The fitness industry needs to shift the focus to the 80% of people who don’t engage with traditional services. This article shows you how—through inclusive workforce development, strategic leadership, and innovative service design—to create welcoming, health-first environments that support long-term engagement and real impact.

At The Collective, we believe movement drives change—not just in bodies, but in business. Companies thrive when gender balance isn’t an afterthought—it’s the standard. That’s why we prioritise action over ideals, because we see the real impact on culture and performance.

To celebrate IWD, we’ve gathered changemakers in sport, leaders in health and physical activity, and pioneers in regenerative health—working to build a healthier world. But visibility matters. Let’s not just listen—let’s amplify.

🔥 Who’s doing great things and deserves to be seen? Help us create the most comprehensive directory of changemakers!

Since launching Connecting the Dots, we've brought together thought leaders from across industries—fitness, business, healthcare, and technology—to explore challenges, unlock opportunities, and share game-changing insights.

From female consumer trends to franchising, aquatics, and digital transformation, our guests have sparked conversations that matter.

Now, with 16 episodes live, we’re reflecting on the powerful insights shared. Did you have a favorite episode?

🎧 Catch Up on All 16 Episodes

🎙️ Connecting the Dots is here! Our new podcast, this episode hosted by Grace McNamara, takes a fresh look at business through the lens of a sports team. Each episode dives into strategies for leadership, gender balance, and growth.

The first episode, Unlocking Female Consumer Trends: Data Insights for the Fitness Industry, drops this week. Tune in for actionable insights, expert advice, and inspiring stories from thought leaders shaping the future.

🎧 Available on Spotify and iTunes. Don't miss it! #ConnectingTheDots #TheCollectivePodcast #Leadership

How do you go from demoing step aerobics as a teenager to scaling businesses across continents? For me, it’s been a journey defined by bold decisions, strategic pivots, and a relentless focus on connection. Whether it was cold-calling CEOs or pitching global fitness leaders, every step has shaped my career into what it is today.

Now, with an incredible team by my side, I’m focused on building a company that supports organisations and creates meaningful change in the fitness and wellness sectors. Curious about the story behind it all? Dive into the full blog.

2025 is the year to take bold steps in your career—and it starts with the story you tell about yourself. At The Collective, we’ve created a simplified framework to help you craft a compelling personal bio that highlights your achievements, reflects your values, and positions you for new opportunities. Whether you're updating an outdated bio or starting fresh, this framework will ensure your narrative truly represents who you are and where you're headed. Ready to redefine your career? Start here.

Each of us carries a unique narrative—a story woven from our experiences, emotions, and lessons. These stories aren’t just about who we are; they’re 𝗯𝗿𝗶𝗱𝗴𝗲𝘀 𝘁𝗼 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴, 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗼𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝘆.

Self-presentation is more than sharing your name and title. It’s about creating a first impression that reflects your personal brand and 𝗯𝘂𝗶𝗹𝗱𝘀 𝗴𝗲𝗻𝘂𝗶𝗻𝗲 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀. Yet, so many of us stumble—freezing up, rambling, or second-guessing what to say.

But here’s the thing: sharing a piece of your story makes you 𝗿𝗲𝗹𝗮𝘁𝗮𝗯𝗹𝗲, 𝗺𝗲𝗺𝗼𝗿𝗮𝗯𝗹𝗲, 𝗮𝗻𝗱 𝗮𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰. Just like a great ad featuring real people or a viral campaign with heartfelt narratives, your story can captivate and leave a lasting impression. 𝗜𝘁’𝘀 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝗮𝗯𝗼𝘂𝘁 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝗱𝗼 𝗯𝘂𝘁 𝘄𝗵𝘆 𝘆𝗼𝘂 𝗱𝗼 𝗶𝘁—𝘆𝗼𝘂𝗿 𝗽𝗮𝘀𝘀𝗶𝗼𝗻𝘀, 𝘃𝗮𝗹𝘂𝗲𝘀, 𝗮𝗻𝗱 𝘂𝗻𝗶𝗾𝘂𝗲 𝗷𝗼𝘂𝗿𝗻𝗲𝘆.

When you show up authentically, you inspire trust and encourage others to share their stories too, 𝗰𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝗱𝗲𝗲𝗽𝗲𝗿 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀. It all starts with a thoughtful, well-crafted introduction.

Six months ago, I had no idea how much I was missing on LinkedIn. It wasn’t until Grace McNamara grabbed me by the ear and made me look at my LinkedIn profile the way my elementary teacher would drag me to the chalkboard. My profile was incomplete, my bio was vague, accomplishments absent, and recommendations non-existent. "You’ve done so many amazing things," she said, "and no one can tell."

For the next two weeks, Susanne, Grace, and I hacked away at our LinkedIn profiles, filling in gaps and giving them the attention they deserved. While a LinkedIn profile is never truly “done,” it’s now leagues ahead of the patchy, sketchy version I started with. As I connect with more people on LinkedIn, I notice that many could benefit from Grace’s five key steps to building effective linked-in profiles. Here they are:

As physical inactivity continues to pose a global challenge, gender disparities in activity levels have persisted, with women being 5% less active than men since 2000. This gap widens as people age, and the impact on adolescents, particularly girls, is alarming—85% of adolescent girls fail to meet WHO guidelines for physical activity.

Women play a critical role in shaping global health trends, influencing family health and driving purchasing decisions. However, their own health is often deprioritized, contributing to the inactivity crisis. By promoting women’s leadership in health-related businesses and addressing barriers to physical activity, we can create more inclusive, effective solutions to improve global well-being.

This blog explores how increasing female representation in leadership, particularly in health and fitness industries, can help bridge the activity gap and foster a healthier, more prosperous future for all.

Discover how leadership rotation and fractional executive roles can boost innovation, agility, and fresh perspectives in your organisation. Learn from top companies and military practices worldwide that embrace rotational leadership to prevent stagnation, foster continuous learning, and build resilient teams. Explore The Collective’s unique approach to fractional executive services.