Micki Krimmel - Founder of Superfit Hero
Micki Krimmel - Founder of Superfit Hero
Micki Krimmel is the definition of a “people and passion first” founder.
Inspired by her time playing roller derby, Micki Krimmel founded Superfit Hero on Kickstarter in 2015. After years of an unhealthy relationship with fitness and her body, roller derby was the catalyst for the realization she could enjoy movement and sport for the love of it, not in order to change her body.
After falling in love with movement all over again, she began noticing the lack of plus-size activewear that existed. While 68% of American women are plus-size, only 8% of activewear caters to them.
Micki created Superfit Hero to change the narrative of women’s fitness.
Announcing Superfit Hero x Kohls!
From Micki ~
For years, plus size women have been begging for the chance to simply shop like everyone else, to actually be able to try on clothes in a store. Now, they can do that at Kohl’s.
This month we have huge news to share as we further our mission of inclusivity. Starting January 13 and for a limited time, Superfit Hero is available in a Kohl’s near you! Now, for the first time ever, our entire size range is available in store at a national retailer! This is huge news and marks a significant step toward making clothing more accessible to everyone. Many of us take for granted the privilege of shopping in stores where we know our size is available, we can pull it off the rack, and try it on then and there. Shoppers who wear extended plus sizes rarely have this option. Their size is typically relegated to online only, if it’s offered at all. Now, for the very first time, you’ll be able to walk into a Kohl’s location and try on our leggings, bike shorts, and tops in sizes L-7X in store. The list of participating Kohl’s stores is on our website. You’ll find us in the Kohl’s Curated section.
How do you hope that your company can create a better world?
In the end, it's really very simple. We are all about providing access to premium active and athleisure wear to as many women as possible. The majority of American women wear plus sizes and still a very small percentage of fashion brands cater to them. The fashion and the fitness industries have preyed upon our insecurities and excluded so many women and gender nonconforming folks for so long. We want our community to feel seen, heard, and cared for by our brand. We offer the most inclusive size range (L-7X) in the best plus size fit on the planet at our website superfithero.com.
Favorite motto or quote that keeps you inspired?
My current mantra is "Do one thing at a time and be present." It's so easy in business (and everything else) to be pulled in a million directions at once. In order to do my best work and to get the most enjoyment out of whatever I'm doing, I need to be fully present and focused on the task at hand. Time-boxing and being really strict with my calendar helps me do this.
What is one piece of advice you would give to early-stage founders?
Network, network, network. Founders tend to be independent types who are used to figuring things out on their own. Business is a conversation. You have to be in constant conversation with your customers, the marketplace, and other founders. These conversations will help you remain flexible, curious, and in a growth mindset.
Who or what was the biggest motivator for you when you started your business?
I was inspired to create Superfit Hero by my experience playing roller derby. Like most women, I had spent most of my life in a constant battle with my body, doing everything I could to change its appearance, and still always feeling terrible about myself. Roller derby taught me that sport and movement doesn’t have to be about losing weight. A regular movement practice can and should connect you to your body instead of being in battle with it. There are so many benefits of a movement practice that have nothing to do with your appearance. I wanted to create a new kind of fitness brand - one that celebrates bodies as they are, not as they should be.
What is one daily practice or habit you have to keep you centered and grounded in your personal life?
The older I get, the less optional movement becomes. I need to move my body every day to feel good mentally and physically. For me, this starts with a daily morning yoga practice. It's certainly one of the good things that has come out of the Covid era for me.
What has been the biggest highlight in running your own company?
Without a doubt, building my team has been the biggest highlight of running my company. I'm humbled and amazed on a daily basis that I get to work with such talented and committed employees, partners, and vendors.
Your favorite other women-led businesses we should know about?
I work very closely with a network of female founders that I would love to shout out here. I cannot stress enough how important it is to have a strong network of founders to support and challenge you. I am so grateful for each of these women for their time, energy, and care over the past two years.
Laura Moffat | Kirrin Finch
Archel Bernard | Bombchel Factory
Michelle Pusateri | Nana Joes Granola
Yvette Garfield | Handstand Kitchen
Courtney Cowan | Milk Jar Cookies
Lisa Cady | Agaso Outdoor
Cheryl Kline | Kline Academy of Fine Art
What inspires you/your company?
The most influential books on our business (so far) have been:
Heath At Every Size by Lindo Bacon
The Body is Not an Apology by Sonya Renee Taylor
Traction: Get a Grip on Your Business by Gino Wickman
The Pumpkin Plan by Mike Michalowicz
Built to Last by Jim Collins and Jerry Porras
I'm a huge reader! Some of my favorite books I read in 2021 are Heavy by Kiese Laymon, What We Don't Talk About When We Talk About Fat by Aubrey Gordon, Yoke: My Yoga of Self-Acceptance by Jessamyn Stanley, Desperate Characters by Paula Fox, Bewilderment by Richard Powers, The Extended Mind by Annie Murphy Paul, and How to be Animal by Melanie Challenger and Hannah Curtis.
Micki & the Superfit Hero Team!
Favorite business tools that your company uses?
We are a fully remote team (and were even before Covid). We primarily use Slack, Zoom, and Google to stay connected and to keep the wheels moving. Shopify is really at the heart of our business. We use it to manage our storefront, payments, and inventory. I'm constantly impressed by the improvements they are making to make our lives easier as a small brand.
What are your top three goals for your company this year? How can the LWL Community support you in accomplishing them?
1. We are actively expanding our line into exciting new avenues this year as a response to customer feedback!
2. We're working on our loyalty program right now and hope to launch it soon. We are blessed with super-strong customer relationships and we want to lean in on that.
3. Finally, we're still in recovery mode from massive supply chain disruptions. We're hoping to get on a more regular product release schedule in 2022.