Weights and Cakes began as a simple idea: to create a space where fitness and food could bring people together, particularly those from marginalised communities. The journey happened in stages:
Providing people with a warm welcome and an inclusive space, where they feel comfortable and able to be themselves, is key to giving them a positive experience. It's what ensures they return time and time again.
Weights and Cakes is a community interest company (CIC) based in Sunderland. It was founded in 2020 by Zoe Chandler, a passionate advocate of the benefits that physical activity and sport can have on people’s health and wellbeing. Zoe recognised that some people’s experiences of accessing physical activity aren't always positive, particularly in traditional gym environments.
Zoe’s on a mission to provide a welcoming, accessible space where everyone can enjoy the benefits of weightlifting and physical activity. We caught up with her to find out more.
Development
Understanding people's needs
Before launching, Zoe spoke to her target audience, which included neurodivergent people and people from the LGBTQ+ community, to better understand the barriers they face to being active and socialising. This helped shape the company’s approach.
Finding a venue and building a team
Initially, Weights and Cakes used shared gym spaces and pop-up cafés to test their idea and refine their delivery. In 2022, they rented their own venue.
Building a team
Zoe recruited a team, including three paid and two volunteer coaches. They’re trained to support neurodiverse and LGBTQ+ individuals and have a strong focus on safeguarding, inclusivity and mental health awareness. They also have 12 parent volunteers helping with events.
Spreading the word
Weights and Cakes have used social media, word of mouth, and partnerships with local organisations to build a strong community presence. They now have a regular participant base of 30 adults and 35 young people.
Keeping people involved
Weights and Cakes continue to actively involve their participants in day-to-day decision-making on things like class schedules to menu choices at the café.
Being inclusive and giving participants a voice
Although their primary focus is on supporting neurodivergent people and people from the LGBTQ+ community, Weights and Cakes have expanded their reach to other groups, including:
- People experiencing social isolation, including older adults and those with anxiety.
- Young people facing mental health challenges.
- Individuals recovering from eating disorders who need a safe, pressure-free environment for fitness and food.
- Those from low-income backgrounds who may not have had access to supportive fitness spaces before.
To ensure users have a voice in the organisation’s governance, Weights and Cakes include a diverse group of participants on their Community Advisory Board. Their role is to influence key decisions. Many volunteers began as participants themselves, which helps ensure that lived experience directly influences their work.
Offer
Weights and Cakes offer weightlifting, strongman training and fitness activities, but they’re not a typical gym. Their focus is on social inclusion and personal growth; they achieve this by providing a safe space where members can socialise and build self-confidence while engaging in activity.
Weights and Cakes are recognised as an Inclusion Academy by British Weightlifting and are committed to engaging local young people in fitness.
They provide additional services including counselling for children with mental health challenges, regular community coffee mornings, free meals for children who need them, and space to do homework.
Partnerships
Building strong local partnerships has been key to their growth and enabled them to engage more participants from disadvantaged backgrounds. Their relationships include:
- Schools and community groups: this has helped them reach more young people and offer them a safe space to be active.
- Sunderland City Council and Together for Children: this has enabled them to host out-of-school activities, including the Holiday Activity and Food (HAF) programme.
- Young Asian Voices: they’ve hosted events tailored specifically for Asian girls who prefer to train in female-only spaces.
- North East Business and Innovation Centre: networking sessions have enabled them to learn alongside other business owners with a passion for making positive change.
- Mettle Weightlifting: to offer peer-to-peer support to other CICs within the UK.
- Local police, justice system and the Darker Nights campaign: enabling them to work with young people to tackle anti-social behaviour and street crime.
- Charities: partnerships, alongside Firstport, have provided financial and practical support and enabled them to expand their positive impact.
Impact
Weights and Cakes measure their impact on:
- Physical and mental wellbeing.
- Self-confidence.
- Key motor skills.
- Pathways into volunteering.
- Reducing anti-social behaviour.
- School attendance.
Challenges
Weights and Cakes have faced some challenges and worked hard to overcome them, including:
Trust and safety
Prior to joining, many participants had negative experiences of using traditional gyms. They’ve worked to tackle this by creating a zero-judgment environment and hiring staff who share or understand these experiences and adapt their delivery accordingly.
Affordability
Cost has been a barrier for some, so they’ve put in place a pay-what-you-can model for some services and offer funded sessions through grants to ensure everyone has an equal opportunity to get involved.
Sensory sensitivities
Many neurodivergent people can find traditional gyms overwhelming. To combat this, they’ve take a person-centred approach to delivery and offer sensory-friendly equipment and a sensory room co-designed with users. They also adjust lighting, sound and session structures to meet people’s needs.
Future plans
Weights and Cakes have exciting plans. They’re working on a new community café that’ll provide a space for groups to come together and provide employment opportunities for neurodivergent people.
It’ll include a community kitchen to host workshops, cookery sessions, and offer low-cost healthy meals.
Top tips
Weights and Cakes' top tips for others aiming to create an inclusive offer are:
Start small, but start now
You don’t need everything perfect, just a clear mission and the willingness to adapt.
Listen first
The communities you serve know what they need. Ask them.
Representation matters
Your team and marketing should reflect your audience.
Partnerships are golden
Collaborate with others who share your values: together you can make great things happen.
Self-care is crucial
Running a CIC is rewarding but demanding. Burnout helps no one, so build a sustainable model and look after yourself.