We built the gym we wish had existed
Misfit started with a simple idea: fitness should be for everyone, not just people who already feel at home in gyms.Why we exist
In 2010, I lost over 7 stone. It changed my life – but it wasn't easy, and it wasn't because I fell in love with the gym.
The truth is, I never felt comfortable in traditional fitness spaces. The culture felt intimidating. The trainers didn't get me. And the industry seemed built for people who were already confident, already fit, already part of the club.
I did it anyway – but I did it my way, on my terms, without pretending to be someone I wasn't.
That experience taught me something important: there are thousands of people out there who want to get fitter and healthier but feel completely alienated by the fitness industry. People who've tried gyms before and left feeling judged, overwhelmed, or invisible.
So in 2015, I became a personal trainer. And in 2022, I opened Misfit.
We exist to change how people experience fitness. We strip away the ego, the intimidation, and the nonsense – and replace it with expert coaching, genuine community, and training that actually works for real people with real lives.
If you've ever felt like gyms weren't built for you, this one is.
– Sam George, Founder & Head Coach
Our values
No ego, no intimidation
We don't do gym culture. We don't do posing, posturing, or making people feel small. Everyone trains at their own level, and that's not just tolerated – it's celebrated.
Expert coaching, every session
You'll never be left to figure it out alone. Our coaches are with you every step, watching your form, adjusting your programme, and making sure you're training safely and effectively.
Community over competition
We're not here to make you compete with anyone – including yourself. We're here to help you build consistency, confidence, and habits that stick. That's what changes lives.
Real people, real results
Our members are parents, professionals, and everyday people who want to feel stronger and healthier. We don't promise six-pack transformations in six weeks. We help you build something that lasts.
Built on trust, proven by results
180+ members
People who've found a home at Misfit and keep showing up week after week.
98% retention rate
Our members don't leave because they've found a place that works – and a community they actually enjoy. Some of our members have been with us over ten years!
£7,000+ raised
For local charities through community events, proving fitness can be about more than just ourselves.
Personal Trainer of the Year 2019
Sam was recognised for his approach to coaching – one that prioritises people over ego.
The coaches who make it happen
Sam George – Founder & Head Coach
Sam founded Misfit after losing over 7 stone himself and realising the fitness industry wasn't built for people like him. He became a PT in 2015 and was named Personal Trainer of the Year in 2019.
Sam's approach is simple: meet people where they are, remove the barriers that hold them back, and build training programmes that fit around life – not something that takes it over.
He’s especially passionate about helping beginners feel confident, capable, and consistent. - even if the gym has never felt like “their place” before
Specialisms: Strength training, habit coaching, working with beginners, rehabilitation, trauma-informed coaching
Becca Clow – Assistant Head Coach
Becca grew up playing every sport she could, before discovering strength training while studying at UCL - and falling hard for it. She qualified as a personal trainer in 2018 and has worked across gyms in North London before working with Sam in 2020.
Becca loves the technical side of training: smart programming, progression done properly, and helping people build confidence under the bar. She specialises in Olympic Weightlifting and Powerlifting and supports clients through the mental barriers that often hold them back.
When she's not coaching, Becca is usually reading all the books and eating all the snacks - often at the same time.
Specialisms: Olympic Weightlifting, Power Lifting, Technique and Programming, Confidence in the gym, trauma-informed coaching
Simon Bell – Coach
Simon has been part of the Misfit community for over eight years and qualified as a personal trainer in 2021. Alongside coaching, he has worked as a nurse for over 30 years - bringing a calm, thoughtful, people-first approach to the gym floor.
After years of single-sport obsessions (water polo, squash, and cycling, to name a few) and the injuries that came with them, Simon discovered the value of balanced movement and training that support life, not just performance.
His coaching approach is simple: Listen to what people say they want, watch how they move, and help them work out a realistic path to get there.
When he’s not coaching, Simon’s playtime often involves finding a new beer to add to his Untappd tally.
Specialisms: Kettlebells, supporting injury-aware training, helping people return to movement, and building training that people actually enjoy.
Jade Latham – Coach
Jade’s background spans a wide range of movement disciplines including competitive swimming, dance, circus, strength training and olympic weightlifting.
Exercise has played a huge role in supporting her mental health and managing conditions such as endometriosis and lymphoedema, shaping the way she coaches today - with empathy, adaptability and a focus on what movement can do for people.
Jade brings together her athletic and coaching experience to make sessions feel fun, accessible and easy to understand. And if you’re not moving… you’re probably dancing to banging tunes.
Specialisms: Inclusive Coaching, Strength Training, Movement confidence, training with health considerations.
Sophia – Yoga Teacher
Char – Yoga Teacher & Sports therapist
What makes misfit different from other gyms?
Most gyms
- Packed classes where you're just a number
- One-size-fits-all programming
- No progression tracking
- Intimidating environment focused on appearance
- High turnover, little community
- Left to figure it out yourself
- Small groups capped for individual attention
- Programmes tailored to your level and goals
- Structured coaching system built around our six core pillars
- Personal blueprints reviewed and adjusted quarterly
- 98% retention, genuine community
- Welcoming environment with expert coaching every session
More than just a gym
At Misfit, our members don't just train together – they support each other, celebrate each other's progress, and genuinely enjoy being part of something bigger.
We host community events, raise money for local charities, and create a space where people can show up as themselves without pretending to be someone they're not.
This isn't a transactional gym membership. It's a community you'll actually want to be part of.
Joining Misfits is one of the best decisions I’ve ever made. Incredible crew, a brilliant community vibe, super supportive, and I’m stronger and healthier at 40 than I was at 25.
Take the leap and sign up for a trial!
- Cameron
Ready to see if Misfit
is right for you?
Book a free consultation. We'll talk about where you are now, what you want to achieve, and whether we're the right fit. No pressure, no hard sell – just honest advice.
Prefer to email the team? Click here
Unit 14
Ravenswood Industrial Estate
Walthamstow
London
E17 9HQ