You’ll recognise some of my clients

A good copywriter is your secret weapon
Nicola Joyce – thefitwriter
I’m one of those annoying people who always knew what they wanted to be when they grew up. OK, my 7 year old self said “journalist”, but I didn’t know copywriting was a thing in 1984. As it turned out, I did work as a journalist for a while. But since 2004 I’ve been a freelance fitness copywriter. My words help businesses like yours stand out, sell more stuff, and retain a raving fan base.
We need to have words
You: fitness business owner, marketing manager for a fitness brand, or agency person with a new health/fitness client
Me: the expert copywriter who’s about to become the reason you can crack on with the rest of your work
What’s a copywriter, anyway?
You can hire me to write for you, or you can pay me money to coach you (so you don’t have to hire me).



4 ways to work with me
Here’s my portfolio
Here’s my portfolio
The Personal Trainer Collective
The Personal Trainer Collective is a fitness qualification provider with a fresh and engaging voice and a clear focus on education...
FIT Creative
A branding agency specialising in fitness, FIT are designers and brand experts who only work with fitness businesses. As you can imagine, we work really well together...
Smart Protein
Wolfson Brands is an entrepreneurial team of marketeers, nutritionists, engineers, and designers and business explorers with a passion for healthy living...
The Ultimate You
Tom Bliss and Courtney Pruce’s functional fitness programming membership site. When Tom and Courtney needed a...
Gravity Fitness
Functional fitness equipment providers. I’ve been writing for Rich Hawkins and his team for years (and there's a very funny...
Make Me An Online Coach
Tom Macmillan is a business mentor with an energetic presence in the fitness world. I have written for all of his fitness businesses...
Posing Portal
Phoebe Hagan is an IFBB Pro who launched an online membership site. She asked me to write the copy for this large and multi-layered website...
Strong Collective Coaching
Strong Collective Coaching are a group of four online coaches with a distinct brand personality. I was initially brought in to work on...
CJ Coaching
Online coach Charlie Johnson runs successful online coaching programmes and transformation plans. Charlie Johnson is one of the most successful...
Ulisses World
Popular athlete and online coach Ulisses Maddy has a membership site, eCommerce store, online coaching offers, and apparel...
Thrive with Jojo
Jo Kearney is an online coach and fitness business mentor. Jo has a busy brain and multiple projects on the go...
There’s a reason I’ve got lots of retainer clients and repeat business – my writing gets results.
It’s been brilliant working with Nicola on the copywriting for our sports nutrition brand. Her writing was imaginative , purposeful and creatively delivered our brand story. A joy to work with , professional and a genius at making copy truly engaging. I’d recommend Nicola to anyone that wants to create impactful copy.
Nicola is able to put into words what most people cant. She has helped our businesses with several strap lines we use all the time, has helped put a brochure together in a professional manner that reads well and look professional. She is a very easy person to work with and I would have no hesitation in recommending her services.
I have worked with Nic for over 7 years and there is a reason that we have continued to work with her. Nic helps Gravity provide a huge amount of genuine and valuable content. Over the years we have gone from ad-hoc web copy to working with Nic every month. She works with us to build our monthly newsletters (a great source of both revenue and engagement) and now project manages other writers. Gravity Fitness isn’t your conventional fitness brand and often I find myself asking Nic to write about all kinds of weird and wonderful subjects – its never an issue. We do a monthly planning call where we throw ideas at each other for the month ahead. I really enjoy these calls and between us we come up with some great content. I wouldn’t hesitate to recommend Nic, she is a great writer with the ability to think outside of the box.
Nic has been a fantastic enabler for the Strong Collective. From helping to bring our brand values and tone of voice to life, through to creating copy for our website and social media. She takes the time to listen, understand and check in on what we stand for, which has also helped us to get clearer on this. If you’re looking for a driven and enjoyable partner to collaborate with, Nic is your human!
It was a great pleasure to see Nicola at work. She did a great job helping us find the best way to communicate our values to our customers. Highly professional, empathic, and reliable.
With Nicola’s superb sales copy I have built one of the best 8 week transformation programs going! I would highly recommend Nicola.
I have a very distinct style and thought no-one would be able to capture my tone of voice the way I could. I was wrong! Nic captured the essence of my voice scarily perfectly (after reading 5 lines I thought she must be a wizard!) She is wonderful and approachable, speedy with drafts and edits, and has given so much time back in my schedule. I could not be more grateful. A huge weight off my mind.
I have used Nic for a few different projects. She always takes the time to get to know exactly what I need, is open to feedback and really gets to know my voice. Nic is now my go-to for any copy.
It was great to work with Nicola on a landing page that wasn’t performing. After a quick chat she understood exactly what our gym was about and what we wanted to achieve. She gave some great ideas and rewrote the copy.
When commissioning The Observer book “Summer”, Nicola immediately sprang to mind as a contributor. I am inspired by her sporting accomplishments as well as her writing. Once commissioned, she did not disappoint. Nicola’s writing is sharp, fizzing with energy and a joy to read. She met every deadline, did a fantastic job of finding the perfect interviewee and her first person piece was nothing less than fabulous. She even agreed to face a freezing cold lake in early spring for the photo shoot.
I wouldn’t hesitate to commission Nicola again in the future.
Nicola’s work is always engaging and she is able to adapt her style of writing to the task in hand, making her a great asset as we speak to a diverse audience. She always meets deadlines and plans forward to make sure she is aligned with our marketing strategy. She is a pleasure to work with and comes with the strongest of recommendations.
I had worked hours on my ebook and was at the point where I knew something was missing! Nicola came on board and made a massive impact on the words I had put together and really made them come to life. I look forward to working with Nicola in the future!
Nicola is an asset to any business requiring copywriting. As well as delivering technically accurate, engaging and thought provoking copy, she always keeps to timelines and pre-agreed budgets. I wouldn’t hesitate to recommend Nicola to anyone looking for health, fitness and nutrition copywriting services.
I was worried that turning my content over to someone else would take away some of the personality but Nic’s style allows her to adapt brilliantly. She turns the projects around quickly and is always happy to collaborate to make sure the content is exactly what I had imagined. I cannot imagine looking anywhere else for help with my copy projects.
She is an absolute legend and is always open to edits even though they never need them. Thanks for all the hard work on my website Nicola.
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I also write…about writing
Copywriting doesn’t have an accreditation body, which is kind of annoying. So I do webinars, courses, and CPD whenever I can.