After more than 30 years at the helm of one of Australia’s most recognisable activewear brands, Lorna Jane Clarkson has little interest in chasing what’s bigger, faster or louder. These days, her focus has shifted – away from constant expansion and towards something more deliberate: purpose, clarity and a version of wellness that supports real life, not perfection.
It’s a perspective shaped by time, experience and a career that has spanned decades of change in how women think about movement, health and ambition. Looking back over 36 years in business, the designer has learnt many lessons she wishes she’d clocked sooner – particularly the idea that growth isn’t the only marker of success.
“Bigger isn’t always better,” she tells The Australian Women’s Weekly. “For so long, growth felt like the only measure of success – more stores, more products, more everything. But what I’ve come to understand is that true success is rooted in purpose, clarity, and doing what you do exceptionally well.”
With the benefit of hindsight, she says scale matters far less than intention. “I know now that impact matters so much more than scale, and I wish I’d learned earlier that when you stay anchored to what makes your brand meaningful, you don’t need to be the biggest, you just need to be the most intentional. That’s where real influence and legacy live.”
That shift in thinking mirrors the way the 61-year-old’s own definition of wellness has evolved since the early days of Lorna Jane, when fitness was largely framed around physical strength and performance.
“It’s been more than 30 years, and wellness has transformed dramatically – both for me and for the world,” she says. “In the early days of Lorna Jane, wellness felt very physical: movement, fitness, strength.”
Now, she sees it as something much broader than hitting the gym or going for a run. “Today, it’s so much more holistic. Wellness is the way you live your entire life: how you nourish yourself, how you manage stress, who you spend time with, what you say yes and no to, and how you honour your energy.” It’s a definition that extends beyond exercise and into every corner of daily life. “It’s become a lifestyle that shapes not just how we move but how we dress, work, and show up in the world.”
That evolution has also influenced where she chooses to invest her time and energy. “We recently bought SOMA [a health and wellness retreat in the Byron Bay hinterland], and I see it as a continuation of that evolution,” she says. “The retreat reflects what wellness means to me now – slower, intentional, restorative, and deeply connected.”
For Lorna, it’s less about preaching and more about creating space. “It’s given me a space to share the principles I’ve believed in for decades, but in a way that feels richer and more aligned with the woman I am today.”
Despite her long-held reputation for discipline, Lorna says the habits that have lasted are surprisingly simple – and the ones she’s let go of are the rigid rules that once defined wellness culture.
“It’s the simplest habits that naturally stand the test of time: eating well, moving your body daily, protecting your sleep, drinking plenty of water, and making time for the things that genuinely bring you joy,” she says.
What no longer serves her? The idea that health has to be extreme. “I’ve let go of the rigid rules and the idea that wellness had to be perfect or complicated. We don’t need more pressure or more ‘shoulds’ in our lives.” Instead, she advocates for ease and enjoyment. “My advice would be to find movement you love and do it. Find healthy food you enjoy and eat it. It really can be that simple.”
That philosophy has been hard-won. If she could speak to her younger self at the beginning of her journey, the Queenslander says she’d offer reassurance around ambition and balance. “I’d tell her that ambition is a beautiful thing, but like anything powerful, it needs boundaries. You can chase big dreams without losing yourself in the pace of it all.”
She’d also encourage more reflection along the way. “I’d also remind her to celebrate the wins along the way – especially the small ones. I’ve learnt that those moments of gratitude and acknowledgement fuel you more than you realise.”
Decades in business have taught her that balance is fluid, not fixed. “Balance isn’t a destination you arrive at – it’s something you continually adjust as you evolve,” she says. “Some seasons will be full, fast, and demanding… and that’s perfectly okay. A busy life isn’t a bad life.”
Recent years have further reshaped how she thinks about health and ageing. “The past few years have reminded me that health is precious,” she says. “The biggest shift has been realising that ageing isn’t something to fear, but more something to embrace.” She’s now “far more protective” of her time and energy, and more intentional about rest and connection.
For women feeling the pressure to do everything – and do it well – Lorna is clear that putting yourself first isn’t selfish. “You truly can’t pour from an empty cup,” she says. “Prioritising yourself doesn’t take away from the people you love; it allows you to show up with more patience, presence, and joy.”
Looking ahead to 2026, her vision is realistic. “For me, it looks simple and purposeful,” she says. “Daily movement that feels good, nourishing food, great sleep, relevant work, time in nature and creating memories with the people I love.”
“Wellness doesn’t have to be overwhelming. Start with one small shift that supports you. Make it doable. Keep refining. Trust the process. And remember – you are absolutely worth the effort.”
