Someone told her
she wasn't ready.

So she built the room anyway.

As women, we're constantly told we're not ready. Not enough. Wrong shape. Wrong look. H&F was built as the answer to that.

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8Years of H&F

70,000+Classes booked

15Locations

50+World class teachers

27k+Community

8Years of H&F

70,000+Classes booked

15Locations

50+World class teachers

27k+Community

Where it started

She stopped waiting
for permission.

Someone told Cherelle she wasn't ready to teach. She wasn't the right size. Wasn't the right look. Wasn't quite what the industry was looking for.

So she stopped waiting for permission and built the room herself.

Eight years later, Heels & Feels is one of the biggest heels dance brands in the world. Fifteen locations. Fifty-plus teachers. Thousands of women who found their confidence, their community, and themselves.

Nobody puts baby in the corner.

"I wanted to create the space I needed. A room where no woman ever left feeling defeated."

Cherelle Jay, Founder

That room became H&F. And it turned out a lot of women needed it too.

What happened next

It turned out a lot of women
needed that room.

From the first class, women didn't just enjoy it — they needed it. They called it therapy. They came back every week. They brought their friends. They made friendships that outlasted the classes, the venues, the years.

Retreats sold out in a day. Conventions followed. Amazon, Gymshark, Red Bull, Savage Fenty, Puma. Major brands started calling — because the energy in an H&F room is impossible to fake.

The brand that started with one woman in a hired studio is now the UK's first heels dance franchise. Fifteen locations. Fifty-plus world-class teachers. Thousands of women who walked in nervous and left transformed.

Built by women. For women. With women.

The people who make
H&F what it is.

Every teacher who has stood at the front of a class. Every student who walked in nervous and left transformed. Every franchisee building something real in their city.