«Breaking News» My lightbulb moment: Fitness retailer Jenny Squires on the gap in the market for athleisure clothes

Jenny Squires, 41, lives in Balham, South London, with her husband and their two children. Two years ago, she set up My Gym Wardrobe, a curated collection of activewear.

Sport has always been a part of my life. At school, I was in sports teams and we’re an active family. We go paddle-boarding, kayaking, cycling and walking for holidays and my husband and I compete in running and cycling events.

But it only became my job eight years ago, when I gave up a career in advertising to become a part-time personal trainer. I was so busy, I would often be in my gym kit all day, taking my son to nursery, going for a run with one client, then heading over to see another.

I wanted workout wear that looked nice and that I could layer up when going from one place to another — even after exercising.

Jenny Squires, 41, who lives in Balham, South London, set up My Gym Wardrobe, a curated collection of activewear, two years ago. She had struggled to get her own athleisure wear before the trend took off in the UK

The ‘athleisure’ trend hadn’t yet taken off here, but in the U.S., Australia and Canada, there seemed to be a whole world of activewear. I ordered stuff from abroad — and spent a fortune on shipping — but I was getting what I wanted: leggings that would take me from a workout to lunch, and coats that looked sporty and went with my leggings.

Arcaa Movement, Strike sweater, £95

When I had my second child, I knew I wanted to do something else when she went to school.

Three years ago, on a commuter train, I had my light bulb moment.

I saw a woman look me up and down as we got on at different doors. She pushed through a carriage of people to ask me where my clothes were from.

It was then that I knew there was a market for what I wanted to do. The idea for My Gym Wardrobe was born — good-looking, high-performance clothes from small companies that would take you from the gym to a meeting and from coffee to yoga.

It’s been a learning curve — but the website now sells almost 30 brands from all over the world.

Women will email me to say they get compliments on their clothes and that they’re working out more, or harder, because they feel better about themselves.

We’re not competing with Sweaty Betty or Lululemon — yet — but I’m excited about the future. 

mygymwardrobe.com

Link article

https://hienalouca.com/2018/09/24/my-lightbulb-moment-fitness-retailer-jenny-squires-on-the-gap-in-the-market-for-athleisure-clothes/
Main photo article Jenny Squires, 41, lives in Balham, South London, with her husband and their two children. Two years ago, she set up My Gym Wardrobe, a curated collection of activewear.
Sport has always been a part of my life. At school, I was in sports teams and we’re an active family. We go paddle-boarding, k...

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