Launch a Business – Lose Your Friends, Your Boyfriend, and Maybe Your Sanity (But Gain Everything Else)

Written by Katrina Fox, Founder & CEO

Katrina Fox is a 28-year-old founder and owner of RFRM. Studios, the inclusive Reformer Pilates brand she launched in 2023. From her roots in the Midlands, she’s now expanded to Covent Garden, creating welcoming spaces where 'every' body belongs, challenging the exclusive vibe of Reformer and making it more welcoming than ever.

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Launching RFRM. Studios in September 2023 was the most exhilarating, terrifying, life-altering thing I’ve ever done. What no one prepared me for was the fallout.

By December 2024, my long-term relationship of almost five years was finished. Friendships had quietly disappeared. My life looked wildly different and far lonelier than I ever imagined.

Business was thriving. My brand was expanding. Opportunities were multiplying. And yet, I was grieving the life I used to have. That kind of loneliness carries a weight all of its own.

That’s the part of entrepreneurship no one glamorises.

I didn’t lose myself, I refocused

Let’s clear something up quickly: I didn’t lose myself to ambition.

I’m still selfless, thoughtful, kind, and caring; the same KK, just with better shoes and a weekly bouncy blow. And yes, I will absolutely die on that hill.

Launching a business doesn’t require becoming ruthless, cold, or unrecognisable. You can grow, expand, and succeed without becoming someone you don’t recognise. That’s the line I’ve worked relentlessly to hold.

When love can’t survive the level-up

Launching a business isn’t just a career move; it’s a complete lifestyle upheaval.

My relationship didn’t fail because of a lack of love. We grew into different versions of ourselves at the same time, moving at different speeds, with different priorities.

I poured everything I had into building RFRM. I had to. This meant there wasn’t space to nurture the relationship in the way I once did. While I didn’t change who I was, where my energy went absolutely changed.

It takes a very specific kind of partnership to survive that level of intensity. One built on mutual support, shared ambition, and the ability to grow together rather than apart. As painful as it was, letting go was the right decision.

Yes, I’ve grieved what we had. But staying true to your goals doesn’t make you selfish; it makes you an honest human.

Friendships in the age of success

Entrepreneurship exposes relationships.

Friendships shift. Some fade quietly. Others fracture loudly. Jealousy, misunderstanding, and misalignment creep in, often unspoken.

For a long time, I blamed myself. Eventually, I realised this: I am not responsible for carrying the discomfort of people who can’t adapt to my growth.

Some new connections feel surface-level; others feel deeply aligned. But the friendships that remain, or arrive, are richer, more meaningful, and rooted in genuine support.

I’d rather have a small circle that gets it than a large one that resents it.

No one truly understands a founder’s brain

Being a founder means your brain is permanently switched on. Every day is a blur of micro-decisions, pressure, problem-solving, and responsibility that no one else fully sees.“

Just turn your laptop off, it’s 6pm” simply doesn’t apply to founder life. Yes, balance is the goal. But until you’ve carried payroll, risk, reputation, and vision all at once, it’s hard to understand the mental load. And if you’ve ever met a founder who’s mastered it flawlessly, please send them my way, ASAP Rocky.

It takes a particular kind of partner and friend to accept that this is who I am. Owning a business isn’t just work, it’s responsibility. It’s personal. It has to be.

The risk is far too high to show up half-heartedly, and that is one risk I am absolutely not willing to take.

The lonely reality of London

London is phenomenal for growth. I moved here solo in 2024 to expand the business, and the opportunities are endless. The pace is fast, momentum builds quickly if you’re relentless, and anything feels possible.

But it’s also one of the loneliest cities in the world, especially for a solo female founder. Dating is rough (the wild wild west minus the sexy cowboys), kindness feels scarce, and people shove past you on the Tube without a second thought. Social media paints a glossy picture: designer bags, cosmos at Scarfes Bar, a fancy apartment. What it doesn’t show is the stress of juggling a thousand plates, the constant pressure to keep up, and the quiet fear of falling behind in a hyper-competitive market.

When life feels like it’s falling apart

Then there’s Nigel’s infamous line from The Devil Wears Prada: “Let me know when your whole life falls apart, it means you’re due a promotion.”

For founders, that line hits uncomfortably close to home. The chaos, the heartbreak, the stress, it’s often the precursor to growth. Sometimes your life does feel like it’s falling apart, but really, you’re shedding everything that can’t come with you to the next level. Cue nervous system overload, identity shifts, and a crash course in regulation.

Breathwork. Reiki. Cloudy Bay. Whatever keeps you sane and regulated. IYKYK. Success comes with sacrifice. The highs are intoxicating, but the lows can feel crushingly isolating.

The sacrifices no one sees

From the outside, the “nice life” looks carefree. What people don’t see are the sleepless nights, the anxiety about falling behind, or the quiet guilt over relationships that don’t survive the journey.

The missed birthdays, family events, holidays, and dinners you wanted to attend but couldn’t. Living away from home amplifies that weight.

The difference? My family understands. They don’t guilt me. They know I’m building something meaningful that I truly care about, and they know I show up when it truly matters.

This is the messy, uncomfortable side of entrepreneurship that rarely gets discussed, but it’s real. The sacrifices are worth it when you know your “why,” even if they hurt deeply in the moment.

Anyone meant to stay in your life will respect the sacrifices required to build the future you want. Anyone who doesn’t was never meant to walk this path with you.

Conclusion: The best decision I’ve ever made

Despite the heartbreak and sacrifices, launching RFRM. Studios remains the best decision I’ve ever made.

Entrepreneurship is messy. Lonely. Uncomfortable. And wildly romanticised.

There is strength in telling the truth about this journey. If founders spoke more openly about the reality, we’d build stronger businesses and stronger humans.

I truly believe the community would rise higher together. We’re all in the same frickin’ boat, after all. And while the journey can be scary, it’s also deeply freeing, profoundly fulfilling, and the only way to build a life that genuinely reflects who you are.

Yes, I lost people along the way. But I gained clarity, self-trust, and a future that feels fully mine.

There was a fire in my soul for a reason. I’m proud I trusted it. And honestly? I wouldn’t change a single thing.

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Read more from Katrina Fox

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Katrina Fox, Founder & CEO

Katrina Fox has transformed RFRM. Studios into more than just a Pilates brand, she's built a vibrant community where movement meets mental well-being. By dismantling the cliquey barriers often associated with Reformer Pilates, Katrina has created a space where everyone feels welcome and supported. Her studios aren't just places to take a class. They are sanctuaries for building confidence, fostering connections, and embracing personal growth. Through her unwavering commitment, Katrina has cultivated a culture of inclusivity and empowerment, proving that when we support each other, the sky's the limit.