How it began.

Jennifer Kersten Fitness began in early 2013 under its original name, InJAFit — Inner Jewell Athletics.

The foundation began long before that.

Jennifer started personal training and leading group fitness in 1996 while completing high school. A former competitive gymnast and high-level athlete, coaching became a natural extension of her discipline and self-expression. What began as training sessions and group classes evolved into a focused interest in strength development, physique transformation, and nutrition science.

By 2001, she was actively competing in fitness and figure while coaching competitors and lifestyle clients. Over the next decade, she built experience across both performance-based physique coaching and general population transformation, witnessing the long-term effects of extreme dieting and metabolic stress.

From 2000 to 2014, Jennifer worked for Thrifty Foods, one of Canada’s 50 Best Managed Companies. She served as the Vitamins and More Manager, working directly with the public on supplementation, holistic nutrition, and root-cause wellness strategies, while also liaising with pharmacy teams and managing staff.

Following the birth of her daughter, who was diagnosed with the rare disease mastocytosis, Jennifer reassessed her career path. Thrifty Foods supported her transition, allowing her to return for a year after maternity leave while she began building her online coaching business. That period provided the bridge between corporate leadership and entrepreneurship.

In 2013, online fitness coaching was still emerging. Jennifer recognized a gap in the industry — particularly for women struggling with metabolic adaptation, chronic under-eating, and the psychological aftermath of extreme competition culture.

Having personally navigated metabolic adaptation, weight regain, and years of disordered eating patterns tied to physique sport, she built INJAFit to challenge the prevailing model.

The mission was clear:

• End chronic under-eating

• Teach women how to fuel properly

• Bring flexible dieting to the mainstream

• Normalize reverse dieting and metabolic repair

• Build food autonomy instead of food control

At a time when rigid meal plans and “clean eating” dominated the space, INJAFit became part of the early movement advancing science-based protocols and macro education for women.

The company grew rapidly and aligned with leaders in evidence-based physique coaching, including Dr. Layne Norton and Sohee Lee. Jennifer became part of the broader shift toward data-driven methods within transformation coaching.

Beyond online services, the company hosted in-person retreats that drew women from across North America and internationally. These events combined training, education, and community while reinforcing autonomy, strength, and sustainable practices.

In 2019, the business transitioned to its current name, Jennifer Kersten Fitness. The mission remained consistent: deliver structured, physiology-informed coaching that restores metabolism, builds strength, and eliminates extremes.

From personal training in the 1990s to pioneering flexible dieting online, the company has consistently prioritized long-term stability, informed decision-making, and honest coaching over trend-driven solutions.