About Us
AUstin Joel Sims
Elite Coaching for Athletes and Bodybuilders
Achieve peak performance and dominate your goals with personalized coaching tailored to competitive athletes and bodybuilders.
Since 2006, I’ve guided world-class physiques and transformations, helping athletes achieve over 100+ IFBB pro cards and secure every major title on the IFBB circuit—outside of the Olympia and USA Arnold Classic.
Additionally, I’ve worked closely with some of the top athletes in WWE, AEW, and TNA wrestling, optimizing their physiques and performance for the world’s biggest stages.
Lifestyle Transformation Coaching
Looking to transform your body, health, and mindset? Whether you’re a busy professional, parent, or someone seeking a sustainable approach to fitness, My Lifestyle Coaching has you covered:
• Personalized Fitness Plans: Workouts designed to fit your schedule, abilities, and goals—whether at the gym, at home, or on the go.
• Holistic Nutrition Guidance: Create habits that last with balanced, customized meal plans focused on sustainable fat loss, muscle retention, and energy optimization.
• Gut and Hormonal Health: Address underlying issues like low energy, poor sleep, or digestive discomfort to ensure your transformation is built on a solid foundation.
• Time Management & Routine Building: Learn how to integrate fitness seamlessly into your life while managing work, family, and personal commitments.
• Mindset Coaching: Build confidence, resilience, and a winning mentality that extends far beyond fitness.
Lifestyle Coaching is for those ready to become the healthiest, most confident version of themselves—without sacrificing their life outside the gym.
Nicole Rose Sims
A Journey of Transformation & Team Cement
Nicole Sims’ story began with a life-changing transformation—losing over 100 pounds to save her life. What started as survival quickly grew into passion, ultimately propelling her to the competitive stage where she became NPC Women’s Physique Overall Champion at the prestigious NPC Universe in 2016.
For over 14 years, Nicole has worked alongside her husband, Coach AJ Sims, in building Team Cement into one of the most respected names in the industry. Together, they’ve helped guide over 100 athletes to their IFBB Pro card, supported competitors from the amateur stage all the way to the Olympia, and transformed countless lives.
Nicole’s unique impact includes working with top WWE and NXT elite female superstars, helping them bring world-class physiques to both the stage and the ring.
Her journey makes her deeply relatable to women seeking not just a coach, but a mentor who understands transformation inside and out.
Coaching with Purpose: Mind, Body, Spirit
Nicole’s coaching philosophy goes far beyond aesthetics. She specializes in women’s holistic health, addressing every dimension that contributes to lasting transformation:
- Hormonal balance & women’s health
- Gut & microbial health
- Sleep architecture & recovery
- Stress management & resilience
- Mindset and identity coaching
What drives her coaching is her foundation in Christ. Nicole believes women are not defined by striving or comparison, but are beloved daughters, not orphans. This faith-centered approach allows her to guide women toward confidence, peace, strength, and true identity—inside and outside the gym.
Her mission is simple yet profound: to empower women to optimize their health physically, mentally, and spiritually. Or, as Nicole puts it:
“Helping women see themselves the way He sees them—and live from that truth every single day.”