“Motivation is what gets you started. Habit is what keeps you going.” – Jim Ryan


Miche Hoffer, personal trainer and MichRoFit co-founder, has been involved in sports and fitness for most of his life. Born and raised in Stockholm, Sweden, Miche played a variety of sports in his youth, including soccer, golf, table tennis, martial arts, and track and field. By the time he hit his teens it was clear that he had a particular talent in track and field. At 15, he won 5th place in the national Swedish schools championship. It was a preview of things to come.

Even at that early age Miche recognized the difference between “practice” and “training.” If he’d done that well with just practice, what could he achieve with training? Miche began what has become for him a way of life – training and fitness. And it paid off. Miche won the Swedish National Decathlon championship four times, and this August (a couple of decades later) won silver at the 2015 World Masters Athletics Outdoor Championships in Lyon, France.

Since 2000, Miche has shared his knowledge, experience, and enthusiasm motivating others to achieve their personal best. After working as a personal trainer at a couple of local fitness clubs, Miche founded MichRoFit in 2002 with his wife, Rowe, also a fitness enthusiast. Miche has also coached track and field at Stanford University, Los Altos High School and Sacred Heart High School.

Miche is certified by the American Council of Exercise (ACE) and has a certification in Olympic lifts. In addition to competing in track and field events, he has competed in a number of triathlons and the half-Ironman. He has completed all requirements for the cross-fit certification, and has taken numerous courses in health and nutrition.