Primrose Hill Entrepreneurs: Simone de la Rue

Primrose Hill Entrepreneurs is a regular feature; local digital start-up entrepreneur Petar Savic talks to some of the start-ups and small businesses running from Primrose Hill.

This month’s Primrose Hill entrepreneur is Simone de la Rue.

How did your journey come about? 

I was a professional dancer in the West End, London and Broadway, and I moved across into fitness by accident when a Broadway show I was going to be in got cancelled. I needed to find a job, and fast, so I started working one-on-one with private clients and loved it. That was when I decided that fitness was where I wanted to work next. Hence Body By Simone (BBS) was created!

Who inspires you? 

My clients are the people who inspire me. Their hard work and dedication always gets me out of bed for those early sessions. Depending on the project or goal we are working towards, I use that as motivation to create specific workouts and cater to exactly what they need.

What do you love most about working in the fitness and well-being industry? 

Empowering women. I love to see the physical, emotional and spiritual change that comes from working out, the inner and outer strength that is gained. To me, that is the greatest gift.

Online fitness does seem to be getting more popular these days. Tell us about your app. 

My global community of BBS Beauties are using the BBS app all around the world, and it’s been amazing to see them unite from different backgrounds and countries to support each other. It really is an app that anyone at any fitness level can use. I believe that positive health and fitness information should not be a special privilege, so I want to share my knowledge with as many women as possible. 

Were you into fitness when you were growing up? 

I had always been a dancer, so always loved moving my body. When you’re on in the West End, you’re working hard and training for hours a day, so I already loved being active and at my physical best. For me, it’s an important factor in doing well. 

What’s your ultimate goal? 

To share the BBS method with as many people as possible, and thereby help them to create a healthy, sustainable lifestyle that they love. I want to help as many women as possible to feel confident, beautiful and inspired. 

I notice that you have some incredibly high-profile clients. How did you manage that? 

I started with an actress who needed to be able to dance and look like a dancer for a film she was working on. Celebrities are private people, and I was very respectful of that. Then when you do a good job with one of them, and they realise you don’t sell them out, they recommend you to their friends. Word of mouth is everything.

What have the challenges been? 

Initially, when I opened BBS, I did everything. I was the receptionist, the accountant, and then would run in and teach a class. Although it all looks glamorous from the outside, it was a lot of hard work to grow from one studio that I was running alone to managing an international fitness empire. But I love what I do, and am inspired by my clients, so I’m always working hard to bring the next thing to them and create content that really reaches them and connects with people. 

Do you notice a lack of women leaders?

I have been lucky enough to be surrounded by strong women throughout my life, and they are great role models and leaders. Leadership is not only an external position, but a state of mind. It takes a lot of compassion to be a great leader and to inspire people to follow you, not to drag people along. I have seen this from a lot of women, and I’m looking forward to seeing more female leaders through all industries.

Body by Simone London has just launched at 86-88 Delancey Street, NW1 7SA.
Class prices and schedule available at
(Price of single group fitness class are £22).

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