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Empowering You Through Powerlifting

Athletes Coached



International Stage


Silver Medals




Bronze Medals


University Men's



University Women's


British Champions


Am · bi · tion


a strong desire to do or to achieve something, typically requiring determination and hard work

We all have ambitions. Our desires to achieve something great give us a means to become better than who we are today. 

It is not whether our ambitions are possible, but a question of how to make them possible. Strong Ambitions exist to pave the way for the “how”. 

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Meet Your Coach

Norman Cheung

I help drug free raw powerlifters of all levels by developing them physically and mentally so they can actualise their potential as fully as possible. 


My approach to coaching is pragmatic, holistic and evidence based, with all of your goals and values at the heart of the process.


I have spent more than 10 years supporting university teams and individual athletes to become international competitors, national champions and international medallists.


I have served as a British Powerlifting Team GB coach since 2016 and have also toured over 10 international competitions.

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Empowering You Through Powerlifting

Enjoy a fully athlete-centric coaching lead by your goals and values, and based around your lifestyle

We believe in constant development as coaches so you can continue developing as an athlete

Expect full transparency and open communication

Benefit from experience and research driven coaching



"I started working with Norman in 2016 when I’d just started lifting weights, and under his guidance I’ve gone from barely knowing what powerlifting is to winning numerous championships, competing internationally and breaking a number of British records. Having a coach that I can communicate well with is key, and Norman is easy to talk to and quick to respond to any queries or issues I may be having. He’s also very attentive and understanding of the fact that sometimes other aspects of life have to take priority over training, and is happy to adjust my programme to fit around whatever else might be going on – be that exams, busy periods at work or holidays – to ensure that I’m continually making progress. Regular check ins help keep me on track; Norman is both encouraging but also not afraid to hold me accountable if I skip any exercises! He is skilled at pinpointing any weaknesses in strength or technique and adjusts my training accordingly to address these. I thoroughly enjoy working with Norman and could not recommend him enough!"

Sabrina Shah


British Women's Champion 2020

European Bronze Medallist 2017,2019

"Patience, confidence, adaptability, these are just some of the attributes that I have gained whilst being under Norman’s eye. I started my Personal Training and Powerlifting career around the same time I met Norman, I can hands down say that I would not be in my current fortunate position without his guidance in training philosophy, managing mindset and overall perspective on how to sync training and daily life together. He has taught me how to understand the mechanics of my body, physically and mentally to help correlate with my lifts to make me a more efficient Powerlifter. He takes in to consideration the factors outside my training such as my job, personal life, stress etc that can potentially affect my training and adapts so I can continue training as fluid as the outside factors allow me to. Never takes bad days as faults, just data to help further training down the line. Outside of coaching me as his lifter, he has helped mentor me in many aspects of my life, which in turn has made me into a more constant developing individual, one current example would be helping me transition into a Powerlifting coaching by building my knowledge, confidence and self-esteem. Working with Norman, you get a understanding coach who communicates, listens, advises and adapts. Through this endeavour, I have not just met an accredited coach with years of experience but a life long friend that I will continue to work with as long as I can."

Kaminh Lee

Personal Trainer


"I have worked with Norman since the end of 2017 through my university barbell club and then officially in 2018 after my first powerlifting competition. I met Norman when I had finished recovering from an injury, when I had started lifting again and he helped me get back into training through fixing my technique; this allowed me to partake in my first powerlifting competition. Since then I have seen my strength reach levels I never imagined they would. I put all my trust in Norman’s coaching abilities, he not only corrects my technique frequently but is always looking to improve my weaknesses and imbalances which will help me beyond my powerlifting career. Norman’s technique work is very specific to each clients body structure and mechanics, and his programming is very personalized to target each clients’ weakness and strength. He listens and adapts the programme according to your feedback, he is also very open to trying new techniques adjustments and not mainstreaming all his lifters into lifting in a specific way .His coaching style has allowed me to become in tune with my body. I have not only benefited from Norman’s coaching strength wise; but also in personal development. He has helped me become very independent and increased my confidence in myself. I am forever grateful to the time Norman has dedicated to me as an athlete."

Evita Otigbah

PhD Researcher

British University Women's Champion 2019

How To Get Started

1. Fill out application form

2. Schedule a free, no obligation consultation  

3. Assess movement, previous training programs and footage 

4. Watch The Lifts Go Up!


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