I've noticed that this can be the case with females. I'm not 100% sure if it has to do with women not sinking in as far as men, but I suspect that's the case. To me, the Trust doesn't feel too firm, but I weigh about 190lbs.

When sleeping on a memory foam mattress, even a hybrid like the trust, it can create the sensation of being very firm. This is because memory foam is a motion deadening material and not very dynamic at all. Once it's fully conformed, there's not a whole lot of movement going on. You're just kind of "there." This is why it can take a bit more effort just turning over to your side. The coils underneath should counter this effect, but it just might not be enough in many cases.

Also, a mattress feels completely different lying down in a store for a few minutes vs actually sleeping on it. It's a completely different experience sleeping on it in your own home, and sometimes you don't know if you actually like it for several weeks, which makes the whole trying out beds in a showroom experience sort of 'less than optimal.'

If you find that memory foam is feeling too firm to you, a softer 'quick recovery' type memory foam might work better. Or, a soft latex mattress might be worth looking into. But you might just want to continue sleeping on it for a while to see if the top layer breaks in a bit and softens slightly. Mattresses do tend to be firmer when they're brand new.

I'm having the same problem with mine. When I tried the model in the store, if felt so soft that I had a hard time believing it was a "cushion firm." I've had the mattress about 3 weeks now and it's MUCH different than the model I tried, it's really hard. Does it soften up?