When Sunderland fitness coach Danni Duke talks about timing, she does so with a smile. Within weeks of giving birth to her son Oscar, she also gave life to Duke Fitness, a social enterprise that is now supporting thousands of people across the city every year.
“The timing couldn’t have been much closer,” she laughs. “I literally got into my car after the meeting to set my business up and my waters broke. I look back at photos from that time, and I’m sat on my laptop writing funding bids with my little boy cuddled in next to me.”
Danni had already spent seven years as a self-employed personal trainer when she fell pregnant in 2022. Like many new parents running their own business, she was forced to rethink how work might fit around a newborn, and in doing so, spotted an opportunity.
“I suddenly thought, what on earth am I going to do about work?” she says. “Then I realised the solution was right under my nose. Why not create fitness classes where parents can bring their babies with them?”
From the outset, Danni was clear that Duke Fitness would be about more than exercise. Choosing to structure the organisation as a social enterprise allowed her to apply for funding, subsidise sessions and remove many of the barriers that prevent people, particularly new mothers, from prioritising their health.
“I knew how much training helped my own mental health,” she explains. “But I also knew how hard it is for new mams to commit to exercise. Low income and childcare issues can make it almost impossible. I wanted to create equal opportunities for a healthy lifestyle.”
What began as a small, council-funded pilot delivering free postnatal fitness classes has since grown into a thriving operation offering wellbeing programmes for all ages, from teenagers to over-50s. Today, Duke Fitness is as much a community as it is a gym.
“It’s more than just exercise,” says Danni. “It’s a social network. People support each other and look out for one another. That’s what makes it special.”
Behind the scenes, support from the North East BIC has played a key role in helping the enterprise scale. After being referred by a friend, Danni began working one-to-one with social enterprise adviser Anneline Dowell, gaining support with funding applications, strategic planning and, crucially, confidence.
“Anneline has helped me to think bigger,” Danni says. “When things are going well, it’s easy to just keep plodding on. She’s always asking, ‘what’s next?’ and pushing me to grow.”
That growth recently included a move to larger, more accessible premises on Villiers Street in Sunderland city centre. The relocation has doubled Duke Fitness’ capacity, reduced waiting lists and enabled Danni to recruit additional staff, a step she admits she once found daunting.
“I was scared to delegate,” she says. “But I realised I was holding myself back. Bringing in the right support has made a huge difference, not just to the business, but to my life with my little one too.”
The BIC’s social enterprise support in Sunderland helps the development of the social economy within the city through the Wear Together Initiative, working with local residents and groups to start a social enterprise or co-operative and help the city’s social enterprises to develop and grow.
The Wear Together Initiative has received £148,638 from the Government’s UK Shared Prosperity Fund Programme which is managed in Sunderland by Sunderland City Council on behalf of the Sunderland Partnership.
www.ne-bic.co.uk