What does it mean to inherit a legacy—and then boldly redefine it?

In this episode of Core & Commerce, host Perry Howell sits down in Bondi with Briony Oayda, owner and managing director of Bondi Active, the premium Australian label turning the Bondi lifestyle into wearable wellness. Briony grew up around the iconic Between the Flags stores founded by her father—but rather than simply stepping into the family business, she chose to build her own perspective first.

After years in consulting at PwC and working on the launch of HBO Max in the U.S., she returned to Sydney during COVID to help steer the business through one of its most uncertain periods.

From relaunching Bondi Active with performance-driven design and sustainable fabrics to opening new retail spaces and preparing for international expansion, Briony shares how she’s blending heritage with a modern brand vision.

In this conversation with Perry, she opens up about:

- Growing up inside a family retail business in Bondi

- Why she left to build her own career before returning

- The realities of taking over a business during COVID

- The future of activewear and the rise of elevated leisurewear

- Building a brand rooted in community, movement, and wellness

At its heart, this episode is about legacy and leadership—how to honour what came before while creating something entirely your own.

Chapters

00:00 Core and Commerce Intro

01:12 Meet Briony and Bondi Active

01:52 Childhood and Independence

04:08 Growing Up in the Business

06:00 Lessons from Mom and Dad

09:46 Between the Flags Origin

11:46 Reimagining Bondi Active

14:03 Athleisure and Swim Trends

16:45 Sustainability and Quality

18:27 Consulting to HBO Max

20:40 LA vs Bondi Lifestyle

21:24 Bondi vs LA Mornings

22:04 Bringing Lessons Home

23:06 Taking Over in COVID

24:16 Legacy Meets Innovation

25:53 Resilience and Mentorship

27:22 Bold Storefront Strategy

29:12 Future of Physical Retail

30:27 Popups and Brand Community

32:32 Brand Why and Bondi Life

34:07 Rapid Fire Retail Stories

37:34 Legacy and Global Expansion

38:54 Next Year Vision

Core & Commerce is the space where ambition meets wellbeing. Hosted by Perry Howell, marketing leader, wellness founder, and media powerhouse - and inspired by her own journey of redefining success, balance, and health. Bringing realness to wellness, each episode goes deep in honest, unfiltered conversations with the founders, creators, and innovators moving the wellness world forward.

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