A Ukrainian-born fitness enthusiast and international coach, Natalia has made a significant impact on the Pakistani wellness scene. In this exclusive interview, Natalia discusses her insights approaches, and practical advice on health.
Synergyzer: Can you briefly share your background, experiences, and what motivates you personally and professionally?
Natalia: I am a Ukrainian health and wellness coach with a Master’s degree in Ukrainian Language and Literature and a Bachelor’s in International Economics. I am also a certified sports teacher, choreographer, and fitness trainer with extensive industry experience. As an international CrossFit judge and athlete, I have officiated at competitions around the world and reached the quarterfinals of the 2023/2024 CrossFit Open. Additionally, I hold a certificate in criminology and am currently pursuing further studies in this field. Having worked in European gyms and now coaching in Pakistan, I am excited to bring my expertise to the South Asian market. My passion for fitness drives me to continuously expand my knowledge and help others achieve their goals.
Synergyzer: With a background in Ukrainian language and literature, what inspired your shift to a thriving career in health and wellness, and how has it shaped your approach?
Natalia: Sport has always been in my blood, even from a very young age. However, my parents didn’t view it as a viable profession and encouraged me to study Ukrainian language and literature instead. I worked in this field for a while, but my energetic nature couldn’t cope with the monotony of the work. It didn’t align with my parents’ expectations, so I returned to sport, focusing on developing myself in this direction. Now, I know exactly what I want to do for the rest of my life.
Synergyzer: How do you see the wellness and fitness landscape in Pakistan compared to Ukraine or worldwide? What are the main differences in consumer attitudes, goals, and marketing trends?
Natalia: The wellness and fitness landscape in Pakistan differs significantly from that of Ukraine and Europe. In Europe, people prioritise long-term health and active lifestyles, while in Pakistan, the focus tends to be short-term, centred on weight loss or aesthetics. Europeans measure success through sustained activity and overall wellbeing, whereas Pakistanis emphasise centimetres and kilograms.
As a coach, I find it challenging to communicate the importance of functional training, which mimics daily movements, over purely aesthetic goals. Clients are often sceptical of new methods and equipment, making it difficult to introduce innovative approaches. CrossFit, which is popular globally, has struggled to gain traction here. While I advocate for prioritising health improvement over aesthetics, it remains an uphill battle in a market driven by quick fixes and traditional attitudes.
Synergyzer: What’s the difference between wellness and wellbeing, and how do brands target both to attract health-conscious consumers?
Natalia: Wellness focuses on physical, mental, and emotional health through activities like nutrition and exercise, while wellbeing includes broader aspects like social connections and happiness. Brands target both by promoting physical benefits along with emotional and social advantages. For example, a fitness brand can highlight mental health benefits and community, appealing to health-conscious consumers seeking comprehensive solutions.
Synergyzer: Do you think brands set unrealistic beauty and fitness goals?
Natalia: Many self-care, beauty, and fitness brands promote unrealistic goals, leading to low self-esteem and feelings of inadequacy. As a professional, I advocate for realistic sustainable habits that encourage self-acceptance, body positivity, and overall wellbeing. Educating clients on achievable goals tailored to their needs is key, alongside a rounded focus on physical, mental, and emotional health. Promoting diversity and inclusivity in marketing challenges harmful beauty standards. By fostering positive body image and self-compassion, professionals can help clients build healthier habits and support long-term happiness, rather than chasing unattainable ideals.
Synergyzer: In today’s fast-paced corporate culture, what advice do you have for maintaining mind and body wellness?
Natalia: For busy professionals, maintaining mind and body wellness involves prioritising healthy habits such as packing nutritious snacks, taking short walks during breaks, and engaging in physical activities on weekends or through corporate wellness programs. Practicing mindfulness, setting boundaries, ensuring quality sleep, taking regular breaks, connecting with others, and following a balanced diets are also essential to prevent burnout and support overall wellbeing. By prioritising self-care and taking proactive steps, you can thrive both personally and professionally.
Synergyzer: What are some common misconceptions about wearable tech’s impact on personal health?
Natalia: I have a positive outlook on wearable tech in wellness, as it offers valuable insights and helps monitor health status, training intensity, and nutrition. Despite misconceptions, current research shows no significant negative impact on health. Its benefits include injury prevention and disease management. Wearable tech is likely to evolve further, integrating with other health platforms to provide a comprehensive view of overall health and fitness.
Synergyzer: Where do you see the intersection of wellness, fitness, and digital engagement in the future?
Natalia: The intersection of wellness, fitness, and digital engagement will grow as technology, wearables, and online platforms provide tools to track and improve health. Virtual wellness platforms will offer personalised plans and resources, while fitness apps, virtual classes, and gamified challenges will motivate users through real-time feedback and progress tracking. The future will blend technology with human interaction to create personalised, engaging wellness experiences.
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Synergyzer: Do you have a hidden talent or passion outside of fitness and wellness that most people don’t know about?
Natalia: I’m not one to talk about myself, but recently, Pakistan has discovered a hidden talent of mine acting. I’ve been invited to take part in various commercials and projects that require acting skills. While I don’t consider myself a talented actor, it’s been an interesting experience and a new direction for my personal development.
Synergyzer: What advice would you give readers about embracing different types of wellness in their daily lives?
Natalia: Embracing wellness requires a comprehensive approach. Regular exercise, a balanced diet, mental wellness practices, adequate sleep, and engaging in joyful activities can improve overall health. Remember, everyone is unique, so find the approach that works best for you.