Matt Burch grew up in Sun Valley, Calif. As a young boy, though Matt's father was skilled in judo, boxing and wrestling, Matt had no interest in sports until his older sister began dating Wayne Anderson, Mr. Northern California 1973. Wayne gave 13-year-old Matt a weight bench set for his birthday, and taught him how to use it. Until then, Matt had struggled in school and lacked self-assurance, but as his body started to develop, his confidence grew. He had found something to work at, something he was good at. No matter how bad his life was going, he could always go to the gym.

In December 1987, Matt's life took another turn with the birth of his son, Loredo, followed by the birth of his two daughters, Ashlee, and Veronica. He found that being a father was the most fulfilling and rewarding job he'd ever had. In 1989, a good friend offered Matt a job as a personal trainer. Personal training felt more like a hobby rather than a job for Matt. It gave him a sense of self-satisfaction to help people achieve their goals.

In 1998, Matt decided to take a stab at a semi-pro wrestling career. At 6 feet and 290 lbs. Matt seemed destined for the ring. Though Matt learned a lot competing, injuries ended his wrestling career after two short years. Finally, in 2003, an acquaintance offered Matt a job as a repo man. Matt was skeptical at first, but soon found repossessing automobiles nearly as enjoyable as weight lifting. Matt's newfound skills brought him a sense of accomplishment he’d never experienced before. Of course, he would always remain true to his first love, weight training.