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The Founders Story &

Where Freya Came From

The Founders Story &

Where Freya Came From

Dear Freyas,

At 27, I launched the UK's first women's-only fitness club in 2015, challenging industry norms while investors called my vision "lunacy." I saw an opportunity where they saw limitations and secured two successful investment rounds.

My journey through women's health has been deeply personal: navigating incontinence after surgery, supporting someone through early menopause at 28, holding space through an 8-month stillbirth, and walking my own fertility preservation path.

I am not a mother and don't know if I'll become one. But my determination to transform women's health runs deep. I will fearlessly champion women's right to more options and less BS.

I bring substance: Level 4 Personal Trainer, Pre/Post Natal specialist, PN Level 2 nutritionist, with 15+ years in women's wellness.

My body has lived many lives, professional dancer, Ironman triathlete, and now at 39, simply an evolving gym-goer. Confession: I'm not naturally drawn to social media, so be gentle if you spot me there!

Hope to see you in our programs.

selectedShay Middleton

 (aka "the little tornado")

Pelvic Health Specialist & Founder of Freya Fit

(Freya) is the bold Nordic goddess of fertility & transformation.

She is celebrated for her beauty, creative energy, and independent spirit. She is a divine guide through major life changes, Freja helps people shed old identities and embrace new beginnings with courage and wisdom.

Every. Single. Day.

Unfiltered Truth

No BS, just honest conversations, raw insights, and unapologetic education about women's realities. 

Fierce Commitment

We champion a future where holistic wellness is accessible to all women. 

Razor Wit

We tackle life's real, sometimes messy, parts with a sharp, irreverent wit that normalizes the conversation and forges unbreakable connections.

Resilience

Forging unbreakable mental and physical strength is core to our mission. 

The Pack

Forget polite circles, we're building a global pack of tenacious women who have each other's backs with steadfast, nonjudgmental support.  

Synergy

We're not piecemeal; we're a powerhouse that integrates movement, nutrition, mental resilience, and community connection into personalized wellness journeys that ignite transformation from the inside out.

Relentless Evolution

Wellness isn't a should; it's a non-negotiable act of self-ownership.  

Unfiltered Truth

No BS, just honest conversations, raw insights, and unapologetic education about women's realities. 

Fierce Commitment

We champion a future where holistic wellness is accessible to all women. 

Razor Wit

We tackle life's real, sometimes messy, parts with a sharp, irreverent witthat normalizes the conversation and forges unbreakable connections.

Resilience

Forging unbreakable mental and physical strength is core to our mission. 

The Pack

Forget polite circles, we're building a global pack of tenacious women who have each other's backs with steadfast, nonjudgmental support.  

Synergy

We're not piecemeal; we're a powerhouse that integrates movement, nutrition, mental resilience, and community connection into personalized wellness journeys that ignite transformation from the inside out.

Relentless Evolution

Wellness isn't a should; it's a non-negotiable act of self-ownership.  

Take the Freya Fit Assessment to Find Your Best Program And Get One Week Free

FIND YOUR FREYA

Take the Freya Fit Assessment to Find Your Best Program And Get One Week Free

FIND YOUR FREYA