Cell Workout teams up with Next to launch its first Athleisure collection
LONDON, February 25, 2022 /PRNewswire/ — Today, Cell Workout Enterprise CIC, the UK’s leading Prison Fitness-based Community Interest Company (CIC), announced the launch of its first athleisure collection. The new athleisure brand is inspired by the book Cell trainingwritten by LJ Flanders.
The athleisure Cell Workout collection features 40 pieces including t-shirts, hoodies, sweatshirts and accessories. It will be available exclusively on Next online from February 25, 2022as well as on the Cell Workout website.
This collection is the result of a collaboration between the founder of Cell Workout LJ Flanders and Rowland Geethe former CEO of clothing retailer Moss Bros. Flanders also called on Barney Rodgersa Bureaux360 brand specialist, and ricky green (formerly director of Ted Baker) to create the collection’s identity and strategy.
The brand caters to a wide group of consumers and is influenced by modern fitness trends, with a subtle color palette and silhouettes that reflect a fashion-forward collection that is both versatile in look and feel, but also sustainable sportswear.
Garments are unisex and made from ethically sourced materials with a focus on quality and functionality. This first collection is inspired by the book Cell trainingenhanced with colors and positive messages promoting the idea that the cell is not only a physical space but can also exist within us.
The History of Cellular Entrainment
Cell Workout was founded by LJ Flanders who, during a short stint at HMP Pentonville, discovered that a focus on physical fitness kept him physically and mentally alive.
As an inmate, LJ enrolled in a personal training course that provided him with the knowledge necessary to get a job in the prison gymnasium. He quickly designed personalized fitness programs that could be performed in a cell and before he knew it, LJ had begun offering lasting change workshops to inmates, providing them with both fitness physical and employment. It has also done the same for prison officers and graduate trainees.
Recognized for his outreach program and his best-selling book, which was self-published through The Princes Trust Enterprise program and republished by Hodder & Stoughton, LJ went on to receive the Princes Trust Young Entrepreneur of the Year award.
Today, thanks to Cell Workout, LJ continues his work in prisons across the UK. The CIC is now a varied enterprise consisting of a bestselling book, prison and community workshops and, of course, an athleisure collection. All of the brand’s components serve Cell Workout’s enduring ethos of making positive changes in the lives of those in prison and those impacted by crime.
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