From Weights to Wellness: The Full Circle Journey of ElevéGrip
I fell in love with Pilates five years ago. At the time, I was trying to find my way back into movement after the stagnant energy of lockdown. I went from being a dedicated fitness and weight-lifting "gym bunny" to being completely stationary, eventually finding my path as a "Pilates Princess." Today, I am proud to be a mix of both.
Finding the "Happy"
My journey began at Coco Pilates in Sandton, Johannesburg. I’ll never forget when the founder, Clarisa, asked me how I felt three months into my practice. The first word that came to mind was “happier.” I had found happiness in movement again. I wasn't chasing weight loss or aesthetic toning; I was looking for a slice of joy in between the darkness. Pilates brought me that joy—and some much-needed spine alignment.
The Cape Town Transition
When we moved to Cape Town in 2024, my priority was finding a Pilates space that felt wholesome. I wasn’t in it because it was a trend; I was in it for the genuine wellness it provided. As I entered my 30s and refined my style, I realised I loved Dopamine Dressing—bright, colourful pieces that change your mood.
I wanted that same rush in my Pilates gear. I thought, “If I’m struggling through the 'Hundreds' on the reformer, wouldn't it be nice to get a dopamine hit just by looking down at my socks?”
The Gap in the Market
Beyond the look, I struggled to find functional socks that gave me true confidence in the grip. I constantly heard fellow class members asking instructors where to buy good grip socks, and the answer was always: “I have no idea.”
That was the "Aha!" moment. I decided to create something for myself and the Pilates community.
The Full Circle Moment
That’s when ElevéGrip was born—functional, cute grip socks designed right here in Cape Town. We have been live for almost three months, and we are already nearly sold out.
Back in my fitness bunny era, people always pressured me to start a business. “Be an influencer,” “Start a meal prep company,” “Write a cookbook.” But my heart wasn't in those things. Starting ElevéGrip feels like a full-circle moment. This was the journey I was meant to take, and this is the business I was meant to build in the fitness arena.
Welcome to the Elevé era.