Custom Fitness Specialists

Madison area women…

If you’re 40, 45, 55— and feel like your body is changing…

I want you to hear this.

Midlife is not decline. It’s just a different season.

The workouts that worked at 30 don’t work the same way now.

And the nutrition strategies you used before?

They probably aren’t supporting you anymore either.

That doesn’t mean your body is broken.

It means you need a smarter approach.

At Custom Fitness Specialists, we help women 40–55 get strong at every age.

Our 6-Week Strength Reset combines:
✅Unlimited small group strength training
And
✅1:1 macro-based nutrition coaching
Because strength builds your body. Nutrition fuels it.

If you’re ready to feel strong again, check out our website to get started.

Madison Personal Training | Custom Fitness Specialists | Madison, WI Welcome to Custom Fitness Specialists, your premier fitness training studio in Madison, WI. Start your fitness journey today!

Check out this issue of Brava Magazines Madison Ravs and Favs.

We are so grateful to our clients for all of their ongoing support 🫶🏻. The clients are who makes this place truly special and helps us to show up to support you at a high level.

Thank you for voting us best fitness studio winner and winner (Ron) and finalist (Lisa) for nutritionist and personal trainer.

You’re not crazy.

Your body DID change.

If you’re 40–55 and:
• workouts don’t work like they used to
• fat loss feels impossible
• you’re exhausted no matter what
• you feel disconnected from your body

You don’t need more cardio.

You need a smarter strength + nutrition strategy.

We’re opening 10 spots in Madison for our

6-Week Strength Reset
✔ Unlimited small group strength training
✔ 1:1 macro-based nutrition coaching
✔ Support from coaches who specialize in midlife women

Book your free initial consultation here today…

https://clients.mindbodyonline.com/asp/adm/adm_appt_search.asp?studioid=294935&fl=true&tabID=9

Madison Personal Training | Custom Fitness Specialists | Madison, WI Welcome to Custom Fitness Specialists, your premier fitness training studio in Madison, WI. Start your fitness journey today!

We are hiring!

Small group trainers.

This is a part-time position.

Minimal Requirements:
✅ Passionate about weight lifting.
✅ Feels confident in cueing and correcting weightlifting form and technique.
✅ Holds a current personal training certification.
✅ Has 1+ years of experience

Send resumes to [email protected]

Feel free to share.

Strong looks good on you. And confidence looks even better.

If you’ve ever wanted to lift weights…
but felt unsure where to start, worried about form, or intimidated by the barbell—
this is for you. 💛

On March 1st, 2026, we’re hosting a Women’s Lifting Clinic designed to help you feel strong, capable, and confident in the weight room.

In this small-group workshop, you’ll learn how to safely and effectively perform:

🏋️‍♀️ Barbell Back Squat
🏋️‍♀️ Deadlift
🏋️‍♀️ Hip Thrust
🏋️‍♀️ Bench Press

Whether you’re brand new or want to clean up your technique, you’ll get hands-on coaching, personalized feedback, and a supportive, judgment-free environment.

Here’s what you need to know:

📅 Date: March 1st, 2026
💵 Cost: $29
👩‍🏫 All Levels Welcome — No Experience Needed
⚠️ Limited to 8 spots only for individualized coaching

We keep these clinics intentionally small so every woman gets real attention and real results. That also means spots fill quickly.

If you’ve been waiting for a sign to invest in your strength—
this is it. 💥

👉 Message us to save your spot.

Let’s build confidence, strength, and momentum—together.

Congrats on your amazing transformation Amy Winter.

Here is what she has to say about her experience at CFS:
“When I found CFS, I had just turned 49, had gained 20+ pounds going through perimenopause/menopause, though I have struggled with weight my whole life. I think I did every diet known to man at some point. Recently I had gone back through everything that had worked before trying to get the needle to move, but nothing seemed to work anymore. I was so confused - is oatmeal OK? Can you eat bread? What about fruit? Fasting? It was a blur. I decided on my 49th birthday that I would spend the next year making changes to be in better health when I turned 50, and I signed a 1 year contract with Lisa.

Lisa was patient with me - which I am sure was a real challenge in the beginning! I expected to see results every week, and if I wasn’t seeing the scale number going down, then clearly we needed to change the plan! That’s what I was used to doing. Lisa told me - “It’s my job to worry about this now” She told me that my job was to stop stressing about it and to just stick to the plan that she put out for me. Even the weeks that I did “all the things’ I would ask - OK, what else do I have to do? “Do it again next week”.

It wasn’t hard or complicated, but it wasn’t easy. I had to make a commitment to myself and keep it, even on the days I didn’t feel like it or I was busy. As my consistency improved, the perceived “small progress” started adding up. I remember on one of my check in forms telling Lisa, “it’s not sexy or fast, but I’m showing up and doing it!” And it started compounding - the results started becoming noticeable to me, and then to others. The people who had been giving me grief about what I was doing - they were starting to ask me questions.

I had to take an honest look at myself, my habits. Lisa didn’t tell me that I needed to change or give up anything - that was all up to me. She would point out things and ask questions. You see - NOTHING is off limits. This isn’t some “program” that you do for a year to reach your goals and then go back to life as usual. It truly is lifestyle. This year with Lisa helped me really craft a lifestyle that fits the life that I want to live. It made me take an honest look and really decide for myself - “is this habit something that is getting me closer to my goals?” I want to not only live long, but I want my years to be active and full of health.

I learned so much - I learned that I can eat bread, and oatmeal and that I actually need to EAT, not eat LESS. Lisa gave me tips and tricks every week. She gave me real time feedback, answered questions as they came up, provided gentle guidance and accountability. I didn’t have to do it alone and try to do whatever trend was coming up on social media (not that I wasn’t tempted!). I had my plan. I just had to check the boxes.

Looking back at myself when I started with Lisa is emotional - I remember the pain and how much my weight occupied my thoughts, it was constant. Today, I have shed not only the weight, but I have opened the opportunity to focus on other things. My goals are no longer to get smaller, or to be skinny, but to continue to work on body recomposition and to go into my “older years” as strong as possible. I did lose around 40 pounds this year, but I gained the ability to prioritize what makes me feel good, lots of muscle (look at those biceps!), and much more control. And that finally gives me peace. I am so grateful for Lisa and for CFS for guiding me on this journey.”

Most women were taught that weight loss = more cardio and fewer calories.

But after 35, that formula starts to backfire.

As we age, we naturally lose muscle — and muscle is what keeps your metabolism high, your bones strong, and your blood sugar stable.

No muscle = slower metabolism
No muscle = stubborn fat
No muscle = fragile bones

That’s why so many women feel like their body suddenly “betrayed” them.

It didn’t.

It adapted.

At Custom Fitness Specialists, we use progressive overload strength training — meaning you gradually lift more over time in a safe, coached environment.

This tells your body:
“Keep muscle. Burn fat. Stay strong.”

That’s why our women aren’t just smaller — they’re:
• Leaner
• Stronger
• More confident
• More energetic

And they’re not living in the gym doing endless cardio.

Are you ready to make the change to strength to get the body composition you really want? DM us. We are always here to help.

If you’ve ever felt like you’re starting over… again — this is for you.

Most people who walk into Custom Fitness Specialists aren’t lazy.
They aren’t unmotivated.
And they definitely aren’t broken.

They’ve just been given the wrong tools.

You were told to:
• Eat less
• Move more
• Sweat harder
• Try the next plan

But here’s the truth no one told you:
Your body doesn’t respond to chaos. It responds to strategy.

At Custom Fitness Specialists, we don’t throw you into workouts and hope for the best.
We build you a system — one that matches your hormones, metabolism, schedule, stress, and goals.

That’s why our clients stop yo-yo dieting.
That’s why they finally gain muscle.
That’s why they feel strong, not punished.

You don’t need more willpower.
You need a plan that actually works for a people in her 40s and 50s.

Tomorrow, I’ll tell you why lifting weights is the missing piece for most clients — and why cardio can’t do what strength training does.