On muscle as the new status symbol, wanting money out loud, saying no to make space to think, and why the boring reps are the whole game.
Meet Nina Khoury. Nearly five years at SKIMS, the brand that rebuilt an entire category, and she’s just walked away from it to start her own: Sportiv, a brand for women who train, starting in supplements and aiming much, much bigger. Oh, and her wedding was in Vogue Australia this month. Casual.
Full disclosure: Nina and I have only ever met over video call. Doesn’t matter. Obsessed. We were introduced by my gorgeous friend Shannen Thomas of Désordre Boutique in Sydney, our mutual stylist and a fellow superconnector, who knew exactly what she was doing putting us together. Manufacturing serendipity in action, girls.
She’s our first girl of the week under the new name, and I could not have picked a better one. New roof, same format: one woman we all need to know, in her own words.
What are you building right now? After nearly five years at SKIMS, I’ve left to build Sportiv, a brand for women who train. We’re starting in supplements, but the ambition is much bigger: to bring product, science, and an iconic brand to a category that has felt clinical, confusing, or not really built for us. I am this consumer. So we’re building it in real life, with the women we’re building for. Train for life.
The most unhinged thing you’ve done for your career? Nothing too unhinged yet, but I’m still warming up ;) There are a few people I would love around Sportiv in some way, shape or form, purely because I think they’re brilliant, cool, and culturally very right. Emily Oberg is one. I love what she’s built with Sporty & Rich, the brand is so strong. And RÜFÜS DU SOL, because they are iconic Australians with incredible music and I would love them at an event or two one day. So nothing too unhinged yet. “Yet” being the key word.
What’s the mood right now? Muscle tone is the new status symbol. Not in a body-check way. More because it shows reps. Time. Discipline. Consistency. Probably a good trainer. Definitely a bit of effort. For so long, skinny was the thing. I think we’re moving into an era where strong looks expensive. Muscle is the new flex.
The thing you’re almost embarrassed to admit you want? I’m not really embarrassed to admit what I want. I want full financial freedom. To do what I want, when I want, where I want, with the people I want to do it with. I’m driven by building something big. I’m driven by money. I’m driven by that freedom!
When did you realise you were building a community, not just a brand? Pretty early. Sportiv is built for women who train. Women who lift, run, do Pilates, but also work big jobs, travel, have lives, relationships, and are genuinely trying to figure out what actually works for their body. These women already exist. They’re already doing the work. But they’re piecing it all together themselves: podcasts, group chats, AI, screenshots from friends. That’s where I think Sportiv can be the connective tissue. Products that work for her body. Science tested on her body. A room full of women training for life. That’s why it’s a community. Not just a brand.
What’s something ambitious women are spending too much time on? And not enough time on? Too much time caring what everyone thinks. I think a lot of women are taught very early to be good, but not too good. Strong, but not too strong. Smart, but not too smart. Ambitious, but not intimidating. It’s exhausting. And then I think not enough time alone. Thinking. Creating. Getting clear on what we actually want and how we’re going to build it. Sometimes I say no to things because I need space to think.
One piece of advice for the version of you from five years ago? Be patient. Progress compounds. Show up. Do a great job. Do it again. Do it again when no one is clapping. Do it again when it feels boring. Every successful person I know and respect has built over time. The boring reps work.
What do you want the angels to find you for? Sportiv, always. We’re building a brand for women who train, starting in supplements, with the ambition to become the number one fueling brand for women. So investors, operators, trainers, athletes, scientists, creators, women who train: come find me. And honestly, I’d also love to hear what you want me to talk about more. Building? Training? SKIMS lessons? Founder life? Sportiv? Money? Ambition? Tell me what you want to hear from me!
→ Where to find her? @ninackhoury on Instagram, Nina Khoury on LinkedIn, and @sportivlabs for everything Sportiv.
Who should we feature next? Reply to this email and nominate a girl we all need to know about.
MOODY is Australia’s answer to the serendipity Americans take for granted. The room where founders, operators, corporates and creatives are in the same group chat, and it turns out they needed each other. These are the girls who get it, and we are in a Mood.
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