About NEW30
An online magazine for women in the thick of midlife transformation.
Hormones, identity, family, purpose — in midlife a lot moves at once, and for many of us it adds up to a full-blown identity shift. NEW30 is for the women living that shift. The Queenagers*. The ones asking new questions and discovering there are good answers out there they didn't know existed.
Why it exists. I've been into health, longevity and inner work since my mid-twenties. Then life happened — family, companies to run — and the part of me that cared about all that quietly came up short. Now I'm in my own transformational phase, and a whole new set of questions has arrived with it (the hormonal ones, especially). For a long time this stage went unspoken: women in midlife suffered quietly and faded into the invisible, no longer the young "gal" in a world built around men. That's over. Around the world, women are living midlife differently now — more aware, far louder, and deeply connected to one another. I love the topics this moment opens up, and I started NEW30 to share them with every queenager out there.
What we cover. NEW30 grows out of three passions of mine — tech, health, and inner work — so that's what we bring you, across three pillars: the science of staying fit and vital as your body changes; ageing beautifully, on your own terms; and the inner work of finding real purpose for the decades ahead.
What we believe. Midlife isn't the wind-down — it's the on-ramp. The start of another fulfilled round of decades. By now you know who you are, and you have the confidence, the wisdom and the energy to pour into whatever purpose you choose. The best part is still in front of you.
Why it's different. I breathe these topics. NEW30 isn't an online magazine handed out as someone's commission or side project — what you read here comes from my heart. And yes, we use AI, and we love it: it helps us root out the freshest research and ideas and bring them to you in a way that's genuinely fun to read. There's always a human in the loop, though — nothing reaches you straight from a machine.
*The term "Queenager" was coined by Eleanor Mills, journalist and founder of NOON and author of "Much More to Come", a bestseller published by HarperCollins.
Hi! I'm Kira Nezu — founder and editor of NEW30.
I have a thing for being early. I was building websites in 1995, co-founded a mobile app company in 2010 when you still had to explain what an app was, and was deep into blockchain by 2015. Over thirty years I co-founded several companies (selling one to a large media group) and worked with major international names. The common thread: figure out what people actually need, then build it.
At the end of 2025, I stepped away from all of it. Not a breakdown, not a burnout story — just a quiet realisation that I wanted to use what I know differently. So I trained and certified as a Health & Wellness Coach. It sounds like a sharp turn, but it isn't: helping someone change a habit isn't so different from shipping a good product. You listen. You find where they're stuck. You adjust.
NEW30 is where the builder and the coach meet. I'm not writing from the far side of midlife with it all figured out — I'm in it too, asking the same questions you are. I built the magazine I couldn't find.
I'm based in Munich, bilingual (EN/DE), and yes — I will probably ask about your sleep.
You can find me on Linkedin.
ABOUT OUR LOGO
Symbolically, the black unicorn is the outsider — fierce, free, and unbridled. Its wisdom isn't gifted but earned, forged through storms weathered and battles survived. It arrives on its own terms, carrying everything it learned the hard way.
We can't think of a better symbol for a woman in midlife: done seeking permission, sure of who she is, walking her own path with everything the years have taught her.