Lucy Mountain, a fitness and health creator, transitioned from food recommendations to anti-diet culture content. She now identifies as a "recovered diet culture victim" and recently launched Nobs, a beginner-friendly fitness app. As the Founder, Lucy is redefining her role and shaping the company to align with her personal aspirations. Lucy offers insights in longevity in a crowded market, and how she believes building out your own brands should be a priority for all creators.  00:00 - 03:03 How Lucy got into this career and how it's evolved  03:03 - 05:40 How diet culture impacted a generation 05:40 - 07:30 Highs and lows of being a creator 07:30 - 10:24 Managing money and what to know 10:24 - 11:58 How Lucy plans on scaling Nobs 11:58 - 18:36 Longevity in the creator space and building out your own path 18:36 - 23:45 Vulnerability and the expectations on creators 23:45 - 29:00 Creating for TikTok  29:00 - 30:40 Moving away from brand deals as a creator 30:40 - 33:22 What makes Lucy happy 33:22 - 34:45 One piece of advice for a creator starting today 34:45 - Lucy's favourite creator