Rory Bradshaw on Redefining Fitness and Masculinity In FAULT Magazine Issue 32

Rory Bradshaw X FAULT Magazine

Creative Direction / Producer / Interview: Miles Holder

Photographer: Massimiliano Giorgeschi

Stylist: Ahmad Alek using @seve.app

Grooming: Shamirah Sairally

Photography Assistant: Isabella Armora

The term “tattooed, muscle-bound fitness influencer” might not conjure up the most positive associations; yet, as with so many stereotypes, shedding assumptions can lead to surprising discoveries—such was the case when I stumbled upon Rory Bradshaw’s content.

As the co-founder of Pilla, a brand reshaping fitness culture with a refreshing focus on yoga, mindfulness, and holistic wellness, Rory is challenging the brutal, no-pain-no-gain ethos that often dominates the industry. Instead, Pilla embodies a more balanced and inclusive approach to masculinity and health, delivering a much-needed alternative to the hyper-masculine tropes of traditional fitness brands.

With over 100,000 followers on Instagram and a brand that continues to go from strength to strength, Rory’s message clearly resonates far beyond gym walls. But who is the man behind the movement? I sat down with Rory to discuss his journey, the philosophy behind Pilla, and, of course, his FAULTs.

READ/SEE THE FULL FEATURE WITH RORY BRADSHAW IN FAULT MAGAZINE ISSUE 32 – AVAILABLE TO PRE-ORDER NOW

What motivated you to get into content creation?

Rory Bradshaw: The backdrop to me creating content is that I never posted myself online for years. I was a youth worker, and my focus was always on sharing the successes of the young people I worked with because I’m naturally quite shy.

When my best mate and I started Pilla, we had very little money—no marketing budget at all. We knew we needed to generate awareness for the brand and to build a community around it. The best way to do that was through creating content. We didn’t know if it would work, but I had to overcome my resistance to posting and my shyness because there was a clear goal: to attract people to our community events and to what we were building.

How would you define Pilla?

Rory Bradshaw: Pilla is a brand for modern masculinity. We’re trying to change how men look after themselves. Most men’s activewear brands focus on being tough, hard, and disciplined, but we wanted to embrace the softer sides of well-being—things like yoga, mindfulness, and meditation.

It’s about encouraging men to slow down and live more mindful lives.

Do you ever worry that the “modern man” might actually gravitate toward those traditional ideas of masculinity more than we think?

Rory Bradshaw: I think there’s definitely a reason why certain male archetypes—those often deemed “toxic”—gain huge followings. You see it with figures like Andrew Tate or Trump. There’s something in what they represent that resonates with many men.

I’ve had to grapple with this myself. On the surface, people might look at me—muscles, a skin fade, all that—and assume I fit that mould. And sure, parts of me do enjoy being “hard” in some ways. Those traits, like being goal-oriented and disciplined, aren’t inherently bad. It’s about balance, though.

As a brand, we could chase faster success by leaning into those traditional masculine ideals. But for me, Pilla is about showing that masculinity can include a softer, more mindful side. It’s a challenge, but one worth pursuing.

READ/SEE THE FULL FEATURE WITH RORY BRADSHAW IN FAULT MAGAZINE ISSUE 32 – AVAILABLE TO PRE-ORDER NOW