Q&A with Every Second Counts founder Sally Dixon

Looking for inspiration to do something new? Check out our Q&A with Every Second Counts founder Sally Dixon, who launched the British activewear label last year.

Where did the idea for Every Second counts come from?

‘I spent 17 years working as a fashion director for magazines, producing fashion shoots all around the world. At the same time I was always massively into fitness and healthy living, having run two marathons in Venice and Berlin. As much as I loved my job in the fashion world I decided I want to start up a business of my own – I come from a very entrepreneurial family so it’s in the blood! I knew that digital was the way forward so I decided to combine my creative expertise with my love for fitness and start my own fitness wear brand from scratch with its own dedicated e-commerce site. The name came about due to my marathon running; I completed the Berlin marathon in four hours and one minute which was hugely frustrating! Those extra 60 seconds really did count as I had wanted to get a sub-four hour time. So not only do the seconds count in competitive sport but also in everyday fitness. Sometimes we just don’t have the time to fit it in to our busy schedules but it’s important to take those seconds to look after your body, whether through fitness or simply by taking a moment to yourself; that’s how Every Second Counts was born.’

You’re also a Pilates instructor, is it difficult to balance the two careers or do they work well together?

‘When I embarked on the Every Second Counts journey I also decided to train as a Pilates instructor having spent five years doing it myself and noticing the incredible change in my body, and in particular, relief from lower back pain. The two careers definitely work well together as the teaching gives me balance in my life, otherwise I’d probably be at my desk night and day given the chance – I’m a bit of a workaholic! It’s hugely rewarding to teach and I love being able to help clients be more in tune with their bodies and contribute to their overall wellbeing, helping them to make every second count.’

Have you always been into fitness and wellbeing?

‘Yes, ever since being a teenager when my sister-in-law would let me join in her personal training sessions. I absolutely loved it, though maybe not so much the cycling sessions! I’m the type of person who likes new fitness challenges; from kickboxing to break dancing, yoga to gymnastics… you name it, I’ve given it a go! I’m also constantly seeking to further my wellbeing knowledge and have recently completed a couple of short courses in nutrition at the College of Naturopathic Medicine. I find it fascinating how food can affect our bodies and our moods.’

Do you do any other activities to stay fit an healthy?

‘I’m a member of a gym in west London so try to go to an early morning HIIT-based class at least four times a week. I also do Rocket yoga twice a week, gymnastics once a week and Pilates practice throughout the week.’

What class/activity would you love to try?

‘As I mentioned previously there’s not much that I haven’t tried fitness-wise! I’m really interested in calisthenics training, though. From following accounts on Instagram there seem to be a few dedicated classes for this in Dubai but I’m yet to find one in London so would love to try that.’

What do you think makes a great workout?

‘The more fun the better, without doubt. I very rarely spend time on the cardio and weights machines at the gym; I always like to mix it up with handstands, balance challenges and plenty of jumping around on a TRX. Constantly changing your workout routine really challenges the body too, so you’ll see better results than repetitively going on the same machine every time you visit the gym. That’s one of the reasons I love Pilates as there are so many exercises and modifications to work with, so you never get bored.’

What do you think are the must-haves for any workout wardrobe?

‘Soft fabrics that feel great against the skin but that also perform well are definitely a must. High elastane content in leggings is key too, I hate it when you end up with baggy knees and bum after one wear! I’m always on the hunt for great-looking fabrics with high elastane content for our leggings.’

What’s your fave bit of ESC kit?

‘My all-time favourite is the Make Time Vest from our launch collection, which we’ve added to our ESC Essentials range as a key workout wardrobe piece. I do Rocket yoga at Indaba yoga and it sometimes gets very sweaty as it’s a dynamic and challenging practice; the Make Time Vest is quick-drying so by the end of the session it’s almost like it’s saying, ‘hit me again with some more sweat, I can take it!’ I never leave the class feeling that my top is drenched or stinky in any way; it’s an amazing fabric, plus it moves with me through every asana.’

What workout wear trends do you think we’ll be seeing in 2015?

‘I think juxtaposing fabric prints and textures in garments is going to be key in 2015. The technical fabric producers are getting more and more creative with their prints and patterns for sports wear, referencing ready-to-wear more and more. Customers are looking for that luxe feel in their performance pieces to enable them to go from gym to street without looking like they’ve stepped out of an 80s workout video.’

What are your goals for 2015, for both ESC and personal goals?

‘Every Second Counts has had a fantastic launch year and I’m looking forward to building on all the great relationships we’ve made in 2014. 2015 is set to be very exciting as we’re adding menswear to the offering so the guys get a chance to be involved too. Personally I’m working on constantly expanding my Pilates repertoire and hopefully taking more time to work with clients, plus I’d love to take the leap and do a diploma in Naturopathic Medicine.’