Hey, I’m Nic! A specialist fitness industry copywriter and writing coach

My words make whatever you’re selling become irresistible to more of the right people

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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.

Who do I think I am?

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


Hire me for one-off projects or regular work including email sequences, sales pages, web copy, in-app copy and product descriptions.



Got some copy that isn’t converting? Kind of hate your website? Jump on a video call and I’ll talk you through a live copy critique with suggestions.



Learn to write your own content better than I would if you outsourced it to me. My courses focus on writing content (blogs, social media, emails).



When it’s time to invest in a writing coach, press this button to talk to me about one-off sessions, courses, or longer term mentoring tailored to you.


Here’s my portfolio

Here’s my portfolio

View all projects

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.

Becky Bellman, Chief Brand Officer - Wolfson Brands

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.

Rich Hawkins, Founder, Born Active

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!

Dan Smith, Vic Coppin, Em Mukalazi, Sameet Khan, Strong Collective Coaching

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.

Valerio Raco, CEO, PunchLab

With Nicola’s superb sales copy I have built one of the best 8 week transformation programs going! I would highly recommend Nicola.

Charlie Johnson, Online Coach, CJ Fitness

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.

Jo Kearney, Online Coach And Fitness Business Mentor

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.

Joe McNee, Automation Expert

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.

Luke Tarbatt, Facility Owner, Unit One
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.
Johanna Payton, Commissioning Editor, The Observer
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.
Chris Luke, Head of Marketing, CNP Professional

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!

Juggy Siddhu, Complete Health Rewire
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.
Si Jurkiw, Commercial Director, Bulk

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.

Bjorn Dawson, Online Coach

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.

Tony Cottenden, Facility Owner, Top Condition PT

Feedback from Content Writing Masterclass attendees

Dave Allen

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Ricky Ferrari

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Jen Cottle

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Hannah Ray

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Content Writing Masterclass

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I also write…about writing

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Copywriting doesn’t have an accreditation body, which is kind of annoying. So I do webinars, courses, and CPD whenever I can.

Want to hear my voice?

I’m from Folkestone, if that helps you imagine my accent. Or you could listen to me on these podcasts.

Conversations With A Coach | Podcast

Click to listen

Bull Dog Gear | Podcast

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The Fix | Podcast

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No Nonsense Nutrition | Podcast

Click to listen

Behind The Brain | Podcast

Click to listen

Creating A Thriving Hypnotherapy Business | Podcast

Click to listen

Yes, of course I’m on Instagram. So is my dog.