- Work Hard
- 18th Mar 2026
- 0
- 0 minute
How the North East founder of Show Up Club has turned activewear into a community for women
- Advertisement Feature
Born in the North East and built for women everywhere, Show Up Club isn’t just another activewear label; it’s a movement.
Think confidence, community and clothing that actually fits real bodies.
After evolving from its former identity, Amazing Jane, the brand has grown into something bigger and bolder: a lifestyle built around women showing up exactly as they are.
Yes, the leggings are buttery-soft and genuinely life-changing, but this is about far more than activewear. At the heart of Show Up Club is movement, friendship, wellbeing and creating spaces where women feel they truly belong.
We caught up with founder Claire Goodliff to talk about the rebrand, real bodies and why showing up can change everything.
WHAT INSPIRED YOU TO EVOLVE AMAZING JANE INTO SHOW UP CLUB?
“Amazing Jane started from a place of confidence and encouraged women to feel good in their own skin. But over time, I realised we weren’t just selling clothes.
Women shared what they were doing while wearing our clothing, joining run clubs, overcoming illness, trying new workouts, starting businesses and turning up to events on their own. They were showing up in their lives. That phrase stuck.
I didn’t want to be just another activewear brand competing on colours. I wanted to build something women felt part of, a brand that stood for courage, connection and backing yourself and those around you. The clothing is still central, but now it’s the uniform for a bigger movement.”
SHOW UP CLUB EMPHASISES COMMUNITY AND CONFIDENCE AS MUCH AS CLOTHING. HOW DO YOU MAKE THAT REAL?
“We are very intentional.
I think about real women’s lives, bodies that have changed, busy schedules and different stages of life. The fit has to be flattering without being restrictive, and the fabric has to feel good. We’ve rejected as many items as we’ve made because they didn’t quite work.
With events, it’s about creating spaces that feel welcoming rather than intimidating. You should be able to come on your own and feel completely at ease. That sense of belonging is really important to me.
Community and confidence aren’t slogans for us, they’re the blueprint for everything we do.”
HAS THERE BEEN A MOMENT THAT SHOWED YOU THE IMPACT OF SHOW UP CLUB?
“We’ve had so many. One standout moment was a North East customer buying a full Show Up Club outfit to wear when she rang the bell at the end of her chemo. There wasn’t a dry eye in the office when that email came through.
We receive countless messages from customers, women finding confidence, trying something new or simply feeling more comfortable in their own skin.”
THE BRAND IS ROOTED IN THE NORTH EAST BUT NOW REACHES WOMEN NATIONWIDE. HOW DO YOU KEEP THAT LOCAL AUTHENTICITY?
“We have a Facebook community group with more than 2,000 women. I go live there weekly, chat with them, get feedback on samples and make them feel part of the brand. They get quite the raw version of me and behind-the-scenes insight.
We’re proud to be born and based in the North East. We choose collaborations locally and nationally with people who fully align with us. We never try to be a brand we aren’t, and keeping our North East roots strong is a real priority as we grow.”
YOUR ACTIVEWEAR IS DESIGNED FOR “REAL BODIES.” WHAT CHALLENGES COME WITH THAT?
“Every body is a real body, but we often only see the ones we’re told we should see.
Women’s shapes change through different stages of life, hormones, pregnancy, training and stress all impact body shape. Creating pieces that feel flattering across sizes, ages and body types takes development, multiple samples and very honest feedback.
It’s ongoing. We listen carefully, refine constantly and stay close to our community. We’re always learning and open to improving.”
YOUR EVENTS BLUR THE LINES BETWEEN FITNESS, LIFESTYLE AND FRIENDSHIP. WHICH ONE STANDS OUT?
“I’ve been running events for 20 years, from nightclub events in the early noughties to dance shows and fitness clubbing nights. Bringing people together is part of my make-up.
Our launch party stands out. Nearly 200 women arrived on a Sunday morning, not knowing what to expect. Some came alone, others brought their daughters to show them what supporting women looks like. Women travelled from Scotland, London and Norfolk to be part of it. Incredible.”
FOR WOMEN WHO STRUGGLE TO “SHOW UP”, WHAT WOULD YOU SAY?
“It’s not about the end goal. It’s about a small start and then consistency. I’ve been there. We jump to the end result without thinking about small, consistent steps rather than one big effort.”
WHAT’S NEXT FOR SHOW UP CLUB?
“In a few months, we’ll officially merge Show Up Club with my events company of 15 years. There’s real synergy and it allows us to scale as a community-driven lifestyle brand.
In five years, I’d love Show Up Club to feel familiar to women everywhere, not just as a brand they’ve seen online, but something they feel connected to. I do want us to be international. I want women in different cities to recognise the name and feel that spark of, “That’s my kind of thing.”
Whether they discover us through an event or the clothing, it should feel joined up. The events build confidence and connection. The clothing supports you while you’re out there living it. One strengthens the other.
With new drops on the horizon and the upcoming Show Up North weekend bringing movement, connection and collaboration to the region, the momentum is only growing.
Because sometimes the most powerful thing a woman can do… is simply show up.”
HIGH LIFE NORTH X SHOW UP CLUB LUST LIST
Rachael Ellis
Head of Content
After gaining a first in her BA Media and Journalism degree at Northumbria University, Rachael worked at Newcastle’s leading regional newspaper with her stories being picked up in national and global newspapers. She spent two very successful years giving a voice to those communities across the North East who otherwise…
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