Kic
Tempo
Kic
Redefining what
healthy looks like
In a category obsessed with aesthetics and unachievable ideals, I partnered with Kic to transform how women think about health, wellness and themselves. As fractional Head of Brand, I led the repositioning of Kic as Australia’s leading feel-good fitness and wellness app, empowering 18–35 year old women+ through movement, meals and mindfulness.
By rejecting toxic diet culture and leading with data and community connection to break preconceived ideas, we built a brand rooted in authentic content, community and self-confidence. We built a social following of over 2.1 million, a database of 350,000, and an in-app library of 1,000+ on-demand workouts.
Working across leadership, marketing, content and product, I guided brand strategy, campaign direction and partnership strategies that sparked cultural conversation, strengthened community connection and ultimately, helped redefine what healthy really looks like.
Brand
New Year Campaign
95% of people fail to achieve their New Year resolutions, often because they’re fuelled by fad diets or toxic trends. In January, Kic launched Kic the Resolutions, a socially led campaign featuring authentic community members sharing the resolutions they were rejecting — and the feel-good mindsets they were choosing instead.
The stance resonated widely, sparking a community conversation around sustainable habits and earning coverage in Body+Soul, Vogue, Elle, Marie Claire, Women’s Health and more. The result: record engagement in app and a 100% year-on-year revenue increase.
Mid-Year Campaign '24
With 85% of our community telling us their motivation was at its lowest in winter, we leaned into the slump instead of ignoring it. By tapping into the cultural term “Mid” and encouraging people to move at their own pace, we went against the aspirational tone of the category and turned a shared feeling into motivation. Paired with a challenge designed to meet people at their current level of energy rather than set unachievable targets, the campaign resonated deeply, exceeding H2 revenue targets within two weeks and running successfully for two consecutive years.
Mid-Year Campaign '25
Bringing it back in 2025, we extended the ‘Feeling Mid’ idea with Mid-Scented Candles, a tongue-in-cheek ritual designed to help our community burn away the bad energy and move on from mid.
Partnering with Sent Studios, we bottled the topical reasons that left our audience feeling flat - from sleep deprivation to trad wife TikToks - and turned them into limited-edition candles. Anchored in a gentle four-week challenge, it invited people to move in their own space. With cleansing, candle-loaded teasers organically racking up 1.5 million views in just a few days, the campaign built buzz by again going against the unsustainable approach that dominates the fitness industry.
Kic Rest Club
Many of us aren’t getting the rest we need, nearly 70% of people wake up tired, and the pressure to “sleep perfectly” only adds to the problem. Recognising this, we partnered with Sheet Society to launch Kic Rest Club, a 14-day in-app ritual designed to make rest feel achievable, not overwhelming. Through guided meditations, gentle movement and sleep-supporting recipes, Kic Rest Club helps our community build healthy, sustainable habits for truly restorative sleep.
