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About us

Fashercise is a proudly female-run business, founded and run solo by Alexandra Vanthournout.

I launched Fashercise back in 2014 as I spotted a gap in the market for cool, independent activewear labels. Since then, I have scoured the planet for young designers, quirky labels and the best fitness accessories to make sure blending in is never an option, whilst feeling comfortable and supported, whatever your size, body shape our fitness levels. The Fashercise ethos is all about living happy, healthy, balanced lives – we’ll hit the gym hard, but love our wine and pizza too.

Back in 2019 I finally achieved my dream and opened my first boutique in Covent Garden, but sadly due to the many setbacks caused by COVID-19, I had to close the shop in July 2021. Since then I gave birth to my baby boy, and right now I run the business from my home in Hampshire, and learning to juggle motherhood and running this business.

About our founder


Before launching Fashercise as a blog in 2014, Belgian-born Alexandra Vanthournout worked as a fashion journalist and founded the successful fashion blog Alex Loves. She spent years working in the fashion industry (ELLE, Wallpaper*, Louis Vuitton and Chanel to name a few) and struggled finding stylish activewear for her curvy shape, so Alex swapped her heels for sneakers and Fashercise was born.

You can follow me on Instagram @iamalexloves

For any queries, questions, ideas or thoughts, just email Alex on [email protected]

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