Our story

Fit Approach co-founders and cousins Jamie and Alyse have been working together since we’ve been old enough to tie our shoes. By the time we launched our first startup (a neighborhood potpourri business) at the tender age of 10, we were already shrewd under-the-table traders (aspiring vegetarian Jamie would exchange her meat for committed carnivore Alyse’s broccoli).

We aren’t just partners in childhood lemonade stands and food swapping, though. We’ve been swimming, dancing, and sweating together for what feels like forever, and we’d always dreamed of building something all our own.

One late, wine-soaked evening, we finally figured out how to bring our entrepreneurial and sweaty interests into a happy union. That night, we both knew we couldn’t wait to start living our dreams. We had to get moving.

The result is Fit Approach: a healthy community we’re building, one pair of pink shoelaces at a time.

We hope you’ll join us!

Our mission

We believe that kicking ass is best done in pretty shoes. We’ve learned that real women sweat, and sweat hard. We know that assertiveness, strength, and ambition are the ultimate feminine qualities. We concede that sometimes it takes hours to get ready, but we’re also no strangers to just rolling out of bed and going. We’re convinced that we run faster in pink shoelaces. We believe in pushing ourselves, and we believe in giving ourselves a break, too. We’re all about the rush of endorphins and the thrill of the challenge. We’re all for looking great and feeling even better. We’re committed to finding our best fit, and making it stick.
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