**How a Burned-Out Londoner Brought Boutique Fitness to Cardiff – And Proved You Can Have It All**
After more than a decade in the relentless environment of London, Alex Bull decided it was time for a fundamental change. The 36-year-old fitness enthusiast had carved out a successful career in some of the capital’s most prestigious gyms, ultimately rising to the role of head coach at a luxury boutique studio. Yet despite seemingly “living the dream”, the pressures of city life and her ambitious work schedule left her feeling utterly burnt-out, a realisation that struck home during the pandemic.
Eager for a fresh start and determined to raise her family away from the hustle of the capital, Alex persuaded her husband – also named Alex – to relocate to Wales. Arriving in Cardiff, she was struck by a glaring gap in the market: whilst London boasted a wealth of high-end, community-driven boutique gyms, Cardiff lagged behind. Determined to bring some of the capital’s energy to her homeland, she set about creating Wales’ answer to the likes of Barry’s Bootcamp and SoulCycle.
Studio Tarw, Wales’ first boutique fitness studio, was the result. Offering hot yoga, pilates, high-intensity bootcamps, and dynamic ride sessions, it quickly set a new benchmark for the local fitness scene. But realising this vision wasn’t straightforward. After moving, Alex threw herself into Cardiff’s business community, attending countless networking events, wooing potential investors, and scouting for a perfect site. “I just worked the room, worked the city, met anyone with knowledge about business, Cardiff, or the industry,” she recalled.
Her perseverance paid off in August 2023 when, three weeks before giving birth to her first child, she finally secured a location for Studio Tarw. With no childcare, opening a business demanded ingenuity and determination. Returning to work just five days after her daughter’s birth, Alex managed investor meetings and construction walkthroughs with her newborn in tow, determined to shatter stereotypes about working mothers. “I wanted my daughter to see that women don’t have to choose between career and motherhood – you can actually have it all,” she said.
One year later, the gym’s reputation speaks for itself. Studio Tarw regularly fills its classes with students, professionals, and fitness devotees from across Cardiff. For Alex, however, the greatest point of pride isn’t just business success, but the community the studio has fostered. She recounted how she once struggled to find friends willing to join her on a run, and ended up running her first marathon at 21 with her much older cousin. That sense of isolation inspired her to create a supportive, like-minded network where everyone’s achievements are celebrated – often with a glass of prosecco on Friday evenings.
The studio’s vibe, forged through partnerships with other Cardiff brands and a diverse schedule of events, has given locals an entirely new way to connect over fitness. Alex emphasises that Studio Tarw is more than just a gym: it’s a hub where belonging comes as standard, regardless of final running times or personal bests.
The journey hasn’t slowed. Now over six months pregnant with her second child, Alex is already planning Studio Tarw’s expansion, with a new location in her hometown Swansea at the top of her list. “That was always the vision,” she insists. “Studio Tarw is about bringing new energy to cities west of the M4 – places the big brands often ignore. It’s my way of giving back to Swansea, and making sure we’re not left behind.”
For the second site, she is seeking further investment, hoping to bring on board supporters who share her excitement and can see the enormous potential in the Welsh fitness market. “We’re looking for serious investors who want to be part of something special,” she said.
Proudly Welsh, Alex explains that her surname, Bull, translates to “Tarw” – a fitting metaphor for a business that’s all about strength, determination, and transformation. Studio Tarw operates from early morning until evening on Windsor Place, and, judging by its rapidly growing following, is likely to keep shaping Wales’ fitness landscape for years to come.
Her story stands as a striking example of how burnout can spark new beginnings, and how the determination of a few can transform the prospects of many – one fitness class, and one community, at a time.