JJ Armstrong is a British Army and Special Forces alum who has studied and contributed to fitness, training and human performance fields for over 30 years. A passionate personal trainer and proponent of accelerated learning and performance techniques, JJ has influenced the wellness of thousands of people worldwide.

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Bridging the gap between science and spirituality, JJ Armstrong, founder of Transform2Alpha, has created a comprehensive life mastery blueprint with a military style edge.

JJ’s career began in the British Army where she was one of the few women who graduated from the Army School of Physical Training to train soldiers. She spent more than eight years in the Royal Army Physical Training Corps training men for combat fitness and performance. Her interest in the mental side of training grew as she progressed in her career. Her self-reliance and the ability to think on her feet led her to spend time serving in Special Forces.

Upon leaving the military, JJ started a fast-growing new trend: “personal training” in health clubs and gyms. The first person to offer this service in the UK, she was told by one of the biggest national health club chains, “It will never work!”

But trusting your instincts pays off! JJ pursued her dream and built a business that quickly grew to a team of personal trainers 64-members strong. Her company trained thousands of clients and members; everyone from celebrities to housewives throughout a number of gyms and health clubs. Many top athletes and professionals benefited from JJ’s unique brand of training.

JJ became interested in personal development from a young age through the Nightingale Conant catalogue of audio courses. She began studying hundreds of experts on everything from personal success to neuro-linguistic programming, hypnosis, mind control, sales, influence etc., adding to her library of tools. These studies led her to synthesize Pareto’s 80-20 principle, mind mapping, speed reading and advanced memory techniques into a unique brand of mental training. She discovered early on that she had the ability and the obsession to cut all “the fat away” and find the quickest, most efficient way to get the job done (INTJ style).

One of JJ’s private clients used her techniques to secure a license to practice as a physician (medical doctor) and the other used them to secure a license to fly planes (pilot).

Always looking to evolve and have new experiences, JJ sold her business in her 30s to become an expat for the first time by studying in the U.S. It’s an experience she has now had in three countries.

While in the U.S., JJ proceeded to get the type of perma-tan she’d always dreamed about while studying for her master’s degree at the prestigious United States Sports Academy. She used principles of accelerated learning to earn her degree in half the regular time, with a 4.0 GPA. She will also tell other maturepreneurs out there that it is “never too late” to become a student or expat!

After earning her degree, JJ took a position at the National Personal Training Institute in New York. She led a team of instructors that developed and certified personal trainers. JJ has also had extensive experience teaching new PTs how to train people of all ages to prevent injuries, including special populations with acute and chronic health considerations. JJ enjoyed her time teaching but felt that at her core she was an entrepreneur, not an employee.

Once back in London, JJ formulated her metabolic functional training system into a brand. This brand grew to include a team of trainers in several locations in London – Mill Hill, Camden and Regent‘s Park. The London Women’s Bootcamp became a successful enterprise in a crowded market, due to its personalized service and utmost efficiency. This was a concept that she would later turn into Powerfrau Bootcamp, a German version of the program.

After selling her boot camp training system in 2015, JJ decided to take a two-year break to reflect and spend time working on her ‘flagship’ training. During this time, she has been researching, traveling, and subsequently relocating to yet another city to prepare for the launch of her new project, Transform2Alpha.

Like a cross between a personal development program and military special ops training, Transform2Alpha sends you on a mission to uncover and morph into the idealized version of yourself. The concept stems from JJ’s vision of a self-actualized version of you that exists as a guide whom you can communicate with as you apply scientifically based methods to transform your body, mind and life. Transform2Alpha is the culmination of 30+ years of experience and insights and delivered in the most efficient way possible.

Transform2Alpha also offers a “COMBAT AGING” version of the program specifically designed for those in midlife that seek strategies to protect against the accelerated aging effects of hormonal changes (namely, menopause or andropause for males).

JJ currently lives with her partner and their 17-year-old African Gray parrot in Vienna, Austria where she trains clients worldwide via live events and online coaching. Like many maturepreneurs, JJ realizes that we don’t have forever to become our full potential selves. Her full potential self, “Alpha self“, is the one giving others the best and most efficient tools to command their lives!

JJ Armstrong’s Show Notes

JJ Armstrong
Transform 2 Alpha

A call with JJ


What did you do before you became a MaturePreneur?
Where did you live other than in England?
Where did you go to school in the US?
What do you do now?
Do you work with both men and women?
Once you started your business, what was one of the most successful ideas you implemented for it?
What is your least successful idea and how did you change tactics to fix it?
How long did you get into the bootcamp baby stroller idea before you realized it wasn’t a good idea?
Once you started, is there anything that catapulted you to the next level of your business?
When you left London and you said you had set up the basecamp for there, did you have someone still continue it or did it fade away once you left?
Did you feel like you were mentoring them, or helping them even start their own business?
What is the most important advice you’ve gotten from somebody?
If somebody was starting out right now, what would be the advice that you would give them?
How would you change the mindset about being to old?

Quote from JJ Armstrong's Maturepreneurial interview

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