Pro Athlete Supplementation has appointed fitness enthusiast and successful business woman Monika Shine as a brand advocate - as the sports nutritionist company reaches out to highly motivated individuals who train like professionals.

The company, which operates out of Rhymney, was founded in 2006 by Olympic Gold medallist sprinter Darren Campbell and Welsh Rugby Union's national nutritionist Jon Williams.

Apart from the Wales Senior squad, the long list of notable PAS clients includes the four regional rugby teams (Dragons, Blues, Scarlets and Ospreys), plus Championship and Premier League football clubs – it was the official supplier to Leicester City FC when they won the Premiership title.

Semilac UK CEO Monika Shine has been chosen as PAS' first brand advocate who is not an elite athlete.

She was chosen because she embodies the drive and determination needed to achieve ambitious personal goals in sport and health. She is a successful business woman, friend to the stars and busy mother who puts in long hours at the gym because she is also a former World Beauty Fitness & Fashion competitor.

PAS director Darren Campbell, who lives in Rogerstone and who is also a BBC athletics pundit, said: “Since retiring from professional athletics, my passion has been to help others achieve their own sporting and life ambitions. I chose Monika to be our first non-elite brand advocate because she is the perfect example of a highly motivated individual with the mindset of a pro in all aspects of her life. She represents so many of the people that can reap the rewards of PAS, because she gets the pro ethos and embodies our brand values, always striving for optimum performance. She’s a kindred spirit and we look forward to helping her fulfil her maximum potential in all aspects of her busy life.”

Monika Shine said: “I have children and I own a leading nail polish business, so a healthy mind and body is essential to stay on top. But I am equally dedicated to my fitness, training like a professional and overall wellbeing, so PAS is perfect for people like me who have a hunger and determination to look, feel and perform at their very best - whatever their personal goals in sport and life in general. It's great to have such strong support from PAS on my own journey to success as a mother, entrepreneur and fitness trainer.”

Professional ambassadors who use and endorse PAS products include Everton’s Yannick Bolasie, England and Chelsea striker Fran Kirby, England rugby star Heather Fisher, plus Paralympics discus and shot putt champion Aled Davies.