We go 1 on 1 with Fitty LND founder, Laura – the monthly health and fitness box that fuels your sweat game.

Laura Fullerton is the founder and director of Fitty London, The monthly health and fitness box fuelling your sweat game. Her business brings you a premium selection of the latest health and fitness products. Expect everything from protein powders and superfoods to skipping ropes and muscle rubs. She loves all things fitness – from weightlifting to gymnastics and HIIT to reformer – and is fascinated by the impact different foods have on our bodies.


She believes that food is the most powerful form of medicine, and each bite feeds or fights disease. And yes, her love for nutrition means she’s cried with happiness in WholeFoods, and regularly spends too much time reading papers on the link between nutrition and performance.


Read more about this powerhouse entrepreneur below


Tell us a bit about Fitty?

About a year and a half ago I launched Fitty, which is the monthly health and fitness subscription box. It’s a super exciting and easy way to discover the hottest nutritional foods, drinks and training products to fuel your sweat game – from protein powders and superfoods to resistance bands and muscle rubs. It’s like your birthday every month!


I realised there’s so many products and so much information out there to sift through, it’s pretty overwhelming. Fitty cuts through the crap, curates the best products you need to know about, and brings them directly to you. Essentially we do the hard work, so you can do yours in the gym.  


Why did you start Fitty – what was your motivation behind it?

Well I love fitness, and I’m obsessed with the impact nutrition has on our performance and the way we feel. We’ve all heard the rule that it’s 80% diet and 20% exercise, but something that really caught my attention was that Linus Pauling (who was named one of the greatest scientists of all time) said “good nutrition prevents 95% of all disease”. Craaaazy! Food really is medicine, and it can be the difference between feeling sluggish and jumping out of bed bouncing with energy. I wanted to help people discover how good their bodies are designed to feel, in an easy and time-efficient way. Plus, I realised there wasn’t anything out there like it.


How do you choose the products that go inside?

Product testing is probably the best part of my job! I get to test everything, and I also work with nutritionists to make sure the products we include really are great – the amount of ‘healthy’ products out there that are loaded with vegetable oils and sugar makes me want to cry. In each box I make sure there’s a great selection of varied products, and there’s always full-size, luxury items too.


What’s been the highlight since launching Fitty?

Hearing great feedback from customers is always number one. We’ve been featured in publications like Vogue, Stylist, Women’s Health, The Telegraph and more which always makes me feel super proud (and gives me something to show my parents!). Another highlight is definitely creating bespoke boxes for the likes of boutique gym UN1T, Lululemon, Lorna Jane, Pandora Jewellery, and Reebok Spartan Race. It’s been incredibly hard work, but by far the most fulfilling thing I’ve ever done.

What’s in a typical day for you?

I hate that these words are about to come out of my mouth…but no day is the same! Today’s a Monday so I’ll tell you about that.


I got up and ready at 7 and made a bulletproof coffee (it’s the best way to start the day!). I started working on finalising the contents for the next few month’s Fitty boxes, and then had my weekly 9am call with my partner Gellan to chat figures and performance from the previous week.


Then I’ve come over to the Active In Style offices to catch up with you lovely lot and shoot some pics, and next I’m heading over to Nanabar in Shoreditch (a new nice cream bar which is incredible!) to meet the founder, as we’re going to do some cool things together.  


I’ll then spend an hour or two sorting urgent bits on email, then I’ll go to train at the gym before rush hour hits. Next I’ll go home to cook dinner and catch up with my friend, and then this evening I’m working on the plans for a bespoke box we’re creating for a super exciting new partnership (it’s a boutique gym that I love, but I can’t say anything more right now!).


What does your workout routine look like?

Weightlifting is my spirit animal (just go with it) and I try to do four sessions a week. My goals right now are strength and flexibility, and I’m currently working on getting a strict muscle-up and a handstand, so I work a bit of calisthenics and gymnastics training into my schedule too (once a month I do a calisthenics workshop with Lift The Movement which is my favourite thing in the world). I also go and train at some of the boutiques around town now and then with friends – it’s a great way to catch up, squeeze in cardio, as well as develop relationships with the gyms and trainers there.


How do you motivate yourself if you’re feeling uninspired?

I have a few go-to things: I’ll listen to Ted Talks, podcasts, and read success stories. Generally I surround myself with positive, inspiring people, so a few times a week I’ll have ‘work dates’ with friends – whether they’re just starting out or are crazy successful entrepreneurs, you can learn so much from other people. There’s nothing more inspiring than when you leave people buzzing with excitement, positivity and ideas, and I always want to help people feel that too.

How do you find balance when you’re developing a business?

I’m not going to lie, it’s hard. Really hard. The more you put into a business the more you get out, and combined with a never-ending to-do list, switching off is something I really struggle with.


I’ll be out for dinner or watching a film, and can’t help but think of all the work I could be doing instead, which isn’t particularly healthy. I recently went on a swimwear shoot abroad (great workout motivation!) and it was the first time I’ve managed to switch off in far too long. When I came back, I felt so refreshed and it made me realise how important it is to have time off. I’m currently making an effort to put a deadline on the time I work until, and schedule whole evenings off (or at least one weekend day!) to get a better work/life balance.


For me, working out is an amazing stress relief – it feels more like active meditation. Luckily I’m in a great industry, because meetings often involve a workout and shake/coffee after which is perfect!


What’s one thing you’ve learnt about business?

You don’t have to be a dick to do well. There’s often this perception that women in business have to be some massive ballbreakers from Dragon’s Den, and that’s just not true. People buy into you, so just be you.


What are your three top items?

My Vitamix is everything – I use it at least once a day. My diary has to be another – I wouldn’t know who I am or where I’ve got to be without it. And the third has to be my workout kit…I realise it’s not one item, but I live in active wear and it motivates me to train!

Want to receive a box of goodies every month? Shop with us this month and you’ll receive a discount code in your order to use on your first delivery! 


Find out more at Fittylnd.com and follow them @fittyldn

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