Amiee Tawhai

About Coach

Aimee is the founder behind CrossFit Project Bayside, bringing over 8 years of experience in CrossFit and a proven track record as a competitive athlete. With a passion for both fitness and entrepreneurship, Aimee has built a life that blends her love of high-performance training with her entrepreneurial spirit.

As a multiple-time Regional CrossFit athlete, Aimee has proven herself on some of the sport’s most prestigious stages. Her crowning achievement came in 2018, when she was a member of the Functional Strength team from New Zealand that competed at the CrossFit Games. This experience solidified her place as one of the region’s top athletes, and her deep knowledge of the sport has helped her build a coaching style that’s both technical and results-driven.

Aimee is not only a coach but also a serial entrepreneur. Before founding CrossFit Project Bayside, she launched The Altr Project, a business dedicated to programming within the CrossFit space. Currently, she runs a successful drinks company alongside the gym, offering products that complement the fitness lifestyle she lives and promotes. Her entrepreneurial drive has taught her valuable lessons in perseverance, leadership, and innovation—lessons she now passes on to both her members and her team.

Outside of CrossFit and business, Aimee enjoys a quieter pace. She loves to unwind with a good book, take long walks with her dogs, and dive into home renovations—her latest passion, as she settles into a new house.

Fun fact: Aimee has a special love for old cars, and at one point owned a yellow MK1 Ford Escort she affectionately named Bumblebee. Her fondness for classic cars reflects her appreciation for things that stand the test of time, much like her approach to fitness and life.

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Turning Point

For Aimee, one of the most defining moments of her life came during the tumultuous period of the COVID lockdowns. Like so many others, she was forced to navigate a world that was suddenly unpredictable and full of uncertainty. The personal changes she experienced during this time were profound, pushing her to confront challenges that she had never anticipated. Yet, it was in the midst of these struggles that Aimee discovered her inner strength and resilience.

The lockdowns brought about significant shifts in her daily life — from adjusting to new routines and finding ways to stay connected with loved ones to reimagining how she approached her work and personal growth. It was a time that tested her ability to adapt, and in doing so, she learned valuable lessons in self-reliance. Aimee had to dig deep and trust her own ability to navigate change, relying less on external circumstances and more on her internal resources.

This period in her life wasn’t just about surviving the challenges; it was about thriving despite them. Aimee emerged from the lockdowns with a renewed sense of purpose and a deeper understanding of herself. She realized that the unexpected is a constant, but so too is her ability to meet it with resilience, adaptability, and confidence.

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Motivation & Passion

For Aimee, coaching is more than just teaching movements—it’s about connection, empathy, and understanding. Her coaching philosophy is rooted in the belief that every person is unique, with different strengths, challenges, and needs. Aimee’s approach to coaching is grounded in kindness and empathy, creating an environment where athletes feel supported and encouraged, no matter where they are on their fitness journey.

Aimee believes that fitness should be a personal experience—one that adapts to an individual’s goals, abilities, and lifestyle. She takes time to connect with each person, listen to their needs, and tailor workouts that help them thrive. Whether you’re working on a strength movement, perfecting a skill, or recovering from an injury, Aimee is there to ensure you’re doing what’s right for you. She’s not the type of coach who applies a “one-size-fits-all” mentality; instead, she picks up on the subtle cues of her athletes, adjusting workouts to keep them safe, challenged, and motivated.

What sets Aimee apart is her ability to connect with people on a real level. She doesn’t just stand at the front of the room giving instructions—she engages, encourages, and understands. She’s fully present for her athletes, picking up on their emotional and physical cues, adjusting her coaching in real-time to keep them progressing at their own pace. This level of care and attention makes her coaching not only effective but truly transformative.

Aimee is a coach who leads by example. She doesn’t just preach what she believes; she lives it. Whether it’s pushing through a tough workout herself, showing up with a positive attitude, or demonstrating the importance of balance in life, Aimee leads with authenticity and heart. Her dedication to both fitness and her community inspires those around her to be their best selves—not just in the gym, but in all areas of life.

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