About

Jennifer Ashby’s business is as unique as the name – a boutique fitness facility offering private, personalized fitness training.

The name came about when she was trying to find a word that went with ‘fit’, and it seemed everything was taken.  “I was doing Boot Camp at Gold’s Gym when a teenage girl finished the class with the comment, ‘You’re the devil and I’m never coming back!’  I felt it was a great way to brand what I did.”  And from that, The Fit Devil was created.

Originally from Birmingham, Alabama, Jennifer Ashby moved to the Florida Panhandle following a divorce.  “Twenty-four years ago, I received the frightening diagnosis of cervical and uterine cancer, followed by numerous tests, biopsies, and surgeries.  I told myself that after getting through this I would become the healthiest sick person ever.”  After her final surgery, Jennifer found her true passion after hiring Michael Beauchamp, an NASM-CSCS-PT (National Association of Sports Medicine, Certified Strength and Conditioning Specialist, Personal Trainer).  Jennifer started training with Michael three times a week for eighteen months.  She also explored, studied, and implemented a holistic approach to integrative fitness, nutrition, and mental wellness to her own life, becoming certified in Medical Nutrition and Sports Medicine.

“Everything was changing for the better – my overall health, energy level, and physique – and I wanted to share this with everyone.”

That was fifteen years ago when she quit her corporate job and created The Fit Devil, an enterprise devoted to the well-being trinity of physical fitness training, nutritional counseling, and mental coaching.  “In my former career, I was responsible for guest turnaround, i.e., turning disgruntled and unsatisfied guests into happy ones.  Now I turn clients who are unsatisfied with their bodies, energy level, or emotional connections into happy, healthy, fit individuals.

In 2010, Jennifer opened a 4,000 square foot facility, where her clients have a private place for supervised exercise and encouragement, counseling, and support.  “Many of my clients are uncomfortable in a gym environment.  Here, I have a private training facility where all eyes are on you!”

Jennifer’s first clients were former athletes, business people, and public figures who were required to maintain a good appearance for their jobs.  Now, she has clients ranging from eight to seventy years of age, including those battling health issues, new moms struggling to lose baby weight, young adults starting sports, and stressed-out business people looking for balance.  “With many of my clients, our goal is to reduce or even eliminate the need for medication.  For others, our goal is to keep them mentally and physically fit for success.”  The full circle approach to healthy living begins by analyzing her clients’ eating and fitness habits, and then customizing a nutrition and exercise program that achieves the goals they set.

In 2021, Jennifer opened an additional private, 24/7 facility where her clients could exercise more on their own during their off-time.

Jennifer continues to educate herself with the most advanced integrative health programs.  Her approach to wellness is being proactive – teaching prevention and whole-body health promotion, rather than being reactive – waiting for illness or injury to strike and then pay for necessary treatments.  She has also recently begun working with Dementia and Alzheimer’s patients.

“The most rewarding part of what I do is being able to see individuals transformed from the inside out – seeing them reach their health and weight loss goals, and gain self-esteem, strength, pride, and confidence.  Through accountability sessions and relationship-building, I fight the fight with them, giving them the courage and confidence needed to break through struggles and learn how to be in control of their mind, body, and soul.

Jennifer accepts clients by referral or recommendation only.