Activewear brand 'steps into new chapter'

A North East-based women’s activewear brand is stepping into a new chapter.

Amazing Jane (AJ) Activewear, known for designing exercise clothes, has rebranded as Show Up Club ahead of its fifth anniversary. 

The refreshed identity reflects the company’s mission to empower women to show up for themselves and each other with confidence.

Founded by entrepreneur Claire Goodliff, the brand has grown from a small activewear business into a community-focused movement promoting active, fulfilling lifestyles. 

Operating from its Washington headquarters, the company combines office, warehouse and women’s fitness studio functions under one roof.

Claire said: “Over the last five years, how women live and spend their time has changed significantly.

“Women are more socially active now, with more and more women opting to go on a park run, attend a Pilates class, or go for brunch with friends instead of a Saturday night out on the town.

“Show Up Club is about helping women feel great in their own skin, whether they’re heading to the gym, the school run, or coffee with their best friend. 

“It’s about confidence, comfort and making sure women are showing up for themselves, not everyone else.

“This rebrand isn’t about starting over, it’s about evolution. 

“We’ve done really well as a business, and now it’s time to grow into the community and lifestyle our customers are living every day.”

To celebrate the rebrand and the release of its first collection on September 11, featuring signature leggings, hoodies, t-shirts, sports bras and versatile activewear suitable for both workouts and everyday life, Show Up Club is hosting an invite-only launch event on Sunday, September 14 at Freight, in Newcastle.

The event, sponsored by Newcastle-headquartered commercial law firm Square One Law, will feature a “9am clubbing” experience with women DJs, iced coffees and a pop-up shop showcasing the new collection.

Amy Wanless, corporate partner Square One Law, who advised Claire on the setting up of the business back in 2021, added: “I worked with Claire in a previous role and have continued to support her ever since, so I am delighted that Square One Law is throwing its weight behind the event.

“Both Square One Law and Show Up Club are progressive, women-led businesses which share the same values of equity, diversity and inclusion, so it is a perfect fit.

“We are thrilled to have supported them on their journey so far and look forward to continuing to support them long into the future as they continue to go from strength to strength.”

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