Specialists in Drug-Free Powerlifting

Strong Ambitions is a performance coaching and consultation service for drug-free athletes

Our Personal Mission

To empower individuals by providing an environment that nurtures personal growth in their meaningful pursuit of Powerlifting


What We Do

Bespoke Online Coaching

Performance Consultation

Face to Face Coaching

In over 8 years in the industry

Achievements in Numbers


International Silver Medallists


International Bronze Medallists


Total International Competitors


International University Men’s Teams


International Competitions Coached


Athletes Coached


British Champions


International University Women’s Teams

Why Choose Us

Choosing a coaching service is a huge commitment. We feel that your commitment should be reciprocated with our dedication towards a service driven by our values:

  • Empathy
  • Athlete centric goals and values
  • Individuality
  • Authenticity
  • Courage
  • Passion

Success Stories

Rating: 5 out of 5.

I started working with Norman in 2016 when I’d just started lifting weights, and under his guidance I’ve gone from barely knowing what powerlifting is to winning numerous championships, competing internationally and breaking a number of British records. Having a coach that I can communicate well with is key, and Norman is easy to talk to and quick to respond to any queries or issues I may be having. He’s also very attentive and understanding of the fact that sometimes other aspects of life have to take priority over training, and is happy to adjust my programme to fit around whatever else might be going on – be that exams, busy periods at work or holidays – to ensure that I’m continually making progress. Regular check ins help keep me on track; Norman is both encouraging but also not afraid to hold me accountable if I skip any exercises! He is skilled at pinpointing any weaknesses in strength or technique and adjusts my training accordingly to address these. I thoroughly enjoy working with Norman and could not recommend him enough!

Sabrina Shah
British Women’s Champion 2020
European Bronze Medallist 2017, 2019
British Record Holder

Rating: 5 out of 5.

Having Norman to take me through the process of competing was game changing. His knowledge, expertise and attention to detail has completely transformed my lifts. I couldn’t recommend him enough to anyone to guide them through their next competition.

Connie Raitt
Personal Trainer

Rating: 5 out of 5.

I’ve been getting coached by Norman for just over a year now and he’s transformed me from being a powerlifting novice who had never competed to becoming a British Champion. His weekly feedback on my training has really helped me become a much better athlete and without him I doubt I would’ve made the progress that I’ve already made. What more can I say, if you want to become strong and learn good form, then Norman is the man for you!

Salman Desai
British Junior Champion 2019
British Bench Press Champion 2020

Rating: 5 out of 5.

Working with Norman has been fruitful for my Powerlifting endeavours. I would say Norman has several key attributes that make him a very well-rounded coach. Firstly, he is highly knowledgeable in the fields of the lifts itself, along with general body bio-mechanics and movement preparatory work. Secondly, he has strong analytical skills that facilitates him to diagnose your current lifts and body, and applies his knowledge to your specific situation. This individualised catered analysis is what separates him from other coaches. Thirdly, he has strong communication and emotional empathy skills that allows him to express his coaching in a manner that invokes a positive and responsive change from the athlete. Being able to communicate coherently and concisely in a manner that is appropriate for the client is important, as having the knowledge and blueprint to success is insufficient without the proper delivery and execution. Lastly, I would say that above all, Norman is not just a coach. In many ways, he develops a paternal figure that helps you grow as a human, and not just as an athlete.

Lok See Ng
Business Director

Rating: 5 out of 5.

I have had Norman as a coach for 3 and a half years, having been introduced to him by my cousin who is also another powerlifter. Having met Norman has ultimately been the best decision I’ve ever made because I absolutely believe it has helped me to be where I need to be. I honestly cannot see myself being coached by anyone else. Not only is Norman great at writing strength programs, but he is also fantastic with helping you find your movement patterns that has personally helped me to lift the most amount of weight possible as well as training around injuries and then helping me to get back to where I was pre-injury. The number one thing I can take away from Norman is how his programming has helped my bench strength to explode exponentially and hopefully, by continuing to work with him, bench records can be taken and set at a greater level.

Badrun Ali
British Bench Silver Medallist

Rating: 5 out of 5.

It’s been a year since I began working with Norman and I cannot praise him enough. My confidence has grown tremendously, my physique has noticeably improved, and I have a much deeper understanding of powerlifting technique and biomechanics. I plan to compete again later this year – I look forward to doing so under his expertise!

Fern Reay

Rating: 5 out of 5.

I have worked with Norman since the end of 2017 through my university barbell club and then officially in 2018 after my first powerlifting competition. I met Norman when I had finished recovering from an injury, when I had started lifting again and he helped me get back into training through fixing my technique; this allowed me to partake in my first powerlifting competition. Since then I have seen my strength reach levels I never imagined they would. I put all my trust in Norman’s coaching abilities, he not only corrects my technique frequently but is always looking to improve my weaknesses and imbalances which will help me beyond my powerlifting career. Norman’s technique work is very specific to each clients body structure and mechanics, and his programming is very personalized to target each clients’ weakness and strength. He listens and adapts the programme according to your feedback, he is also very open to trying new techniques adjustments and not mainstreaming all his lifters into lifting in a specific way .His coaching style has allowed me to become in tune with my body. I have not only benefited from Norman’s coaching strength wise; but also in personal development. He has helped me become very independent and increased my confidence in myself. I am forever grateful to the time Norman has dedicated to me as an athlete.

Evita Otigbah
PhD Researcher
British University Women’s Champion 2019

Rating: 5 out of 5.

Patience, confidence, adaptability, these are just some of the attributes that I have gained whilst being under Norman’s eye. I started my Personal Training and Powerlifting career around the same time I met Norman, I can hands down say that I would not be in my current fortunate position without his guidance in training philosophy, managing mindset and overall perspective on how to sync training and daily life together. He has taught me how to understand the mechanics of my body, physically and mentally to help correlate with my lifts to make me a more efficient Powerlifter. He takes in to consideration the factors outside my training such as my job, personal life, stress etc that can potentially affect my training and adapts so I can continue training as fluid as the outside factors allow me to. Never takes bad days as faults, just data to help further training down the line. Outside of coaching me as his lifter, he has helped mentor me in many aspects of my life, which in turn has made me into a more constant developing individual, one current example would be helping me transition into a Powerlifting coaching by building my knowledge, confidence and self-esteem. Working with Norman, you get a understanding coach who communicates, listens, advises and adapts. Through this endeavour, I have not just met an accredited coach with years of experience but a life long friend that I will continue to work with as long as I can.

Kaminh Lee
Personal Trainer

My Thoughts

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