I’ve had the opportunity to work with Felicia Romero and her long list of clients from AZ Pro Physiques for many years. I’ve been particularly impressed with Felicia’s journey and the number of things she has done in her career. From fitness talent to business owner she has taken on numerous ventures and projects. The following interview discusses a little bit of her past as well as her new effort – her own pro show.
James Patrick: You have done quite a bit from competing to being a professional fitness model to personal training to owning your own business. Describe how you started the brand of “Felicia Romero” and how you have changed and managed your brand over the years.
Felicia Romero: Good question! When I think about this it is funny because I never set out to be a fitness model or pro competitor. To even think of myself as a brand is something that never crossed my mind. It was my passion for fitness and helping others is what really drove me in the beginning. I started training people in college and opened up my first business when I was 20. The competitive in me decided to start competing… at first because I wanted the challenge and honestly never thought I would be a professional in the sport. This led to fitness modeling which I contribute to being in the right place at the right time. Over the years I have definitely evolved and now benefiting from years of hard work. My brand is something I have grown but it is not what drives me day in and day out. The chance to help and inspire others is what really motivates me. Now, owning my own business, being a well known fitness model, competing and now motivational speaking is just different steps and chapters in my life that add to my persona and will continue to push further. I truly believe that there is nothing I can’t do and any obstacle faced is another reason to work harder to overcome it.
JP: As a modeling talent. what is the number one thing you have done or continue to do in efforts to market yourself?
FR: Staying in shape, being available, and reaching out to them instead of waiting for them to come to you. Keeping in contact and networking helps as well. You never know when a magazine might need you or your look… staying in shape and being available helps!
JP: What are some of the lessons learned you have had along that journey?
FR: I have learned so many that I probably could fill this whole page but a few that come to mind is:
1. Do it for you
2. Don’t be consumed by competitions or the industry
3. Don’t be so hard on yourself
4. Know your priorities
5. There is enough success for everyone-no room for jealousy or cattiness.
JP: What got you to start AZ Pro Physiques?
FR: I opened up my first studio in my early 20’s with my boyfriend at the time. So owning a studio is all I knew. When that relationship ended I knew I wanted something bigger and better so I worked for a year to open up AZ Pro Physiques. I had a vision and doing everything in my power to open it and grow it to what it is now. Now with over 16 trainers and over 9000 sq ft it has flourished. I am definitely blessed to be able to do what I want to do.
JP: Now you are launching your own pro show. Please share with us the details of that and what we can expect from it as well as what was the impetus behind starting it?
FR: This is something very dear to my heart and something that I have been wanting to do for years. I have been competing for 9 years and now coming to the end of my career I feel like this is a way to stay involved and offer something to the athletes that they wouldn’t get at another pro show. Being a competitor I feel like there are certain things that can really make the experience good and I want to be able to do that. I love the NPC and IFBB federations and any chance to help and give back is something I will do .
Thanks to Felicia for taking part in this interview. If you are interested in hearing more about Felicia Romero and her journey, check out my two interviews with her on the free podcast The Pro Exposure!