Matilda Egere-Cooper

Founder of Fly Girl Collective

Mid Level
London, United Kingdom
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Projects credited in

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.

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  • Content/copywriting/writing/editorial/advertising
  • Projects
  • Strategy
  • Running
  • Fitness
  • Teaching
  • Social Media

Companies I’ve worked with

  • BBC


    • Television
  • F


    • CNN Style

      CNN Style

      • Publishing
    • Time Out Group

      Time Out Group

      • Publishing

    Work history


    Freelance journalist


    Sep 2002
    • London, United Kingdom
    • Freelance
    • 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.


    Commercial Content Producer

    Time Out Group

    Jun 2016 - Aug 2017
    • London, United Kingdom
    • Freelance
    • 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.


    Community Editor

    Time Out Group

    Aug 2015 - Aug 2017
    • London, United Kingdom
    • Full Time
    • I was part of the digital content team at Time Out London and this involved: - Managing community groups - Editorial planning and scheduling - Commissioning and briefing - Executing projects - Producing news stories and features for the blog and the magazine. During my time, I launched a new fitness content series called Fit Goals for the Time Out London blog. I also created the London Blog Network in 2015 and over two years, 65 bloggers contributed 4.5m visits to the Time Out website to support traffic and engagement goals.


    Online producer

    ITN Productions

    Jan 2005 - Jul 2009
    • London, United Kingdom
    • Freelance
    • Producing multimedia content for the ITN news website, which was distributed to various clients including ITV, Vodafone, Yahoo, YouTube, Channel 4 and Orange



    Bachelor of Arts (BA), Journalism

    University of The Arts London (UAL)

    Oct 1999
    • London, United Kingdom
    • Achieved a 2.1 (Honours)



    Writer of the Year (Music Features) for The Independent - 2007

    Record of the Day Awards