- Danni launched her business the same day her waters broke – and now it’s thriving
- She’s supported thousands of women while embracing new motherhood herself
- This Sunderland mam proves it’s possible to raise a baby and a business at the same time when the right support is in place
Sunderland fitness coach Danni Duke is proving that raising a baby and building a business can go hand in hand.
In fact, her son Oscar and her social enterprise Duke Fitness were born within weeks of each other and are now thriving side by side.
“The timing couldn’t have been much closer,” laughs Danni. “I literally got into my car after the meeting to set my business up and my waters broke! I look back at photos of that time and I’d be on my laptop writing bids for grants with my little boy cuddled in next to me.”
Danni, who lives in Silksworth, had been a self-employed personal trainer for seven years before falling pregnant in 2022.
She says: “I suddenly fell pregnant with my little boy and I thought, what on earth am I going to do about work? But I found my solution right under my nose. I thought, why don’t I create fitness classes where parents can bring their babies.”
But Danni knew she wanted to do things differently. Rather than setting up as a regular company, she decided to structure as a social enterprise, meaning she could apply for funding to subsidise classes and break down barriers to exercise.
“I knew how much training helped my own mental health,” Danni says. “But I also knew how hard it is for new mams to commit to exercise. Low income plus childcare issues made it almost impossible.
“I realised if I could secure some funding and I could deliver sessions for free or at a reduced cost, it would create equal opportunities to a healthy lifestyle.”
While Danni’s determination got the business going, support from business advisers at the North East BIC has helped her to scale up.
After being referred by a friend, Danni began working one-to-one with social enterprise expert Anneline Dowell who supported her to secure funding, plan strategically for growth, identify new markets and overcome fears about delegation.
“Anneline has been fantastic at helping me to think bigger,” Danni says. “When everything has been going well, I could just plod on doing the same thing.
“But Anneline always gets me thinking, what am I going to do next? She is so approachable, understanding and enthusiastic. I feel lucky to have had her by my side.”
What began as a small pilot funded by Sunderland City Council offering free fitness classes to new mothers has now grown into a thriving social enterprise helping thousands of people each year.
Today, Duke Fitness offers a safe and nurturing environment with wellbeing programmes for all ages – from postnatal fitness to sessions for teenagers and over-50s. “It’s more than just exercise, it’s a social network. Everyone helps each other out and it’s really lovely to see,” Danni adds.
And after outgrowing her original premises, the BIC recently supported Danni to move to a larger, more accessible city centre base at Villiers Street, doubling capacity and reducing waiting lists.
Danni has also taken on new staff to deliver early morning classes, allowing her to strike a better work-life balance and freeing her to focus more on planning for future growth.
“I was scared to delegate, but Anneline made me realise I’m only one person and I was holding myself back by not bringing in some support,” Danni says.
“Now I have found a fantastic trainer to help me with my early morning classes and it’s made a huge difference – not just to the business but also life with my little one.”
The BIC’s social enterprise support in Sunderland helps the development of the social economy within the city through the Wear Together Initiative, working with local residents and groups to start a social enterprise or co-operative and help the city’s social enterprises to develop and grow.
BIC social enterprise adviser Anneline says: “Danni is a fantastic role model for young mothers. She’s shown that it is possible to have a successful business with a young baby when you have the right support in place.
“She should be incredibly proud of the fact that she is supporting thousands of women each year and doing this alongside new motherhood. What she does is very special and I can’t support her enough because I just love what she does.”
The Wear Together Initiative has received £148,638 from the Government’s UK Shared Prosperity Fund Programme which is managed in Sunderland by Sunderland City Council on behalf of the Sunderland Partnership.
For more information on how the North East BIC could support your social enterprise journey, email socialenterprise@ne-bic.co.uk