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Fashercise meets... Every Seconds Counts

Fashercise meets... Every Seconds Counts

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Meet Sally Dixon, the inspiring woman behind new British label Every Second Counts. 

Who are you?
I am a former magazine Fashion Director turned Creative Director & Founder of newly launched British sportswear brand Every Second Counts. I am also a Balanced Body qualified Pilates Instructor.

What inspires you?
Through my Pilates teaching I love to see people progressively become more aware of their bodies and realize how strong they can be. It also inspires me to constantly be thinking about ways in which Every Second Counts can reach out to people, whether it’s through our blog or by wearing our clothes, to inspire them to make health and fitness a lifestyle and not just a fad.

Who is the Every Second Counts girl?
The Every Second Counts girl is sociable, fashionable, fit and healthy with a positive outlook on life. She likes to look after her body both inside and out and knows that living a well balanced lifestyle will reflect on her youthfulness. She’s a busy girl, juggling work with her personal and social life but loves to workout in order to achieve a balanced lifestyle. Working out is her ‘me’ time and she often fits in exercise around her day to day schedule hence the need to look and feel good in her workout wardrobe, wherever she is going.

How did you get into designing sportswear?
I worked in the magazine industry for 17 years producing fashion shoots whilst being a fitness fanatic in my spare time. I loved taking on new fitness challenges, completing two marathons, and always day dreamed about how I could combine my two passions – fitness and fashion. I came up with the idea of launching my own sportswear brand in 2011 and have worked hard on getting it to launch ever since.

Where do you see yourself/brand in 5 years’ time?
Every Second Counts is about the lifestyle as well as the fitness wardrobe so I’d like to see the brand building on it’s wellness focus more and more. As a Pilates instructor my dream is to have a studio space that encompasses the brand’s ethos for life as a whole rather than a stand alone retail outlet. An inspiring space were you can drop by and view the collection, try on a few pieces but where you can also partake in Pilates/Yoga classes, enjoy a healthy juice, listen to talks by nutrition and fitness experts, buy organic and raw food products to take home and catch up with friends.

What’s the one item every woman should have in her wardrobe?

What are your style tips for dressing to the gym?
Dressing for fitness has taken a real style turn and many of us are now investing just as much in our gym wardrobes as we are in our every day outfits. There are some great styles and options out there for gym wear but I always say do a stretch test with it first, either in the changing room or at home. Do a Downward Dog in front of the mirror – can you see your knickers through your leggings? Jump up and down – does your top end up over your head? It may look cute on but is it actually going to help or hinder your workout? I love layering up pieces to add flashes of colour to my outfit, plus they’re great for stripping off layers once you start to work up a sweat. I always look for leggings with high elastane content too, baggy knees and baggy bum at the end of a workout is not a good look, plus the extra elastane will give you great shape before you even get to the gym!

What’s your favourite healthy snack?
Organic oatcakes – I always have some tucked away in my bag. I am a constant snacker(have been known to be nick-named Squirrel!) so I always have a bag full of either nuts, seeds or oatcakes!

What do you indulge in on a cheat day?
I don’t have cheat days as my body doesn’t crave so called ‘naughty’ foods and I like to eat a balanced diet every day of the week. I’m not really a big dessert fan but I love anything which contains raw chocolate. Actually, thinking about it, macaroons are my favourite indulgence – especially salted caramels ones!

What’s your workout of choice?
I love to mix it up with some HIIT training to get the heart rate up followed by Pilates for core conditioning

Do you have any fitness goals you would love to achieve?
I’m currently going to gymnastics twice a week(slightly crazy as I never did it as a child so am a complete newbie to it). My goal is to be able to nail a free-standing handstand(I’m almost there) and back handspring(this could take me a while!)

What do you do to relax?
I love to do yoga as it helps refocus my mind. I always try to fit in a session, even if it’s only 30mins, every day. Other than that, sitting on a beach watching a beautiful sunset would be pretty nice, don’t get too many of those in London though!

If there was a soundtrack to your life, what song would be playing right now?
Lifted feat. Emeli Sande

shop the brand

every second counts speed shorts

Speed Shorts

£78.00 £39.00

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Time To Hydrate Water Bottle

Time to Hydrate water bottle


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blue Catch me shorts front

Acid Blue Catch Me Shorts

£19.00 £13.30

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