In the latest episode of Women Work Wellbeing, I had the pleasure of chatting with the trailblazing founder of TLC Sport, Sara Hannah. If you haven’t yet heard of Sara or TLC, let me give you a quick rundown before you rush off to listen to the full episode (which I highly recommend, by the way!).
A Journey From Cairo to the Cutting Edge of Fitness Fashion
Sara’s story began in the early 80s when she was living in Cairo and experiencing the transformative power of exercise for the first time. In classic “go big or go home” fashion, she didn’t just keep it to herself; she started teaching exercise classes, bringing the joy of movement to a growing group of local women. Not just any kind of class, mind you. As Sara described in the podcast, “We went from six old ladies… to 90 women, music blasting, no shoes – Arabic music, all kinds of music.” No small feat for the 80s!
It was clear from the start that Sara had a knack for creating something unique. Her classes were not just about fitness, they were creating a community. And that’s exactly what drove her to create TLC Sport, a brand that combines her love for movement with a passion for designing clothes that women not only look great in but feel great in too.
As Sara put it, “People enjoyed the classes. I enjoyed teaching them, and I just wanted to shout from the rooftops: ‘Come and exercise!’ It’s never changed.”
The Evolution of Fitness Wear
What started as a few custom-made T-shirts and tracksuits for her Cairo clients quickly evolved into a full-on business after Sara returned to the UK in 1989. TLC Sport became synonymous with high-quality sportswear—specifically, women’s sportswear designed to actually fit women. Revolutionary, right?
One of the more eye-opening moments in the episode was when Sara shared how the introduction of Lycra revolutionised the way women’s fitness clothing was made. “Lycra wasn’t available until the late 80s. There was no such thing,” she explained, giving a nod to the days of thin, unforgiving leggings that were nothing like the ones we rely on today.
It was this kind of industry insight that set Sara apart, allowing her to create clothes that worked for real women, not just the fashion models of the time. “One size doesn’t fit all,” she said. “You have 10 women in front of you, all calling themselves a medium, and they’re all completely different shapes!”
Breaking Boundaries with Plus-Size Representation
One of the most inspiring parts of our conversation was when Sara discussed how she pushed for plus-size representation in her brand long before it became the norm in the fashion industry. “I wanted to use bigger models because our customers were curvy, and real women are curvy,” Sara said. But as you can imagine, that decision wasn’t always popular at the time. In fact, it was met with resistance from some of the biggest names in the industry.
Sara recounted how a certain company told her that women “aspire to look thin” and therefore, plus-size models wouldn’t sell the clothes. Ignoring their advice (thankfully!), Sara brought over a stunning size 16-18 model from New York, and she hasn’t looked back since.
Today, TLC Sport is known for offering designs that suit women of all shapes and sizes—whether you’re an “apple shape, pear shape, or anything in between,” as Sara lightheartedly put it.
The Challenges of Running a Business in a Male-Dominated Industry
Of course, running a business—especially as a woman—isn’t all sunshine and Lycra leggings. Sara didn’t shy away from sharing some of the tougher parts of her journey. “The big boys didn’t take us seriously,” she admitted, referring to the major sports brands of the time who weren’t interested in catering to women’s fitness needs.
And despite decades of success, she noted that things haven’t changed as much as we’d like to think. “They still don’t take us seriously. 40 years on, it’s even harder.”
It’s a stark reminder that while we’ve made progress, there’s still plenty of work to be done when it comes to gender equality in business—whether in fitness, fashion, or beyond.
What Can We Learn from Sara’s Story?
Sara’s advice to aspiring entrepreneurs? It’s as straightforward as it gets: “Be courageous. Know what you want and go for it. Don’t put on a size 6.5 shoe if you’re a size 8.” (A metaphor that might make you laugh, but it hits home!)
In short, Sara believes in sticking to your guns, even when the road ahead seems tough. “Do the groundwork. Revise, reflect, and re-attempt,” she advises, knowing full well that success rarely comes overnight.
Final Thoughts
Sara Hannah’s story is a testament to the power of resilience, innovation, and good old-fashioned hard work. Whether you’re juggling a side hustle, looking to climb the career ladder, or dreaming of starting your own business, there’s so much to take away from this episode.
So, if you haven’t already, grab a cup of tea and tune in to the full podcast. I guarantee you’ll walk away inspired, motivated, and maybe even a little fired up to chase your own dreams.
Click here to listen to the full episode of Women Work Wellbeing and get ready to be inspired by Sara’s incredible journey!
