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My recent piece in Danimas explored how a new generation of female-founded startups is fighting for space in a category that, until recently, belonged to men in camouflage and CrossFit tees. The old “embrace the suck” crowd seems to have forgotten who’s really fueling the next wave of fitness. It’s women—especially women in midlife—who are reclaiming muscle, bone health, and visible power. . . in this case, in vests with curves, dangly jewelry or that look like corsets.
Today on LIFT, we go deeper with Marie Berry, co-founder of YVO, one of the women leading this charge. We talk about bone density, beauty, and what it really means to carry your strength.
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Read on annemariechaker.substack.com ↗
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