With so many incredible local businesses on the Gold Coast, one begins to wonder: how did they all come to be? In our series, ‘The story behind…’, we chat with local founders and owners about how their business started, their biggest learnings and their tips for other self-starters.
This time, we caught up with Matilda McKinnon and Frankie White, co-founders of the pop-up Pilates events, She’s Spicy.
Where did the idea for She’s Spicy come from? What was the lightbulb moment?
Honestly… it came from wanting more friends. We have been friends since Year 8, but after years of living in different cities, we both somehow ended up moving to the Gold Coast at the same time. We absolutely loved living here, but we kept having the same conversation… “Why is it so hard to make genuine friends as an adult?”
We knew we couldn’t have been the only ones feeling that way. One day we thought, “Why don’t we just create the kind of community we’ve been looking for?”
Pilates felt like the perfect excuse to get people together, but connection was always the real goal. The exercise is what gets people there… the friendships are what keep them coming back.
Where did you start?
We started by posting a video on Instagram in February 2025, inviting anyone who wanted to make new friends to join us for a free sunrise Pilates class. We still watch that first video back and laugh. It definitely makes us cringe a little, but we’re also so proud that we backed ourselves enough to put it out there.
The first class was just the two of us. The following week four girls came along. Then 30. Before we knew it, 100 people were showing up, then 150, then 200, and eventually more than 400 people joining us on the beach.
As the community continued to grow, so did the demand. People wanted more opportunities to move together, so we introduced paid classes during the week and on Saturdays. But one thing has never changed: our Friday sunrise community class will always be free. It was how She’s Spicy began, and keeping that space accessible for everyone will always be at the heart of what we do.
Watching it grow has honestly been one of the most rewarding experiences of our lives, and we never take a Friday morning for granted.
What was the first big obstacle you faced, and how did you overcome it?
The 4:30am alarms… especially in winter! (Haha.)
But in all seriousness, building trust takes time. There were mornings where only a handful of people came, mornings where it rained, and mornings where we wondered if anyone would show up at all.
We also had to learn a lot about permits, council regulations and running safe community events, which was completely new territory for us. Thankfully we’ve had incredible support, especially from the Gold Coast City Council, who have really believed in what we’re creating.
The biggest lesson? Just keep showing up. Community isn’t built from one amazing event. It’s built from hundreds of ordinary Fridays where you consistently show up for people.
What’s one thing you know now that you wish you’d known from day one?
That you don’t need to have everything figured out before you begin. If we’d waited until we had the perfect business plan, branding or strategy, She’s Spicy probably wouldn’t exist. Sometimes the best thing you can do is simply start, stay open, listen to your community and let it evolve naturally.
Tell us about the moment things started taking off, or when you realised you’d ‘made it’.
Honestly, it wasn’t the media coverage or the partnerships. It was when people started telling us what She’s Spicy had given them. We’ve had girls tell us they’ve met their best friends, found housemates, travel buddies, business partners and a genuine sense of belonging through our Friday mornings.
In a world where loneliness and disconnection have become such big conversations, hearing those stories reminds us that something as simple as showing up on the beach at sunrise can genuinely change someone’s life.
That will always be our biggest achievement.
What does a working day in your life look like?
No two days are ever the same! One day we’re teaching Pilates as the sun comes up, the next we’re planning community events, chatting with brand partners, creating content, answering emails or dreaming up our next big idea over coffee.
We don’t think people always realise just how much work goes into She’s Spicy behind the scenes. We both work full-time as well, so most Fridays are a bit of a whirlwind as we rush from sunrise Pilates straight into work at 8:30am. People are always so amazed when they hear that, but honestly, we love it.
Running a community means wearing a lot of hats, but we genuinely love every part of it.
What do you love about the Gold Coast community, especially as a business owner?
The Gold Coast has such a beautiful sense of community. People genuinely want to support local businesses and initiatives that bring people together. It’s also a city full of newcomers, travellers and people starting fresh, which is exactly why She’s Spicy has resonated. So many people arrive here knowing no one, and we’ve loved watching complete strangers become friends week after week.
So, where to next? What are you working towards?
We’re only just getting started. While Pilates will always be at the heart of what we do, our bigger mission is creating opportunities for people to connect. We’re expanding into teenage confidence workshops, wellness events, retreats and experiences that bring people together in meaningful ways. If we can continue helping people feel healthier, happier and a little less alone, we’ll be incredibly proud.
What is one thing you’d tell someone about to start a business on the Gold Coast?
Build something you genuinely believe the community needs. People can tell when something comes from a place of authenticity, and that’s what they’ll connect with. The Gold Coast has been incredibly supportive of us, but we also learnt that communities aren’t built overnight. They grow through consistency, kindness and simply continuing to show up.
Sometimes the smallest idea can have the biggest impact.
Want to join your first She’s Spicy session, or learn more about their events? Just click here.
