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A health scare and looming surgery has led Gold Coast-based health influencer Ashy Bines to close down her Baseline activewear brand in a decision she describes as “the right choice for my health”.
Bines, who in March revealed she had been diagnosed with a brain aneurysm, made a formal announcement on her business today.
“This chapter is closing and a part of me is definitely sad and will miss aspects of this beautiful brand, but all of me knows this is the right choice for my health, wellbeing and next chapter,” says Bines in an Instagram post.
“We have sent out over 500,000 orders of activewear which is insane and something I’m so proud of!”
Bines launched the Baseline by Ashy Bines brand in 2020, a move that set the entrepreneur, personal trainer and influencer on a new career path. The brand has since grown to include nutrition products such as protein powders and supplements to support an active lifestyle.
"I live in activewear, so I was determined to create a super-premium activewear brand designed with performance in mind but that was also super comfortable," Bines said when she launched Baseline in 2020.
"I absolutely knew I was ready and that it was time for me to branch out independently to launch my own activewear label."
However, the entrepreneur today reveals that her health scare over the past few months, including an episode where she lost vision in one eye three times in a week during March, has made her “re-evaluate everything”.
“I’m so grateful as I’ve learned so much about myself, about business, what I enjoy, my strengths and weaknesses and, overall, what I value in my life,” Bines says.
“These last few months especially have taught me what I want more and less off and when it’s time to let go and step into my next season.”
Bines says her decision has been supported by both her husband Steve Evans and business partner Levi Walz “who have supported my dreams, ideas and projects for the past 15 years”.
“Only a few days after we found out about my brain aneurysm, both fully supported my choice and never hesitated for me to step back and put my health first,” she says.
“It’s been a wild few months and now in the lead up to my surgery (only a few weeks away), its busy - finalising and preparing to close this chapter.”
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