Olympian, entrepreneur, mentor – Sarah Lindsay, founder of Roar Fitness, shares how grit, resilience, and passion shaped her journey and built a brand empowering women everywhere.
Before we begin, can you introduce yourself to someone who is hearing your story for the first time?
I’m a three-time Winter Olympian in Short Track Speed Skating. After retiring from sport, I began the journey of building and launching Roar Fitness, a private personal training gym that started in London and has since expanded to Dubai. The path wasn’t straightforward – there were plenty of highs and lows along the way – but we got through it. Today, we’re still working incredibly hard to grow both the business and the brand.
Looking back, what first made you fall in love with movement and competition as a young athlete?
I was a very hyperactive child, so my parents sent me to sports clubs before and after school every day. Sport was something I naturally excelled at, which made me enjoy it even more – especially the competitive side. Being physically capable and winning gave me a huge amount of confidence from a young age.
Training at an Olympic level takes deep discipline. What part of that life was the hardest emotionally, not physically?
I left home at 16 to train full-time and missed my family enormously. We rarely had days off, and when we did, they were spent sleeping and recovering rather than seeing friends or family. I remember one Christmas where I only had half a day off – I drove four hours home, had a late Christmas dinner, then drove straight back so I could be on the ice early on Boxing Day.
In my early twenties, my mum was diagnosed with cancer. She was undergoing treatment while also caring for my two-year-old sister, and all I wanted was to move back to London to help her. Mum refused to let me give up on my Olympic dream and made me stay where I was training. That year was incredibly tough emotionally.
When your skating career ended, did you feel excited or unsure about what came next?
I felt very lost. I wasn’t ready to retire and had no plan for what was next, so the transition was far from easy. I was used to having huge goals and daily stimulation, and nothing felt as exciting as the pursuit of Olympic success. It wasn’t until I had my own business to fight for that I truly felt driven and able to perform at my best again.
What was missing in the fitness industry that made you feel, “I need to build something different”?
When I entered the fitness industry, it honestly felt like the Wild West – poor service, intimidating and unwelcoming environments, unprofessional trainers, and very low standards overall. Coming from a performance background, I was shocked that so few gyms made people feel comfortable or supported in achieving real results. I wanted to create a space where people genuinely enjoyed being, felt confident, and knew they would achieve the goals they came in for.
ROAR is known for strong results. What do you focus on first when someone walks into your gym feeling low on confidence?
That’s actually most new clients – even I feel gym anxiety! Roar Fitness is private personal training only, so there are never more than 12 people on the gym floor at one time. Clients train exclusively with their Roar PT, which creates a very controlled, friendly, and positive environment. We focus first on building strength, because as people get physically stronger, their confidence follows very quickly. With a trainer guiding you every step of the way, it’s almost impossible to do things wrong.
Many women fear lifting weights. Why do you think strength training still feels intimidating to so many?
Free-weights areas can still feel very male-dominated, with aggressive energy at times, and there’s also lingering negative messaging around women having athletic physiques. The reality is that it’s extremely difficult for most women to build significant muscle. Gaining even a few pounds of lean tissue takes real effort – let alone the 6+ kilos it would take to dramatically change how someone looks.
Growing from one gym to an international brand is a big shift. What surprised you most during this journey?
How positive and supportive Dubai was when I first arrived. People were incredibly welcoming and keen to help spread the word. It didn’t take long for us to get busy. Having a strong British expat community helped too, as Roar already had a solid UK presence through press coverage and celebrity clients.
Online fitness changed how people train. How did you make sure your digital offering still feels personal and real?
My online training is completely bespoke, just like our in-person coaching. Each client has a dedicated trainer, a nutrition coach, and me overseeing everything. We use a powerful app to support the entire process, alongside a community forum where clients encourage and motivate each other to keep pushing towards their goals.
You work long hours across many roles. How do you protect your own physical and mental balance?
You’re responsible for your own needs, and I believe strongly in leading by example. No matter what’s going on, I prioritise my training and nutrition. Exercise keeps me calm, energised, and motivated – without it, I’m no good to anyone else.
Outside of training and work, what helps you switch off and feel grounded?
Friends and family, always. I’m incredibly lucky to have the people I do in my life. They’re patient, supportive, and understanding of my schedule, my focus, and my dedication to Roar and the team.
If a woman reading this feels disconnected from her body, what is one small step you would suggest she take today?
There are three core pillars of fitness: training, nutrition, and sleep/recovery. If you take just one positive step in each of those areas, you’ll feel a difference almost immediately. Set three clear, positive process goals – actions you can take tomorrow – and write them down.
