just enough to adapt
We apply the minimum effective dose to spark adaptation — cutting the junk volume and unnecessary joint stress that leave you sore, stalled, or hurt.
Recover, then progress
Full recovery between sessions means every bit of effort turns into real, lasting progress — results you can actually keep, without living in the gym.
The mind behind the method.
Amer Kamra is the founder of Hammer Fitness and the creator of the M.E.D. method. A competitor, coach, and educator known as “The Hammer,” he earned his Masters in Resistance Training under biomechanics authority Tom Purvis — and built his entire approach around one science-first idea: more isn't better, precise is better.
Lady The Fup is the women's coaching arm born from that philosophy. Every coach on the team is hand-selected and mentored to the same standard Amer built — so the science that started in the gym reaches women all over the world.
The women running the show.
Lady The Fup is led day-to-day by a team who live this work — and hold every coach to the standard it was built on.
Mom, owner, and the heart of Lady The Fup — Rima knows the juggle of health, family, and a packed schedule because she lives it too. She helps women build strong, confident bodies with smart nutrition, resistance training, and real-life habits that actually stick. No extremes, no crash diets — just results that last.
@coach_rima_kamra
Our head coach and resident gut-health guru, Lexie specializes in digestive health, inflammation, nervous system regulation, and breaking up with all-or-nothing thinking for good. She's also experienced supporting neurodivergent clients (ADHD, ASD, and AuDHD) and coaching athletes through FMG, NPAA, WWA, and UFE competition prep.
@lexircise
Coaching that actually knows you.
Every woman here is paired with a coach who gets her goals, her life, and her starting point. Meet the team behind the results.
Meet Our Coaches →
More than online — we're a real place.
Our coaching is 100% online, but we're proudly in-person too. Our headquarters — HF Gym in Scarborough, Ontario — is where clients come to train alongside our coaches, meet the team face to face, and join the seminars and hands-on clinics we run throughout the year.
Our annual Awards Gala.
Once a year, the whole community gets dressed up and comes together to celebrate — honouring the women who showed up, transformed, and inspired everyone around them. It's our favourite night of the year: recognising milestones, handing out awards, and toasting a community that lifts each other higher.
Ready to start your story?
Get matched with a coach and put the M.E.D. method to work for you. Fill out the form and a Lady The Fup coach will be in touch. No commitment required.
Want to meet the team first? Learn more about our coaches →
Tell us a little about yourself and your goals.
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