Who is Urban Viking?

Andrea Fox – Urban Viking

“I knew there was something else for me, and I didn’t want to get old and never find it.”

Inspired by a world of warriors, travellers, artists, academics and sportsmen, creative entrepreneur Andrea Fox has singlehandedly fashioned Urban Viking Media a publishing house of books and magazines with international authors – working alone from her family home. Incorporating Urban Viking Sportsweaponry, In Spirit Apparel, an online art gallery and boutique music label, Urban Viking Records; Fox began this venture with nothing but a laptop and a dream.

Born in Warrington, University of Chester graduate and mother-of-four, Andrea Fox, began her journey many moons ago in Melbourne Australia, when she quit her job as a Primary School Teacher to follow her passion for music. “I loved teaching, but I knew there was something else for me, and I didn’t want to get old and never find it.”

After returning to the UK under challenging circumstances, Andrea moved to Shetland, the edge of Britain and Norse Viking country, where she began a Masters Degree in Music and the Environment. It was there that the Urban Viking in her was born. Fox’s rollercoaster life suffered a few more setbacks in the stunning wilderness of the islands so she returned home to England to complete her studies and start the dream media business in the urban landscape she loves.

Urban Viking Sportsweaponry: “Smash it! Every fight, every session, every day!”

As luck would have it, Andrea’s childhood sweetheart and former world title contender, Thai Boxer, Budgie, was there to smooth the arduous journey back to her urban space. Inadvertently, Budgie’s position as a fight coach has led to Andrea training in Muay Thai and falling in love with it’s hardcore vibe.

This experience has provided much inspiration for brainchild of the business – Urban Viking Sportsweaponry; dealing with the design and manufacture of sportswear, equipment and athleisure, inspired by Thai designs: “ I really like the apparel the guys wear for Muay Thai training and enjoy the ethnic patterns with Thai writing. It was a combination these elements with the ethos and aesthetics of the whole gym experience that I wanted to recreate in the brand to make others feel like a Warrior and – Smash it! Every fight, every session, every day!”

Outlets for the brand are in the pipeline – such as department stores and online sales – including export. The name, Urban Viking, has served various guises over the past few years, such as appearing on souvenir T shirts in Shetland, then a band name before settling with Urban Viking Sportsweaponry as an ideal sports brand name.“

“Now the brand is set to sit alongside Mr Motivator’s range ‘The Experience,’ in 15:17 stores from 2021.

However, this was a brand that began by accident! Andrea was developing ‘reward’ T shirts for crowdfunding with basic designs in order to support the publishing ventures. A Facebook friend, who is a manufacturer and sent some T shirt samples. Seeing that his manufacturing strength was in sportswear, Fox saw an opportunity to develop some more exciting items and get some personalised boxing gloves. Working on more and more developed designs saw the evolution of the brand into what it has become.

“Confusion over codes for an online store led to a call to the Department for International Trade where I was assigned a mentor who put me into an event where I met a buyer for a new department store chain. – Now the brand is set to sit alongside Mr Motivator’s range ‘The Experience,’ in 15:17 stores from 2021.” With another mentor from the University of Chester and the launch of her online store, Urban Viking Media is up and running!

“I am still Mum’s Taxi!”

This juxtaposition between urban and rural living, along with the undulating path Andrea has forged through life, has led to many pieces of poetry and music. Combined with Fox’s love of chill-out, house, drum n bass and dance music, the sentiments manifest in the form of Blind Orb her name as a music artist. Fox writes and produces music for herself and others, sometimes with Producer, Latch at Tuff Gong Studios and is always looking for sync and licensing opportunities for all artists on her label, Urban Viking Records.

Andrea consistently produces poetry for adults and children as well as writing adult thriller Novels, featuring controversial, erotic and supernatural undertones. Andrea Fox is the Author of Suraya, children’s science-poetry, Nature’s Rainbow, It’s Poetry and What on Earth are You Doing? – among others. “Writing and Graphics is what I do for fun! If I am watching a movie, I can also be designing book covers. I often have to work into the night due to family life – I am still Mum’s Taxi!”

Andrea Fox is working on Fight and Lift Magazine concerned with hardcore gym-sports such as Muay Thai, Boxing, Bodybuilding and Power Lifting. Other Magazines are Unplug the UK! – For real, intelligent music fans, to bring forth a balanced image of today’s pick n mix music industry and, In Spirit Magazine – where anyone can improve their mental health – “without the hocus-pocus!” This has spun off into In Spirit Apparel, with a clothing range to accompany the message of lightness in life. “We are what we eat, and the In Spirit brand is about digesting some positivity.”

“Failure is not an option.”

“This journey has not been easy but I could not let anything else get in the way of the vision I have had for the best part of twenty years. I have put up with a lot of drama and had to give up a lot in that time. But now is my time.” Having graduated in absentia, due to COVID19, with the MA in Music and the Environment from the University of the Highlands and Islands, Fox began constantly working on new creative material. Starting with teaching herself to build a website and some graphic design skills then adding some digital marketing training and a business boot camp – all while looking after her formidable family. Andrea ploughed through – creating content day and night in order to be ready to launch the business. “Everybody around me thought I was insane – living in a dreamworld. Then, as I built up the catalogue, I began to gain more support. The was no way I could stop. Failure is not an option.”

Andrea has also appeared as an extra in The Real Housewives of Cheshire and Shetland – the detective series, in recent years. She continues to enjoy writing music reviews and articles for WAM Magazine among other music external publications.

“Forge your own path,

Walk with grace.” -Andrea Fox

Urban Viking Sportsweaponry – Men’s Collection
Urban Viking Sportsweaponry

For Urban Warriors of hardcore gym sports. Urban Viking Sportsweaponry – provides you with training apparel and equipment so you can smash it every fight, every session, every day!

Urban Viking Sportsweaponry – Women’s Collection
Urban Viking Sportsweaponry

For formidable females… Show your inner strength in women’s warrior-wear by Urban Viking Sportsweaponry! Smash it every fight, every session, every day!

In Spirit Apparel – Yoga and leisurewear Collection
In Spirit Apparel

Find your zen. Peaceful poise-wear and mindful Mandala’s bring a sense of harmony to your body with ‘In Spirit Apparel.’ Be uplifted in mind body and spirit. See our range of In Spirit Apparel.

Fight and Lift magazine
Fight and Lift Magazine
  • Concerned with hardcore gym-sports such as Muay Thai, Boxing, Bodybuilding and Power Lifting.

Unplug the UK!
Unplug the UK!
  • For real, intelligent music fans, to bring forth a balanced image of today’s pick n mix music industry.
In Spirit Magazine
In Spirit Magazine
  • Find your zen. where anyone can improve their mental health – without the hocus-pocus! We are what we eat, and the In Spirit brand is about digesting some positivity.

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