Meet the Founder
WAM was solo-founded in 2024 by Anna, a PhD chemist with a long-standing interest in fitness and nutrition - but her relationship with both wasn’t always easy. Born in 1987, she grew up during peak diet culture and spent years struggling with her body image. Exercise and food became tools to shrink herself and meet narrow expectations of what a woman’s body “should” look like.
Discovering strength training in her 30s changed everything. It shifted her focus from appearance to feeling strong and comfortable in her own skin. Movement became empowering instead of punishing; food became nourishment instead of numbers. WAM exists because Anna wants others to experience that same shift - from restriction to strength, from pressure to self-trust.
WAM's Mission
The fitness and supplement industry still leans heavily on diet culture, unrealistic body standards, and overly gendered marketing. This not only fuels insecurity; it actively excludes people who don’t fit - or don’t want to fit - those rigid ideals across age, gender, size, ability, and identity.
At WAM, our stance is simple and unwavering: Strength is for Every Body.
We reject diet culture, pink-washing, and predatory marketing. Instead, we foster an inclusive, welcoming environment where people of all backgrounds, ages, and identities can feel represented - not pressured.
WAM's Products
As a vegan athlete, Anna struggled to find a protein powder that matched her standards. Plant-based products were the more sustainable option, but most on the market relied heavily on artificial sweeteners, overpowering flavours, or “dessert-like” formulas. Meanwhile, unflavoured proteins tasted chalky or downright unpleasant.
After months of development with her German manufacturing partner, she created a balanced, lightly flavoured blend without artificial sweetness or aftertaste.
But great taste was only part of the goal. WAM Protein also features a superior amino acid profile, with leucine levels comparable to whey - delivering strength and recovery without compromise.
Our Affiliates
Mimoushka Kion
Hyrox World Champion (AG 55-59) & Hyrox Double World Champion. "It's never too late to reach your highest potential!" @mimoushka.bodycoach
Stef and Sarah
Moms, women’s fitness specialists, and your go-to guides for thriving through perimenopause and beyond. @wewomen.fit - www.wewomen.fit
Mara
Nutrition Coach & Personal trainer with specialisation in Functional Training. Connecting intersectional feminism with movement and creating a safer space for those (marginalised) groups that don’t have the easiest access to fitness and nutrition. @magnutrition.de @flintaworkoutclub www.mag-nutrition.de
Shireen Sarwari
Personal Trainer, Nutrition & Mindset Coach from Austria - Founder of No Doubt Training. Helping people live healthy, happy, and fit lives at every stage through movement, nutrition, and mindset coaching. "You are what you believe yourself to be." @nodoubtraining
Verena Junker
Certified holistic nutrition and health consultant, fitness coach & speaker. @verena_junker - LinkedIn: Verena Junker
Teodora Sklayne
Founder of ATTIKA Fitness | Breathwork & Ice Exposure Coach Teodora helps people reconnect with themselves through sustainable practices that support long-term health, balance, and longevity. "Because every journey is unique, and no one should walk it alone." @attika.fitness - www.attikafitness.com