SWFitness helps clients achieve amazing fitness results through tailor-made training programmes and nutritional advice. We pride ourselves on attention to detail, dedication and enthusiasm, delivered through our team of expert personal trainers.

We eat, sleep and breathe health and fitness – we love it! Whether its inspiration, motivation, confidence or just better technique, we want our clients to achieve their goals, and importantly, have some fun!



Stephen grew up in the North of England and despite the tempting delicacies of Eccles cakes and chips ‘n’ gravy, he’s managed an interest in nutrition and fitness all his life. He started his career as a chef and his focus on quality and dedication quickly saw him rise to be the boss of a chain of luxury boutique hotels – who’d have thought eh?

Outside of work, he had a tonne of fitness interests such as rock climbing, kayaking and of course, the gym! Stephen’s love of the gym and getting his own awesome physique pushed him to fully qualify as an advanced Level 3 Personal Trainer. Since then he’s got qualifications coming out of his ears with exercise referral, sports conditioning, spin instruction and group training under his belt.

With a move to London, Stephen jointly founded SW Fitness and his list of clients grew quickly with him being described as a passionate and focused guy who “gets the results”. He still gets a real kick out of seeing his clients progress.

Stephen and his team now work with clients of all levels and he loves getting the best out of people by combining his expertise and encouragement with a bit of cheeky banter. He also constantly moans that he’s hungry!

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Sam was raised in Yorkshire (is there a pattern here?) and has a BA Honours Degree in Creative Advertising. From a young age he’s always played tonnes of sports including football, badminton, athletics, swimming and most prominently played Rugby league (in which Sam was invited to train for both County and Country – oooh!).

Sam gained his Level 2 Personal Training qualifications at the age of 16 & more recently adding his Level 3 to his repertoire. Sam not only delivers his sessions with a great amount of textbook knowledge but with years of valuable first-hand experience.

Sam is very outgoing and is often described as “slightly mad” with an enthusiasm for life which is boundless! He has an amazing ability to bring out the best in people and he’s an all-round amazing person! (He told me to say that).

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Paul was brought up in Devon and graduated from Plymouth University with a BSc (Hons) in Building Surveying and the Environment.

Outside of university, Paul was a competitive long distance runner and ran at county level. He was also a member of the rowing club and competed in many competitions representing his Uni colours. Paul has always been enthusiastic about rock climbing and has travelled around the world looking for new challenges and his knowledge of endurance sports is extensive.

After graduating, he moved to London to work as a Building Surveyor and Project Manager for a Property Management company. He continued to spend most (all!) of his free time pumping iron at the gym.

He is highly focused and he never leaves the gym until he has achieved an amazing workout. His strict diet and training regime, show his commitment and determination in life and fitness. We are delighted he has joined the SW Fitness team.

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SWFITNESS – Our Story so far…

SWFitness is a London based group of Personal Trainers brought together under the leadership of the lovely Stephen White. Founded back in 2013, we all share a passion for Fitness and Nutrition and love nothing more than seeing amazing results with their clients. Here’s how we like to do things:


Everyone’s welcome! We treat everyone as an individual, recognising we all have different goals and abilities. We actively encourage and support diversity not just in the clients we work with but also in the wider community.


We aim to inspire, influence and motivate, ensuring you deliver your best in all aspects of physical and mental wellbeing. We have a strong, positive approach to life, ensuring everything we do has passion and of course some fun!


We constantly strive for the best, there is no compromise! Our focus is you, the client getting results. We work hard with you, training you as an individual and helping you achieve your best possible results.


SWFitness is predominantly based out of Jubilee Hall Gym in Covent Garden, London, an amazing, friendly place. We also make good use of the abundance of greenery in London running 1-2-1 sessions and boot camps in selected London parks and commons.

If you are not based in London, don’t worry, we also offer a dedicated online e-training programme where we can provide you with training programmes, diet plans and guidance specific to your training needs.