Elevating Black Fitness
& Wellness Professionals.
A platform designed to elevate, connect, and amplify Black fitness professionals through culture, community, and opportunity.
Visibility, community, and access — built for the culture.
Black Fitness Excellence is a platform and community dedicated to elevating, connecting, and creating opportunities for Black fitness professionals.
Founded in February 2025 during Black History Month, BFE was created in response to a lack of visibility for Black trainers, coaches, and wellness professionals.
What began as a single event has grown into a movement — ensuring that Black professionals in fitness are not only seen, but heard, valued, and connected.
Mission
To Connect, Collaborate, and Elevate Black fitness and wellness professionals through community, storytelling, visibility, and opportunity.
Vision
To build a global ecosystem where Black fitness professionals thrive together through culture, connection, and collaboration.
Connect
Community & Relationships
We create intentional spaces for Black fitness and wellness professionals to build authentic relationships, expand networks, and strengthen community through experiences, events, and shared purpose.
Collaborate
Partnerships & Opportunity
We believe collective impact matters. Through partnerships, storytelling, business opportunities, and community initiatives, we foster collaboration that creates visibility, innovation, and growth.
Elevate
Visibility, Growth & Excellence
We are committed to elevating Black excellence by amplifying stories, increasing access to opportunities, celebrating achievements, and supporting personal, professional, and business growth.
Curating the moments that move the culture forward.
Signature Events
Curated fitness events and community experiences that gather the culture in one room.
Media & Storytelling
Interviews, features, and storytelling that put Black professionals at the center of the narrative.
Network & Partnerships
Opportunities for networking, brand-building, and strategic partnerships across the industry.
Platform & Resources
A connected platform linking professionals to community, clients, and resources that scale impact.
We're building something bigger.
From the West Coast to the South, BFE curates quarterly signature events and consistent experiences that elevate the culture and create opportunity.
Strength, sweat, and power in motion.
Captured at a BFE event — a glimpse into the energy, discipline, and community that define our movement.
Voices from the movement.
Hear directly from the women and men living BFE every day.
Sheena Shelton
Founder & CEO · BFE
The vision behind the movement.
Sheena Shelton is the Founder & CEO of Black Fitness Excellence — a growing movement created to connect, collaborate, and elevate Black fitness and wellness professionals.
Founded in San Diego, CA and now expanding through Atlanta, GA and beyond, BFE was built from Sheena's vision to create intentional spaces where culture, community, fitness, and opportunity intersect. A proud alumna of San Diego State University, she holds an educational background in Psychology, Social Behavior, and Counseling & Social Change — paired with nearly two decades of community-centered, people-focused work.
A Certified Personal Trainer and Corrective Exercise Specialist, Sheena believes fitness is about more than physical transformation — it's about confidence, healing, purpose, and community. Through her fitness brand, Bodied by Sheena, she has supported individuals in rebuilding strength and sustainable wellness from the inside out.
Passionate about storytelling and human connection, she also hosts the Fully Surrendered podcast — a platform for honest conversations on faith, healing, growth, and purpose.
Through curated experiences, partnerships, and nationwide expansion, Sheena is building a global platform where Black fitness professionals can Connect, Collaborate, and Elevate.
Founded
2025
Cities
SD · ATL
Mission
Global
Featured in the press.
Stories that spotlight the movement and the mission behind it.
Meet Black Fitness Excellence
An in-depth interview on the origins of BFE, the vision for the community, and what's next for the movement.
Meet Sheena Shelton
Sheena shares her journey as a founder, trainer, and storyteller building a platform for Black fitness professionals.
People connect with what you do.
They commit to your story.
Through the Fully Surrendered Podcast, hosted by CEO & Founder Sheena Shelton, we highlight the real journeys behind the professionals — their faith, challenges, growth, and purpose.
- Authentic conversations
- Personal & professional storytelling
- Deeper community connection
Step into the movement.
Get curated stories, community highlights, upcoming events, and exclusive opportunities within the BFE network — straight to your inbox.