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 credited in
- International Women’s Day 2022, meet 100 rising stars inspiring changeWe still have a way to go when it comes to improving gender diversity and equality in the creative, tech and digital industries – which is why it is so important for us, as a platform, to use our force for good. We’re thrilled to be releasing our annual list celebrating and shining a spotlight on 100+ rising stars – as nominated by The Dots community – who are transforming the industry of today and inspiring the generation of tomorrow. The list beams with brilliant, talented people and their d116
- 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 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 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 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 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
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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.
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
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