Dirt has unveiled the creative architecture behind Bace, a new global fitness platform from creator and fitness entrepreneur Nicole McPherson and performance coach Bodie Larden.
McPherson is known to her audience as Move With Nicole, with her YouTube channel sitting at about 5.9 million subscribers as of May 2026. The new platform combines Mat Pilates and Kettlebell training in a digital experience built around longevity, accessibility and consistency.
What is Bace?
Bace has been developed as a broader wellness platform for McPherson’s global audience. It moves beyond social fitness content into a more structured digital ecosystem.
Dirt, also known as Dirtverse, led the naming, strategy, visual identity, creative direction, content production, and website design and development for the brand.
The project marks the female-led creative collective’s most expansive work to date, following its official market debut in May.
Building a creator-led wellness brand
The launch comes as creator-led businesses continue to evolve beyond social platforms. For fitness creators in particular, audiences now expect more polished digital products and long-term communities.
Dirt said Bace was designed to cut through a fitness market shaped by short-form trends, aesthetic sameness and quick-fix culture.
“The vision from Nicole and Bodie was clear from the outset,” Dirt co-founders Alessia Murer, Lou Wright and Amber Dempsey said.
“The community has enough to contend with already; they don’t need more things that feel hard or unattainable. They need a brand that feels permanent and built for real life.”
Move With Nicole expands beyond YouTube
McPherson said the partnership gave her and Larden the opportunity to turn the Move With Nicole audience into a longer-term wellness platform.
“We wanted to cry when we saw the work,” McPherson said. “Dirt are ridiculously talented and completely blew us away. Their skill and, most importantly, their heart shows so much in the work they do. We feel so lucky that they believe in the brand as much as we do.”
As Bace rolls out globally, Dirt said its broader focus remains on building brands with long-term cultural relevance rather than short-term visibility.