Roller derby inspires a body-positive athletic fashion brand that’s just hitting a tipping point. Though finding a factory that will take her business has gotten easier, the real challenges have just begun!

Micki Krimmel is the founder of an emerging apparel brand called Superfit Hero. She has some serious startup chops, but if you had told her she’d have anything to do with athletics, fashion, or business a decade ago she would have laughed. She grew up a drama nerd who never did sports until she discovered roller derby. And then her whole life changed. I’ve gotten to know Micki’s new company, Superfit Hero, since she joined MAKE IT IN LA’s Catalyst program, which is building a diverse community of creatives that manufacture in LA.

It’s so hard to differentiate an apparel brand these days, but she’s doing it by being at the forefront of the new body positive movement. It’s exciting to watch Superfit Hero hit an inflection point. Her business is just taking off. But… ironically, her challenges are just beginning.

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Superfit Hero website:
Social: @superfithero @mickipedia


About Micki Krimmel

Micki Krimmel is a serial entreprenuer, athlete, and loud-mouthed feminist. Micki was inspired by her experience as a competitive roller derby player to create Superfit Hero, a body positive, size inclusive fitness brand with a mission to empower women.

Micki has 15 years experience with technology and entertainment startups. Superfit Hero marks her first foray into manufacturing. With no fashion background, Micki was able to deliver a stellar fashion product by following the principles of customer discovery championed by the tech industry. With a tested and approved product sample, Micki funded her initial production with the help of her roller derby community via Kickstarter. Two and a half years later, Superfit Hero has been featured in Forbes Magazine, Buzzfeed, Refinery29, SHAPE, and many other publications. Micki’s goal is to establish Superfit Hero as the go-to brand for the body positive fitness movement.

In her spare time, Micki enjoys lifting weights and riding motorcycles. Her newest hobby is wrenching on her 2004 KTM dirtbike.

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