In a world full of leggings and matching active sets, it takes something genuinely special to cut through the noise. That is exactly what ELE. Activewear has done.
Launching at the Sunshine Coast’s much loved Fellow Studios, ELE. isn’t just another activewear label, it’s a passion project grounded in movement and a whole lot of heart.
Founder of ELE. Lauren O’Shea had dreamt of launching her very own activewear brand for quite some time. And on Saturday, that vision came to life in the most heartfelt way.
The morning began with excitement as guests arrived at Fellow Studios, greeted with thoughtfully curated gift bags, featuring their very own ELE. sets. After changing into their new pieces, everyone gathered for a sequenced pilates slow flow, taken by Lauren, followed by a relaxing stretch.
With the soft morning light streaming into the studio, the group then came together for a brunch celebration, featuring refreshing iced coffees and matcha supplied by Sunshine Coast’s favourite, Bobbi Lane.
“I have always been a creative, and I absolutely love the pilates space,” says Lauren, who has been a pilates instructor for over six years now. “I kept noticing the gap in the market for activewear that was both beautiful and actually functional. I also love brands that have a real ‘why’ behind them, and I knew I could bring that to life with ELE.” She says.
From the start, the vision was about more than just tights and crop tops. ELE. is a community-driven brand, one that celebrates movement, self-care and feeling like the best version of yourself. There’s a personal story in every piece, the name ELE. coming from Lauren’s middle name, Ellen, which she shares with both her mum and gran. “They’ve always been the most inspiring women in my life,” she explains. “Their strength, softness and unwavering support are everything this brand stands for.”
Launching ELE. at Fellow studios, alongside studio owner, Stevie Hucker was a natural step for Lauren. “Fellow has been like a second home. I’ve taught there for four years and built the most amazing community of strong, supportive women. It just made sense to launch ELE. surrounded by the people who’ve been with me from the beginning.”
Of course, bringing the brand to life didn’t come with challenges. “I was probably a bit naive thinking it would be a smooth ride,” she admits. “It’s been a solid two-year journey and while there were plenty of setbacks, each one taught me something. Honestly, it’s been a massive learning curve but also the most rewarding experience.”
Her background in pilates played a big role in shaping ELE.’s designs. After years of working closely with women in the pilates space, she had a clear understanding of what was missing from the market. “It needed to be activewear that performs well, but also makes you feel confident. That’s what ELE. is all about, feeling strong, comfortable and beautiful.”
The launch at Fellow Studios was a huge moment. “It’s hard to pick my favourite part, but seeing everyone in their ELE. pieces with huge smiles, that was pretty special. It made it all worth it.”
One thing’s for sure, ELE. isn’t just a label. It’s a movement built on connection, care and a whole lot of love. From the studio floor to the street, ELE. is here to help women move through life feeling strong, seen and supported.
Be one of the first to wear ELE. when they launch on the 23rd of June.
About Fellow Studios –
Fellow Studios is redefining the fitness experience on the Sunshine Coast, with two welcoming spaces located in Bli Bli and Buderim. Fellow stands apart through a commitment to authenticity and a bold approach to movement. With an energising blend of pilates, circuit training and strength classes, balanced by a more playful take on yoga, each studio is designed to feel less like a gym and more like a space to belong. It’s a place to sweat, connect, be supported and be yourself.
While not exclusive to women, every detail is created with women in mind.
Fellow offers a dynamic class lineup designed to challenge, empower, restore and inspire, meeting every individual exactly where they are.
About Bobbi Lane –
Tucked away in a dreamy pocket of the Sunshine Coast known as Marcoola, Bobbi Lane is a gentle blend of all the things that feel just right. It’s a thoughtfully curated space where conscious fashion, community, and coffee come together.
At Bobbi Lane, the atmosphere is as warm, with soft morning light. Visitors are invited to linger, whether with a book, laptop, or simply a quiet moment of stillness. It’s a haven for solitude and just as easily, a gathering place for loved ones.
The space invites all to feel at home while exploring a curated selection of locally handmade artisan homewares, accessories and thoughtfully chosen sustainable fashion.
More than just a store, Bobbi Lane is a shared space, a peaceful pause in the day and a celebration of conscious living. At any hour, it feels as much yours as it does theirs. Welcome to Bobbi Lane.
