Core & Commerce

Hand on Heart: The Work When No One’s Watching, Living Your Truth & Reinvention with Sally Obermeder

In this defining episode marking the Season 1A finale of Core & Commerce, Perry Howell is joined by Sally Obermeder for a powerful conversation on resilience, reinvention, and what it takes to begin again. Sally shares the reality behind her unconventional path into television—from leaving a successful career in finance to spending years working unpaid, refining her craft, and backing herself long before the opportunity arrived. It’s a candid look at the discipline and belief required to pursue something without a clear roadmap. At the height of her career, everything changed. Just days before giving birth, Sally was diagnosed with aggressive breast cancer—an experience that reshaped her perspective on life, identity, and what it truly means to be strong. What follows is an honest reflection on navigating uncertainty, holding onto hope, and living through the question: “Is this the last time?” Together, Perry and Sally explore: - The courage to pursue a path without validation - The importance of preparation before opportunity arrives - The reality of resilience, both during and after adversity - Rebuilding a life and career with intention - Why no one can step into the ring for you From her early days in television to building a purpose-driven wellness business, Sally’s story is a testament to evolving in real time and staying deeply human through it all. A meaningful close to Season 1A—and a reminder that often, the most important work happens long before anyone is watching.   Chapters 00:00 Trailer 01:33 Episode Intro 03:07 Manifestation Meets Action 04:15 Media Trends and Podcasting Today 06:01 Early Ambition 09:22 Finding Pop Culture Lane 11:24 Pivot From Finance 15:32 Early Grind in TV 17:21 Ready When Luck Knocks   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.   If you enjoy the show, subscribing, rating, and leaving a review makes a real difference. It helps the podcast reach new listeners and allows me to keep creating intentional conversations like this one.   Subscribe to Core & Commerce on all platforms: YouTube: https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA [https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA] Apple Podcasts: https://podcasts.apple.com/us/podcast/core-commerce/id1858299411 [https://podcasts.apple.com/us/podcast/core-commerce/id1858299411] Spotify: https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q [https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q]   Follow Core & Commerce: Instagram: https://www.instagram.com/coreandcomm/ [https://www.instagram.com/coreandcomm/] TikTok: https://www.tiktok.com/@coreandcomm [https://www.tiktok.com/@coreandcomm]   Follow Perry Howell: Instagram: https://www.instagram.com/perryhowell/ [https://www.instagram.com/perryhowell/] LinkedIn: https://www.linkedin.com/in/perrymhowell/ [https://www.linkedin.com/in/perrymhowell/] Website: https://www.perryhowell.com/ [https://www.perryhowell.com/] TikTok: https://www.tiktok.com/@perryhowell_ [https://www.tiktok.com/@perryhowell_] ShopMy Episode Look: https://shopmy.us/shop/perryhowell [https://shopmy.us/shop/perryhowell] Amazon Picks: https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e [https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e]   Follow Sally Obermeder: Instagram: https://www.instagram.com/sallyobermeder/ [https://www.instagram.com/sallyobermeder/]   Explore SWIISH: Web: https://www.swiish.com/ [https://www.swiish.com/] Instagram: https://www.instagram.com/swiish/ [https://www.instagram.com/swiish/] Podcast: https://podcasts.apple.com/au/podcast/swiish-wellness-unlocked/id1827844661 [https://podcasts.apple.com/au/podcast/swiish-wellness-unlocked/id1827844661] TikTok: https://www.tiktok.com/@UCukj0DLc8sFTufeqtqUVKIA [https://www.tiktok.com/@UCukj0DLc8sFTufeqtqUVKIA]

Non-Toxic Masculinity: Trauma, Healing & Creating Spaces That Inspire with Rawson Kirkhope

In this deeply powerful episode of Core and Commerce, host Perry Howell sits down with Rawson Kirkhope, founder of VRTUS Gym and a leading voice in men’s mental health and domestic violence advocacy. From the outside, Rawson embodies strength—ex-military, business owner, and leader of one of Bondi’s most sought-after fitness communities. But beneath the surface lies a story marked by profound childhood trauma, growing up in an environment of severe domestic violence that culminated in a life-altering, near-fatal incident involving his mother. In this raw and honest conversation, Rawson opens up about living with complex PTSD, navigating hypervigilance, and the long road toward healing. He shares how vulnerability—once something he suppressed—became his greatest strength, allowing him to reclaim his narrative and redefine what masculinity truly means. Together, Perry and Rawson explore: - The lasting impact of childhood trauma and breaking cycles of violence - The realities of PTSD and learning to live alongside triggers - Why vulnerability is a cornerstone of real strength - How Rawson built VRTUS into more than a gym—a thriving, values-driven community - The role of storytelling in healing and helping others feel less alone This episode is both confronting and deeply inspiring—a reminder that true resilience isn’t about what you carry silently, but what you’re willing to face, share, and transform. If you or someone you know is navigating trauma, this conversation offers hope, perspective, and a powerful sense of connection.   Chapters 00:00 Welcome and Guest Intro 01:22 Vulnerability and Anxiety 02:57 Living With Complex PTSD 05:38 Childhood in Violence 08:58 Triggers and Hypervigilance 10:37 Facing Fears and Healing 11:48 Night of the Shooting 17:48 Aftermath and Testifying 22:09 Military and Seeking Validation 25:37 Finding Peace and Purpose 26:43 Sharing the Story Publicly 30:05 Community Heals Trauma 31:00 Posting Your Story First 32:28 Reclaiming Your Narrative 33:21 Blue Nail Advocacy 36:38 Building Virtus Bondi 43:18 Scaling Beyond A Gym 46:09 Why Bondi Feels Like Home 48:54 Rapid Fire Bondi Myths 52:06 Legacy And Next Year   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.   If you enjoy the show, subscribing, rating, and leaving a review makes a real difference. It helps the podcast reach new listeners and allows me to keep creating intentional conversations like this one.   Subscribe to Core & Commerce on all platforms: YouTube: https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA [https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA] Apple Podcasts: https://podcasts.apple.com/us/podcast/core-commerce/id1858299411 [https://podcasts.apple.com/us/podcast/core-commerce/id1858299411] Spotify: https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q [https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q]   Follow Core & Commerce: Instagram: https://www.instagram.com/coreandcomm/ [https://www.instagram.com/coreandcomm/] TikTok: https://www.tiktok.com/@coreandcomm [https://www.tiktok.com/@coreandcomm]   Follow Perry Howell: Instagram: https://www.instagram.com/perryhowell/ [https://www.instagram.com/perryhowell/] LinkedIn: https://www.linkedin.com/in/perrymhowell/ [https://www.linkedin.com/in/perrymhowell/] Website: https://www.perryhowell.com/ [https://www.perryhowell.com/] TikTok: https://www.tiktok.com/@perryhowell_ [https://www.tiktok.com/@perryhowell_] ShopMy Episode Look: https://shopmy.us/shop/perryhowell [https://shopmy.us/shop/perryhowell] Amazon Picks: https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e [https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e]   Follow Rawson Kirkhope: Instagram: https://www.instagram.com/rawsonkirkhope/ [https://www.instagram.com/rawsonkirkhope/]   Explore VRTUS: Web: https://vrtus.com.au/ [https://vrtus.com.au/] Instagram: https://www.instagram.com/vrtusbondi/ [https://www.instagram.com/vrtusbondi/]   Explore Polished Man: Web: https://polishedman.com/ [https://polishedman.com/] Instagram: https://www.instagram.com/polishedman/ [https://www.instagram.com/polishedman/]

Grounded: The Rise of Stax. from Humble Beginnings to Cult Status with Matilda Robertson

From packing orders in a spare room to building one of Australia’s most cult-loved activewear brands, this episode of Core and Commerce goes behind the scenes of Stax. with co-founder and Director of PR, Matilda Robertson. A brand personally favorited by host Perry Howell’s pilates and wellness community, this highly requested episode delivers. Before viral drops, celebrity co-signs from Jennifer Lopez, and sold-out seamless collections, Stax. was scrappy—think storage units without electricity, Wi-Fi borrowed from the pavement, and photoshoots with bedsheets pinned to walls. Matilda didn’t inherit a polished business; she built it alongside her husband from the ground up, learning in real time how to navigate risk, resilience, and the realities of working with your life partner. In this episode, Matilda shares the unfiltered journey—from dropping out of school and working in beauty therapy to accidentally pioneering influencer marketing in Australia. She opens up about balancing structure with instinct, handling customer feedback at scale, and why inclusivity isn’t a marketing strategy at Stax.—it’s a non-negotiable.   We also dive into: - The early hustle that turned community into currency - Building a brand that makes women feel confident—at any size - The highs (hello, J.Lo) and the hard lessons behind rapid growth - Why scaling back can sometimes be the smartest move forward And how Matilda and her husband make business and marriage work This is a conversation about more than activewear—it’s about intuition, grit, and creating a brand people genuinely feel part of. If you’ve ever wondered what it really takes to build a modern consumer brand—or how to trust your path when it doesn’t look like anyone else’s—this episode is for you. Chapters 00:00 Welcome to Stax 01:31 Matilda Origins 04:33 Safe Jobs to Risk 06:35 Beauty to Confidence 08:43 Body Image Culture 12:25 Community Feedback Loop 16:06 Scrappy Startup Days 21:14 Influencer Playbook 23:27 JLo Paparazzi Lesson 25:37 Celebrity Spotting Wins 26:21 Pause Before You Post 27:50 Inclusivity In Every Size 30:56 Retail Expansion Reality Check 34:14 Marriage As Co-Founders 39:45 Leading As Good Cop Bad Cop 41:07 Rapid Fire Favorites 44:28 Health Habits And Treats 46:18 Mantras And Unsexy Work 47:51 Legacy And 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. If you enjoy the show, subscribing, rating, and leaving a review makes a real difference. It helps the podcast reach new listeners and allows me to keep creating intentional conversations like this one.   Subscribe to Core & Commerce on all platforms: YouTube: https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA [https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA] Apple Podcasts: https://podcasts.apple.com/us/podcast/core-commerce/id1858299411 [https://podcasts.apple.com/us/podcast/core-commerce/id1858299411] Spotify: https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q [https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q]   Follow Core & Commerce: Instagram: https://www.instagram.com/coreandcomm/ [https://www.instagram.com/coreandcomm/] TikTok: https://www.tiktok.com/@coreandcomm [https://www.tiktok.com/@coreandcomm]   Follow Perry Howell: Instagram: https://www.instagram.com/perryhowell/ [https://www.instagram.com/perryhowell/] LinkedIn: https://www.linkedin.com/in/perrymhowell/ [https://www.linkedin.com/in/perrymhowell/] Website: https://www.perryhowell.com/ [https://www.perryhowell.com/] TikTok: https://www.tiktok.com/@perryhowell_ [https://www.tiktok.com/@perryhowell_] ShopMy Episode Look: https://shopmy.us/shop/perryhowell [https://shopmy.us/shop/perryhowell] Amazon Picks: https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e [https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e]   Follow Matilda Robertson: Instagram: https://www.instagram.com/matilda_murray_/ [https://www.instagram.com/matilda_murray_/] TikTok: https://www.tiktok.com/@matildamurray__ [https://www.tiktok.com/@matildamurray__]   Explore Stax.: Web: https://stax.com.au/ [https://stax.com.au/] Instagram: https://www.instagram.com/staxofficial_/?hl=en [https://www.instagram.com/staxofficial_/?hl=en] TikTok: https://www.tiktok.com/@staxofficial_ [https://www.tiktok.com/@staxofficial_]

Legacy: Reimagining Family Business & Bottling the Bondi Lifestyle with Briony Oayda

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.   If you enjoy the show, subscribing, rating, and leaving a review makes a real difference. It helps the podcast reach new listeners and allows me to keep creating intentional conversations like this one.   Subscribe to Core & Commerce on all platforms: YouTube: https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA [https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA] Apple Podcasts: https://podcasts.apple.com/us/podcast/core-commerce/id1858299411 [https://podcasts.apple.com/us/podcast/core-commerce/id1858299411] Spotify: https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q [https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q]   Follow Core & Commerce: Instagram: https://www.instagram.com/coreandcomm/ [https://www.instagram.com/coreandcomm/] TikTok: https://www.tiktok.com/@coreandcomm [https://www.tiktok.com/@coreandcomm] Follow Perry Howell: Instagram: https://www.instagram.com/perryhowell/ [https://www.instagram.com/perryhowell/] LinkedIn: https://www.linkedin.com/in/perrymhowell/ [https://www.linkedin.com/in/perrymhowell/] Website: https://www.perryhowell.com/ [https://www.perryhowell.com/] TikTok: https://www.tiktok.com/@perryhowell_ [https://www.tiktok.com/@perryhowell_] ShopMy Episode Look: https://shopmy.us/shop/perryhowell [https://shopmy.us/shop/perryhowell] Amazon Picks: https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e [https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e]   Explore Bondi Active: Web: https://https://bondiactive.com/ [https://https//bondiactive.com/] Instagram: https://www.instagram.com/bondiactive [https://www.instagram.com/bondiactive]

Tested: Destigmatizing Sexual Healthcare & Rewriting Women’s Health with Grace Toombs

Women’s healthcare has long been underserved, under-researched, and surrounded by stigma — especially when it comes to sexual health. In this episode of Core and Commerce, host Perry Howell sits down with Grace Toombs, founder of June Health, a company reshaping how women access sexual healthcare: accessible, shame-free, and on their own terms. Grace began her career studying medicine at UNSW before pivoting into international public health. But after seeing how slowly research translated into real change, she realized something critical: women couldn’t afford to keep waiting for the system to catch up. So she built something better. In this conversation, Grace shares the story behind June Health, the systemic gaps in women’s healthcare, and why prevention — not just treatment — is the key to meaningful change. This episode explores: - Why women’s sexual health has been historically neglected - The stigma that still surrounds testing and reproductive care - The bold pivot from medicine to building a health startup - Why prevention is the lever for real healthcare change - How founders can disrupt outdated systems - What the future of women-centered healthcare could look like If you care about women’s health, healthcare innovation, or building mission-driven companies, this conversation is not one to miss. Chapters [00:00] Introduction to Grace Toombs and June Health [01:36] Grace's early passion for medicine and growing up around healthcare [02:54] The challenging path: nursing school before medical school [05:00] Discovering endometriosis: symptoms, diagnosis, and the emotional journey [09:45] The cervical screening that changed everything [11:39] The healthcare gap: why June Health was born [15:39] June Health's consumer experience and innovative approach [19:33] Customer stories that fuel the mission [23:03] Navigating pushback from the traditional medical system [24:52] Founder-led positioning: blessing and curse [26:41] Hot topics in women's healthcare: IUD pain and anesthesia [29:54] The pharmacy gaslighting: generic vs. brand medications [33:20] Destigmatizing sexual health and STI testing [38:59] How to integrate sexual health into dating and relationships [44:27] Fertility concerns and having difficult conversations [48:31] The rise of STIs and why condom use is declining [52:13] Healthcare recommendations by life stage and testing protocols [54:51] The future of June Health: from first period to menopause   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. If you enjoy the show, subscribing, rating, and leaving a review makes a real difference. It helps the podcast reach new listeners and allows me to keep creating intentional conversations like this one. Subscribe to Core & Commerce on all platforms: YouTube: https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA [https://www.youtube.com/@UCV1IYtabu3mc3SGxRDc5EiA] Apple Podcasts: https://podcasts.apple.com/us/podcast/core-commerce/id1858299411 [https://podcasts.apple.com/us/podcast/core-commerce/id1858299411] Spotify: https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q [https://open.spotify.com/show/4VO0pBexqGMMCNM3kXnafC?si=6Uk3WZRaSMy-s2wa2l5F4Q] Follow Core & Commerce: Instagram: https://www.instagram.com/coreandcomm/ [https://www.instagram.com/coreandcomm/] TikTok: https://www.tiktok.com/@coreandcomm [https://www.tiktok.com/@coreandcomm]   Follow Perry Howell: Instagram: https://www.instagram.com/perryhowell/ [https://www.instagram.com/perryhowell/] LinkedIn: https://www.linkedin.com/in/perrymhowell/ [https://www.linkedin.com/in/perrymhowell/] Website: https://www.perryhowell.com/ [https://www.perryhowell.com/] TikTok: https://www.tiktok.com/@perryhowell_ [https://www.tiktok.com/@perryhowell_] ShopMy Episode Look: https://shopmy.us/shop/perryhowell [https://shopmy.us/shop/perryhowell] Amazon Picks: https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e [https://www.amazon.com.au/shop/perryhowell?ref_=hype_hm_sf_e]   Follow June Health: Web: https://heyjune.com.au/ [https://heyjune.com.au/] Instagram: https://www.instagram.com/heyjunehealth/?hl=en [https://www.instagram.com/heyjunehealth/?hl=en]   Follow Grace Toombs: Instagram: https://www.instagram.com/gracetoombs/?hl=en [https://www.instagram.com/gracetoombs/?hl=en] TikTok: https://www.tiktok.com/@gracietoombs [https://www.tiktok.com/@gracietoombs]