ABOUT THE BOSS BITCH DIANE FLORES
From survival mode to embodied leadership — this is how I became the woman I am today.
Writing about yourself is weird.
So let me just tell you the truth.
I didn’t arrive here because things were easy.
I didn’t build a career because I was disciplined or genetically gifted.
I’m here because life cracked me open — over and over — and I refused to let any of those moments define who I got to become.
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My story isn’t polished.
It’s real.
And if you’re here, I’m guessing yours is too.
Where I Started: Survival Mode & Self-Abandonment
I became pregnant at 16, again at 17, survived abusive relationships, lived in government housing, relied on WIC, food stamps, state insurance, and women’s programs. I worked two jobs as a single mom because I didn’t have a choice. That wasn’t “hustle.” That was survival.
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I had no education around food or health.
I ended up in the hospital weighing over 200 lbs with a gallbladder ready to burst.
My life was a loop of:
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start over
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fall off
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feel ashamed
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repeat
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Not because I was weak. Because I didn’t know who I was yet.
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The Birth of My Work: Women Who Needed a Place to Belong
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In 2007, my sister and I started teaching pole dancing in living rooms because I believed women needed a place to feel alive, feminine, powerful, and welcome.
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That tiny idea became a 2,500 sq ft studio.
We evolved from pole dancing → bootcamps → strength training → personal training → and now, global online coaching.
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But the mission never changed:
I create spaces where women remember who the hell they are.
Not the version the world told them to be.
Not the version they perform.
The version they buried under motherhood, marriage, diet culture, trauma, obligation, and survival.
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How Fitness Entered My Life (and Saved Me… Until It Didn’t)
I worked at Gold’s Gym daycare and collected fitness magazines like bibles. Strength training felt like the first place I had power. So I dove in.
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Eventually, I stumbled into bodybuilding. Sixteen shows, an IFBB Pro card, national stages, trophies, swords, crowns — all of it.
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Bodybuilding gave me discipline, structure, proof that I could reinvent myself.
It also became my escape.
My numbing. My way to avoid dealing with the chaos inside me.
On the outside? StrongAF.
On the inside? Exhausted, disconnected, running on fumes, and calling it “success.”
My Work Today: Identity. Nervous System Leadership. Embodied Reinvention.
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I’ve coached thousands of women — athletes, beginners, women in their 60s and 70s, professionals, mothers, women rebuilding from scratch.
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And here’s what I know for certain:
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Fitness is not the transformation.
Identity is.
Your nervous system is.
Your self-trust is.
Your truth is.
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Macros and workouts are 1% of the equation.
The other 99% is the emotional weight you’re carrying, the identity you’re stuck in, and the life you’re pretending is “fine.”
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Today, my work is about helping women:
🔥 stop abandoning themselves
🔥 break cycles of all-or-nothing living
🔥 step into their main character energy
🔥 regulate their nervous systems
🔥 make decisions like the woman they want to become
🔥 stop performing strength and actually embody it
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I’m here to guide the woman who knows she’s meant for more — not from hustle, but from truth.
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If you see yourself in my story, you’re exactly where you’re meant to be.
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Not because I have all the answers.
But because I’ve walked through everything you think disqualifies you.
And I’m still here.
Stronger. Softer. Sharper.
More me than I’ve ever been.
My mission is simple:
If I can rewrite my life…
you can rewrite yours too.
You’ll hear real stories, honest reflections, and identity-focused coaching that goes way beyond the gym. Because the real transformation doesn’t happen in your workouts — it happens in your nervous system and your self-belief.
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Join a circle of women who want more for their lives than just macros and muscles.