With just £3000 in his pocket, James Duigan founded unique fitness and wellbeing company, Bodyism. Fast forward seven years to today, the international brand is a massive success with resorts across the globe - including the Maldives, Hayman Island, Turkey and Capri - with plans to open a new gym in London next month. And it doesn't stop there; this month also sees the launch of Clean and Lean To Go in Fenwicks Bond St, an eatery serving up delicious and healthy options, similar to those in th Clean and Lean cookbook. We asked James to take us back to how it all began...
What is Bodyism and what inspired you to set it up?
Bodyism is a very holistic approach to wellness and it’s all about changing people’s lives. It takes into account movement, nutrition, how you think, and the words you say. It’s a very comprehensive and simple approach and I’m proud of the fact that it's changed peoples' lives all over the world. We’re famous for training supermodels and actresses but the magic of it is that it works for everyone. When my book, The Clean and Lean Diet went on to sell almost a million copies, I realised that I had an opportunity to change the world which was good because a large part of the industry is based on shame and guilt; making people feel bad about themselves and I want to change that entire conversation and help people to make their own decisions based on what’s good for them.
You mentioned sleep being one of the core pillars of Bodyism. Can you tell me a little bit more about the other pillars?
There’s sleep, nutrition, movement and thought - this is how you think, your approach and your attitude. They’re the four pillars because without one, the rest can get a bit shaky and without two, it all falls over. Each component is so important and they all go hand in hand. When you’re sleeping, it’s easier to eat and move well and your thoughts are a lot more balanced too. And when you actually focus on your thoughts and become more mindful then it’s easier to sleep and you eat better and you think about moving more. So it’s this wonderful cycle of positivity and amazingness.
Had you foreseen that the concept would be a success with celebrities?
No, I had no idea it would be as successful as it has been that’s for sure. It’s amazing. I mean the company itself has grown 11,000% in 5 years - the numbers aren't even normal. I started the company with £3,000 which was at the time my life savings. That went into putting down a wooden floor in a little tiny office in South Kensington. Seven years later and it's been valued at £15m. It’s really a phenomenal growth and we’re really very happy and blessed.
Do you find there’s much difference when training someone who’s a public figure and someone who isn’t?
Not really, we’re all similar, we all want results. It might be that there may be slightly more pressure if you're going to be in a bikini on the front of a magazine or in a movie and there's the motivation of knowing people are going to see it so if anything, [celebrities] are easier to work with. I’ve been really lucky and blessed; I’ve only worked with really great people.
What’s the most popular work-out move or body area to train amongst female celebs?
I’d say it would be the same again for everyone. Everyone wants a flatter tummy, and a pert bum.
Bodyism seems like it’s made of a close-knit team. What do you look for if someone wants to train with Bodyism?
We’ll always employ the person and teach the skills because we need people that really care and are committed to changing people’s lives - then we educate them.
So it’s not about employing personal trainers already?
No it’s about employing really wonderful people who want to change people’s lives and we’ve taken people with no experience and trained them up and put them through our internship programme for a year and it’s the most comprehensive education in the world and we’ve also taken on incredibly qualified brilliant trainers and just guided them slightly and both have been a success. And if we have someone that comes on board who is just interested in celebrities or is just in it for the money then they don’t last – it just doesn’t fit.
What would you say to those who lead a busy and hectic lifestyle and would find it difficult to adopt the philosophy?
Well, that’s the whole point of Clean and Lean; it's so simple and easy. The cookbook was written with busy people in mind so you don’t have to have a Michelin star or be a masterchef. It’s about putting simple ingredients together to make meals that are really nourishing. You don’t count one calorie, you don’t weigh one thing - there’s no measuring at all. It’s about listening to your body and nourishing yourself. So anyone can do it – that’s the magic of it.
Bodyism London opens in November 2015.
James Duigan is an ambassador for navigation and fitness watch brand TomTom's latest fitness and music wearable, TomTomSpark.
Lake forest health and fitness http://ift.tt/1OF6ZrL
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