I am a final-year BA (Hons) Fashion Marketing and Branding student with a strong interest in social media, PR and communications. Through my studies, I have developed a growing passion for understanding how online spaces shape identity, trends, and brand engagement. For my Stage 1 research report, I explored competition within the fitness industry, focusing on its impact to young individuals and their wellbeing. This investigation allowed me to critically examine the effects of comparison culture and performance-driven environments, particularly within digital platforms. Building on this, my Stage 2 project involved developing a wellness-first fitness app that challenges traditional metric-based approaches, encouraging a more mindful and balanced relationship with fitness. I aspire to pursue a career within a creative social media role, creating engaging content and building strong, authentic brand connections.