We’re Defined. We exist to unite the fitness community together.

It’s not our goals that unite us, but process and steps that we take to achieve them. This is because although our gyms, training arenas and end goals might be different, the sweat is our sport and we are a team of individuals who know that to go that step further, it is more fun and easier to do this together.

We began in 2020 from a lounge in Bromley, UK with nothing but an idea to create premium gym clothing that is not only comfy, but also functional. We had no experience in this market other than having a crystal clear vision for what we wanted to achieve.

Today, we create the tools that help everyone become their personal best: the clothing you’ll sweat in, the content you’ll find inspiration in and the community you’ll become your best in.

Our Defined family of athletes and followers is now over 6 thousand strong, with a total social media following of over 8 thousand and customers in over 25 countries across our online store.


Our values are at the core of our business. They are invaluable. If we loose them, we lose everything.

Be nice. Being accessible, inclusive and humble is at Defined’s heart.

Care. This means that we need to be conscious of the world we live in today, caring for those around us and being proactive to create positive change.

Do the right thing. Count on us to be honest, trustworthy and genuine.

Find the Defined way. Refuse to forget the lounge mentality that made us: ambitious, agile, disruptive.

Put family first. Unconditionally. Every Day.

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Matt Elms


Erika Elms

Head of Marketing/Content

Jon Barnard


Antonio Milevcic

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