Grace Beverley is a 23-year-old Oxford University graduate, as well as the founder and CEO of three fitness brands that emphasize sustainability and eco-friendliness: TALA, an athletic wear company, Shreddy, a fitness and workout planning app, and B_ND, a gym equipment shop.

As an 18-year-old heading to university, she was a fitness and lifestyle-type YouTube and Instagram personality, where she has since amassed 500k subscribers and 1 million followers (as of September 2020). During her second year of pursuing a degree in music at Oxford, she launched B_ND, and in the spring of 2019, TALA, with Shreddy to follow soon after. Now, her legitimacy as a young CEO is rising quickly beyond owning three brands that have received zero funding from external investors; she was named #1 in Forbes 30 Under 30: Europe 2020, with TALA earning £6M, or roughly $7.6M, in the first year of business. Despite her successes thus far, however, she has expressed struggles with her self-perception and validation due to her beginnings being while she was in school, her background in the “influencer, YouTuber area,” where it is difficult to be taken seriously, and also being a young, woman CEO in a competitive, crowded, and challenging industry. While some of her success can be attributed to her internet presence, she does not consider herself an influencer — a title she is trying to get away from — but a fitness entrepreneur who uses social media.

Beverley is passionate about and driven by her belief in a competitive business model that incorporates sustainability, and in her case, fitness inclusivity as well. She believes that in order to truly move towards a more sustainable world, venture capitalists, investors, and private equity firms must be encouraged to make money in the world of sustainability so that the future of the industry is able to “survive alongside traditional business.” With these innovative concepts in mind and her interest in fitness, she developed her brands.

B_ND sells vegan-friendly workout equipment and TALA boasts that 92% of products are made from recycled materials such as plastic bottles. TALA is unique in this aspect, as they are one of few brands to make eco-friendly and ethical athletic clothing that can be purchased for a similar, if not better price as other “fast-fashion activewear [pieces]” that are not eco-friendly. In terms of “fitness inclusivity,” TALA and Shreddy are very intentional about relaying to consumers their understanding of the various different body types and people they are selling to, and that they are not trying to overly promote transformations or weight loss. At the same time, Beverley does not like the idea of advertising and marketing with “body positivity” on the forefront; as she believes the fitness world wrongly invaded the movement and is in actuality “one of the most fatphobic and non-inclusive industries there is.”

Beverley’s successes in this new niche have been inspirational to many, as she often posts productivity advice and tips on her social media stories, and is set to release a book in April 2021 titled Working Hard, Hardly Working: Redefining Productivity in the Modern World. Overall, Beverley is making a meaningful impact in the fitness world by being able to create and sell ethical athletic wear and equipment for affordable prices — a demand and industry that had not yet been discovered as profitable or possible.