Hi friends! And welcome to Winpenny Co. My new brand under the Maxann Keller Creative umbrella. A carefully curated magazine and blog that features inspiring women who thrive in and outside their active lifestyle. As a runner for over two decades, marketing professional, designer, photographer, and writer, I am inspired by movement and creativity.

I believe when we combine the two, we can find the truest versions of ourselves. As humans, we were made to move, and we were made to create.

These rapid fire questions will introduce you to the inner workings of my (chaotic yet) determined mind, set out to bring something into the world that inspires others.

Inspire people to unapologetically live their lives through a creative lens without limitations and barriers, and to pursue wellness in the most fulfilling form for them. I hope you stick around! I’m so glad you’ve found your way to this little nook of mine in the vast sea of blogs and content chaos.

1. What inspired you to create Winpenny Co.?

I wanted to combine my love for photography and writing in one place. I love graphic design too, so a magazine is the perfect medium to combine them all in one place. Writing and graphic design are things you can do solo and at any time, while photography requires collaboration and community. I wanted to blend my passions to allow my creativity to come to life with others, as well as times when it was just me.

2. What gap in the media world are you trying to fill?

I want to celebrate active women who live in constant pursuit of the question, how high, how far, how fast, how great? Women who refuse to be confined to a single box, who seek more from life because they know they are meant for more. Women who embody strength within their femininity, and who move their bodies as an expression of joy — honoring both life itself and the home where their soul resides.

3. Why did you choose the name Winpenny Co.?

Winpenny is the name of the street where I was born and raised. It served as a source of inspiration for me in many ways growing up. It remains a sacred place in my heart, where my family lives and memories stay strong. My love for creativity was born here- where I wrote poems, took photos, and learned so much about myself. Every time I hear the word, it brings a sense of calm, while also allowing for surges of inspiration.

4. What’s one word you’d use to describe the magazine’s spirit?

Technically two words, but ‘feminine strength’. I guess if I had to choose one, I’d pick ‘unshakable’. 

5. Who would be on your dream list of people to interview?

The list is really long. Many talented and inspiring women embody confidence and joy in their active, athletic lifestyles, while also celebrating the beautiful aspects of life beyond sport. If I could pick anyone from anywhere, I would choose Olympian Gabby Thomas, Professional Spearfisher Kimi Werner, and Olympian Ilona Maher.

6. Who would you love to photograph for the magazine?

See the list above. I’d also love to explore women in the surfing, trail running, and CrossFit space. I think photographing them in competition and during training would be a blast and yield epic photographs!

7. What kind of stories excite you most to publish?

Truly, all of them. I love hearing about how people choose to follow their hearts and pursue their passions for sports or fitness. The stories that resonate with me the most are those of perseverance, overcoming doubt, or hardship. Every story is unique, and each one holds the power to inspire others.

8. What does being an “ambitious woman” mean to you?

An ambitious woman is someone who is clear about what she wants and pursues it without hesitation. She is truly unshaken by others’ opinions or the limitations they try to impose on her. She moves through life with confidence, chasing her goals boldly and on her own terms.

9. What’s your personal favorite sport or fitness practice?

Running, hands down. I’ve been a runner since I was 13. I was a heptathlete in high school and college, so it’s no wonder I love track and field, as well as distance running, such as marathons and half-marathons. I’ve recently fallen in love with Pilates as a form of cross-training and strength training too. I work out 5-6 days a week and always enjoy being on my feet.

10. What athletic achievement are you most proud of?

All four of my full marathons and the countless halves I’ve run all over the country. While I’m not currently running distance races, I think the training that goes into any running race should be celebrated, regardless of the race results. 

11. What’s one lesson sport has taught you that translates to business?

You can’t wish your way to success. You have to work for it. Whether it’s training for a race or accumulating experience to reach a career milestone, you must want it, work for it, and do it to the best of your ability. Half-assing anything won’t get you where you truly want to go. 

12. What’s your go-to ritual before writing or editing?

I like setting up my space so it feels cozy- Lighting a candle, getting a cup of coffee, turning on soft lighting, and playing a writing playlist, and just getting the room to match the mood.

13. What are your passions outside of athletics and fitness?

Writing and photography. Spending time with my family and traveling.

14. While you moonlight as Editor-in-Chief of Winpenny Co., you also work full-time as a marketing professional. Did you always aspire to a career in marketing/communications?

Not really… at 35, I am still trying to figure out what I want to be when I grow up. Obviously, this is something that lights my fire, and I can’t wait to see where it takes me. I also know that I want to be a writer, publish many books, live on and manage a farm, run and move my body as I please, and possibly explore fitness coaching. I am already a VDOT Certified Running Coach and hold a degree in American Sign Language Interpreting, both of which also ignite a passion within me.

15. What book has most influenced your creative vision?

Just this past year, I’ve read “The Longest Race” by Kara Goucher, Choosing to Run by Des Linden, and “A Bold Return to Giving a Damn” by Will Harris. All are GREAT books that highlight resiliency, pursuing the right and moral thing, even when everyone else is telling you to choose otherwise. I highly recommend all of these to anyone seeking a well-rounded non-fiction lineup.  

16. What inspires you to chase this dream, and what directs your editorial choices?

I am really inspired by other women who are doing incredible things in the editorial space. I have to shout out to my good friend Emily McCrary Ruiz-Esparza. She is a journalist and creator of the “How To Be Anything” podcast. Her thought-provoking episodes and articles, alongside a few others, are inspiring me also to create such impactful content that drives conversation and encourages action.

My Pilates playlist is also a confidence booster, containing a mix of ’90s and contemporary R&B. 

17. Coffee or tea while editing?

Coffee all day, every day (as I cheers you with a cup in my hand right now).

18. If the magazine had a theme song, what would it be?

Team – Lorde. This song has inspired many ideas, including a fiction novel I’m outlining.

19. What’s one non-negotiable in your daily routine?

Walk or run the dogs. If we don’t, the whole day revolves around entertaining them and we never get anything done.

20. What legacy do you want Winpenny Co. to leave?

I hope this publication grows into both a brand and a community that people recognize as a home for strong, active, and confident women. A place where storytelling rises above the quick-hit influencer culture and celebrates real women who are living extraordinary lives, chasing extraordinary goals. Women who confidently and unapologetically write their own rules. I hope that it inspires young girls to grow up strong and confident, unapologetically chasing dreams that allow them to celebrate movement and what their bodies can do for them (not necessarily how it looks).

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