Can This Activewear Brand Be Your Next Workout Buddy?

Entrepreneur Kelly-Marie Hodgkin is on a mission.

The art of juggling business and passion projects is something that Kelly-Marie Hodgkin has mastered. Establishing modelling and promotions agency Lush Group in Dubai in 2007 after a successful modelling career of her own, followed by an appointment as Director of global media group PPMG, Dubai-based British entrepreneur has turned her sights to something new: Gym Clothing Co. This soon-to-be mum of three is the Co-Director of the home-grown activewear brand that combines business, fashion, and fitness – three of Kelly’s greatest loves.

Founded in the UAE by former semi-professional footballer and PE teacher Max Bissell, Gym Clothing Co. was created to deliver high-performance activewear combining quality, style, durability, and value. Fiercely proud of its GCC roots – as its name, logo, and acronym suggest – the brand offers an extensive product selection inspired by the dynamic landscape, demanding weather conditions, and picturesque colour palette of the UAE. 

After wearing Gym Clothing Co.’s separates for her workouts, Kelly was initially approached to serve as an ambassador and fitness model, but was quickly convinced to expand her involvement with the brand. Joining Max (along with fellow fitness enthusiast and entrepreneur Jamie Cormack) as a Co-Director and equal partner, Kelly is now able to to inject both her commercial prowess and creative talents into the brand as the team moves into its next stage of expansion, having recently launched in the UK.

Watch The Video: In Conversation with Kelly-Marie Hodgkin

“Gym Clothing Co. has done an incredible job of building a loyal following here in the UAE, and it’s a really exciting time now as we expand into the UK,” says Kelly. “Along with developing new product lines, we’re also focusing on prenatal fitness education, which is very close to my heart, having worked out regularly during my first two pregnancies. I’m currently expecting my third child, so I’m passionate about motivating other mums-to-be to stay active in a safe way.”

With comfort and confidence high on the agenda, the women’s collection is a real reflection of Kelly’s personal style and demands of her workout wardrobe. It features high waists, soft seams, subtle contouring, and lightweight materials, all in a beautiful range of colours. 

“We want to inspire people to be more active, challenge their limits, and strive for their best while feeling their best – and wearing the right fitness clothes is a crucial part of that,” adds Kelly. “Now more than ever, value is just as important as quality and, as an affordable luxury brand, Gym Clothing Co. customers are empowered to stay fit without worrying about their budget.”

Available online at for delivery across the UAE, the brand has also launched direct delivery in the UK through a dedicated logistics partner. 

Lucy Wildman

Lucy Wildman

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