We had the good fortune of connecting with Micki Krimmel and we’ve shared our conversation below.

Hi Micki, is your business focused on helping the community? If so, how?
Superfit Hero is the world’s most inclusive line of premium plus size activewear. We believe everyone deserves access to joyful movement and to see themselves represented in a fitness context. Our website and our marketing feature bodies you don’t traditionally see celebrated by fashion or fitness brands. It’s our mission to welcome everyone into fitness and to celebrate bodies as they are not as they “should” be. Our small business is committed to slow, sustainable, ethically-made fashion that solves a real need for our community. You can learn more about our sustainability and ethics practices here. https://superfithero.com/pages/sustainability-and-ethics

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
We’re at a cultural inflection point right now with respect to plus-size fashion. Social media has forced fashion to respond to the community in a more egalitarian way than ever before. Brands can no longer ignore the demands for more diverse representation and inclusion. Activists and influencers are forcing the conversation around body positivity, body neutrality, and fat liberation. Mainstream fashion brands are scrambling to respond and to expand their market share but they just keep screwing it up.

We are taking a radical approach to solving the needs of plus-size customers – we are asking our community what they need and designing products exclusively for them. We recently cut our smaller sizes and shifted the brand to focus exclusively on plus with sizes L-7XL (12 – 42). The main reason mainstream brands keep screwing this up is because the plus-size customer is not and never will be their core customer. I believe the plus-size customer deserves the same care and attention that their straight-size counterpart has had access to their entire life and the only way to do that is to focus on them exclusively.


Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Every visitor to LA has to check out Venice Beach and Griffith Observatory. We’d also reserve a day for day drinking in the Arts District as well, staring at Angel City Brewery, playing a few rounds of Galaga at EightyTwo, and working our way up the street to the patio at Arts District Brewing Company. We’d ease our hangovers with a nice easy bike ride along the LA river path and a delicious breakfast bun at Spoke Bicycle Cafe. And we can’t forget roller skating! We’d for sure skate some laps at Moonlight Rollerway and be sure to catch a game at the Angel City Derby warehouse in Gardena.

Who else deserves some credit and recognition?
So many people have helped me every step of the way and I’m super grateful for my support network. I would like to highlight a program that has made a huge impact on my business recently. In December 2020, I completed the 10,000 Small Businesses program from Goldman Sachs. It’s a 12-week intensive program that guides you through each step of building a five-year growth plan for your business. Through this program, I pivoted my business to our new target market, clarified goals and operations, and created a financial plan to support our goals. Having this plan gave me the confidence to grow our team after a very challenging year due to Covid-19. I highly recommend this program to other founders!


Website: https://superfithero.com/

Instagram: https://www.instagram.com/superfithero/

Facebook: https://www.facebook.com/superfithero

Image Credits
Shot by Shannon Cottrell

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