So, last week I enquired about a dynamic pilates class at Prescription, thinking it’s just another workout requiring general activewear—and then boom, I’m repeatedly reminded I need to wear socks.
As a millennial, I'm asking myself, 'Are trainer socks still a thing, or is it ankle socks now? Which brands are Gen Z into—and why does activewear feel so tailored to their TikTok lives? It’s giving classic millennial dilemma.
Championing Women Over 40: BAM’s Bold Rebrand
BAM, the British B Corp is renowned for its fusion of sustainability and high-performance activewear. Products are crafted from bamboo-based fabrics and celebrated for their radical transparency since 2006.
In an industry often fixated on youthful ideals, BAM is championing women over 40: confident, active, and unapologetically embracing their own narrative. Their latest evolution? A sophisticated rebrand in collaboration with strategic branding studio Without, tailored to reflect the vibrant energy of the "Power Age Women."
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The rebrand marks a significant departure from traditional activewear aesthetics. Guided by Helen White, BAM’s Product and Brand Director, White has been driving the brand's evolution since 2018. With experience at performance-driven brands like Sweaty Betty, White’s expertise has helped BAM redefine its identity to better resonate with the "Power Age" customer, blending sustainability with high-performance design.
“Power Age Women move for the way it makes them feel, not the way it makes them look,” White explains. “This demographic embraces both achievement and imperfection, finding fulfillment in the act of showing up—movement as a form of self-expression, not competition.”
And staying active isn't just about the feel-good benefits—it's critical for women over 40 as they navigate important physiological changes. Regular exercise supports bone health by reducing the risk of osteoporosis, and combats the natural decline in muscle mass and metabolic rate that comes with age.
Physical activity also plays a key role in heart health, reducing the risk of cardiovascular disease, which remains a leading health concern for women in this demographic. By championing the "Power Age Woman," BAM acknowledges the vital importance of movement—not just for appearance, but for longevity, mental well-being, and overall quality of life.
Collaborating closely with the senior leadership team, White has woven BAM’s commitment to nature-first fabrics and radical transparency into a more elevated, design-conscious identity. "We wanted the new look to reflect the authenticity and confidence of women who are embracing progress over perfection," she says. This new direction ensures BAM’s core values of sustainability, inclusivity, and performance remain central to its mission.
BAM's research found that women over 40 are more active than ever, with their motivations rooted in the joy and satisfaction of movement rather than competition or aesthetics. This insight became the core of BAM's new direction, reshaping their branding to reflect the ethos of confidence, progress, and community. "If they’re passionate about something, they do it. They show up, and they show up for each other too," adds White.
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A New Identity That Reflects Bold Movement
At the heart of the rebrand is a sleek, versatile logo designed to convey dynamism—much like the Power Age Woman herself. The logo has three orientations, allowing for a sense of movement that mirrors BAM’s mission to help their customers stay active, whether they’re lunging or lounging.
The visual overhaul didn’t stop there. The brand’s new art direction intentionally steps away from conventional representations of fitness models. Older, flourishing forces now take centre stage, reinforcing BAM's focus on celebrating life’s experiences rather than youthful benchmarks. This is a shift that resonates with women who aren’t striving for perfection but for the confidence that comes from embracing who they are, no matter their age.
“The most important element was art direction that challenges convention,” explains Roly Grant, Founder and Creative Director at Without. “It’s a great example of brand adding value; BAM has always stayed true to its philosophy and product innovation—the brand just needed to catch up to it.”
Sustainability Without Preaching
While sustainability has been part of BAM’s DNA since its inception in 2006, the brand’s new identity repositions these efforts with a refreshingly unpretentious tone. "We’ve embraced radical transparency across our entire range, showing customers exactly where, how, and with what each item is made," says White. This transparency is showcased through BAM DNA, a QR code that gives customers insight into every detail of their garment's journey, from raw materials to the final product.
But what sets BAM apart is its approach to communicating these efforts. “The most important thing when it comes to making comments around sustainability is to be accurate—that’s non-negotiable," White continues. Yet, BAM strikes a balance by layering their commitment to sustainability with a playful and positive tone, making it accessible and engaging for their audience. “We, too, believe in progress as a brand. So, our tone reflects that when it comes to our commitment to do better for people and the planet.”
A Transformational Shift for 2025 and Beyond
The rebrand is already energising BAM’s internal team, and the excitement is palpable. Ryan Shannon, Managing Director at BAM, sees this as a watershed moment. “Moments like these in brands are rare. I have no doubt Without’s work will be truly transformational,” he says.
The transformation goes beyond aesthetic changes. By reorienting their entire brand around the Power Age Woman, BAM has found a way to align internal operations with their core customer’s values. “The brand refresh does a fantastic job of presenting a more modern BAM, reflecting how the business has changed and grown over the last 18 years,” Shannon notes. “It’s obviously too early to share insights, but anecdotally the feedback has been fantastic—one look at our Instagram feed and you’ll see how positively customers have responded.”
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Looking Ahead: A New Blueprint for Activewear
As 2025 approaches, BAM is laying the groundwork for a new era in activewear, where celebrating life’s movements, no matter your age, takes precedence over perfection. With a rebrand that not only reflects but celebrates the Power Age Woman, BAM is setting a bold new standard in the industry. In a crowded market, they’re carving out a space that speaks directly to a growing and highly engaged demographic—a lesson in how to evolve with your audience while staying true to your roots.
For CMOs looking to understand what’s next in activewear, BAM’s rebrand is a blueprint: it’s about tapping into the emotional drivers of your audience, embracing inclusivity, and balancing sustainability with authenticity. As Shannon concludes, “It has also energised and excited the BAM team about the potential for the business and where we are heading.
What’s Next for Women Over 40: 2025 Cross-Category Trends
BAM is leading the charge, recognising what so many brands have overlooked—women over 40 are a force. Their rebrand isn’t just a facelift; it’s a full-on acknowledgment that activewear needs to do more than look good and that’s why this rebrand hits so hard.
But BAM isn’t the only one catching on. Menopause-focused products are stepping out from the shadows—Plum's intimate serums are addressing dryness, IDC Dermo is zeroing in on menopausal skin, and brands like Naydaya are getting ahead with plant-based supplements that support the everyday realities of perimenopause. Even tech is jumping in with LG’s AI-powered “Menopause Mode” air conditioners and Thermaband’s temperature-regulating wristbands. The next wave of wellness? It’s all about making women over 40 feel seen and supported.
Brands are starting to realise what BAM has known all along: it’s not just about movement, it’s about holistic well-being. Women over 40 are driving this shift, and brands that don’t evolve will be left behind. At THE GOODS, we’re tracking these changes closely. From hot flashes to hormone balance, the future is all about products that meet women where they are—strong, confident, and ready for the next chapter.
