sweat and sound
Ariana Alexander-Sefre describes herself as, ‘a curious creature who loves adventures, fitness, music and discovering new and exciting things’. She set up her first events business aged 19, having very little idea what she was doing but knowing she loved creating experiences. Since then, and over the past 9 years, Ariana has worked with companies including Nike, Coca-Cola, Citi Private Bank, startups and investment firms, managing everything from tiny grassroots events to ultra high net worth corporate events.
Ariana now runs the startup Sweat & Sound, an events business that creates immersive, live music fitness experiences, born through a pure love of movement and music. Ariana has danced for over 20 years so she understands how the two go hand-in-hand and is at the forefront of pioneering live experiences.
One of London's leading advocates for women's entrepreneurship, Ariana is regularly invited to give talks and workshops to inspire others to begin their entrepreneurial journey. A firm believer in the unfaltering power of people, she has built a company that puts people in the driving seat, giving work to instructors and musicians, as well as building communities around mindfulness, creativity & imagination.
Sweat & Sound is the world's first vertical platform to scale live music fitness and wellness experiences. Sweat & Sound events really are like nothing you’ve ever experienced – expect to be whisked away into a secret hideaway, pulled into an immersive theme and met with the magic of live music and an adrenaline-boosting workout. Ultimately, Sweat & Sound experiences showcase the subtle art of creating an emotional experience through the two most uplifting and non-discriminatory things in the world – sport and music.
Sweat & Sound is currently creating live experiences in London and NYC. In early 2019, they'll be relaunching the platform and bringing their magic to other key cities in the UK and US.