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Meet Lubna Jawharji, fondly known as Lubz, a beacon of inspiration and empowerment in the fitness and wellness world. With a successful career in project management, social media, and client relationships, Lubna had a life of comfort and security. However, she was driven by a deeper purpose and passion – fitness and wellness. In 2018, she took a courageous leap of faith and left her flourishing career to pursue her true calling. Lubna is also a dedicated mother of two girls, balancing her family responsibilities while continuing to follow her passion for fitness. In this insightful conversation, Lubna shared her mission to break boundaries and unlock the true potential within her.
Lubna’s journey from managing a family business and working with VIPs to becoming a fitness coach and athlete is truly inspiring. She told us more about her early career and her move to fitness,
“The family business will always hold a special place in my heart, but fitness has become my true passion. For years, I found myself sneaking in workouts after work, and the feeling of accomplishment and well-being was incredible. It made me realize I wanted to help others achieve similar results. While the business world gave me valuable communication and management skills, fitness allows me to impact people’s lives directly. My goal shifted to help other women achieve their goals and feel better about themselves.” She added with a visible joy.
This passion led her to make such a dramatic career shift. Lubna’s journey in the fitness industry began with a coaching certification, which equipped her with the knowledge and skills to help others achieve their fitness goals. She then launched LubzFitness LLC, an online platform dedicated to empowering women in the Middle East. The digital world allowed her to connect with like-minded individuals and build a supportive community.
“Pursuing a passion that was the most important stage of my life,” Lubna talked about the motivation behind starting LubzFitness LLC.
Lubna has extensive expertise in project management and social media. We asked her how this influenced her approach to fitness coaching, and she answered,
“The skills I gained from the family business, such as leadership, communication, problem-solving, and marketing, have significantly shaped my approach to fitness coaching. Leadership skills help me guide and motivate my clients effectively, while strong communication ensures I understand their needs and provide clear guidance. Problem-solving skills enable me to create personalized fitness plans that address individual challenges. Additionally, my marketing experience has been invaluable in promoting LubzFitness LLC and connecting with a broader audience. These competencies have collectively enhanced my ability to run a successful coaching business and empower my clients.”
However, Lubna’s passion for fitness and wellness extended beyond physical training. She believed in a holistic approach, one that not only helps women look their best but also feel empowered and live fulfilling lives. Her coaching style fostered a healthy mindset, encouraging personal growth and self-improvement.
Lubna elaborated on the holistic approach she follows in fitness coaching, “The most important one is Mind-body connection and this is the link between physical activity, mental well-being, and emotional state.
Also, nutrition is important – You are what you eat! Fuel your body with nutritious foods to feel your best physically and mentally.” She emphasizes that your food directly affects your health, energy levels, and overall well-being. Choosing nutritious foods can lead to a healthier lifestyle, while poor dietary choices can negatively impact your physical and mental health.
Starting a business from scratch is a challenging job. It involves navigating many challenges, from creating a unique value proposition to managing finances and building a customer base. We asked Lubna about the biggest challenges she faced when starting her fitness business, and how did she overcome them, she replied,
“One of the biggest challenges was standing out in a competitive market and managing the financial aspects of the business. To overcome these obstacles, I focused on finding my niche, targeting Arab women in the Middle East who are passionate about fitness but unsure where to start. This specialization allowed me to tailor my offerings to meet their unique needs and preferences, creating a loyal client base and establishing a strong market presence. Additionally, I implemented effective financial strategies to ensure the sustainability and growth of LubzFitness LLC.”
Lubna believes in empowering everyone, regardless of their starting point, to unlock their potential and experience the transformative power of movement. However, for her, the most rewarding aspect of her journey is inspiring and empowering women through fitness.
“It is about helping women connect to their goals so it wasn’t just focusing on the physical results it was more of boosting confidence, getting motivated to achieve their goals, having more energy to be around their kids, and reducing stress.” Lubna shared her thoughts on empowering and inspiring women in the Middle East through her fitness programs. As a coach and athlete, she continues challenging boundaries and empowering women in the Middle East and beyond.
Lubna’s desire to represent the Middle East internationally led her to participate in prestigious European competitions. Lubna described her experience preparing for and competing in international fitness competitions,
“It all starts with a choice. Every decision you make, big or small, shapes your path toward your goals. Choose to be healthy, choose to be fit, choose to be the best version of yourself. Also, the self-belief that you are capable of doing amazing things and the power of the mindset once you believe that you can make it, anything is possible! It took two years of hard work and dedication, but I debuted at the EVLS Prague Show (NPC Bikini) and placed 7th. Six months later, I competed in the Kokeny Classic in Budapest and brought home my first fitness medal. Being featured on RTL Television, one of the biggest channels in Europe, was a surreal moment that reinforced my belief in this journey. Another remarkable achievement to share is, that I have been nominated for the UAE’s Next Mastermind Awards 2024 in Dubai, recognizing me as a leader in business, coaching, and authorship. I will receive this prestigious award on June 22nd at Al Habtoor Palace.” Lubna blushed with pride and spoke. That’s an impressive achievement in such a short period.
“The most rewarding moment for me as an athlete is seeing other women inspired and empowered by my story. Witnessing them start their fitness journeys because of my experiences is incredibly fulfilling. It’s all about sharing my journey to change lives and remind everyone that anything is possible.” Lubna continued about the most rewarding moment for her as an athlete and the reason.
Balancing the roles of a mother, fitness coach, entrepreneur, and competitive athlete requires careful planning and strategic implementation. “As parents, being active role models instil life skills in children, promoting physical strength and resilience, preparing them for future challenges with confidence. And in other roles, by implementing strategies like organization, making better choices, and taking care of yourself, you can achieve more balance and incredible things! Organization is key, maintaining a structured schedule ensures that time is allocated efficiently for coaching, business management, and training. Making better choices involves prioritizing tasks, delegating responsibilities when necessary, and focusing on high-impact activities. Regular self-care practices, proper nutrition, and adequate rest help maintain energy levels and prevent burnout. By integrating these strategies, achieving a harmonious balance and accomplishing incredible things becomes possible.” Lubna shared her tips for balancing multiple roles.
Lubna’s work has a profound impact on people’s lives. We asked Lubna what advice she would like to give to women who are looking to start their fitness journey and she said, “Do it with passion and believe in yourself!” She answered and continued, “Pursuing your goals with passion and self-belief is essential for success. When you are genuinely passionate and believe in yourself, you are more likely to overcome challenges, stay motivated, and achieve extraordinary results.”
Utilizing social media to build and engage with your fitness community involves creating a dynamic and interactive online presence. Regularly posting engaging and diverse content, such as workout tips, nutrition advice, success stories, and motivational messages, keeps your audience interested and informed. Actively responding to comments and messages fosters a sense of connection and trust, making followers feel valued and supported. Through consistent and meaningful interactions, you can cultivate a loyal and motivated fitness community.
“People connect with authenticity and being real and I like to be myself always bringing in my personality in all content shared. When you have passion and purpose, you can build a community of like-minded people.” Lubna clarified her thoughts on utilizing social media to build a fitness community.
Speaking about nutrition’s role in fitness coaching, Lubna said, “Nutrition is always very important and is a fundamental component of my fitness coaching, as it directly impacts energy levels, recovery, and overall health. A balanced diet supports training efforts and helps clients achieve their fitness goals more effectively. To aid my clients in this journey, I do have a couple of eBooks to help my clients and followers to help them achieve their goals and make recipes that are quick, easy, and healthy. These resources provide practical guidance on healthy eating, recipe ideas, and tailored nutrition strategies to complement their fitness routines and promote long-term wellness.”
Lubna’s approach to fitness and wellness is anything but boring and restrictive. She is all about making fitness functional and fuelling the body with happy vibes. Her fitness journey was not about aesthetics but about breaking free, rediscovering her strength, and reclaiming her confidence. We asked Lubna to share some success stories from her clients that she finds particularly inspiring, “Every client’s journey is a success story! Just starting to train is a fantastic first step, and their hard work truly inspires me. Seeing them achieve results is incredibly rewarding – it fuels my passion for helping others reach their goals.” She simply summarised.
As we wrapped up and asked Lubna about her future goals for LubzFitness LLC and her career as an athlete, she replied,
“At the moment I’m working hard for my upcoming competitions. Also in between taking some courses to grow in different areas in my fitness career. My plans are flexible and I’m open to exploring different opportunities within the sports industry and fitness world.” She also wants to share a message and said, “I want to remind everyone that fitness is not just about the physical, it’s about the mental and emotional well-being too. Embrace your unique journey and don’t compare yourself to others. Celebrate every victory, no matter how small, and always strive for progress, not perfection. Fitness has the power to transform lives, and I hope my story inspires you to embark on your journey of self-discovery and empowerment. Remember, you have the strength within you to achieve anything you set your mind to. Let’s do this together!” Lubna concluded with this motivating quote.
