Bace
Human longevity, engineered
Details
Concepted from the ground up, Bace was born from the insight that while humans are wired for sustainability, modern fitness often treats the body as disposable. Developed in a deep-level partnership with global fitness authority Nicole McPherson (known to her 6 million YouTube subscribers as Move With Nicole) and her partner Bodie — a former soldier and martial artist, the challenge was to fuse the distinct disciplines of mat pilates and kettlebell training into one seamless online platform.
We were tasked with creating a rejection of quick-fix culture — focusing instead on a brand that feels permanent, human, and dedicated to training for real life.
Services
Year
2026
Starting Point
Nicole McPherson had built a monumental global legacy, amassing millions of dedicated followers who trusted her signature movement philosophy. However, while the audience and authority were undeniable, the physical and digital translation of their next chapter was a blank slate.
Nicole and co-founder Bodie Larden came to us with a pioneering training methodology combining mat pilates with kettlebell strength, a rough interim name, and a deep conviction centered around human longevity — needing a partner to build the brand from the ground up.
The Challenge
The modern digital fitness landscape is saturated with fleeting trends, hyper-curated bodies, and overwhelming noise, leaving everyday people burnt out by hustle culture and chaotic schedules.
Bace needed to avoid feeling like "just another workout subscription app" while honouring an existing community of millions who loved Nicole’s accessible, grounded approach. We needed to solve the tension between high-performance functional strength and supportive, low-ego wellness.
The Strategic Shift
Through our strategic discovery, we mapped out three core audience archetypes: The Crafty (hands-on tradies needing trust and rehab without breaking their bodies), The Powerhouse (driven, heart-led high-performers seeking balance over burnout), and The Goats (purposeful, low-ego performers focused on long-term athletic longevity).
The breakthrough came from a single unifying human truth across all three: “They all just want to feel good, move well, live well — because they have enough shit going on.” We shifted the strategy away from superficial aesthetic targets and toward elemental lifestyle longevity, creating the name Bace: a rhythmic play on "base" and "pace" that serves as a constant reminder of the physical foundations you build from and the individual pace you honour.
Built to evolve
Bace was built to transcend the screen. By anchoring the identity in timeless, elemental movement principles rather than fleeting software design trends, we created a borderless, enduring architecture.
The modular cross-sections and raw organic colour systems are pre-engineered to seamlessly transition into physical environments — paving the way for custom-manufactured Bace equipment, premium lifestyle apparel, and physical training sanctuaries globally.
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