AGE beautifully, LIVE boldly.
150+ clients
trained
1000+ sessions
coached
96% client
retention rate
80+ brand
partnerships
Transform your BODY and MINDEST through intentional MOVEMENT, SELF-BELIEF, and CONFIDENCE that lasts a lifetime.
Before I ever stepped into the gym with confidence, I was working long shifts in restaurants, always moving, always serving, but never making time for myself. I didn’t grow up an athlete. But now, at 42, I’m in the best shape of my life, and I’m here to help you feel the same way.
This method was built through real-life transformation. It’s about showing up with discipline and compassion, especially when life gets busy or your body starts to evolve. Especially when you wonder if it’s too late. (It’s not.)
The Method: Age Beautifully. Live Boldly. ❊
Train with Intention, Not Punishment
I don’t believe in punishing your body into change. I believe in building it up. My training method helps you increase muscle, boost energy, and move through hormonal shifts with strength and confidence.
01Move Like You Mean It
Movement is part of my lifestyle — and I teach you how to make it part of yours. Whether you’re hitting the gym or walking the beach, I’ll help you stay consistent in ways that feel good and actually work.
02Fuel the Glow
This isn’t about cutting carbs or obsessing over calories. It’s about nourishment. I share the food, supplements, and wellness tools that help me feel vibrant, energized, and confident — every single day.
03Become Her Now
You don’t have to wait for a number on the scale or a perfect before-and-after photo. You get to feel proud of yourself now. My job is to help you become the version of you who looks in the mirror and thinks, "She’s glowing. She’s strong. She’s me."
04OUR PARTNERS
Monique Eileen
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C4 Energy
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EatFitz Meal Prep
❊
The Workout Yard
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Cortney P. Pascana Esthetician
❊
Wake Up Water
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Nutré Meal Plans
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Megelin
❊
The Coldest Water
❊
WalkingPad
Women’s Best
FitHub App
❊
Snap Calorie App
❊
Shokz Earbuds
❊
Soundcore
Monique Eileen ❊ C4 Energy ❊ EatFitz Meal Prep ❊ The Workout Yard ❊ Cortney P. Pascana Esthetician ❊ Wake Up Water ❊ Nutré Meal Plans ❊ Megelin ❊ The Coldest Water ❊ WalkingPad Women’s Best FitHub App ❊ Snap Calorie App ❊ Shokz Earbuds ❊ Soundcore
Incredible as You
Apparel
Fernanda Shaw
I’m a 42-year-old Brazilian fitness coach, content creator, and wellness advocate helping women in their 30s and 40s age beautifully, live boldly, and feel incredible in their bodies.
I didn’t grow up an athlete, and I didn’t start my fitness journey early. I started when I was ready to stop hiding and start healing. Over time, I built strength I never thought I had, physically and emotionally. Today, I lead with both.
The method I teach is built on real-life transformation. It’s about showing up for yourself with consistency and compassion, especially as your body evolves. Especially when you feel overwhelmed or unsure. Especially when you're wondering if it’s too late. It’s not.
You’re not starting over. You’re starting fresh, with someone who gets it.
Incredible as You
Virtual Coaching
Two ways to train with me, both built to meet you where you are, and move you forward with intention.
Core Plan (Monthly)
$500 per month
Consistent support. Anywhere you live.
This plan is for women who want expert guidance, accountability, and personalized programming, without the pressure of an all-or-nothing commitment. Everything is built around your lifestyle, your body, and your schedule, fully remote.
You’ll have a coach who’s paying attention.
Includes:
✔️ Personalized training plan (strength, HIIT, low-impact, or aquatic-friendly)
✔️ Weekly progress check-ins (app-based)
✔️ Monthly nutrition + mindset guidance
✔️ Habit and lifestyle support that fits real life
✔️ Progress tracking dashboard
✔️ Direct in-app messaging for ongoing support
Choose monthly or save with a longer-term commitment.
Elite Plan (Quarterly)
$1,200 per quarter (Save $300)
More consistency. Built-in savings.
This option includes everything in the Monthly plan, with one key difference: commitment. By choosing a quarterly structure, you’re giving your body time to adapt, build strength, and create real momentum, while saving on your investment.
This is still fully remote and fully personalized.
Includes:
✔️ Personalized training plan (strength, HIIT, low-impact, or aquatic-friendly)
Weekly progress check-ins (app-based)
✔️ Monthly nutrition + mindset guidance
✔️ Habit and lifestyle support that fits real life
✔️ Progress tracking dashboard
✔️ Direct in-app messaging for ongoing support
Ideal for women who are ready to stay consistent and want to save.
Your next chapter,
told by others
"The most unique and flattering leggings I’ve ever bought! They are so sexy and so comfy, and the V cut back is squat-proof! I’ve gotten so many compliments on these leggings. Hands down my favorite purchase of the year!!"
“
Kathy
"The quality of all the clothes is excellent, each and every set is beautiful, and fits very well on the body. Fernanda is a wonderful person. I loved being able to meet her in person."
Daniela
"If you are looking for beautiful and comfortable clothes, IAY offers that and much more. I have several pieces. I have 2 sets of these in different colors because I loved them so much."
Sirleia
"I absolutely love this set. Especially the one in pink color. The top is super stylish, and I love the high-rise leggings. I wear these all the time!:)"
Jordania
Start free, designed
for your journey
Get instant access to my Balance Blueprint, a digital guide built for women who want to feel strong, energized, and confident again. It’s a simple, no-pressure way to explore what working together could look like, on your own time.
This is for the woman who's ready to feel incredible again, without crash diets, hustle, or confusion.