Beyond the Brand is a series of slow conversations with incredible people building things that matter. We talk about the quiet parts of the process - the shifts, the pauses, the choices that don’t always make it to Instagram. These are stories of shaping a life and a livelihood with care.
We caught up with Nikki, founder of Home of Movement, to explore how she's creating a space where movement, wellbeing, and community come together. From mindful practices to strength-building, her approach is all about helping people feel more connected to themselves.
What inspired you to start your brand?
HOM really came from wanting to create the kind of space I was looking for myself. Somewhere beautiful and welcoming, where movement wasn’t about punishment or changing how you look, but about feeling stronger, more connected and more at home in your body. I wanted to create something that felt personal, not intimidating.
How has your brand evolved since its launch?
HOM started with a really clear vision: to bring everything I’d learned over 17 years of coaching women together under one roof. Strength, Pilates and a 360° approach to movement, all within an environment that felt calm, beautiful and completely different to a traditional gym.
Since opening, it’s evolved into more than I initially imagined. Movement is still at the heart of HOM, but I’ve realised how important the space itself, the connection and the community are too. I’m now creating more opportunities for women to experience movement in different ways- through collaborations, workshops and experiences that go beyond a traditional class.
I think the biggest evolution has been allowing HOM to become more than just my vision. It’s growing through the women who come through the door, the conversations we have and what I’m learning they need.
It still feels like the beginning, which is probably the most exciting part.
What does slow business mean to you and how do you integrate it into your work?
For me, slow business means building something with intention. Not chasing every trend or feeling that everything has to happen immediately. I want HOM to grow, but I also want to enjoy what I’m creating and have a real relationship with the people who come through the doors.
Are there any specific tools, rituals, or daily habits that help you stay true to your business values?
Moving my own body is a big one. I really believe in practising what I preach. For me, training goes far beyond how my body looks or even how strong I feel physically- it has a huge impact on how my brain works and how I feel mentally.
Being late-diagnosed with ADHD and now navigating perimenopause has made me even more aware of how important strength training and movement are for me personally, both physically and mentally. It helps me feel more regulated, focused and like myself.
I do find the constant pressure to create content and keep up with the hustle of running a business quite hard at times. I’ve learnt that I need to step away and give myself space to regulate and think. With young children and a busy life, my best ideas rarely come from forcing them- they usually come when I’m walking, outside in nature, breathing properly and giving my brain some space.
I also try to practise gratitude daily and remind myself how much I already have. I don’t have to follow every trend, and I don’t have to grow quickly. I want to build something that feels good while I’m building it- not just when I arrive.
How do you ensure your business stays aligned with your values?
I stay true to what I know, what I believe in and what I’m qualified to teach. I really believe in the science behind strength training, alongside both classical and contemporary Pilates, and I always work within those frameworks.
There will always be trends in the fitness industry and pressure to do things that gain attention or bring in more clients, but my priority is always the person in front of me. I want my clients to understand the why behind what they’re doing, and I would never teach someone something simply because I think it’s what they want to hear or what is popular at the time.
For me, success isn't about filling every space or taking on every one-to-one client. If I don’t feel I’m the right person for someone, or that I can genuinely give them what they need, I’ll be honest about that. The women who come to HOM trust me with their bodies, their goals and their time, and I take that responsibility seriously.
The same applies to collaborations and opportunities. I always ask myself whether something genuinely feels aligned with HOM before saying yes. Not every opportunity is the right one, and protecting the integrity of what I’m building is really important to me.
How do you connect with your customers in a meaningful way?
By getting to know them. I know what’s going on in many of my clients’ lives, what they’re working towards and sometimes what they’re struggling with. HOM is small enough for that connection to be real, and I never want to lose that as we grow.
What role does community play in your approach to business?
Community is a huge part of what HOM is becoming. I want women to come for the movement, but also to feel part of something—somewhere they feel comfortable, seen and genuinely welcome.
That’s one of the reasons I’ve created the HOM Social Summer Sessions on Hove Lawns. I’ve had women contact me who would love to experience HOM but can’t make my midweek sessions, so I wanted to create something more accessible at the weekends. It gives women a chance to experience how I coach and what HOM is about, but the movement is only one part of it.
Afterwards, we can grab a coffee or matcha, go for a sea swim, and spend time connecting with like-minded women. For me, that’s what community is—creating opportunities for connection to happen naturally.
Movement might be what brings us together, but the connection that happens around it is just as important.
How do you define success beyond profit?
Success for me is seeing the real impact HOM has on the women who come through the door. It’s not just about someone becoming stronger—it’s about helping them build confidence and trust in what their body can do.
I have a client with scoliosis who is part of my Reformer + Lift course. Being able to combine Pilates with progressive strength training, and give her the confidence to lift weights and gradually progress, has been incredible to watch. She’s getting stronger, lifting heavier and, most importantly, trusting herself more.
I also work with a teenage client who is autistic and hypermobile. For her, success looks different. It’s about meeting her where she is, creating a space where she feels safe and comfortable, and helping her build confidence with movement at her own pace. My own experience and understanding of neurodivergence helps me bring another level of awareness to how I coach her.
That’s what success means to me—being able to really see the person in front of me and use my experience to help them become stronger and more confident in a way that is individual to them. That kind of impact will always mean more to me than numbers alone.
What are some of the biggest challenges you’ve faced in growing a business at your own pace?
Trusting that my pace is enough. There’s so much pressure to constantly grow, launch, post and do more. I’m naturally full of ideas, so my challenge is often knowing which ones need action now and which ones can wait.
If you could go back and change one thing about how you started your business, what would it be?
I would trust myself sooner and be more considered about who I trusted with my business.
At the beginning, I invested money in people and services that I believed would help me move the business forward, but looking back, some of them weren’t the right fit or able to deliver what I needed. I’ve learnt to do more research, ask better questions and be more selective about who I bring into something I care so deeply about.
I also spent a lot of time questioning myself: Does this look right? Am I doing this right? Is this how a business should be? Now, I trust my own instincts much more. HOM has become stronger the more I’ve allowed it to be a genuine reflection of me, my experience and what I believe in.
What exciting projects or launches can we expect from your brand soon?
There’s so much I’m excited about. I’m launching The Spine Sessions with Zoey of on.ah, bringing together Pilates and Spinal Energetics in a small, intimate experience at HOM.
I’m also hosting my first HOM Hen this month - a wellness-led hen experience combining strength and Pilates, followed by matcha or bubbles before the rest of the celebrations begin. I love finding new ways to make movement social, fun and part of women’s lives.
And in the background, I’m working towards HOM Studio Online, taking my approach to movement beyond the studio and making it accessible to more women, wherever they are.
Lots is growing, but I’m taking my time. I want everything HOM creates to feel considered, exciting and genuinely worthwhile.
Where do you see your brand in five years?
I want HOM to be known as a place for intelligent, feel-good movement and genuinely special experiences. I’d love to grow the community and the experiences I offer, while protecting the intimacy and personal connection that make HOM what it is.
What’s one small change every business could make to be more mindful and responsible?
Pause before doing more. Ask whether the next product, event, piece of content or idea is genuinely adding value- or whether it’s just adding more noise.
This is something I have to remind myself daily.
What advice would you give to someone looking to start a conscious business?
Start with what you genuinely care about, not what you think will sell fastest. Listen to the people you want to serve, stay curious and give yourself permission to evolve. You don't need to have the whole journey mapped out before you begin.
Where do you see the future of conscious business heading, and how do you hope to contribute?
I think people are craving more real connection and fewer transactional experiences. They want to know the person, story and values behind a business. I hope HOM contributes by continuing to create spaces and experiences that feel human, thoughtful and genuinely connected.
What is your connection with Rebrandr?
I came to Rebrandr for help with my website after having a difficult experience at the beginning of launching HOM. I was feeling quite cautious about trusting someone with the brand again, but they were amazing from the start.
They were gentle, really listened to what I felt had gone wrong and took the time to understand what I wanted HOM to feel like. I was so impressed by their professionalism throughout the whole process, and I absolutely love the result. They helped me feel confident in my brand again, which meant so much at that stage of my business.
Visit Home of Movement to discover Nikki's story, learn more about the studio's philosophy, and explore the range of classes and experiences designed to support every stage of your movement journey.