How The Fit Femme Project Became One of the Most Impactful Women-Only Coaching Companies
The Fit Femme Project didn’t start as a company. It began as a young girl—one who felt so disconnected from herself that she barely recognized the person in the mirror. A girl who measured her worth by how little space she took up, how much approval she could gather, and how much she could fix what was never broken in the first place. A girl who gave every ounce of love to others but left none for herself. Who shrunk in the presence of her potential because she didn’t believe she deserved more.
But then, something shifted. The moment she turned inward, the moment she began offering herself the same grace, patience, and understanding she had always given away so freely, she didn’t just change—she was reborn. She rose from the wreckage of self-doubt and shame, with a fire so strong that it ignited something bigger than herself. A movement. A mission. A revolution for women who, like her, had been searching for something more but didn’t yet know they were allowed to have it.
As a teenager, I was at war with my body. I picked apart every inch of myself, hating my legs, my stomach, my hair—hating the way I existed. I punished myself with extremes—starvation, endless cardio, quick-fix surgeries—chasing a version of myself that would finally feel "good enough." But nothing stuck. Every attempt to mold myself into someone worthy only pulled me deeper into the cycle of self-destruction. I was exhausted. I was lost. At some point, I realized I wasn’t failing my body—my body was begging me to stop failing it.
I craved more than a new reflection. I wanted to live in a body that felt powerful, that carried me through life with confidence instead of shame. I wanted to build something sustainable, something that wouldn’t crumble the second I lost control. And so, I started small. I moved my body, not as punishment, but as a gift. I showed up for myself, not out of fear, but out of love. I made choices that honored me, not just the version of me I was trying to become. And step by step, rep by rep, I built something unbreakable.
My journey was never just about fitness. It was about the deep, radical transformation that happens when you stop waiting for permission to take up space and start claiming what’s rightfully yours. The more I learned, the more I saw women around me struggling in the same ways I had. I saw them trapped in cycles of restriction, self-loathing, and quick fixes that always led them back to square one. I knew I had to share what I had found—the methods, the mindset, the complete rewiring that changed everything for me.
So I did. And in 2015, Team Casey was born. What started as a handful of women trusting me with their goals quickly became an unstoppable force. We weren’t just hitting milestones; we were shattering ceilings. I watched women step into versions of themselves they never thought possible. I watched them break free from the bullshit fitness industry narratives that told them they had to shrink to be worthy. I watched them build, not just bodies they loved, but entire lives they never imagined they could have.
The fire spread. My team grew. My passion deepened. In 2021, Team Casey evolved into The Fit Femme Project—an empire built on the foundation of strength, self-worth, and limitless potential. We became a sanctuary for women who were tired of the endless cycle of dieting and self-sabotage. A place where transformation meant more than just physical change—it meant stepping into your full power and rewriting the script of what’s possible for you.
The Fit Femme Project isn’t just about fitness. It’s about freedom. It’s about rewiring the way we approach our bodies, our minds, and our entire lives. Our coaching is so powerful because we’ve lived it. Every single woman we help, we see ourselves in. We know what it’s like to feel lost, to feel stuck, to feel like nothing is ever going to change. And we also know what it’s like to break free—to step into the strongest, most unapologetic version of yourself and never look back.
We don’t just build bodies. We build legacies. And this is only the beginning. The Fit Femme Project is redefining women’s health and fitness. We are rewriting the rules. We are creating a movement that will outlast every diet trend, every quick-fix gimmick, and every toxic message women have been fed about who they need to be.
Mark my words—the Fit Femme Project is leading the greatest shift in women’s health and fitness the industry has ever seen. And if you’re ready to stop playing small, to stop settling for less, and to start taking up the space you were always meant to claim—then you belong here.
With fire and gratitude,
Casey Samsel
ADAPTATION IS WHAT WE'RE DESIGNED FOR
I was 10 years old when I started "Pet Club" in my backyard.
"Meetings" took place in our tent, and I planned fun after-school events, all with one mission: to help my friends and neighbors understand how to care for their pets properly. I wanted every animal to have a nurturing, loving, and enriching life through education and hands-on experience.
I was an only child of divorced parents, so animals became my world. Turtles, snakes, lizards, cats, dogs, birds, rabbits, mice—you name it, I had it at some point. And while my dad handled most of the cleanup, I was there every step of the way, fascinated by their unique needs, behaviors, and lifespans. But what really stuck with me wasn’t just the joy of having pets—it was the responsibility. I wanted to understand why some thrived while others struggled. So I did what made sense to me: I adopted the ones with physical limitations, ensuring they had someone who would meet them exactly where they were and give them the best life possible.
And then, life sped up. I got older. I stopped adopting, stopped researching, and let go of my "Pet Club." But something always felt missing.
At 12 years old, I had already opened so many magazines, and books, and asked my Dad to take me to every pet store there ever was to ask questions. I even began working at the Pet Store to quench my thirst for understanding. I was drawn to biology and science, and obsessed with understanding the body and mind. But when I got to college? Nothing fit. Three majors, and none of them pulled me in like learning about movement, nutrition, and the human body did. So I left. I wandered. And in 2013, I walked straight into what would become the next 50+ years of my life.
Between 2013 and 2017, I went from knowing nothing about how to take care of my own body to standing on the Olympia stage as the 4th best Bikini Bodybuilder in the world. And in those four years, something clicked: this was my Pet Club all over again. The same passion I had for understanding animals, improving their well-being, and meeting them exactly where they were had now transferred to people. Women.
Just like those animals I rescued, women come into their fitness journeys with their unique challenges—mental, physical, and emotional. Maybe they feel broken. Maybe they’ve been told they "just have to work harder." Maybe they think change is impossible because they’ve tried and failed before. But the truth is, they just need the right care, strategy, and environment to thrive.
That’s why, in 2021, I founded The Fit Femme Project—a movement built on the resilience of women who have been told “This is just how your body is.” Women who are exhausted from years of yo-yo dieting, misinformation, and feeling like their bodies are working against them. Women don’t need another restrictive plan, but instead, a method that works with their bodies, not against them.
We’ve seen women completely transform—mind, body, and life—in just 3-9 months simply by meeting them where they are, not where they think they "should be." No skipping the fundamentals, no gimmicks—just a real, science-backed, abundance-focused approach to building a body and life they love.
I never thought “Pet Club” was a sign of what was to come. But looking back? It was always leading me here. Because if there’s one thing I know for sure, it’s this:
You can have everything you’ve ever wanted—but only if you’re open to receiving it and willing to work for it.
