On finding that most hiking clubs seemed to focus on competition for speed, elevation and distance, Emily and Lucy founded Soft Girls Who Hike to reach those with a different approach.

This resulted in the viral Soft Hiking movement - a global inclusive and mindful walking community who want to revel in nature, find the beauty in a slower life, and factor in the sausage roll and cup of tea break.

Based in Manchester and Bolton, they have a fast-growing community of women aged 18-44, who love their folklore, local history and nature-infused approach to hiking.

This audience resulted in them winning ITV Canon Rising Star bCreator of the Year in 2025, as well as hosting hikes for Merrell and Columbia.