"At its heart, it's a workout program for busy urban women. We're starting with a studio as opposed to content; the studio becomes the content: We're doing it in reverse." Ella Dolphin, CEO of The Stylist Group.
The gym will run five 45-minute classes each day of around 20 people, before work, at lunch and after work, focused on strength training. The idea is that people will use this as one of their three workout classes a week. Once a week, it will run talks with key speakers in the fitness arena covering the psychological and practical elements of strength training, like learning how to push through barriers in the gym and at work. There's also a six-month content plan based on topics covered during the various talks, but it will expand its remit and output. For now, Stylist Strong content is integrated into the rest of Stylist rather than sitting on its own channel.