Zahra Khimji is a 33-year-old History graduate from Columbia University currently based in Harrow, Greater London. She is a qualified Level 3 Personal Trainer and Group Fitness Instructor, who teaches Body Attack, Body Balance and Body Pump for gyms across London. Zahra, who specialises in pre and postnatal fitness and recovery, took time out of her busy schedule to speak to The Muslim News ahead of the launch of her online shopping modest sportwear company Longline Athletics.

What’s the concept behind Longline Athletics?

Longline Athletics is an answer to a real problem for women that cover and love fitness. There are simply not enough options to cover modestly whilst working out or engaging in sport here in the UK. The line gives Muslim women that cover, the ability to enter the fitness arena with confidence. The pieces are functional but also flattering to wear.

What feedback did you receive about the idea of modest sportswear?

We have had very positive feedback about the brand and many women have responded positively to say that they are happy they have more options to workout in modest clothing.

Would it not be more lucrative to aim at modest fashion instead of sportswear?

There is a gap in the market when it comes to modest sportswear. The pieces that existed prior to our launch were not functional and not suitable for women. Given my experience as a trainer, I could easily see this with my clients and class members.

Nike entered the modest sports market in 2017 by launching a modest sportswear collection that included a sports hijab. How does Longline Athletics differentiate itself from major sports brands and how will it compete with global sports retailers?

Longline Athletics is different because it is created by a Muslim woman, myself, and the designs are based on the organic views and needs of women in the UK. I have spoken to many women about the styles and pieces they need to feel more comfortable in engaging in sport.

How many products do you anticipate selling?

We currently have an essentials collection consisting of the Lari Ultra Power top and the Serena Joggers. The Aya Sports Wrap is also another key piece that helps tie the outfit together. We hope to add more collections over time.

In which countries do you to ship?

We ship in the UK and internationally

Tell us about the design process and sport function of the collection.

The concept began as a series of sketches in 2020. The idea grew over the course of the lockdown period and after sourcing several suppliers, the samples were approved and then tested. The sports wrap was designed by a designer and myself.

Longline Athletics online shop is now open

Interview by Elham Asaad Buaras