Known throughout the bodybuilding community as "Amer The Hammer," Kamra has established himself as one of Canada's leading contest preparation coaches and physique specialists. When Hammer Fitness first opened its doors, many people suggested opening in downtown Toronto or another high-profile commercial area. Unlike many commercial gyms where trainers divide their attention between multiple clients, Hammer Fitness operates exclusively by appointment. That philosophy has become the foundation of the Hammer Fitness coaching system. Although bodybuilding remains an important part of the business, it represents only one aspect of what Hammer Fitness offers.