Sweat and Sound takes a unique approach to fitness classes. Tell us more
At Sweat and Sound, we create immersive experiences that transcend the mind and body. We use creative themes to take people on a journey that involves movement, sound, space and scent.
The storyline of each event is crucial, and we always add elements centred on playfulness and secrecy to spark the childlike curiosity of our attendees. We’re not shy about playing with different concepts, but we ultimately tie everything back to wellness and fitness.
Why do you think this approach to fitness is needed?
I came up with the idea when I was living in New York. I was hungry for interesting fitness-focused experiences. I did a lot of reading on how immersive sensory experiences can benefit mental health by taking people into a safe haven of pure curiosity, movement, sound and art. Most of us don’t experience enough of this in our nine-to-five lifestyles. I think that being able to combine these benefits with those of physical activity creates the ultimate win-win situation.
How does your approach compare with health clubs?
I think that health clubs tend to create a single cohesive experience that runs through all of the services on offer. We’re very different in that we see ourselves as a creative experiential agent – like a secret cinema club that culminates in a fitness session rather than a film.
Sweat and Sound was inspired by your experiences in New York. What other US fitness trends do you predict will hit the UK?
By 2024, 70 per cent of the UK’s population will be over 60. The same is true for the US. However, I feel that they have taken more steps to prepare for this than the UK. They have developed more technology and startup concepts that cater specifically to an ageing population. Older people want all the cool stuff younger people want – the swanky boutique gyms and experiential events – they just need it to be tailored to meet their needs. We’re already trying to achieve this with some of the events we put on.
What’s next for Sweat and Sound?
We’re currently still very London-centric, but this year we plan to expand into new cities. We’re also planning to hold a couple of heavily immersive pop-up residencies that will feature exciting adaptive technology and artificial intelligence.
As we continue creating these events, I’ll be busy behind the scenes, where I’ll be working on fine-tuning the science behind the experience, ensuring that we maximise our ability to positively impact the mental health of our participants and help local communities.
