About the Founder — Shane Rice

With more than 25 years of experience as a certified personal trainer, Shane Rice has guided thousands of clients—from first-time beginners to elite professional athletes. His career spans one-on-one coaching, program design, and even educating and certifying trainers across the country.

Shane’s mission is simple:

“Help as many people as possible by sharing the science, strategy, and education needed to create real, lasting results—for clients and for the trainers who support them.”

In addition to his decades of coaching expertise, Shane is a Certified Nutritionist in the state of Arizona and a proud graduate of Washington State University. His approach blends evidence-based nutrition, practical lifestyle guidance, and personalized programming designed to fit each client’s unique needs.

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Why Shane Started SR FuelRX

“A while ago, I paid $500 for a bodybuilding ‘coach’ to build my nutrition plan. I assumed he had some knowledge I didn’t. But after talking with other athletes he coached, I learned he was giving every single person the exact same plan—copy, paste, email. No baseline calories. No intake questions. No personalization.

That’s when it clicked: people deserve better. They deserve affordable, customized plans built around their real life, real goals, and real nutritional needs. SR FuelRX was created to fill that gap and bring integrity, science, and personalization back into coaching."