Figure competitor, coach, and former corporate leader — Amy King builds performance systems for people who want more than a template with their name on it.
Amy has been coaching clients since 2016 and athletes since 2019 — alongside a corporate career spanning HR, procurement, continuous improvement, and commercial and projects work. She built a reputation for genuinely understanding how complex operations worked, not just engineering and site-level complexity, but legal and geopolitical landscapes too, leading projects that required navigating major regulatory and contractual change.
Her real skill was translating that complexity into something the people affected by it could engage with — zooming out, finding where the real issue was, and working on that instead of just the symptom in front of her.
Competing for 12+ years gave her the athlete's side of that equation. The corporate career gave her the systems and people side. That combination is what eventually led to The Whole Prep Project™ — more on what that is below.
The corporate career and the competition career weren't always easy to hold at the same time — at various points, each one threatened to derail the other. Over time, they became genuinely synergistic. Bodybuilding became a visible strength in how Amy operated as a leader; the discipline of corporate leadership sharpened how she approached competing. The real gift wasn't the physique — it was who she became in the process of learning to make the two work together.
It's worth being clear about this upfront, because the two get talked about in the same breath a lot on this page. They're related, but they're not the same offer, and they're not bundled together.
1:1 coaching is Amy working directly with an individual athlete — training, nutrition, strategy, and mentoring, built around that specific person.
The Whole Prep Project™ is a separate paid membership and educational community. It's not programming, and it's not a substitute for a coach — it's the metagame of competing, everything outside a coach or program that determines whether a season goes well: the decisions, the mindset, the logistics, the things nobody warns you about.
Some 1:1 clients are also TWPP members. Plenty of TWPP members have never worked with Amy 1:1 at all. Both are useful on their own — they just answer different questions.
Empathetic leadership — strong and direct, but never confrontational. Amy listens first, gets to the actual root of what's holding someone back, and helps them look at it in a way that doesn't put them on the defensive. That's a skill built running workshops and training sessions, taking people from real resistance to genuine buy-in, in a way that left them better off, not just compliant.
It's paired with real systems thinking and a holistic approach to coaching — not just training and nutrition, but mindset, business, and life context. The result is a plan built around who someone is, not a template they're expected to conform to. Real results back it: a client who lost 50kg and qualified for the Australian Strongman Championships in year one; a competitor who made her debut after previously never making it to the stage; another who returned to competing after a five-year break and rebuilt trust in the process.
This is the part of the work that doesn't show up in a spreadsheet — the seven seconds on stage that everything else is built toward. Amy competes at the same standard she coaches to: structured, deliberate, and never separate from the systems thinking that shapes everything else she does.
Amy sees The Whole Prep Project™ as genuinely innovative — not just another program, but a shift in how competitors are supported. As a coach, she wants to elevate the level of coaching available in this sport: holistic, athlete-centric, focused on sustainability and longevity, not just short-term performance.
A recurring thread in her work is helping people take what they learn from competing — self-awareness, resilience, leadership — and apply it well beyond the stage. That includes helping more athletes build conscious, intentional branding for themselves, and pushing hard without it turning into self-punishment.
Underneath all of it is a belief in community over isolation — accelerating results by learning from others' mistakes, having real support, not navigating this alone. And the goal that ties it together: bringing people far enough along that they can be of service to others too, so the impact multiplies beyond just the individual.
No matter who you are, life throws curveballs — relationship breakdowns, things that threaten your livelihood, moments that test everything you thought you could handle. Amy's had her own. Those experiences shape how she coaches: real empathy for how complex someone's life is, and the ability to help them stay focused on a goal without it feeling like it's crushing them.
Add to that the earlier tension of building a corporate career and a bodybuilding career at the same time — each one, at points, threatening to derail the other — before the two became a genuine strength together.
The aha moment wasn't dramatic — it was permission. Amy realized she didn't have to try to do everything to be everything, and had built enough confidence to know she'd be okay no matter what life threw at her. She's always chased growth, so stepping away from her corporate career into entrepreneurship felt like a natural progression, not a leap.
What tipped it into action was a recurring thought: there has to be a better way to prep. An eye for detail that only works when it sits inside a bigger strategy, not instead of one. It's the same pattern you see across the greats of any sport: they don't just have a plan, they have a plan after a plan — the long-term goal stays the same while the plans underneath it keep evolving. That discipline pays dividends well beyond the stage or the field, in career and in life.
My coach once called me the most organised bodybuilder in the world. I took that as a compliment — and built a membership around it.
— Amy King
Amy built The Whole Prep Project™ because she couldn't shake the belief that not building it would be a disservice to other competitors — and watching it help the people inside it confirms she was right.
Graduate and champion — competing back at the university where it all started. A fitting image for how Amy operates: never just one thing at a time.
Submit an inquiry, explore 1:1 coaching, or see what The Whole Prep Project™ is really about.