About Us

Our philosophy and why you should use us

AM activ has a wealth of experience and knowledge in the health & fitness industry. Our philosophy is to support and motivate people of all walks of life to become more fit and active and to enhance the performance of athletes to achieve their personal performance goals.

The fitness demands on athletes regardless of the sport they compete in can be a daunting one. Athletes may feel under pressure to perform at 100% every time they race or train because of the fast paced world they live in. This could result in overtraining, injury or dropout. For a newcomer or returner to fitness the pressure and anxiety of knowing who to turn to and what to do is equally daunting.

Everywhere you will see and hear of ways to improve your fitness, friends and colleagues will give you friendly tips and advice, books, magazines and of course the World Wide Web is full of advice, so what do you do? What information is best?

At AM activ we aim to give you training tips and advice to get you started on your fitness journey. For the athlete, we aim to enhance your athletic performance, keep you motivated and help you achieve your goals. We can plan and design detailed training plans that will fit in with your personal and professional needs and wishes and deliver training sessions to monitor and enhance your progress.

We can also help you avoid and recover from injuries.  We believe that everyone would benefit from taking a more holistic approach to their fitness regardless of their athletic ability, so focusing on the mind as well as the body.

AM activ was founded by Andy Matson, Andy will tell his personal story of why he started AM activ.

"We believe that everyone would benefit from taking a more holistic approach to their fitness, regardless of their athletic ability."

"My own sport and fitness background has been long and varied. As a junior I was coached from an early age in track and field and over a number of years represented my school and county. I also swam competitively for my local swim club, played rugby and performed martial arts. Yes I was a very hyperactive child and teenager which drove my parents mad!


Most of my 20's was spent participating in power based sports such a weight lifting. For the past 20 years my passion has been the sport of triathlon in which I have competed in over 200 races from super sprint to ironman and have been blessed to have achieved many podium finishes.

In 2012  I set up the junior section of BRJ Run and Tri. Now the junior section is one of the leading junior clubs within the eastern region. In 2014 the juniors won the Sports Club of the Year award and I was nominated for coach of the year. Today I still coach junior athletes at my local run and tri club but I also personally coach a number of athletes of all ages and abilities with some going on to achieve GB age-group status.

I set up AM activ because I strongly believed that if you have knowledge you should pass it on for the benefit of others. I wanted to create something special and to install an environment that encourages athletes of all abilities to learn and develop at all times. AM activ was established to help athletes achieve their goals by delivering a structured coaching model that takes a holistic approach to their health and wellbeing. It was also important to me to share my experiences and knowledge and to bring together athletes of all abilities who could inspire each other."



Andy Matson

I have over 35 years’ experience in the fitness industry, I started my coaching journey as a young track and field coach in my teens.

I currently have qualifications in:

  • YMCA Teacher of Fitness.

  • Holistic Massage and Sports Massage.

  • Triathlon coaching, level 2 diploma.

  • BSc Hons in Sports Science.

  • Foundation degree in Health and Social care.

  • PGC qualification in Clinical Exercise Physiology.

  • Pose running technique specialist.

  • Level 3 personal training qualification.

  • STA Level 2 Open Water Swimming Coach. 

I have also personally won a number of coaching awards in recent years.

They are:

  • Hunts Post  Unsung hero award 2012.

  • Hunts Post finalist of the Coach of the year award, 2014.

  • Living Sport Coach of the year award 2019.



Sarah is an England Athletics Level 2 Coach in Running Fitness.  She has competed (and won her age category) in a variety of races from road to cross country, locally and nationally from 5km to marathon distance.  She has experience in coaching total beginners to regular runners, from primary school age through to adults.  More recently Sarah completed her first duathlon placing 3rd female.  She also holds qualifications in Exercise to Music and Aeroskip.



"I love running and love supporting other athletes to reach their goals.  Seeing athlete’s improvement inspires! Freedom, Fun, Friends and Fitness is what running has given me! Lets spread the word!"

Nikki Waters.jpg


Hi, I am Nikki, a mother of two and a fitness fanatic! I am a crossfitter, runner, swimmer. Swimming has always been a passion of mine and for the past 10 years I have been helping people in this environment, whether its gaining water confidence, developing strokes or working towards fitness goals. I have qualifications in ASA Level 1&2 teaching aquatics, ASA teaching aquatics to children with learning difficulties. I also hold STA qualifications in disability awareness, teaching adults and children aquatics and level 2 Open water swimming coaching.



Having grown up in New Zealand, I have a lifetime of swimming experience behind me. I am a Level 2 STA Open Water Swimming Coach and a qualified RLSS Open Water Lifeguard.


I’ve always been a competitive club swimmer but returned to my love of Open Water about 6 years ago. I've raced in the lakes and local rivers, competed in the canals of Copenhagen and won Bronze medals in the 1.5km and 3km events at the National Masters Open Water Competition. 

Swimming in open water is a constant source of enjoyment for me, all year round, and I love passing on that passion and knowledge to others.

Whether it’s training for an event, to improve your stroke, or help build your confidence, I look forward to helping you achieve your goals.