From Olympic Ice to Entrepreneurial Success: Sarah Lindsay’s Journey with ROAR
When Sarah Lindsay transitioned from her impressive career as an Olympic speed skater to the world of entrepreneurship, she brought along more than just her accolades. With a European gold medal, a world silver medal, and ten British championships to her name, Lindsay’s mindset—shaped by teamwork and collaboration—took center stage in her new venture. In 2010, she founded ROAR, a trio of personal training gyms in London, transforming her athletic experience into a thriving business model.
A Seamless Transition: Sports to Business
For Lindsay, the leap from athlete to entrepreneur wasn’t just a change; it was an integration of her lifelong philosophy. “I’d spent years working as part of a sports team with the mindset that if one person wins, we all win,” she explains. This team-oriented approach has been pivotal in creating a positive culture at ROAR. “It’s crucial that everyone understands their role and how their energy influences the overall atmosphere.” This ethos has fueled ROAR’s growth, fostering a sense of community among trainers and clients alike.
Unexpected Expansion during the Pandemic
The onset of the COVID-19 pandemic brought unique challenges, but it also opened new doors for ROAR. During an extended stay in Dubai, Lindsay and her team found themselves reassessing their business strategies amid the city’s vibrant and optimistic atmosphere. “We completely fell in love with the city,” she shares. Inspired by Dubai’s growth mindset, they seized this opportunity to expand their brand, launching ROAR’s first Dubai location in early 2023. With a core team of four flown in from London, ROAR Downtown has quickly grown, employing 17 staff members—marking a successful start to their international journey.
Navigating Dubai’s Business Landscape
Establishing a presence in Dubai was not without its challenges. While the city’s regulatory environment allowed for swift operational setups, Lindsay learned that costs can escalate unexpectedly. “Setting up in Dubai was quicker but definitely more expensive,” she recalls, suggesting that prospective business owners should prepare for unforeseen expenses. However, Lindsay also notes the supportive nature of Dubai’s business community, emphasizing the importance of seeking advice. “People are willing to help, so I asked for a lot of advice early on—and that made all the difference.”
Understanding Local Market Dynamics
As ROAR expanded into Dubai, Lindsay noticed distinct differences in client behavior and team dynamics compared to London. In London, most trainers come through recommendations, thanks to the established network ROAR has developed. In contrast, starting from scratch in Dubai meant extensive recruiting and interviews. Moreover, client habits differ significantly—Lindsay humorously notes the challenges posed by traffic and the preference for convenience. “In Dubai, people want something nearby,” she says. This focus on local accessibility has resulted in stronger client retention and reduced marketing efforts, aligning perfectly with ROAR’s commitment to strength training.
Personalized Coaching Beyond the Gym
Recognizing the need for broader access to her training expertise, Lindsay is launching Sarah Lindsay Coaching. This new initiative will offer personalized one-on-one coaching, nutrition guidance, and regular check-ins overseen by Lindsay herself. With an impressive roster of clients, including well-known personalities like Ellie Goulding and Piers Morgan, this venture aims to extend the ROAR methodology to those who cannot visit a gym location.
Guidance for Aspiring Entrepreneurs
For those considering expansion into the UAE market, particularly women entrepreneurs, Lindsay shares her insights. “Speak to as many business owners as possible and gather advice,” she recommends. She emphasizes the importance of outsourcing setup tasks to professionals familiar with local regulations, as small mistakes can be costly. Moreover, she encourages active engagement and networking: “Dubai is small and connected—word travels fast. It’s essential to be visible and immerse yourself to succeed here.”
Through her journey, Sarah Lindsay showcases not just resilience but an unwavering commitment to fostering community and personal growth, making her story both inspiring and actionable for aspiring entrepreneurs worldwide.
