Define.London Founder Ashley Yeater shares her journey with us.
Posted by Define.London on
How did you find moving over to London from the States to start Define.London?
Like moving anywhere, the transition is always a little bumpy. I was completely starting over. I was lucky enough to have a supportive husband and his family to help make the transition as smooth as possible. Making new friends and diving into the ever growing fitness scene was at the top of my agenda when we made the move to London. I arrived on a Saturday, unpacked on Sunday, and got to work meeting people and making a name for myself in fitness on Monday. I will always be a New Yorker at heart and the heart beats New York style with HUSTLE.
When did you first realise that this was the dream you wanted to pursue?
I dove into the fitness scene over a decade ago in NYC. I loved it from the moment I took the leap. My greatest friends, my inspiration and drive, the glue that put me back together when I was falling a part... all of it came from teaching my clients. Typically its the instructor who pushes the clients...in this instance, the clients pushed me to pursue and launch Define London.
If you could go back and tell yourself one thing before beginning your career what would it be?
Don't completely lead with your heart. I have always been very open and honest. It is a blessing and a curse. I give my all to everything I do and I have definitely felt the sting in return from people I have worked with and opportunity I have pursued. Its ok, because "what doesn't kill us, makes us stronger.”
What does Define.London signify to you?
Longevity in a Fitness Community... Each concept built under Define London was created to inspire, allow clients to let go of the outside noise, be present in their bodies, focus, and truly Define Yourself. The space and classes are welcoming to all. Each class I teach or take from one of my instructors, I see the excitement when clients walk into the studio. They are chatting to the person next to them. The newbies are welcomed because they feel the positive vibes. Its 50 minutes to do something amazing for your body, to truly understand movement and how it goes beyond the Define doors. We want our clients to walk taller, prouder, and feel fierce on the daily. I couldn't be more inspired by the Define community and their dedication to the brand.
How is the fitness industry different to when you started out?
I feel like London is just getting started. Clients are trading the Bar for the BARRE on a Friday night and I am loving this choice. What I have seen over the year since launching Define in London is that our clients are not in our classes because they feel guilty they made some bad food choices and washed it down with several cocktails, they are there because they are loving the results and how they feel during the process. Define clients feel guilty when they miss class. Also, they tell us they are going away and when they will be back. This past summer I got photos of clients doing Define moves on the beach and in the hotel gyms. It made me so happy.
What’s in the pipeline for Define over the next few months?
Soooooooooooooooo Much!!!! I'm beyond excited. We are launching our amazing fitness videos, website, studio announcement, concept launch. I am going to keep dreaming and building. This Define train is not slowing down:)