Alice Clarke is an award-winning journalist, producer, presenter, and script writer from Melbourne, Australia. She specialises in games, technology, TV, music, opinion, and general pop culture.

People are opting out of constant self-improvement

Being+

 runs Like a Girl Fitness, an online fitness coaching programme that focuses on helping women be fit, healthy, and strong.

Antonia Delac is a fashion designer and apparel and accessory buyer at Reebok.

Australia

Physical health

Glamour

News.com.au

Reset Australia

Shift London

Stylist

Science Daily

ABC News

Mindbody Business

Optus Sports

Interview with Antonia Delac conducted by the author

Interview with Kayla Willams conducted by the author

AUSPLAY

McKinsey & Company

Yahoo News

The Wall Street Journal

Slate

Sumo Heavy

The Guardian

Mashable

TechSci Research

Glossy

After decades of focusing on diet culture, women in Australia emerged from pandemic lockdowns with new priorities for their health and fitness. With women now valuing comfort and strength over pure aesthetics and thinness, what opportunities do these preferences present for brands?