In today's episode, I'm joined by Jade, founder of Wild Body – a low-tox, size-inclusive activewear brand born from one of the most terrifying seasons of her life. At just 33, a non-drinker, non-smoker and mum of four who was at CrossFit 5–6 times a week, Jade was unexpectedly diagnosed with kidney cancer after a "routine" blood test ahead of trying for baby number five. What followed was major surgery, the removal of her kidney, and a complete re-evaluation of what she was putting in and on her body. We talk about how that experience led her to question the toxicity of everyday activewear, why she couldn't find anything on the market that matched her standards, and how that frustration snowballed into creating Wild Body — a purpose-led, size-inclusive brand that's already building a deeply engaged community from day one. In This Episode, We Chat About: The moment everything changed How a simple pre-pregnancy blood test on Christmas Eve led to an ultrasound, an emergency CT scan and a shock kidney cancer diagnosis as a 33-year-old mum of four. Life after a radical nephrectomy What it was really like preparing for and recovering from major surgery, navigating fear as a parent, and processing her dad's previous cancer journey alongside her own. From "health-conscious" to low-tox obsessed How Jade moved from already being active and health-focused into a deeper audit of food, drinks, home products and clothing – including the activewear she was living in 99% of the time. The gap she couldn't unsee in the activewear market Why most "eco" or "bamboo" activewear options didn't cut it once she dug into how fabrics are actually made, and how that research led to the first spark of Wild Body. Building truly size-inclusive activewear (not just saying it) The reality of: Custom size charts (instead of a size 8 stretching to an 18) Designing squat-proof pieces for all sizes, not just a size 6 model Stocking 10 sizes as a startup and pushing back when manufacturers and designers told her it would "eat her margins". Bringing people along for the journey (before she even had product) How she: Started posting about Wild Body months before launch Took her audience behind the scenes to China, fabric selection and failed samples Used vulnerability, education and storytelling instead of just "here's the product, buy now". Turning followers into a warm, ready-to-buy email list The simple early-access + email waitlist approach she used so that when launch day came, people weren't just "aware" – they were invested. Launch day feels (and what actually happened) The nerves, the "no one's going to buy" thoughts, the first cha-chings coming through, and what it meant for her kids and husband to see months of hard work pay off in real time. Community, not just commerce The recurring content pillars that now shape Wild Body's brand: "I got cancer at 33 and learnt this…" – weekly educational posts to empower others, not just sell leggings. Appreciation Mondays – encouraging people to thank and acknowledge those who showed up for them in hard moments. Giving back: why $2 from every order goes directly to Love Your Sister and precision cancer research. Marketing lessons from a first-time founder What Jade has learnt about: The different vibes between Instagram vs TikTok Showing up daily with organic content Navigating the world of Meta ads (and why agencies are obsessed with the volume of organic content she's already creating). Trusting your own vision (even when others don't see it yet) From choosing unexpected brand colours and a lavender farm photoshoot, to ignoring "it won't work" on sizing — how Jade is learning to back herself and build a brand that feels like her, not a copy-paste of everyone else. Links & Resources Connect with Jade & Wild Body Visit Wild Body Follow Wild Body Charity Mentioned Love Your Sister – precision cancer research: https://www.loveyoursister.org/
