Sydney, Australia – Dirt has unveiled the creative and digital ecosystem behind ‘Bace’, a new global wellness platform launched with Fitness Creator Nicole McPherson and Performance Coach Bodie Larden.
The project marks the first major launch from Dirt since the female-led creative collective formally entered the market last month, while also signalling how creator-led fitness brands are evolving beyond YouTube followings and subscription workouts into broader lifestyle platforms.
McPherson, better known online as Move With Nicole, has built an audience of nearly six million YouTube subscribers through Pilates-focused workout content.
Bace expands that audience into a dedicated wellness ecosystem combining mat Pilates and kettlebell training under a single digital platform.
Dirt handled the project end-to-end, overseeing brand strategy, naming, positioning, visual identity, creative direction, content production, and website development.
The platform enters an increasingly crowded digital fitness market where brands are competing not only on workouts, but on community, aesthetics, and long-term lifestyle positioning as consumers grow fatigued by short-form fitness trends and algorithm-driven wellness culture.
Dirt Co-Founders Alessia Murer, Lou Wright, and Amber Dempsey said the brand was designed to feel accessible and sustainable rather than aspirational or intimidating.
“The community has enough to contend with already; they don’t need more things that feel hard or unattainable. They need a brand that feels permanent and built for real life,” the Co-Founders said.
For Dirt, the launch also reflects the growing commercial sophistication of creator businesses, where audiences increasingly expect creators to build fully realised products, memberships, and digital ecosystems rather than operate purely as social personalities.
McPherson said the collaboration was intended to evolve Move With Nicole into a longer-term wellness community.
“We wanted to cry when we saw the work,” she said. “Dirt are ridiculously talented and completely blew us away.”
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