Olia Sardarova on Building BXR London

Most founders set out to build companies. A smaller number end up building entire environments around a particular philosophy of performance. Olia Sardarova, the founder of BXR London, belongs to the latter category.

BXR has become one of London’s most distinctive boxing and performance clubs. But the idea did not begin with boxing itself. It began with a fascination for how elite athletes structure their lives.

“I was inspired by professional athletes, not just how they train, but how they live. Their discipline around movement, recovery, sleep, and mindset fascinated me.”

While completing her MBA, Sardarova found herself studying not just how athletes trained, but how their entire lives were structured around performance. Outside elite sport, that level of integration rarely existed.

“I realised there was no space that brought all of that together for everyday people, especially in a way that felt welcoming and inclusive.”

The Idea Behind BXR

The concept that eventually became BXR emerged from that realization. Boxing gyms existed. Luxury fitness clubs existed. What Sardarova saw was an opportunity to combine the discipline of one with the environment of the other.

“Boxing and luxury were never meant to sit together. But through my research I found that many ultra successful people who are used to their premium environment also craved discipline and that next challenge in their life.”

For many high performers, the appeal wasn’t just fitness. It was the mental focus and structured challenge that boxing offers.

“The ‘aha’ wasn’t a single moment,” she says. “It was realizing there was a gap in the market for people who value comfort but still want to challenge themselves to a higher level of training and discipline.”

How Her Definition of Success Evolved

Like many founders, Sardarova’s definition of success has evolved alongside the company she built.

Early on, success meant building something ambitious and visible.

“My passion was to build a strongly recognisable brand.”

Today, the definition feels different.

“Success is quieter now. Sustainability, resilience, and impact.”

The milestones that matter most are not always the ones visible from the outside.

“There is no greater reward for me than hearing stories from our members about how BXR has contributed to their happiness or even changed their lives.”

Why Luxury Today Means Protecting Your Energy

The philosophy behind BXR also shapes how Sardarova thinks about luxury. For her, modern luxury is less about possessions and more about control.

“Luxury today is control over your energy.”

“In the past I defined luxury as the freedom to do what you want and to spend time only with people you admire. Now I realise those things ultimately come down to intentionally surrounding yourself with the right energy and preserving your own.”

That mindset has made recovery, sleep, and wellness tools central to her routine.

One of her favorite FoundersCard benefits recently has been the Oura Ring, which helps her track sleep and recovery.

“Sleep is my biggest non-negotiable. It underpins my performance, mood, and decision making. Having access to tools that turn wellbeing into something measurable and actionable is incredibly valuable.”

The Hardest Lesson for Founders

As BXR expands internationally, Sardarova says she is also learning one of the most difficult lessons any founder faces: letting go.

“As a founder, letting go is not weakness. It is leadership.”

She has even developed her own personal metric for success.

“Building a team so strong that I never need to micromanage again. When I can work from home or abroad and everything runs smoothly while sales remain strong, I genuinely take a moment to congratulate myself.”

She laughs at the idea, but the philosophy behind it is serious.

“I measure my success by how little ‘head down’ work is required of me. The fewer hours needed, the more successful I feel.”

Just as importantly, she says she has learned to be less critical of herself along the way.

“All these years I wasted so much energy beating myself up for a bad meeting or someone’s negative feedback. No success story is smooth. Challenges must be dealt with but not dwelled on.”

A Philosophy That Resonates With Founders

Her resolution this year is simple: intentionally celebrate progress.

“To intentionally honour our wins, no matter how small or big.”

It is a philosophy that mirrors what BXR represents. Discipline matters, but resilience matters just as much. For many founders and entrepreneurs, protecting their energy may ultimately be the most valuable form of luxury.

In the months ahead, The Founders Journal will continue highlighting FoundersCard partners and members building distinctive companies, products, and experiences. Founder Talks is our ongoing look at the mindset behind those businesses and the people shaping them.