Forbes Magazine chat with Superfit Hero Founder Micki Krimmel

June 04, 2018

Forbes Magazine reached out to ask me about how I went from a successful career and Entertainment and Technology to founding a feminist fashion company. We talked about body positivity, the fitness industry, and motorcycles. Thanks to Andy Frye for a thoughtful conversation and thanks to Forbes for sharing our story!

Forbes: So tell us more about what drove you to start a sportswear company for the woman athlete.

Micki Krimmel: As an athlete myself, I had become increasingly frustrated with how fitness was being marketed to women. We are bombarded with constant messages that remind us of our inadequacy. Women are supposed to look a certain way, act a certain way, and fitness is a tool we use to conform to those ideals and as a punishment for not doing so. Also, I was frustrated that experiences like my own as an athlete was being hidden from women behind the traditional marketing messages of the fitness industry. We all have the capacity for joy in movement. We all have the right to feel at home in our bodies. You don’t have to look a certain way to participate in fitness. All you need is a body -- any body.


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