An activewear brand aimed at women over 50 has launched - Posh Active.
Created by Gai Brennan and Lucy McLaren, the venture aims to disrupt the mature market space.
“I found the active wear available to a woman my age very confronting," Brennan said.
"It was more suitable to an elite athlete than an older woman wanting to hide her lumps and bumps at the same time as getting fit.
"It was even suggested, while I was shopping in a prominent active wear store, that I would find more suitable attire in the maternity aisle! I didn’t want to wear skin-tight clothing and that was the only alternative. It was a light bulb moment!”
Brennan started her career with Jenny Kee in her early 20s.
"It is disappointing that wearing tight, unflattering active wear has been normalised for all body shapes and age groups. What is currently available is not allowing women to feel beautiful whether they are working out or just hanging out”.
Posh Active has a range of pants, tights and tops that can be layered for training or weekend wear.