From teaching her first rhythm cycling classes in Sydney to launching and running her own studio, guest coaching internationally and being headhunted by Absolute Cycle, Alicia Portelli has built a reputation based on a strong personal brand. She tells RIDE HIGH why a personal brand is so important for fitness coaches and instructors – and how to create one.

Why is a personal brand important?

Your personal brand is what makes you unique. It tells people why they should come to your classes and helps you stand out from your peers.

It’s also key to your happiness and sense of fulfilment. So often, we try to mould ourselves into what we think others want us to be, or we try to emulate another successful coach. But this isn’t just disingenuous. It also makes connection harder. Constantly trying to live up to someone else’s idea of who you should be is draining.

The more I embraced who I was, the more real my connection with riders became

I experienced this first-hand in my early career. The more I embraced who I was and allowed that to come through in my classes, the more real my connection with riders became. For me, that meant leaning into my identity as an athlete, doing things that pushed people beyond what they believed they could do.

When you look across the industry, the coaches who have built big global brands are the ones who have created an identity that’s true to them and grounded in their values. The authenticity is what builds trust and community.

How do you create a personal brand?

A personal brand is something you have to identify for yourself. Nobody else can tell you who you are. Certainly trying to build your brand around someone else’s image, emulating another coach, will mean you’re constantly compared to them – and you will always be second-best.

When I’m mentoring people, I have them answer a few key questions. What is your ‘why’? Who do you want to be for people? How do you want to make them feel?

I also ask them to make a list of the people who inspire them; this can really help identify the qualities that matter most to them.

For me, my sources of inspiration are my former dance teacher, who was tough, as well as Michael Jackson and Akin Akman. Both are (or were, in MJ’s case) exceptional at what they do and don’t let themselves be affected by the views of those who don’t align with their brands.

A great coach can authentically show up anywhere and still attract people who connect with them

Throughout my career, people who don’t connect with my approach have told me my classes are unachievable. But staying true to your brand and finding the people it resonates with also means coming across people it doesn’t resonate with – and that’s OK.

My personal mantra is: Touch, Move, Inspire. I want to leave people better than I found them. I’m motivated by showing them they can push themselves further than they thought possible. I’ve always learnt through hard lessons and I teach in the same way. Life is tough, but if you can do hard things in a cycle class, you can take that same grit into everyday life.

Can your brand limit where you work?

A strong personal brand will influence the studios you want to work at and the riders who come to your classes. However, unless you’re in a city with a high studio density, you can’t be too focused on typecasting yourself or finding the perfect studio. A great coach can authentically show up anywhere and still attract people who connect with them.

I am currently at Absolute Cycle and have worked hard to carve out my space in south-east Asia, attracting people who align with my brand. Whether I’m focusing on endurance, resistance, pace or technique, whether it’s an advanced or more entry-level class, I stay true to my personal brand, pushing people through hard lessons and motivating them to grow in different ways.

Focus on the people who keep showing up to your class. They are the ones your work is meant for.

Can everyone form a strong brand?

Not everyone will become a global name, but if your brand is authentic, there will be people who are drawn to you. Every personal brand will have its audience.

For me, successful personal branding isn’t about attracting roaring crowds. It’s about scaling authentically through genuine connection.

Importantly, identifying your ‘why’ is only the beginning. You also need the work ethic to constantly develop your brand. No coach should stay static. I’m forever taking classes with other instructors to be inspired by them and to work out what I can make my own in areas such as technique, conversation and drills. There’s so much learning you can do while staying true to your brand.

My personal brand is also about hard work and self-improvement. To embody that and help others grow, I need to keep growing myself.

As you learn about yourself and grow outside of fitness, your personal brand will evolve.

What’s your best piece of advice for other instructors?

If you have people who love you, you will also have people who dislike you; this is equally true for many of the globally recognised coaches.

Focus on the people who keep showing up to your class. They are the ones your work is meant for.