Lisa-Marie Anthoney

Founder & CEO | Empowering Women Through Fitness @ Freyja Fit

About

I founded Freyja Fit with a mission to make weightlifting accessible, beautiful, and less intimidating for women everywhere. After years of building and scaling businesses – including growing one company from 2 to 150+ people – I saw an opportunity to transform how women experience fitness. The gym equipment market was dominated by bland, masculine designs that didn't speak to women's needs or preferences. We create stunning, high-quality gym equipment designed specifically for women. What drives Freyja Fit: 🏋️‍♀️ Premium women-focused gym equipment 💪 Building supportive fitness communities 🌟 Supporting women at every stage of their strength journey ❤️ Creating safe, welcoming spaces for all women My background in law, tax advisory, and business development gives me the foundation to build sustainable growth, but my passion lies in empowering women to discover their strength and confidence through fitness. We are now proud to be stocked next to Apple Flagship store on 245 Regent Street, London. Looking forward to what is next to come. Whether you like pretty colours or not, they change perception. When a young girl walks into her club's training facility and sees equipment designed with women in mind, it sends a powerful message: this space is for you. These steps will encourage strength training amongst young girls and women - it’s proven to help at every stage of life and have extreme benefits on mental wellbeing. The vision is bigger than just equipment sales (although we do have some brilliant dumbbells, barbells, bumper plates and much more). We want to fundamentally change how women experience strength training. When commercial gyms, hotels, clubs and people at home choose Freyja Fit, they're not just buying pink dumbbells - they're investing in a culture shift that tells every female athlete: you belong here, this space was designed for you. Freyja Fit is already empowering women in fitness. Now we want to become the go-to choice for any space that serves female athletes. Who's ready to help us make that happen?

Country

United Kingdom

City

Bristol

Industry

Accounting

Skill

Gym, Business Development, Business Strategy, Law, Employment Tax, Tax, Corporate Tax, Personal Tax Planning, M&A tax, Trusts, International Tax, Tax Returns, Stamp Duty, Tax Law, Tax Advisory, Legal Advice, R&D

Experience

Founder & CEO | Empowering Women Through Fitness

Freyja Fit

2025-1 - Present · 1 yr 9 mos

United Kingdom

Freyja Fit creates premium, aesthetically-designed gym equipment specifically (but not solely) for women, combining style with functionality through our signature collections of pink and pastel bumper plates, dumbbells, kettlebells and much more. As founder, I'm leading the development of a brand that's helping to transforming the fitness equipment industry. Our mission goes beyond creating beautiful commercial-grade equipment - we're making strength training more accessible to women at every life stage, whether navigating eating disorder recovery, pregnancy, motherhood, menopause, or simply seeking a more empowering fitness journey. We believe in doing our bit to create welcoming, aesthetic fitness spaces that promote both physical and mental wellbeing, because strength training is about more than just the weights - it's about building confidence, resilience, and community.

Strategic Advisory Board Member

alliantgroup

2024-5 - Present · 2 yrs 5 mos

Director

ForrestBrown Limited

2014-9 - 2024-5 · 9 yrs 9 mos

Bristol, United Kingdom

Director and a member of the Managing Board, helping innovative businesses grow using research and development (R&D) tax incentives.

Senior Tax Manager

ForrestBrown Limited

2013-10 - 2014-9 · 1 yr

Bristol, United Kingdom

Solicitor, Chartered Tax Adviser

VWV Law

2012-8 - 2013-9 · 1 yr 2 mos

Bristol, United Kingdom

Corporate Tax Team at Veale Wasbrough Vizards, a law firm based in London, Bristol and Birmingham. Specialised in corporate tax (including, M&A, tax due diligence, reorganisations, tax efficient structuring, exit planning, drafting and negotiating tax warranties and indemnities), advising companies and investors on VCT, EIS and SEIS investments, employment incentives (EMI and unapproved share plans), HMRC enquiries, VAT advice, Stamp taxes advice and further direct and indirect bespoke tax advice as well as supporting internal departments.