The Confidence Academy: Get Britain Moving CIC, founded by Rayhana Sultan, introduces a “commitment deposit” approach to group exercise. Participants pay a small upfront fee to secure a place on a session, which is refunded upon attendance.
The initiative is designed to support beginners, individuals returning to exercise, and those who face barriers to consistency, including low confidence, anxiety, or lifestyle pressures. The model focuses on encouraging regular participation while maintaining affordability.
Sultan, a finance manager in local government and a qualified fitness instructor currently studying towards a Level 3 Personal Training qualification, developed the concept following her own experience of rebuilding her life after a period in prison.
“After prison, rebuilding my life meant taking control of my health and creating structure and discipline,” she said.
“This initiative is about helping others do the same — giving people a reason to show up for themselves, and rewarding them when they do.”
The model aims to reduce financial barriers associated with traditional fitness programmes, which often rely on subscriptions or higher upfront costs, while introducing an element of accountability linked to attendance.
The launch comes amid ongoing concerns about physical inactivity in the UK. According to Sport England, approximately one in four adults in England are classified as inactive, undertaking less than 30 minutes of physical activity per week. Activity levels are also linked to socioeconomic factors, with individuals in more deprived areas less likely to engage in regular exercise.
Initial sessions will consist of beginner-level Zumba classes in London and Cambridgeshire. Further sessions are expected to be introduced based on community demand and participation levels.
The project has been developed with support from Project ReMake, an organisation that assists individuals with lived experience of the criminal justice system in transitioning into entrepreneurship.
“Rayhana has a passion to help people meet the challenge of inactivity and change their lives for the better in an innovative way”, said Andrew Arthur who is her business mentor at Project ReMake and director at Brite Energy.
“Ray’s genuine spirit and passion to combine her financial background and personal experiences to pursue social entrepreneurship is truly inspiring. She has true,unbreakable determination to create a positive social change by combatting one of the largest inequalities in Britain. I am so grateful to work with her, and I am excited to see TCA grow!” said Hayley Chan, legal student advisor in her second year of Law LLB at Queen Mary University of London.
“As a student advisor, it’s been a privilege to support Ray in developing The Confidence Academy. Her determination, resilience, and responsiveness to feedback make her an outstanding entrepreneur to work with”, said Mrithyunjai Sudarshan, one of her student advisors who is a final year student in Accounting & Finance at Queen Mary University of London.
Waiting lists has opened for initial weekend sessions, with places allocated based on availability.
London – https://form.jotform.com/260876092172360
Cambridge – https://form.jotform.com/260875769729378