Best kept secret. I almost don’t want to write this because I don’t want to share her! have been training with Sheida for months and, in all my years of physical fitness and occasional coaches, I have never had the kind of coaching that Sheida provides. Not only did I see visible results within weeks, I really learned FORM and how much it impacted my ability to train. She’s the perfect balance of tough love. Every session includes a complete holistic approach including form, nutrition, patience and how to listen to your body. Stronger every day. And I feel better than I have in months! Best investment I’ve made all year!

• Karen B

I have been training with Sheida for 6 months and she has transformed my attitude to working out. Having never liked exercising, I really enjoy training now and love how much stronger my body feels. Sheida really understands the body and is so generous with her time, always going the extra mile to make sure I get everything I need from each session. Since I’ve been seeing Sheida I’ve also not had any back injuries, and I really believe it’s because she’s helped me strengthen my core, overall body strength and balance but also because of the stretches she does with me at the end which are invaluable. I can’t rate her highly enough as a trainer.

• Debbie D

I've been training with Sheida for a couple of months now, and I can't recommend her highly enough! She is incredibly knowledgeable, enthusiastic, and encourages me to work harder every single time. She gave me the perfect start and the essential tools to continue training effectively on my own. The results are already visible in my body, and my back pain has improved greatly. Thanks, Sheida, you're the best! x

• Valerie R

Sheida is the best personal trainer! Her initial consultation is in depth and she really knows how to help achieve your fitness goals. She's friendly with everyone, makes you feel at ease, and is focused when she's with you. I would recommend her to everyone.

• Emily C

Six months ago I started working with one of Pure Gyms (Finchley Road) in-house trainers, Sheida Azar Shams. An experienced athlete, Sheida's knowledge of body fitness is impressive, including posture, breathing, and specific exercises to help with pains or injuries. She works to improve her clients' overall health and fitness. Her enthusiasm encouraged me to push myself to get stronger and fitter. If you are looking for a trainer, I highly recommend her.

• Edith C

What really sets Sheida apart is her positive energy and attention to detail. She makes sure my form is always right, explain the “why” behind each movement, and celebrate every bit of progress with me. It’s not just about fitness; she has helped me build confidence, consistency, and a mindset that goes beyond the gym.
Highly recommended!

• Shima P

Sheida was my first experience of having a PT and she immediately made me feel at ease and inspired. I have learnt so much from working with her. Not only is she technically excellent with in depth knowledge and a real understanding of my goals but she is also a really lovely and kind person who made me feel completely comfortable and supported throughout the process. Whether it is your first time training with a PT or you are experienced, I cannot recommend Sheida enough!

• H. A.