Every Second Counts

Every Second Counts gets that life is frantic in a demanding world. (They would know. They're based in London.) They design to maximize time without compromising quality of life. Their eye-catching pieces perform at the gym and studio so you can whiz through your workout and get on with being fabulous.


London-based brand Every Second Counts likes helping people get on with important things. Sally Dixon, the brand's founder, left behind a career as a magazine Fashion Director to fuse her seventeen years of industry expertise with her other love: fitness. She believes clever activewear can the fuel one's pursuits without compromising quality of life. Designed in the UK, Every Second Counts crafts sweat-wicking pieces from performance fabrics to suit cardio addicts and first-time gym goers alike. We love their seamless bras, lightweight tanks, and cozy sweats to throw on after class. If only our schedules were consistently this comfortable.