Rosemary Conley: queen of fitness
Article Date: Mar 03 2006
Jumping hurdles
It was at this time that Conley became a committed Christian. ‘God became the chairman of the company that is my life,’ she says.
Christmas 1985 marked another life changing turn of events. IPC sold its slimming magazine and disbanded the associated fitness clubs. Conley was out of a job; her company car and executive salary gone along with it.
To make matters worse, during the spring of 1986 doctors announced she had a gallstone problem.
‘I was basically instructed to cut out fat or I would end up in hospital,’ she recalls. ‘If I began to avoid all high fat foods there was a chance I could avoid surgery.’
Proving that every cloud has a silver lining, she began forming the diet plan that was to transform her life and become an international bestseller. Constructing a low-fat programme of eating based on years of experience, Conley found that she lost weight from her hips and thighs in a way she never had before. Energised by the discovery, in 1988 Conley published her first book, The Hip and Thigh Diet, followed by The Complete Hip and Thigh Diet in 1989.
It’s not an exaggeration to say that the books propelled Conley to stardom, generating a media frenzy and making her a household name. ‘I suppose it was the Atkins of the 80s,’ she muses.
By 1990, Conley had her own BBC series and the top-selling BBC video of all time. She launched her own magazine and began endorsing fitness and electrical goods with her distinctive brand. Every newspaper and women’s magazine charted her phenomenal rise to fame and Conley was jetting off around the world on promotional tours.
‘It was a baptism of fire on fame,’ she says. ‘During one three-week tour, I flew 16 times and did 120 interviews!’
Though it was an amazing experience, Conley admits she didn’t enjoy being carved up in so many directions. ‘You get to the stage where you really don’t want to pack another suitcase or sleep in another hotel room.’
Rewarding experience
Ten years on, Conley is still one of the most respected names in the fitness business and she continues to show others how it’s done. Her latest book, Rosemary Conley’s GI Jeans Diet, is the number two in the charts, with her video at number five. Together, she and her second husband, Mike Rimmington, have built an extensive fitness empire with four highly-successful operations under one umbrella brand. In addition to Rosemary Conley Enterprises, there’s the publishing arm, the division that deals with the branding of electric applicances, fitness equipment and food products, and the franchise network Rosemary Conley Diet & Fitness Clubs. Recognised as one of the best UK franchise operations, it has won an unprecedented four British Franchise Association awards, including 2005’s ‘Franchisor of the Year’ accolade.
In 2004, Conley was awarded the title Commander of the British Empire for her services to improving the diet and fitness of the nation. ‘I was absolutely thrilled to receive that honour,’ she enthuses. ‘Prince Charles presented me with my CBE at Buckingham Palace, confiding in me that he works hard to keep fit.’
Reaching new heights
Despite being a famous name and successful businesswoman, Conley is modest about her achievements. She humbly tells me she doesn’t consider herself to be a celebrity, a refreshing contrast to the fame-hungry stars of other fitness products on the market.
But surely she feels under pressure to compete against so many up-and-coming names trying to steal her crown? ‘It wouldn’t be wise to get complacent,’ she says, ‘so we’re always looking at new directions to keep it fresh.
‘Being in the food market, for instance, is incredibly competitive. But we sold one million pots of our Belgian chocolate pudding last year, so we must be doing something right! And in March, we’re launching our low-fat luxury ice cream – it’s like a low-fat Häagen-Dazs. I wrote to the company that makes it to tell them how scrumptious it is and apparently they’ve framed the letter and hung it in their reception! The personal touch in business can have a huge impact.’
Still very much hands-on, Conley is conscious of the importance of taking time off work. ‘I’m off skiing next week and my husband and I escape to a house in Portugal whenever possible.’
Has she any plans take a back seat? ‘Why would I want to quit?’ she replies. ‘I attended a photoshoot recently with a group of women who, by following my diet and fitness regime, had gone from looking like their grannies to being model-like beauties happy with their bodies. What greater reward is there?’
