A lack of colorful, feminine gym gear in the weightlifting world led to the creation of one of Europe’s most distinctive fitness brands. FittFaves combines performance with personality, offering powerlifting accessories that are not only functional, but also playful, sparkly, and styled with intention. In an interview with Fidelity, founders Roos and Marinde share how they turned a personal need into a growing international brand.
Roos and Marinde launched FittFaves with a single product: 50 powerlifting belts in three colors. Within hours, they were sold out.
Since then, the brand has grown drop by drop, reinvesting all earnings into new stock. They now offer a full range of coordinated products, each named after a cocktail to reflect their playful identity. Everything is designed from scratch, from the materials to the colors.
“We started everything from scratch... not having a product and just add glitter on it,” Marinde said. “If we have a pink one, the logo is pink, the strap is pink, the sparkle on it is the same type of pink.”
Customer feedback has played a central role in FittFaves' development. Prototypes are tested thoroughly before launch, and improvements are constantly made based on reviews and suggestions. The team insists on selling only what they themselves would use.
“We only sell things that we would use and we would buy ourselves,” Roos said. “We try to make the best quality and we’re upgrading our stuff all the time.”
Through Instagram group chats and sneak peeks, the brand maintains a close-knit and engaged community. This two-way communication allows customers to feel like part of the process—while keeping marketing personal, not pushy.
“We have like a little group chat with our customers and we try to share things... sneak peeks or if we have like a fun day, like a photo shoot, we’ll make a little vlog and post it, so that everybody can like feel as if they’re there with us,” Marinde explains.
FittFaves started in The Netherlands, where every order was packed by hand in a modest garage. What began as a small local endeavor, fueled by passion and dedication, quickly blossomed into something far greater. Today, FittFaves ships not only across Europe but also to the United States — a testament to the trust and appreciation the brand has earned worldwide.
With growth came the need to work smarter and more efficiently. Manual packing could no longer keep pace with soaring demand. The solution was clear: outsourcing fulfilment. Partnering with Fidelity transformed their operations, enabling faster shipping, increased customer satisfaction, and the confidence to scale boldly.
As the team puts it: "The communication was really, really nice and they were fast with everything. We think that's really important that we have great communication with them and I saw that they also have locations in the USA and in the UK. So we saw we can grow with this partner because you're already based in more multiple places."
A core mission of FittFaves is to make fitness more inviting—especially for women. Wearing gear that feels personal and fun can be a powerful motivator. One customer shared: “Now that I’ve bought this belt, I have to go to the gym.”
The brand embraces this idea, believing that style and self-expression can enhance motivation, boost confidence, and encourage consistency.
FittFaves also sees movement and mental health as deeply connected. By making the gym feel less intimidating and more enjoyable, they hope to create positive experiences that go beyond just physical strength.
"We think it's also very good for your mental health to move and just be healthy and fit, and I think that a lot of brands are making it more fun and more exciting to go to the gym. So that's what we try to do."
Growth hasn’t been without challenges. Mistakes—like label misprints—have been part of the journey. But by addressing issues transparently and staying close to their values, the brand has built loyalty and trust.
Their philosophy is simple:
Love the product
Listen to feedback
Don’t fear mistakes
Communicate clearly
Outsource when it helps you grow
Outsourcing tasks like fulfilment was a turning point. It allowed the founders to focus on product development and customer experience without burning out.
“If anyone thinks about starting a business, I think it’s just—just do it,” Roos said. “Don’t be afraid to give things into other people’s hands... You can grow even more if you’re going to give things out of hands.”
Want to learn more about FittFaves or shop their gym gear? Visit their website at https://www.fittfaves.nl/.