About
Justin Hoffman
Justin is the founder and co-owner of Hoffman Strength, where he brings more than 25 years of experience helping people move, grow, and thrive. His background spans personal training, strength & conditioning, and coaching athletes from the high school field all the way to the collegiate level.
A lifelong learner and leader, Justin holds a Bachelor’s degree in Athletic Training from Canisius College and a wide range of professional certifications, including:
- NASM Certified Personal Trainer
- USA Weightlifting Performance Coach
- Kettlebell Concepts Group Instructor
- USA Rugby Level 1 & 2 Coaching (with NFHS SafeSport concussion training)
- Red Cross CPR/AED Certified
- New York State Certified EMT and Firefighter
Whether he’s training athletes, coaching teams, or supporting community wellness, Justin brings a passion for safety, strength, and empowering others to be their best.
Elizabeth Paul Hoffman
Liz Hoffman is a proud Herkimer native, dedicated mom of three, and passionate advocate for community wellness. With a career spanning fitness, corporate sales, and marketing, Liz now leads Hoffman Wellness Collective, the nonprofit she founded in 2024 to improve health outcomes in Herkimer County. Through HWC, she drives projects that advance equity in youth sports, increase access to exercise and outdoor recreation, and support the well-being of First Responders.
Before launching HWC, Liz owned and operated Movement Strength & Fitness in Ilion, where she offered strength training as a Social & Emotional Learning service in local schools. Her fitness certifications include:
- ACE Certification as a Personal Trainer
- ACE Certification as Sports Performance Specialist
Liz also holds an MBA from UMass Amherst – Isenberg School of Management, blending her passion for wellness with the strategy and vision to create lasting community impact.
In 2023, Liz also co-founded the Mohawk Valley Ladies Social Club with her friend Shannon Costello, a growing network designed to connect women and foster supportive friendships across the region.
When she’s not building community or championing wellness, Liz enjoys family time, working out, gardening, baking, and exploring the outdoors.
What We Do
Now that you know what we’re all about – take a look at our programs!