Who are we?

 Who are we?

We are a team of avid gym goers who are passionate about fitness in all forms, especially comfortable, practical & stylish active wear. Integrity is at the centre of our design, printing and customer process, we strive for the best & never put anything on the market we haven’t tested ourselves!



We were established in 2019 by our founder, James.

James struggled for almost a year with life changing symptoms that eventually lead to extreme weight loss, and hospitalisation. He had spent a week in hospital before being released with the diagnosis of Inflammatory Bowl disease at the age of 28.

For those unfamiliar with IBD, Inflammatory bowel disease (IBD) is a term for two conditions (Crohn's disease and ulcerative colitis) that are characterized by chronic inflammation of the GI. It estimated that around 1 in 450 people are diagnosed each year; it is unknow the cause of IBD and can affect perfectly healthy men and women.



James, in hospital. Day 3, weighing in at 60kg getting a transfusion

After a tough diagnosis and on-going treatment James set off on his journey of fitness once again. He quickly realised how little the fitness and apparel industry celebrated everyday people in their journey and he recognised the missing power of mindset within the industry. He wanted to support those people who were keen to be healthier version of themselves; but were made to feel like they couldn’t, because of cliché industry standards.

James' belief in motivating your mind to be the best version of yourself, is at the core of our mission to bring you quality gym apparel and a lasting community that makes you feel good about yourself, motivates you to follow your ambitions and of course comfortable, quality clothing.

Where are we now?

Fast forward to today and we have come a long way!

One of our proudest moments was winning the Theo Paphitis’ small business Sunday award. James, pictured below receiving his certificate. After Theo heard his story and his mission, we were chosen as one of the winners!

James collecting his certificate Feb 2022 – with Theo Paphitis



We have a long way to go, but with our mindset, determination and drive; we are on our way to setting the new  'standard' in the industry and look forward to you joining us along the way.

One step at a time supporting the fitness industry for the better.


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