Fitness influencers Steph Claire Smith and Laura Henshaw are eyeing a national rollout of KIC after huge demand for their first physical studio. Picture: SpaceCraft / Matt Chandorkar
Influencer duo Steph Claire Smith and Laura Henshaw are weighing a national rollout of their fitness brand.
Sydney and the east coast are firmly in their sights after thousands joined the waitlist for the wellness brand’s first physical site, in Cremorne.
The Melbourne-based pair, who have a combined Instagram following of more than 1.7 million, are moving to scale KIC after thousands joined the waitlist for the brand’s first physical studio.
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Smith said the response had accelerated plans to grow the business nationally.
“We definitely had big plans,” Smith said.
“The response gave us a really clear picture of where the demand was, and we would follow that.”
Their first site, a converted flagship warehouse in Melbourne’s inner east, has been positioned as the blueprint for future locations.
Steph Claire Smith and Laura Henshaw have turned KIC from a digital wellness platform into one of Australia’s most recognisable fitness brands. Picture: SpaceCraft / Matt Chandorkar
KIC’s first physical studio in Cremorne has been designed as the blueprint for the brand’s next phase of growth. Picture: SpaceCraft / Matt Chandorkar
Inside, the Cremorne site leans into its industrial bones, with exposed brick walls softened by warm terracotta tones, layered textures and natural light.
Mirrors have been removed entirely, stripping away the traditional gym focus on appearance and redirecting attention to movement and experience.
Smith and Henshaw have built KIC into a major digital wellness brand, with the move into physical studios marking its next phase of growth.
The Cremorne studio blends exposed brick, warm terracotta tones and natural light to create a softer take on the traditional gym. Picture: SpaceCraft / Matt Chandorkar
Mirrors have been removed from the KIC studio, shifting the focus away from appearance and back to movement, strength and how members feel. Picture: SpaceCraft / Matt Chandorkar
Demand for the first studio closely mirrored the brand’s digital footprint across Melbourne, Sydney and the east coast.
Smith said bringing KIC into the real world had long been part of the plan.
“It honestly felt quite surreal,” she said.
“A physical space was on our wish list since day one.”
Classes at the Cremorne studio include strength, Pilates, slow flow and breathwork, with some sessions incorporating infrared heat. Picture: SpaceCraft / Matt Chandorkar
KIC’s lounge area has been designed to encourage members to stay after class, connect with others and build community. Picture: SpaceCraft / Matt Chandorkar
KIC chief executive Janey Martino said the physical rollout was designed to build on the brand’s existing community.
“This isn’t a space where you come in, do a class and leave,” Ms Martino said.
“People are staying, meeting others and building relationships.”
Henshaw said future studios would continue to reflect the brand’s core approach to fitness.
The Melbourne studio has attracted thousands to its waitlist, with Sydney and the east coast now firmly in KIC’s sights. Picture: SpaceCraft / Matt Chandorkar
The KIC studio includes Mecca products in its bathrooms, adding a premium beauty touch to the wellness brand’s first physical home. Picture: SpaceCraft / Matt Chandorkar
“Our ethos has always been about moving for how you feel,” she said.
Classes at the studio span strength, pilates, slow flow and breathwork, with some sessions also incorporating infrared heat to support recovery and relaxation.
Beyond the studio floor, a dedicated lounge area encourages members to stay after class or connect with others.
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