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Stylist strong-arms into fitness with sub-brand and studio


By John McCarthy, Opinion Editor

April 2, 2019 | 3 min read

Free weekly magazine Stylist Group has launched a new fitness vertical that will see it open a studio in London.

Stylist strong-arms into fitness with new sub-brand... and gym

Stylist strong-arms into fitness with new sub-brand... and gym

Stylist Strong is its new women's fitness vertical that will rally around real classes and events at a bespoke studio in London members’ club, The AllBright. Mayfair. This first studio will open in May.

The offering will be open to AllBright members and the public, offering "smart, class-based workouts for busy women who are interested in building their physical and mental strength". It boasts a tailored programme from Nike's global master trainer Joslyn Thompson Rule.

Thompson Rule, creative director of Stylist Strong, said: “I spend a lot of my time educating women on the importance of strength training for every aspect of their lives. But the educational piece can still be limited in terms of delivery and there is still a little stigma around lifting weights. I am both honoured and incredibly excited to be part of Stylist Strong, they have given me a platform to spread my passion – getting women unapologetically stronger. Women’s training is undergoing a refreshing and much needed reboot on every level, this is just the beginning.”

Lisa Smosarski, editor-in-chief at Stylist said: “We watch trends closely at Stylist and we have seen a real growth in women strength training – for body, for mind and as a way of reclaiming a traditionally male space. This trend challenges the idea of exercising for a specific body shape but instead embraces exercise for general health and wellness as well as boosting confidence and mental health. We are so excited to launch a safe space for women to explore this brand new fitness programme, in a format that works for our audience of busy, urban women who want to feel strong in every sense.”

Back in January, the newly-formed Stylist Group told The Drum how it is opening its doors to advertisers keen to create or join empowering conversations about modern women. The magazine brand's future success depends on dodging the pitfalls that felled brother title ShortList and its ability to court brands amid heavy industry competition. It at the time hinted at the launch of a fitness vertical.

According to its chief executive Ella Dolphin, Stylist is the fastest growing UK lifestyle brand. She has noticed a change in reader behaviour: 80% of visitors are mobile users – and she believes they are visiting “for that opinion and lens that we are lending to the news”. SimilarWeb data says the website received 850,090 visits in December 2018.

The title launched in 2009 and recently celebrated its tenth anniversary.

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