Mohammad Abu Amra

Founder & Lead Consultant | 15+ Years in Health Club Growth | Middle East & Africa

With a proven track record of leading multi-site fitness teams and transforming health clubs into high-performing, revenue-generating operations, Mohammad Abu Amra is a recognized force in the health and fitness industry across the Middle East and Africa.

Mohammad has led the launch, scale, and turnaround of multiple gyms across the region, driving double-digit growth and training over 500+ personal trainers into successful careers. His leadership is built on operational excellence, financial clarity, and people development.

Beyond the business side, Mohammad has served as a Core Leader in a regional volunteer group for over 8 years, shaping a leadership style that’s empathetic, growth-focused, and deeply rooted in service.

A trusted expert in fitness, sports, and operational excellence, he’s committed to helping people and businesses thrive and to building winning journeys that last.

Omar Azzeh

Operations Manager | Fitness & Health Club Operations

Omar Azzeh is an experienced operations professional with a strong background in managing day-to-day fitness club operations, optimizing processes, and supporting high-performing teams. He brings a hands-on approach to operational excellence, ensuring that systems, people, and customer experience work seamlessly together.

With solid experience in facility operations, staff coordination, scheduling, and service quality, Omar plays a key role in translating strategy into execution. He is known for his attention to detail, structured thinking, and ability to maintain smooth operations in fast-paced fitness environments.

At TrueForm, Omar supports the implementation of operational systems, standards, and workflows that help gyms and fitness businesses operate efficiently, scale sustainably, and deliver consistent member experiences.

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Motasem Al Khalaileh

Group Training & Events Expert| The magnetic energy behind movement, motivation, and connection.

Motasem is known by his clients and colleagues as a magnetic presence — someone who brings positive energy, enthusiasm, and connection into every fitness experience. With a Bachelor’s degree in Physical Education and Sports Science from The Hashemite University and over a decade of experience across leading gyms in Jordan and Oman, he blends deep technical skill with the ability to ignite motivation in groups.

His career spans key roles at Gold’s Gym, Vega 079 Gym, Horizon Gym (Oman), and the Club of Greater Amman Municipality, where he built a reputation for delivering high-impact group sessions and creating member engagement through innovative programming.

Motasem is also a certified Doping Control Officer, a former tennis athlete, and has appeared for 4 years on Roya TV’s fitness segment alongside coach Nasser Al Sheikh — inspiring thousands across Jordan to embrace movement and wellness.

📌 “For Motasem, movement isn’t just exercise — it’s a celebration of life, connection, and positive energy.”

Osama Talafha

Functional & Personal Training Expert| Turning discipline, science, and performance into lifestyle results.

Osama Talafha is a results-driven Functional Training and Personal Coaching Expert with over a decade of hands-on experience in strength, conditioning, and athletic performance. A former Jordanian Boxing Olympic Team member and three-time national champion, Osama blends elite-level discipline with a deep understanding of movement and human potential.

Holding a Bachelor’s degree in Sport Coaching & Management and certifications in Level 3 Personal Training and CrossFit Foundations, Osama has coached hundreds of clients through transformations rooted in technique, structure, and motivation. His leadership journey includes senior coaching roles at Gold’s Gym and RizeUp Gym, where he built high-performing teams and designed programs that deliver measurable, long-term results.

Known for his methodical yet motivating approach, Osama helps clients and teams push beyond limits — translating physical strength into confidence, focus, and daily performance.

📌 “For Osama, fitness is mastery — the art of discipline, movement, and mindset coming together.”

Our Mission

• TrueForm Hub → A professional studio and community in Jordan where trainers and coaches sharpen their skills, build client bases, and launch their own business ideas.

• TrueForm Consulting (TF-OS) → A proven operating system for gyms and investors, designed to deliver measurable growth, retention, and profitability across health clubs and franchises.

Track Record

5+

20+

Revenue Generated

Countries Served across MEA

$10M+

Projects Completed (Launch, scale, or turnaround)

15+

Years in Fitness Business

500+

Personal Trainers Developed

Who We Work With

• Gym and studio owners

• Health club investors

• Franchise groups expanding in new markets

• Entrepreneurs starting their first fitness concept

🌍 Our Philosophy

“Every great gym starts with a great foundation — in people, process, and purpose.”