Leisel Jones is Set to Launch ALL I SEA
Original Article: SITCHU
When Olympian Leisel Jones booked a trip to Hawaii for her thirtieth birthday last year she googled ‘best active swimwear Australia’. All the gold medallist wanted was a pair of bathers she could hike up Diamond Mountain in before diving into the ocean. But Google delivered absolutely nothing she liked, or even considered getting her credit card out for.
One year on, Leisel is launching her first swimwear label with co-founders Keri Kitay and Scott Henderson (already a duo, owning a health and fitness PR company together). The trio met at the gym, so it’s only fitting the swimwear line is one that can be worn during a sweat session followed by a dip in the ocean.
ALL I SEA is Australia’s first dedicated active swimwear range which will hit Australian stores just in time for summer. Inspired by the lifestyles of those living in Bondi, and its Californian sibling, Venice Beach, the concept blossomed through a mutual frustration of outfit changes between workout and water sessions.
“I spend my days going from the gym to the ocean or visa versa and was also frustrated that I had to change from swimwear to activewear,” Keri tells us. “I knew there had to be a better way to transition seamlessly and one day talking to Scott and Leisel about this, we realised we all had the same frustration.”
Leisel tells us the swimwear line is basically a product version of her own life, and created for anyone with an active lifestyle like her own (gold medals aren’t compulsory, of course).
“I have been a water baby since as early as I can remember and I will always be an active person,” Leisel tells us.
So how do the energetic trio spend their weekends in Sydney? We spoke to the active swimwear co-founders to find out their favourite local haunts, delivering everything from green smoothies and boxing sessions to a sneaky Aperol spritz on a Sunday afternoon.
For Keri, the weekend starts with a sweat session at 98 Riley followed by breakfast at Proteini in Darlinghurst or Bondi Wholefoods. A walk through Bondi’s farmers market or along the Bondi to Bronte coastal track usually follows.
“Saturday nights are pretty low key as I am a big fan of sunrise on a Sunday morning so it’s either dinner in Bondi at Bondi Best or I venture into Double Bay or Potts Point for dinner with friends,” Keri tells us.
Scott's weekend is pretty much a perfect one if he can avoid getting in the car, squeeze in at least one surf, catch up with family, take a few photos (yes, he’s a photographer too), workout and work a bit.
“I always say to the ladies that the weekends bug me because it’s as if the world stops for two days, and this is the most frustrating scenario for any entrepreneur,” Scott tells us. “The weekends have proved to be our most crucial business planning time, as the lifestyle we’re selling through ALL I SEA is built around our approach to our down time.”
For Leisel, her ideal weekend involves coffee from Bread Espresso & accompanied by her partner, Damon, and dog, Neville of course. A caffeine hit is followed by a swim at Austinmer Beach down on the South Coast of New South Wales, near her home.
“We would all then head back home and go for a hike on the Wodi Wodi track which is Neville’s favourite,” Leisel tells us. “On Sunday we’ll get another coffee in the morning and do some gardening in the afternoon. We have a mad collection of broccoli growing. I’m so proud.”
When it comes to keeping fit, the active swimwear co-founders all train at 98 Riley St Gym in Darlinghurst but that’s only the beginning. Between the three of them, swimming, yoga, surfing and boxing are collectively involved most weeks.
Keri and Scott have recently begun training with Transpose Fitness, boxing above the boat shed in North Bondi.
“We always make sure to book the sunset time slot so we can punch hard to train the body, but soak up the view for the soul,” Scott tells us.
Now that’s a lifestyle we can bear to wear.