SheFit Enters Next Chapter With Sports Bra Studio, New Products

From “Shark Tank” concept to TikTok sensation, the sports bra brand is evolving, inviting customers to help it pursue the perfect fit

SheFit, a sports bra brand and activewear company dedicated exclusively to women, is launching a trio of new products and SheFit Studio, an experiential concept meant to create a better sports bra with the help of its customer base.

Frustrated by other fashion athleisure brands having taken the “sport” out of sports bras, Sara Moylan, founder and CEO of the Michigan-based SheFit, set out to create the ultimate product so female consumers could set their preferred sports bra fit with full adjustability, support and comfort. 

SheFit’s patented technology bras deliver infinite adjustability, with sizes ranging from XS to 6Luxe, offered in three impact levels: low, medium or high.

“We are the only company that is focusing on sports bras,” said Moylan,  a self-described fitness junkie. “There is no other company out there that’s as brand-focused on innovating sports bras first.”

It was a pain point Moylan knew well, at one time wearing two or three bras in order to work out, while still being uncomfortable. 

“I actually had no intentions of ever starting a company, I was just trying to solve my own problem,” she said, adding that the sports bra has historically been viewed as merely an add-on product, an afterthought often designed or created by men. 

She started SheFit in her basement, bootstrapping the sports bra company with her husband without any venture backing, before appearing on “SharkTank” in 2016 and scoring an investment from Daymond John.

“I think the momentum that the company has had, and the growth that we’ve seen in a very short period of time is just a testament to the product that we’ve developed and how it really, truly is changing women and girls’ lives,” Moylan said.

While the sports bra company has been wildly successful, it’s also been the target of two lawsuits in 2022 alleging a “toxic culture” and tax evasion, according to Crain’s Detroit Business. SheFit declined to comment on the matter, emphasizing that it is a closed and settled chapter in the company’s past.

Moylan succinctly sums up the SheFit sports bra experience, using a quote from a C-cup consumer that she now keeps on her wall: “I didn’t know I bounced until I didn’t bounce anymore.”

The activewear company went viral on TikTok in 2020, quickly building a loyal following, dubbed SheNation. Now, over 50% of SheFit’s revenue is driven by organic content as the brand continues to build a community of women searching for (and discovering) the perfect fit in SheFit sports bras.

Leveraging its existing base of upwards of 30,000 fans and using a consumer-driven approach, SheFit Studio will launch December 19th. The studio allows devotees exclusive access to product drops for purchase and encourages them to “torture test” and provide feedback on the activewear with designers. 

“We care about how things fit,” Moylan said. “We care about how she’s using the product, what is she doing with the product? What is it that she could change and what is it that she wants? What is it that we’re not giving her that she’d like to see?”

SheFit co-collaborators will earn rewards for future purchases in exchange for testing out the activewear and providing valuable feedback. 

As for SheFit’s new product developments, the activewear brand is set to introduce the Flex Lite — a revolutionary hybrid sports bra designed for supportive transitions between work and workout activities (or vice-versa), the Flex-Run Sports Bra, an upgraded version featuring fresh styles and an eagerly anticipated swim collection and swim covers that have long been desired by SheNation consumers. The new products will begin dropping in January 2024. 

Although SheFit products have a vast retail footprint with its e-commerce shop, an Amazon storefront and can be found in various brick-and-mortar locations — including two Life Time clubs in White Bear Lake and Lakeville, Minnesota, the sports bra brand continues to move forward with its retail push.

“We’re not looking to have our own flagship store per se just yet,” Moylan said. “But we already have started the strategic initiatives to really focus on our partners and who we’re going to work with and that’s all starting.”