About

My name is Samantha Nicholson

I’m Sam — founder of Sam’s Lift Lab, certified personal trainer, nutrition specialist, and national-level natural bikini bodybuilder with 5 gold medals, an IDFA Pro Card, and over a decade of experience helping real people build real strength from the inside out.

But I didn’t get here easily.

My journey started like many others — pushing through the noise of mainstream fitness, dealing with hormonal imbalances, inflammation, and burnout from following cookie-cutter plans that didn’t work for my body or my goals. I’ve had to coach myself through competitions, navigate life transitions, rebuild from setbacks, and still come out stronger — mentally and physically.

What sets me apart is my no-Bull shit, science-backed, bio-individual approach. I combine my BSc in Kinesiology and BA in Psychology with years of coaching military professionals, competitors, and everyday athletes looking to take their power back.

I don’t coach aesthetics alone — I coach performance, function, and longevity. Whether you're prepping for a show, coming back from post-comp burnout, or training for the apocalypse  — my approach is built to help you train smarter, recover better, and feel unstoppable doing it.

At Sam’s Lift Lab, you're not just another check-in. You're a part of a team that’s driven, educated, and dialed in. We work with intention, track with precision, and stay accountable to something bigger: becoming strong, resilient, and fully in control.