The Power of Authenticity: How Sarah Bowmar Builds Trust in the Fitness Industry

Turning something you are passionate about into both a communal space and a lucrative part of your business pursuits is not an easy thing to do. But some people, like Sarah Bowmar, can do just that. Sarah is a certified nutrition specialist, personal trainer, and entrepreneur who has been able to turn her love for fitness into a trusted, authentic brand that people turn to on their own health journeys. 

Sarah was a fitness and wellness enthusiast long before she became a well-known name in the fitness industry. She began competing in fitness competitions shortly after graduating from college in 2011, qualifying for the national bikini division with the National Physique Committee (NPC). Her personal passion for fitness would soon begin to extend well beyond bodybuilding competitions.

Today, Sarah has used her passion to grow her reach into several different niches within the fitness space. She’s done this by combining her love for health, wellness, and the outdoors into a dedicated online community. Her expertise in these areas also serves her various business ventures as co-owner with her husband, Josh, including Bowmar Nutrition and Bowmar Bowhunting. To effectively grow her brand and become a trusted voice in fitness, Sarah adopted a very candid and transparent approach across the board that includes leading with honesty, sharing personal experiences, and connecting with her audience.

Keeping It Real

About 96% of U.S. adults use the internet, according to a 2024 Pew Research Center report. With so many people regularly frequenting digital spaces, authenticity is key for anyone looking to build an online community and brand that will really connect with their audience. Authenticity is often hard to find when people can so easily curate their online presence, but Sarah Bowmar has always understood just how powerful candidness can be, particularly in the fitness space.

Fitness brands and influencers can sometimes lean into unrealistic or unachievable results when it comes to healthy living, workouts, and tips to help their audiences hit their wellness goals. Sarah makes sure she does not fall into this category by remaining transparent in her communication. “I’ve always found that being straightforward and open with this fantastic community I’ve spent years building up online is the most effective way to connect,” she says. “Being open, whether on my blog, my podcast, or on my social platforms, is important. It’s how I can share fitness insights that have worked for me and that I feel my community will benefit from.”

“By being transparent, I’ve really been able to start up honest conversations around my approach to fitness,” Bowmar continues. “And thanks to my certifications as a prenatal and postpartum trainer and a nutrition specialist, I can have better and more informed discussions with people about targeted topics that specifically relate to them.”

Sharing Personal Experiences

Harvard Business School defines an authentic personal brand as the intentional and strategic practice of defining and expressing one’s values. And while a personal brand does require strategization, it is nothing without authenticity. Sarah’s approach to building her brand and connecting directly with her community has always involved sharing her own experiences—whether she’s discussing her eating habits or how she keeps up her workout routine while traveling.

The power of sharing personal stories can’t be understated, especially when building an online fitness-oriented audience. The space that she has built allows members to find social support and empowerment—two things that are increasingly important in online spaces. Sarah’s willingness to share personal experiences is a major contributing factor to this unique aspect of her community.

“I find that sharing personal details from my life is a great way to really connect with my community. I chat with folks in the comments section of my blog and on social media to really engage with them and form those lasting connections,” Sarah states. “For example, I have scoliosis. And anyone following me for more than a few days will know this since I talk about it frequently! This has opened up some great conversations with others who also have scoliosis about what their fitness journeys may look like.” 

Knowing Your Audience

Deeply understanding your audience’s wants, needs, and desires is key to building loyal relationships online. Not only can tailored content that is a reflection of you increase engagement, but it also keeps your online community coming back for more. By sharing what her audience wants to know, like wellness methods or workout routines, Sarah has created an audience rooted in mutual respect and trust. 

Leveraging her personal experiences, keeping things transparent, and considering her audience has allowed Sarah Bowmar to build a reliable community full of like-minded individuals who are looking to lead healthy, fitness-centered lives. Her ability to remain authentic in her communication helps her followers and community members really connect with the stories, tips, and insights she shares regarding health and wellness.