Heike Yates is a midlife fitness expert and author of Pursue Your Spark, who helps women navigate the in-between season of life—when what used to work no longer fits, and starting over doesn’t feel right either. With more than 40 years in the fitness and wellness industry, Heike has seen this moment again and again. A former bodybuilder, ultra-marathoner, and Ironman competitor, she built her early success on discipline, structure, and pushing through. Until midlife asked something different. The routines stopped working. The motivation shifted. And the question became: If I can’t keep doing what I’ve always done… then what now? Most women think they need more discipline. Heike shows them they need a different approach. That question changed the direction of her work. Today, Heike helps women who feel stuck, depleted, or disconnected rebuild strength, energy, and confidence in a way that actually fits their lives now. Her approach blends lived experience with practical, realistic strategies—so women can stop forcing what no longer works and start moving forward again. Her message is simple, but often overlooked: you don’t need to reinvent yourself to move forward. You need a way of showing up that reflects who you are now. When she’s not coaching or writing, Heike enjoys hiking, cycling, and spending time with her children and grandchildren—living the same steady, sustainable approach she shares in her work.