Superfit Hero

Micki Krimmel (she/her) is an East Coast transplant to Los Angeles with an extensive background in entertainment and technology startups. She founded Superfit Hero in 2015, inspired by her experience playing roller derby. Through sport, Micki found a deep non-judgemental connection to her body that created space for a new sense of self possession and confidence. It was a transformative experience and she dove headfirst into the Body Positivity movement. The more she learned about Health At Every Size (HAES) and diet culture, the angrier she became about traditional fitness marketing. Micki created Superfit Hero to exist as an alternative - a fitness brand that celebrates bodies as they are, not as they “should” be.

Formerly focused on sizes XS-5XL, Micki and the team recently shifted Superfit Hero to be a plus-size focused brand that, as of November 2020, is offering sizes L-7XL. (Snatch up those XS-M while you can folks!) Everything from the products they make, their messaging and marketing, to customer service policies will be tailored to the unique needs of the plus community rooted in deep care and compassion. Read Micki's Letter from the Founder here: https://superfithero.com/pages/letter-from-founder-announcing-new-sizes-l-7xl