Sam Baker & Lauren Laverne - The Women Killing It At The Pool

Most of us remember growing up reading the major ‘glossy’ magazines, Seventeen, Cosmopolitan etc. However in recent years the circulation of those print publications has diminished and most women nowadays seek their information online.

With a traditional print background, having previously been the Editor of Cosmopolitan and Red magazines, and author of psychological thriller ‘The Woman Who Ran’, Sam Baker formed what seemed an unlikely team with BBC 6 Music presenter Lauren Laverne to launch The Pool - a platform for those of us who are too busy to browse, with great thought provoking content, catering to the needs of smart busy women.

But Baker, also with her background in journalism and impressive editorial career was uniquely qualified to identify the current trends and redefine how women consume content.

   “I was thinking about what was out there for smart, urban women — less of a certain age, more of a certain mindset”   . Image courtesy of The Telegraph

“I was thinking about what was out there for smart, urban women — less of a certain age, more of a certain mindset”. Image courtesy of The Telegraph

And with The Pool’s system of “content drops” based on a radio show model where different types of articles are published at different times of the day, the inception of this fresh and appealing concept credited to Laverne’s radio background, the duo are obviously a total match made in heaven. In the male-dominated media industry, they are an inspiring pair of female trailblazers tackling a whole new digital media landscape and absolutely killing it.

 Lauren Laverne and Sam Baker collecting their Webby Award last year, just two years after launching The Pool. Image courtesy of The Pool.

Lauren Laverne and Sam Baker collecting their Webby Award last year, just two years after launching The Pool. Image courtesy of The Pool.

With a strong independent female voice, the golden nugget was recognising that modern women are not only into beauty and fashion, but they can be as interested in politics and society too. Women today want to know what is happening in the world, get their voices heard in society, be strong feminists and also look good while they do it.

It was exactly this that motivated the launch of Shello, understanding that women lead busy and multi-faceted lives that are not defined by just one thing. For a while I was signed up to more than 10 different women-only groups across several platforms - a few different mum forums and community apps, Linkedin groups for business, Meetup for startup groups, Facebook groups for interests.

Feeling like a fraud for not fully “committing” to any one group and trying to stay on track across multiple platforms left me feeling overloaded and frustrated, so I created Shello as a one-stop-shop for busy modern women to find and share advice on any and all topics from fertility to finance, and crowd-source answers instantly from a judgement-free community.

So with a much more simple life and no more trying to stay in touch with people from 10 different places you’ll just see me chilling with a drink these days down by The Pool.