Today we’d like to introduce you to Naomi Kong.
Hi Naomi, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I always knew the traditional 9–5 route wasn’t for me. Right after high school, I went to beauty school, got my cosmetology license, and worked behind the chair for about 5–6 years. It was during that time—while also studying business in school—that I began posting on social media, focusing on fitness.
Social media started as a creative outlet when I got more serious about my own fitness journey. As a complete gym newbie with no athletic background (I grew up reading books and playing violin, not playing sports), I found that most “beginner-friendly” content wasn’t actually beginner-friendly—at least not for someone like me. So I started creating the kind of content I wish I had: simple, approachable, and easy to understand. I also noticed there were very few Asians represented in the fitness space online, and while I had no idea if I’d succeed or make an impact, I wanted to help change that by simply showing up.
I started on Instagram and focused on building a solid foundation there for a year before expanding to YouTube. While I wasn’t sure if any of the time and energy I was pouring into it would go anywhere, I had nothing to lose—so I kept showing up. As my platforms grew, I landed my first brand deal, learned how to read contracts, sharpened my editing and content creation skills, earned my NASM personal training certification, and kept learning and progressing.
Over time, YouTube became my main and fastest-growing platform. Since then, I’ve built a business from the ground up, become the first in my family to own one, partnered with brands like Under Armour, Listerine, and Secret, and most importantly, helped thousands of people start and succeed in their own health journeys. Now, while I’m less hands-on as a creator, I’m focused on expanding my brand and creating even more accessible resources for others.
My journey has been fueled by relentless consistency, a willingness to learn, and the audacity to start without knowing the outcome. But I wouldn’t be here without the incredible community that supports me. Every single person who’s engaged with my content has played a part in helping me do what I love, and I’m endlessly grateful for that.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It has definitely not been a smooth road—but I wouldn’t have it any other way. The challenges are what pushed me out of my comfort zone and helped me level up, again and again.
One of the first hurdles was simply learning how to use a camera and editing software. I started with no background in either, and even now, I’m still learning and refining those skills. But I take a lot of pride in the fact that every piece of content I’ve shared has been personally edited and executed by me. It’s been incredibly rewarding to see my progress year after year.
Another big challenge was navigating brand partnerships and collaborations on my own. I didn’t know anyone in the space that could help me, and there weren’t nearly as many free resources back then. I had to teach myself how to read contracts, write and negotiate my own terms, build media kits from scratch, and handle invoicing. Surprisingly, my cosmetology background helped with understanding legal agreements, which definitely came in handy. Every partnership has been a learning experience, and I’m proud of how far I’ve come in building successful, lasting relationships with brands.
And of course, being on social media means being exposed to constant opinions—whether they’re asked for or not. I’ve had to learn how to tune out the noise and trust my own judgment. From dealing with unsolicited commentary on my body to people trying to compromise my brand partnerships, it’s been a lesson in both resilience and self-trust. Knowing when to seek feedback and when to stand firm in my gut instincts has been one of the most important things I’ve learned.
Every challenge has taught me something that better prepared me for the next one.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
I’m a content creator and NASM-certified personal trainer, and my business is centered around one simple but powerful mission: to make fitness feel approachable and achievable for everyone—especially those who have never felt like they belonged in the fitness world.
Through my social media platforms, I create content that breaks down fitness in a way that’s easy to understand and apply. My goal is to equip my audience with the tools, knowledge, and confidence they need to walk into any gym and know exactly what to do. What sets my content apart is the perspective I bring—I wasn’t always into fitness. I grew up shy, bookish, anxious, and totally unfamiliar with a gym environment. So I know firsthand how intimidating it can be to start. That lived experience allows me to speak directly to the overthinkers and worriers, the people who want to take that first step but just don’t know how.
As a coach, I work exclusively online, offering one-on-one training that is deeply personal and intentionally tailored. I take time to listen to each client’s concerns, understand their lifestyle, and meet them exactly where they are. I don’t believe in perfection or quick fixes. I believe in real people, real progress, and real transformation—mentally, emotionally, and physically. My approach is rooted in compassion, and I’m proud to offer a judgment-free space where clients can show up as their authentic selves and feel supported every step of the way.
Brand-wise, I’m most proud of the trust my community places in me. Whether it’s a client starting their first workout plan or a viewer watching a video that finally “clicks” for them, I’m always looking for ways to add value. That commitment to service, education, and empowerment is the heart of everything I do—and it’s what I hope people remember most about my brand.
Where do you see things going in the next 5-10 years?
I see the content creation space continuing to expand rapidly over the next 5–10 years. New platforms will emerge, and the role of social media in business—across all industries—will only become more essential. As AI continues to integrate into nearly every corner of both online and in-person business, authenticity will be more important than ever. While AI has the potential to be an incredible tool, enhancing productivity and creativity, it also presents challenges. In a landscape saturated with automation, human connection and relatability will be what truly sets creators apart. I believe audiences will increasingly crave content that feels real, personal, and grounded in lived experience.
In the fitness space, I expect to see a continued surge in online coaching. The convenience and flexibility of virtual training are unmatched, and it’s opening doors for people who previously felt excluded from traditional gym environments. At the same time, fitness trends on social media will keep evolving—whether it’s Pilates Princess aesthetics, weightlifting, marathon training, CrossFit, or the next viral workout. But while trends come and go, I believe we’ll see a growing shift toward holistic wellness. People are starting to recognize that true health goes beyond physical aesthetics. There’s an increasing awareness of the importance of mental and emotional well-being, and I think the next decade will bring more emphasis on approaches that prioritize the whole person.
As someone who deeply values that mind-body connection in my coaching and content, I’m excited about this shift. I think the future of the industry lies in integrating education, empowerment, and empathy—and I’m here for it.
Contact Info:
- Website: https://naomikong.com/
- Instagram: http://instagram.com/naomi.kong
- Facebook: http://facebook.com/naomikongfitness
- Youtube: http://youtube.com/naomikong
