INTRODUCTION:
Welcome. You're reading a transcript on Links at Bain and Gray, a catalogue of podcasts centred on all things business support in the workplace. Our aim is to bring you interesting and relevant content that will keep you up to date and thriving in your role.
Emily: Hello, Nancy!
Nancy: Hello, Emily! How are you doing?
Emily: I'm very well. It's such a pleasure to finally meet you. I've been looking forward to this since our mutual friend Sarah introduced us. I've deliberately kept my distance so I could come in today with fresh questions. Nancy, you're the founder of Ladies Who Crunch. Could you start by telling us a bit about it?
What is Ladies Who Crunch?
Nancy: Absolutely. Ladies Who Crunch is a female-focused strength training community I started in June 2020. Before that, I’d been a personal trainer for years and even ran a women-only strength training gym. When COVID hit, I had to quickly adapt, moving my business online to meet the sudden demand for remote training.
It began as a free platform where my clients could connect and exercise together. The engagement grew quickly, and I realised there was potential to turn it into a proper subscription-based platform.
Adapting During COVID
Emily: So, in some ways, COVID worked in your favour?
Nancy: Yes and no. The fitness industry was hit hard. People went through phases of loving home workouts, then hating them. The real challenge has been continuously evolving to meet changing lifestyles, especially now with hybrid working. Some clients are fully back in the office, others are home-based, so I’ve had to make sure my offering caters to everyone.
Emily: It sounds like you’ve created a flexible, one-size-fits-all model.
Nancy: That’s the goal. While most of our members are women aged 25 to 45, we have members well outside that range, my own mum is 62! The key thing is they’re all busy women juggling careers, families, and everything in between. Ladies Who Crunch gives them a pocket of time just for themselves.
From Side Hustle to Full-Time Business
Emily: Am I right in thinking this started as a side hustle?
Nancy: Yes. I began my career in consulting and communications, working at L'Oréal and later a large agency. Strength training was my passion, so I started offering sessions on weekends. Over two years, it grew steadily. I eventually went part-time at my job to test the waters before taking the leap fully.
Initially, I was a freelance PT, running sessions in parks, clients’ homes, even in my kitchen! Eventually, I built my own gym space, which felt like a huge milestone.
Emily: I love that. It shows you don’t need huge investment to start, you just need passion and grit.
Nancy: Exactly. There’s a myth that you need lots of funding to launch. For me, slow and steady growth has worked best. The community now has around 80 members, and my goal is to reach about 100. That’s enough to maintain quality and connection.
Why Women-Only Training?
Emily: Why did you decide to focus purely on women?
Nancy: I wanted to create a holistic health platform that goes beyond weight loss. So much of fitness marketing is about aesthetics. It’s aggressive and negative.
Ladies Who Crunch is about long-term health, confidence, and community. We cover strength training, mobility, nutrition, and mental wellbeing. When you bring women together around these values, something really powerful happens.
The 360 Programme
Emily: Tell me about your 360 programme.
Nancy: There are three main parts to my business:
Crunch Membership: Affordable access to the community, on-demand classes, and resources.
360 Programme: One-to-one remote coaching with personalised nutrition guidance, strength training plans, and lifestyle support. It’s bespoke and sustainable, no calorie counting, just healthy habits like increasing protein intake or managing stress.
Personal Training: In-person or Zoom-based PT sessions from my gym in Islington.
Building the Gym and Community
Emily: Your gym must feel special.
Nancy: It’s small but perfectly functional. I have a barbell area and all the essential equipment. Most importantly, women leave feeling empowered to train on their own.
We also run themed monthly content, from hormone health to pre- and postnatal care, plus live events in partnership with other female-led businesses. It’s about creating a full ecosystem of support.
Corporate Wellness and Workshops
Emily: Do you also work with companies?
Nancy: Yes, increasingly so. HR teams now understand the importance of wellbeing. I run corporate talks, like one at Condé Nast about body confidence and creating positive language around food in the workplace. It’s about shifting away from outdated, harmful narratives.
Surprising Lessons Learned
Emily: What’s surprised you most on this journey?
Nancy: Honestly, it’s that scalable success still heavily favours weight loss products. Holistic health and strength training aren’t as “popular” yet. But I’ve realised I’m most fulfilled by smaller, deeper connections within the community. It’s about impact, not mass appeal.
Social Media Challenges
Nancy: Social media is a necessary evil. It’s great for visibility, but it can be toxic. I keep my feed focused on my clients and people I genuinely respect to avoid falling into comparison traps. When I take time off, like during a recent holiday, I log off completely and it’s bliss.
Client Demographics
Emily: Who are your typical clients?
Nancy: Mostly professional women. Some in big corporate roles, others self-employed, and a few juggling side hustles. Many work in finance or law. It’s a mix, but all are busy, ambitious women seeking strength and balance.
The Power of Strength Training
Emily: When you say strength training, do you mean bodybuilding?
Nancy: Not at all. Strength training simply means using resistance. Like kettlebells, dumbbells, or bodyweight exercises. For women, especially during perimenopause, it’s crucial for bone density and preventing injuries later in life. It also supports mental health and confidence.
Flexibility in Modern Workplaces
Emily: Post-COVID, flexibility has become essential. How does that impact your clients?
Nancy: Hugely. Before COVID, training slots were mostly early mornings and evenings. Now, I see clients throughout the day. Hybrid working has given women more control over their schedules, making consistent self-care possible.
Advice for Entrepreneurs
Emily: What’s the best advice you’ve been given about running a business?
Nancy: Stay deeply connected to your purpose. If you don’t believe in what you’re doing, it won’t last. Passion carries you through tough days and resonates with your clients authentically.
The Importance of Support: Nancy’s Assistant
Emily: Tell me about your assistant, Jules.
Nancy: She’s fundamental to my business. Jules is a freelancer, which gives us both flexibility. She helps me stay organised and focused, especially when things get overwhelming.
Having someone you trust to share ideas and challenges with is invaluable. She’s about to go on maternity leave, and I’ve got cover coming in, but the flexibility works beautifully for both of us.
Closing Thoughts
Emily: Nancy, you’re doing an incredible job. Thank you for sharing your journey with us today.
Nancy: Thank you, Emily. It’s been a joy to chat. If anyone has questions, my details will be linked, and I’d love to hear from them.
