Senita Athletics

What Senita Athletics does

Senita Athletics is a direct-to-consumer activewear brand headquartered in Phoenix, Arizona, that designs, sources, and sells performance apparel primarily for women through a Shopify-powered e-commerce storefront. Founded in 2015, the company offers a portfolio spanning sports bras ($35), leggings ($45), joggers ($45), shorts ($34), tanks and tees ($27-$30), and outerwear ($42-$58), differentiated by inclusive sizing (XXS-XXXL), multi-length inseam options (24", 26", 29"), and proprietary fabric technology lines branded as Lux, Skin, BreatheTech, Seamless, Sculpt, Dynamic, and others. The product portfolio has expanded to include a dedicated maternity and nursing sub-brand (Senita Mom) with nursing-access sports bras and bump-friendly fits, a men's activewear line, swimwear, dresses, and accessories.

The business operates on a one-time purchase revenue model with no subscription tier, supported by a referral program offering 20% commissions, a loyalty rewards program (Senita Rewards), and an email/SMS acquisition funnel anchored by a 15% first-order discount. Distribution is exclusively DTC through senitaathletics.com, with shipping limited to the United States and a free-shipping threshold of $75; orders can also be picked up at the Phoenix warehouse location. Sales and marketing are concentrated on Facebook, Instagram, and TikTok organic social, complemented by a 'Sisterhood' community Facebook group.

The company is privately held under CEO Liz Pogue, with no publicly disclosed institutional investors, parent entity, or subsequent equity raises beyond a $2,000,000 round dated September 2020. No revenue figure is publicly disclosed. Customer engagement is evidenced by high per-product review volumes (e.g., 6,799 reviews on the Lux Sarah Sports Bra, 5,718 reviews on the Weekend Joggers), and the company has a resale partnership with Treet supporting circular/sustainability positioning.

Name

Senita Athletics

Legal name

Senita Athletics

Website

https://senitaathletics.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Senita Athletics is a direct-to-consumer women's activewear e-commerce brand based in Phoenix, AZ, selling affordable performance apparel (sports bras, leggings, joggers, swim, outerwear) with a specialized maternity sub-brand and a smaller men's line, distributed exclusively through its Shopify storefront in the United States.

Ownership category

akta.pro rank

Product category

Women's Activewear

NAICS

Sporting Goods Retailers (45911), Sporting Goods, Hobby, and Musical Instrument Retailers (4591)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

Keywords

• Women's activewear
• Athletic apparel
• Maternity activewear
• Direct-to-consumer apparel
• Fitness clothing

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time purchase of activewear products through direct-to-consumer e-commerce. Products include sports bras ($35), leggings ($45), joggers ($45), shorts ($34), tanks ($30), and outerwear. No subscription model; single purchases at various price points ranging from $12 (sale items) to $58 (outerwear).
2. Gift Cards: Digital gift cards sold in variable denominations for gifting purposes

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Senita Athletics is a direct-to-consumer e-commerce retailer that designs and sells women's athletic apparel, including sports bras, leggings, joggers, shorts, tanks, dresses, outerwear, and swimwear. The company offers a dedicated maternity and nursing sub-brand (Senita Mom) and a smaller men's activewear collection, with prices primarily under $50 and frequent promotional discounts.

Product overview

Senita Athletics is a direct-to-consumer activewear e-commerce retailer offering a unified portfolio of athletic apparel primarily designed for women, with a growing men's line. The product ecosystem centers on performance tops (sports bras, tanks, tees, crop tops), bottoms (leggings, joggers, shorts, capris, pants, skorts), outerwear, swimwear, and a dedicated maternity/nursing sub-brand (Senita Mom). The company differentiates through inclusive sizing (XXS-XXXL), multi-length inseam options (24"-31"), and fabric technology branding (Lux, Skin, Comfort, Dynamic, BreatheTech, Seamless, Sculpt fabrics). Core products include the Lux Sarah Sports Bra ($35), Weekend Joggers ($45), Studio Skin Joggers ($45), and Skin Shakti Leggings ($45). The brand operates on a single Shopify-powered e-commerce platform with no modular add-ons or API products.

Differentiator

Problem solved

Functional benefit

Products and services

• Sports Bras High-support athletic bras including the Lux Sarah Sports Bra, Strappy Sports Bra, Sierra Sports Bra, and the nursing-specific Go With The Flow Nursing Sports Bra, priced at $35 for most styles and $44 for the nursing bra. Designed for active women and nursing mothers.
• Leggings Performance leggings including Skin Shakti Leggings, Lux Pace Leggings, Skin Salutation Leggings, and Lux Vinyasa 7/8 Leggings offered in multi-length options and priced at $45.
• Joggers Comfortable joggers including Weekend Joggers with adjustable waistband and multi-length options (24", 26", 29"), and Studio Skin Joggers with tapered athletic fit, priced at $45.
• Shorts Athletic shorts including Lux Baseline Shorts with multi-length options, Maternity Rio Shorts, and Split Dolphin Hem Shorts, priced at $34.
• Tanks & Tees Athletic tops including Tahoe Tank, Tahoe Tee II, Easy Tee, Extra Mile Tank, and various crop tops, priced from $27 to $30.
• Dresses Athletic dresses including the Lux Sierra Dress designed for active lifestyles.
• Outerwear Outerwear pieces including the Quilted Lux Jacket, Bestie Zip Up Hoodie, and Laser Cut Pullover, priced from $42 (sale) up to $58.
• Swimwear Swim collection designed for active use with flattering fits and secure support, including maternity swim options.
• Senita Mom Collection Maternity and nursing activewear line including Go With The Flow Nursing Sports Bra, Maternity Rio Shorts, Lux Maternity Pants, Mamacita Maternity Capris, Bumpin' Maternity Tank, Skin Maternity Biker Shorts, and maternity swimwear designed for pregnancy and postpartum support.
• Men's Athletic Wear Men's activewear collection including Everything Shorts, All Day Tee, Henley Tee, Interval Tee/Polo, Lifestyle Joggers, Classic Hoodie, Classic Sweatpants, Men's Apex Short, and Senita Brothers Tee.
• Accessories Athletic accessories including hats and other complementary gear sold alongside activewear.
• Gift Cards Digital and physical gift cards sold in variable denominations for gifting purposes.

Quantifiable outcome

• High customer review volumes (6,799 reviews on Lux Sarah Sports Bra, 5,718 on Weekend Joggers) indicating strong product-market fit

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• TreetminorChannel Partner/ Reseller/ DistributorSenita Athletics has partnered with Treet for a resale program, allowing customers to resell their used Senita activewear. This extends the brand's sustainability efforts and customer lifecycle value.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Lululemon: Lululemon is the dominant premium women's activewear brand with a global DTC and retail footprint. It anchors the upper price band that Senita's 'affordable premium' positioning is explicitly priced against.
• Athleta: Athleta is Gap Inc.'s women's athletic apparel brand offering leggings, sports bras, and tops across a wide price band with both DTC and physical retail. It overlaps with Senita on product and customer but operates with a much larger assortment and omni-channel footprint.

Direct peers

• Gymshark: Gymshark is a direct-to-consumer fitness apparel brand founded around the same era as Senita, selling leggings, joggers, sports bras, and shorts primarily through its own Shopify storefront with social-driven marketing. It is the closest analog in business model and customer acquisition approach.
• P.E Nation: P.E Nation is a women's activewear and streetwear brand selling leggings, sports bras, outerwear, and accessories DTC with a strong social/community-led marketing playbook similar to Senita's.
• Fabletics: Fabletics is a women's activewear brand selling leggings, sports bras, and tops direct-to-consumer with a VIP membership model. It competes head-to-head with Senita in affordable women's activewear and uses similar community and referral marketing tactics.
• Beyond Yoga: Beyond Yoga is a women's activewear brand focused on buttery-soft leggings, shorts, and tops sold DTC and through retailers. It mirrors Senita's fabric-forward, comfort-led positioning and its female customer base.
• Alo Yoga: Alo Yoga is a premium women's activewear and lifestyle brand selling leggings, sports bras, and yoga apparel DTC. It targets a similar female active lifestyle customer to Senita, though positioned at a higher price tier with a broader lifestyle brand.
• Yoga Rebel: Yoga Rebel is a women's activewear brand selling leggings, sports bras, tops, and swim DTC with an emphasis on inclusivity and community — closely aligned with Senita's customer profile and product mix.
• Carbon38: Carbon38 is a women's activewear DTC retailer curating boutique performance brands (and its own label), targeting the same fashion-forward female fitness customer as Senita.

Emerging players

• Year of Ours: Year of Ours is a small DTC women's activewear brand offering leggings, sports bras, and matching sets with a tight size range. It competes with Senita for the same indie, community-driven activewear customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SenitaAthletics
• Instagraminstagram.com/senita/?hl=en
• TikToktiktok.com/@senitaathletics?lang=en
• LinkedInlinkedin.com/company/senita-athletics

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Senita Athletics