Vic’s Success Story in Shrewsbury

A COVID Pivot

When the world slowed down in 2020, Victoria Gidney finally had space to consider a long-held dream. She had been working in London, immersed in corporate life, while quietly imagining a very different future - one centred around running coaching, Pilates, movement and wellbeing.

“I was the classic COVID cliché - I changed career, got a dog and moved house.”

“I’d first had the idea for Runlates when I moved back to the UK from America,” she says. “I joined a fitness group in London to make some friends, ended up running a marathon, and realised that the Pilates I was doing was stopping me picking up the usual injuries. I wanted to understand the relationship between movement and strength, so I trained as an instructor.”

Milestones and Moments That Matter

Today, Runlates regularly fills its classes and maintains a healthy waiting list. Moving from pay-as-you-go to block bookings was a huge moment.

“It felt risky asking people to commit to eight classes — but they wanted to secure their place. That was a real turning point.”

Why Shrewsbury?

Victoria grew up in Shrewsbury, living here for eight years before heading to London for university. Coming back felt natural.

“In London I was in a one-bed flat in zone four. Shrewsbury offered the lifestyle I wanted on a more manageable budget.”

The Evolving Business Cohort

Being part of the Work in Shrewsbury Evolving Business Cohort helped Victoria turn Runlates from an idea into a confident, growing business.

“The environment gave me encouragement to take the next step — being surrounded by people who were honest, open and happy to ask questions. And the one-to-one mentoring with Vicky Ayton from BizEd was invaluable.”

The cohort community continues to be a supportive network:

• Aaron from Painted Life - partner of Cohort colleague Alana - photographed the new studio
• Claire from Cohort business Gelatistry brought her ice-cream bike to celebrate the opening
• Cohort fellow Sian from Dwtylife hosted a Runlates session at Happier Festival
• Tara from Cohort-supported Claremont Design built the Runlates website

“Everyone has been genuinely supportive,” Victoria says. “It feels like we’re all cheering each other on.”

A Day in the Life at Runlates

Teaching days are full and varied: reformer Pilates classes, running-technique sessions, and time dedicated to private clients. Afternoons might bring a moment of quiet before evening classes begin.

“As the studio has grown, I’ve brought on two instructors who originally started as clients. They trained at the same school as I did, and now run workshops in the evenings and weekends — which gives me a bit more time off.”