Dear Freyas,
At 27, I boldly launched the UK's first women's-only fitness club in 2015—challenging industry norms while addressing a significant market gap that others had overlooked. Traditional investors claimed my vision for excluding 50% of the population as lunacy. I saw an opportunity where they saw limitations and secured two successful investment rounds.Â
My journey through women's health has been deeply personal. I've navigated incontinence following abdominal surgery. I've supported someone dear to me through early menopause at just 28. I've held space for another through the devastation of an 8-month stillbirth. I've walked my own path of egg freezing and fertility preservation.
I am not a mother. I don't know if I'll ever become one—life will reveal that chapter soon enough. But what I can promise you is this: my determination to transform women's health and fitness runs as deep as Earth's core. I will fearlessly champion women's right to more options and less BS.Â
Professionally, I bring substance to this mission: Level 4 Personal Trainer, Pre and Post Natal specialist, movement expert, PN Level 2 nutritionist, with over 15 years in women's health and wellness.
My body has lived many lives—professional dancer, Ironman triathlete, and now at 39, simply an evolving gym-goer and rower. And a confession: I'm not naturally drawn to social media, so if you spot me there, be gentle!Â
I hope to see you in one of our programs. Â
Shay Middleton (aka "the little tornado")
Pelvic Health Specialist and Founder of Freya Fit
Freya, the bold Nordic goddess of fertility and transformation, is celebrated for her beauty, creative energy, and independent spirit. As a divine guide through major life changes, Freya helps people shed old identities and embrace new beginnings with courage and wisdom.
At the heart of our brand sits the triskelion—an ancient symbol with three spiraling arms flowing from a single center
point. We fell in love with this powerful emblem because it perfectly captures the essence of our approach to women's wellness.
▶︎ More than just a logo
When you see our triskelion, you're witnessing the visual representation of our philosophy:
▶︎ The three elements of wellness
Think of the three spirals as our secret sauce—Fitness, Focus, and Fuel—all working together. And that center point? That's you—the badass woman at the heart of it all.
▶︎ Your life's natural flow
We're all about honoring your body's natural rhythms through what we call "period-present-pause"—from your monthly cycle through pregnancy and baby days, and eventually to menopause. Each spiral shows how you keep evolving and growing stronger through each phase.
▶︎ Ancient vibes, modern life
This symbol connects you to generations of women's wisdom. It's a little reminder that what you're experiencing now has been honored for thousands of years.
The flowing, never-ending nature of our triskelion reflects our belief that you can't separate one part of yourself from another. We see you as a whole person—not just a collection of symptoms or challenges to fix. The triskelion's continuous, flowing nature reflects our belief that no aspect of womanhood exists in isolation.Â
As you journey with us, let this symbol be your little reminder of just how naturally powerful you are when all parts of your wellbeing flow together.
Unfiltered Truth
No BS, just honest conversations, raw insights, and unapologetic education about women's realities.Â
Fierce Commitment
We champion a future where holistic wellness is accessible to all women.Â
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.Â
The Pack
Forget polite circles – we're building a global pack of tenacious women who have each other's backs with steadfast, nonjudgmental support. Â
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. Â
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