Matilda Egere-Cooper
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Matilda Egere-Cooper

Founder of Fly Girl CollectiveLondon, United Kingdom
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Matilda Egere-Cooper
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Matilda Egere-Cooper

Founder of Fly Girl CollectiveLondon, United Kingdom
About me
Matilda Egere-Cooper is a seasoned writer, running leader and founder of Fly Girl Collective – a female community created to encourage diversity and representation in fitness. After establishing herself as an award-winning music journalist for more than a decade, she joined Time Out London in 2015 and launched an online fitness series called ‘Fit Goals’ –a monthly blog round-up covering the capital’s growing fitness and wellbeing scene. Through the series, she was able to develop her knowledge of fitness, and she produced several stories for the magazine, including a cover feature in 2017 on London’s hottest fitness classes. Noticing a lack of diversity at running and fitness events, she decided to tackle this by completing a Leadership in Running Fitness qualification and creating a platform to encourage more BAME women to pursue fitness as a lifestyle. So, on International Women’s Day in 2018, Fly Girl Collective was born. Despite its infancy, Matilda is leading Fly Girl Collective from strength to strength. Following the launch, Matilda partnered with boutique studio Ministry Does Fitness for a series of International Women’s Day Runs. She also secured interviews with several fitness and sports influencers for the Fly Girl Collective Blog, such as Olympic track and field athlete Marilyn Okoro and 2017’s Class Pass trainer of the year Kim Ngo. Furthemore, more than 200 women have registered their interest in the Fly Girl movement to date. To offer more opportunities for women to engage in fitness, she launched the #flygirl30daychallenge in June 2018 – the first in a series of regular social media fitness challenges to motivate women to reach their goals with the support of a community. It attracted interest from all over the world, with women in the UK, Canada and Africa taking part. With more challenges and projects in the pipeline, Matilda is committed to using fitness as a tool for female empowerment, activism and cultural transformation. Her next goals are to run the London and New York marathons, complete a triathlon and mentor a group of women to complete their first long-distance race.
Projects
  • Running The Urban Peaks (with Guardian Labs and New Balance UK)
    Running The Urban Peaks (with Guardian Labs and New Balance UK)I partnered with Guardian Labs to write a guide to my favourite running routes in London, which involved testing out the New Balance Hierro v5 trail shoe.
  • Stylist Live 2018
    Stylist Live 2018I'm on a panel at this year's Stylist Live festival talking all things sisterhood, social media and Fly Girl Collective. Find out more here.
  • Time Out (Apr 2018) – Squad Goals
    Time Out (Apr 2018) – Squad GoalsTo mark the 2018 London Marathon, I penned a feature for Time Out on running groups in capital. Read it here.
  • Time Out  (July 2017) – Survival of the fittest: London's hottest fitness classes
    Time Out (July 2017) – Survival of the fittest: London's hottest fitness classesNot all exercise classes are created equal. Check out our pick of the ten hottest places to box, spin and downward dog in London right now. Read it here.
  • Time Out (March 2016) – Get Up and Boogie with Nescafé Azera Coffee to Go
    Time Out (March 2016) – Get Up and Boogie with Nescafé Azera Coffee to GoLeap out of bed, grab your Nescafé Azera Coffee to Go and run, swim, box, spin and dance yourself awake with these body-pumping morning workouts. Read it here.
  • Time Out (Aug 2015-July 2017)  – Fit Goals
    Time Out (Aug 2015-July 2017) – Fit GoalsLaunched a monthly fitness-focused strand on Time Out London blog to tap into new growth areas within editorial. Read the last round-up here.
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Projects credited in
  • Trails of the Unexpected - Palma - British Airways x Culture Trip
    Trails of the Unexpected - Palma - British Airways x Culture TripDiscover unexpected wonders and the best things to do in destinations across Europe. This project involved cross-team collaboration between Culture Trip's Brand studio, Photo Department and Illustration & Animation team to create a fun and interactive guide to destinations across Europe for our client British Airways. My team worked closely with our branded-content team to research, ideate and commission photo and written content for several locations across Europe. A CULTURE SEEKER’S DAY IN P
  • Trails of the Unexpected - Dubrovnik - British Airways x Culture Trip
    Trails of the Unexpected - Dubrovnik - British Airways x Culture TripDiscover unexpected wonders and the best things to do in destinations across Europe. This project involved cross-team collaboration between Culture Trip's Brand studio, Photo Department and Illustration & Animation team to create a fun and interactive guide to destinations across Europe for our client British Airways. My team worked closely with our branded-content team to research, ideate and commission photo and written content for several locations across Europe. A WEEKEND OF WANDERING IN D
  • Trails of the Unexpected - Bordeaux - British Airways x Culture Trip
    Trails of the Unexpected - Bordeaux - British Airways x Culture TripDiscover unexpected wonders and the best things to do in destinations across Europe. This project involved cross-team collaboration between Culture Trip's Brand studio, Photo Department and Illustration & Animation team to create a fun and interactive guide to destinations across Europe for our client British Airways. My team worked closely with our branded-content team to research, ideate and commission photo and written content for several locations across Europe. Exploring Bordeaux's Cultur
  • Trails of the Unexpected - Cologne - British Airways x Culture Trip
    Trails of the Unexpected - Cologne - British Airways x Culture TripDiscover unexpected wonders and the best things to do in destinations across Europe. This project involved cross-team collaboration between Culture Trip's Brand studio, Photo Department and Illustration & Animation team to create a fun and interactive guide to destinations across Europe for our client British Airways. My team worked closely with our branded-content team to research, ideate and commission photo and written content for several locations across Europe.
  • Leaders with social heart: 100 creative changemakers
    Leaders with social heart: 100 creative changemakersCelebrating social responsibility is at the heart of what we do, so we've partnered with Squarespace – whose mission is to inspire people with creative ideas to succeed – to shine a light on 100 influential luminaries from art, technology, charity, design, business and more that are working tirelessly to make our world a better place. To highlight these organisations, we asked 10 creative changemakers to each nominate 10 people behind inspiring brands, products and movements with amazing social
  • Fly Girl Collective x Dose
    Fly Girl Collective x DoseRead the full feature here.
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Work history
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    Freelance journalistFreelance
    London, United KingdomFreelance
    SInce 2002, I've produced features for The Independent, Dazed & Confused, i-D magazine, The Mirror, Evening Standard, Reuters, CNN, BBC Online Entertainment and the New Statesman. I currently freelance for Time Out London.
    Time Out Group logo
    Time Out Group logo
    Commercial Content ProducerTime Out Group
     - London, United KingdomFreelance
    Working with Time Out’s award-winning creative solutions team to formulate and execute advertorial ideas and provide project management support for cross-platform, multi-stakeholder briefs. - Successfully collaborated with the commercial team to deliver content-based projects for sport brands including Adidas and ASICS.
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Skills
  • Content/copywriting/writing/editorial/advertising
  • Projects
  • Strategy
  • Running
  • Fitness
  • Teaching
  • Social Media
Education
    University of The Arts London (UAL) logo
    University of The Arts London (UAL) logo
    Bachelor of Arts (BA), JournalismUniversity of The Arts London (UAL)
    London, United Kingdom
    Achieved a 2.1 (Honours)
Awards
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    Writer of the Year (Music Features) for The Independent - 2007Record of the Day Awards