We're the online personal training professionals and we understand that reshaping your body is not easily accomplished without the correct approach. That's why we've developed Australia's leading one-on-one online coaching service - to get you looking great and feeling even better!

We train under the philosophy to PRIME you for success. We accomplish this by Providing Resources, Inspiring, Motivating and Educating you through with your very own one-on-one online personal trainer!

Plus, we host Australia's largest online supplement store website, providing a select range of high-quality products at great prices to help you to accomplish your goals!

Our vision is to help thousands of people around the world by becoming one of the world's largest and most respected fitness, health and nutritional services company.

Thank you for visiting Amino Z and congratulations on taking the first step to reshaping your body and your life! My name is Jay Bonaretti and I am the owner of Amino Z.

Amino Z was established on March 12, 2006 as an online resource to help thousands of people in achieving their health and fitness goals. Since our launch, Amino Z has gained enormous popularity and has become a world-class online health and fitness resource.

Throughout our web site, we offer you thousands of pages of free information to help you to get on track to achieving your goals. We also offer the leading Australian one-on-one online personal training service. This has been developed to promote effective and safe solutions to help you in achieving your most valued personal goals.

The Amino Z name and logo has been developed based on the foundation and beliefs of this company.

	The name "Amino Z" was derived from the molecule "amino acid". Amino acids are one of the many building blocks to the human body. Amino acids form an integral part of biological science. Amino Z as a company bases it's exercise and nutritional philosophies and prescriptions on that which has been trailed and proven by science. We strongly believe that the research conducted by scientists have immense practical value to our lives. We will never advocate an approach that has no scientific backing to it.
	We specifically selected "Z" as the final letter in our company name as we aim to provide you with the "A to Z" of health and fitness. There is no use in providing one narrow approach to health and fitness without another necessary component. We believe that the best way to achieve a sustainable transformation is to ensure that your entire lifestyle is in harmony with your desired transformation. It is for these reasons that we provide an array of resources, such as an online supplement store, online personal training (covering nutrition, exercise and general lifestyle), articles, questions & answers, a nutritional database, exclusive client exercise video's and calculators.
	"I" symbolises you. After all, it is all about you. You have to look after yourself to enjoy your life and achieve everything that you want out of life. We believe that you are the most important person to look after, so we will treat you that way. We do not believe in creating mass-produced "one-size-fits-all" solutions. You will always be treated as an individual with our highly intensive one-on-one services. The orange dot symbolises a rising sun, or a new day in your life. When you take the initiative to turn your life around and truly reshape yourself, you will see that a transformation transcends far deeper than the physical; in fact, there are many mental, emotional and spiritual benefits to health and well being apart from just "getting in shape".
	"Oz" refers to Amino Z as an Australian company that aims to provide Australian's with a world class service.

Amino Z is much more than an online personal training and supplement store company. If you've browsed through our web site, you will notice that we provide a wealth of free information to help educate, motivate and inspire you to achieve your health and fitness goals. Why do we spend all this time, money and effort in providing these resources free of charge to anyone with an internet connection? It's all to do with our history and why the web site was founded in the first place.

What may interest you is that Amino Z was not originally created as a personal training or supplement store company. The Amino Z concept was first developed by Jay Bonaretti back in September 2005 while he was undertaking the BodyBlitz challenge (which he began in August 2005 and was announced as the winner in early 2006). If you have read Jay's book, "How to Transform the Average Joe in 12 Weeks", you would be aware that he was highly skeptical of the many outrageous claims made within the health and fitness industry - in fact, he didn't even believe that a 12 week transformation was possible through only diet and exercise due to the misinformation floating around this industry. However, as he embarked upon this 12 week journey, he was enlightened to the fact that with a smart and consistent approach to nutrition, exercise and psychology, anything is indeed possible.

So the original Amino Z concept actually began as an informational web site to educate people as to accomplish their health and fitness goals, based on many of the principles that Jay had learnt in his training prior to and during the BodyBlitz challenge. Jay became so passionate about consumer awareness in this industry that he really wanted to enlighten as many people as possible of the power that they have over their body. This was the reason for the inception of Amino Z and still holds true to our values to this very day.

At the conclusion of Jay's BodyBlitz challenge, he decided to learn how to code a web site himself. Although he had some web programming experience in the past (having run a few web sites in the past), he had never ventured into a project quite this complex. So he spent a few months submersed within PHP textbooks for over 60 hours a week, learning computer programming and practicing this art. It took Jay from November 2005 right up until March 2006 to develop the basic infrastructure of the web site and create a very basic design that was pleasant enough to release publicly. On March 12th 2006, AminoZ.com.au was released to the public, where we had less than thirty visitors!

Shortly after the release of Amino Z, Jay became a registered and qualified personal trainer. Jay decided to offer his online coaching services through the web site based on the same principles that he employed during his BodyBlitz challenge. He had also written a number of health and fitness articles, alongside publishing a host of questions and answers on the web site, in addition to integrating some calculators and a large food nutritional information database. Further, he tried selling a few select products through the store, which subsequently closed due to lack of interest at the end of April 2006.

Here is a screen shot of the web site in August 2006:

At this point in time, Amino Z was a one-man show, and, while it was reaching out to a number of people through the high-quality free content provided, it was not a viable business model. Consequently, it was more a part-time hobby for Jay as he continued to develop the web site and write content for the public to view.

If you run through the news archives of web site updates, you'll see that there are a number of updates throughout 2006-07, all of which were completed by Jay in his spare time. His goal in doing so was to vastly improve the resources available on Amino Z in order to reach out to more and more people surfing the internet. During this time he composed numerous articles, Q&A's and various reviews. Jay also developed the recipe section of this web site, released a course (later renamed to Conquering your Body) and made vast improvements to the overall functionality of the site.

2008 was a transitional period for Amino Z, as the web site began to transform from Jay's hobby, into an actual business. The supplement store was re-released with a now distinct vision - to provide high quality supplements that would assist people in realising their ultimate transformation goals. This fell in line with the company slogan at the time, "Transform Your Body in 12 Weeks".

We released a wider range of high quality products and subsequently the supplement store began to gain some momentum. In addition to this, word began to spread about Jay's online and face-to-face award winning personal training services. The two arms of the "business" began to mutually benefit one another, as we were able to provide a high quality coaching service, while offering high quality products to assist clients toward their goals. This was all in addition to the accumulating amount of content published on the web site since it's inception in 2006.

2009 was where Amino Z really began to evolve. While still holding true to it's core values of providing a free and unbiased informational resource, the web site was also becoming a valuable supplement and coaching service being utilised by hundreds of people. As such, Jay decided to direct the business away from being a "hobby" and into adopting a more professional image, in the hope to reach thousands more people.

Consequently, some serious changes to the web site were made by hiring a team that were able to continue outputting high quality content - just more of it. The first major development at this time was the complete web site redesign (quite an improvement from Jay's original creation). Next, a team of writers were taken on board to assist Jay in publishing quality content on the site (and still continue to do so until this day). Several improvements were implemented by our programming team to ensure that the web site was easy to use, interactive, secure and reliable too.

It was at this point when Amino Z began to significantly expand. People were beginning to find some real value in the quality of the web site and as such, our web site traffic grew.

In early 2009 we significantly increased our brand offerings through our supplement store, selling high quality brands such as Dymatize, Optimum and BSN. As a result, we hired a great team of people to handle the growing numbers within our supplement store. Our online personal training services absolutely exploded and on June 26th 2009, we ranked first for "online personal training" in Google Australia! This year also saw the release of Jay's first book, "How to Transform the Average Joe in 12 Weeks", Jay's blog, our shaker bottles, pedometers, calipers and tension controlled measuring tapes.

Throughout 2010 we have continued to expand the offerings of Amino Z by continuing to publish a vast array of high quality articles, releasing new products and continually developing our web site to further assist you in achieving your health and fitness goals.

While we continue to grow as a company, we still focus heavily on exactly why we are in the position we are at today. It's because we have some strong company values that have remained true to us since the web site's original conceptualisation by Jay. We operate under the philosophy to PRIME you for success. We accomplish this by Providing Resources, Inspiring, Motivating and Educating you through everything that we offer, whether that be our free information, online coaching services or our online supplement store.

Have you ever struggled with trying to achieve your dream body shape? Most of us have at some point in our lives. However there is good news! You can achieve that ideal body - many of our personal training clients have and there is absolutely no reason why you cannot too! Through proven, safe, effective and sound nutritional and exercise methods, you can stimulate your body to change in the way that you want it to. All with the guidance of your very own one-on-one fitness professional!

Thank you once again for visiting Amino Z and I sincerely hope that we can play some part in assisting you in achieving your goals!

Kind regards

Jay Bonaretti