Shefit
Shefit is a private, DTC women's athletic apparel company that designs and sells patented custom-fit sports bras and complementary activewear (bottoms, everyday bras, girls' line) through its Shopify storefront, targeting women across sizes XSmall to 6Luxe and cup sizes A through I.
- Company typePrivate
- Founded2010
- HeadquartersHudsonville, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Shefit does
Shefit is a privately-held, direct-to-consumer women's athletic apparel company founded in 2010 and headquartered in Hudsonville, Michigan. The company designs, sources (manufacturing in China, design in USA), and sells custom-fit sports bras and complementary activewear through a single Shopify-powered storefront at shefit.com, with no disclosed third-party retail or marketplace distribution. Its flagship product, the Ultimate Sports Bra, is built around the patented Zip. Cinch. Lift. adjustability system (US Patent No. 8,932,104), which combines a front zipper closure, adjustable shoulder straps (15" of lift), an adjustable rib band (8" of cinch), compression + encapsulation support, and proprietary two-way stretch and power mesh fabrics designed to minimize bounce and provide customizable fit across XSmall to 6Luxe sizes (cup sizes A through I).
The product portfolio has expanded from a single high-impact bra into a structured line spanning medium-impact bras (Flex, Emerge), low-impact and yoga/Pilates bras, everyday bras (Boss Longline, Lounge), bottoms (CloudNine and Boss leggings/shorts, seamless shorts), tops (tanks, hoodies, seamless bodysuit), a Girls' youth line, accessories (caps, gift cards), and limited-edition color collections (e.g., Ignite). Pricing is positioned in the premium DTC band ($38-$69 for bras, $42-$68 for bottoms, with frequent promotional markdowns of 15-28%). Revenue is generated exclusively through one-time direct product sales, supported by a product-led growth engine anchored in 75,000+ verified 5-star reviews and a SHEFIT Nation loyalty/referral program. The company is backed by Daymond John following a Shark Tank appearance, and has earned media placement in Runner's World, Glamour, Byrdie, Glossy, Access Hollywood, and PopSugar, with active organic social presence on Instagram, Facebook, and TikTok.
Shefit firmographics
Firmographics- Name
- Shefit
- Legal name
- SHEFIT
- Website
- https://shefit.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Shefit is a private, DTC women's athletic apparel company that designs and sells patented custom-fit sports bras and complementary activewear (bottoms, everyday bras, girls' line) through its Shopify storefront, targeting women across sizes XSmall to 6Luxe and cup sizes A through I.
- Ownership category
- akta.pro rank
Shefit industry classification
Industry- Product category
- Women's Athletic Apparel
- NAICS
- Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811), Apparel Accessories and Other Apparel Manufacturing (31599)
- SIC
- Women's, Misses', Children's & Infants' Undergarments (2340), Sporting & Athletic Goods, Nec (3949), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Activewear & Training Apparel (CRAAAEAA)
- akta.pro secondary industries
- Bras & Bralettes (CRAAAIAA), Athleisure & Performance Apparel Retail (CRAAABAE), Running & Endurance Wear (CRAAAEAD)
Keywords
Where Shefit is headquartered
LocationHeadquarters
- HQ city
- Hudsonville
- HQ country
- United States
- HQ region
- North America
Markets served
Shefit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: Direct-to-consumer sales of sports bras, athletic apparel, and accessories through e-commerce storefront. One-time product purchases with occasional sales/discounts. Revenue from individual product transactions, gift cards, and accessories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ultimate Sports Bra - High Impact |
| Unit Pricing | Pay-as-you-go | Flex Sports Bra - Medium Impact |
| Unit Pricing | Pay-as-you-go | Emerge Sports Bra - Medium Impact |
| Unit Pricing | Pay-as-you-go | Low Impact Sports Bra |
| Unit Pricing | Pay-as-you-go | Lounge Bra - Everyday |
| Unit Pricing | Pay-as-you-go | Boss Longline Bra - Everyday |
| Unit Pricing | Pay-as-you-go | Boss Leggings |
| Unit Pricing | Pay-as-you-go | CloudNine Legging |
| Unit Pricing | Pay-as-you-go | CloudNine Short |
| Unit Pricing | Pay-as-you-go | Seamless Shorts |
| Unit Pricing | Pay-as-you-go | Seamless Bodysuit |
| Unit Pricing | Pay-as-you-go | Gift Card |
| Unit Pricing | Pay-as-you-go | SHEFIT Baseball Cap |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Shefit product offering
Product offeringCore offering
SHEFIT designs, manufactures, and sells women's custom-fit sports bras and complementary athletic apparel (leggings, shorts, bodysuits, everyday bras, accessories) directly to consumers through its online storefront. Its flagship offering is the patented Ultimate Sports Bra® featuring the Zip. Cinch. Lift.® adjustability system, available in sizes XSmall to 6Luxe covering cup sizes A through I. The portfolio is extended with medium-impact (Flex™, Emerge™), low-impact, everyday, and youth lines, plus bottoms and accessories.
Product overview
SHEFIT is an athletic apparel company specializing in custom-fit sports bras and athletic wear for women of all body types. The product portfolio centers on three core sports bra lines: the Ultimate Sports Bra® (high impact, patented Zip. Cinch. Lift.® adjustability), the Emerge Sports Bra™ (medium impact with integrated padding), and the Flex Sports Bra™ (medium impact with four-way stretch). The company extends its offerings with low impact options for yoga/Pilates, everyday bras including the Boss Longline Bra and Lounge Bra, and a comprehensive bottoms collection featuring the CloudNine™ Legging and Short lines, Boss Leggings™, and Seamless Shorts. Additional products include apparel like Seamless Bodysuits, accessories such as the SHEFIT Baseball Cap and Gift Cards, and a dedicated Girls' line for youth sizes. The brand's signature technology—the patented adjustable strap and rib band system—is designed to accommodate breast sizes from A to I cups across an inclusive size range from XSmall to 6Luxe. The company was featured on Shark Tank and has received backing from Daymond John.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 4.53 star average rating with 45,943 reviews for Ultimate Sports Bra
- +2 more outcomes
Companies that use Shefit
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Shefit technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Shefit partnerships and signals
Strategic signalScale indicators6 records
Expansion highlights5 records
Shefit competitors and assessment
Company assessmentDirect peers
- Outdoor Voices: DTC women's activewear brand focused on recreation and lifestyle performance wear; comparable as a digitally native peer selling bras, leggings, and tops direct to consumers.
- Year of Ours: DTC women's activewear brand selling leggings and matching sets direct to consumers with a focus on retro and lifestyle aesthetics; comparable as a small digitally native women's activewear brand.
- Girlfriend Collective: DTC women's activewear brand selling bras, leggings, and tops online with inclusive sizing and direct-to-consumer positioning analogous to Shefit.
Broad incumbents
- Brooks Running: Running-focused athletic brand with a significant women's sports bra line emphasizing high-impact support; directly comparable in the high-impact running bra niche.
- Nike Women: Global athletic apparel giant with an extensive women's sports bra line and far larger marketing budget; competes head-to-head in the high-impact sports bra category.
- Lululemon: Dominant women's athletic apparel brand with a major sports bra and activewear business, comparable as a competing seller of high-impact and lifestyle sports bras at premium price points.
- Athleta: Gap Inc.'s women's activewear brand selling sports bras, leggings, and tops with strong emphasis on inclusive sizing; directly overlaps Shefit's product and customer base.
- Under Armour: Athletic apparel incumbent with a women's sports bra and activewear line, competing on high-impact support at similar price points.
Emerging players
- ThirdLove: DTC intimates brand selling bras with inclusive half-cup sizing and proprietary fit technology; comparable in the inclusive women's bra and sizing-innovation category, though more lifestyle than sport.
- POPFLEX by Blogilates: Influencer-led DTC activewear brand selling leggings, sets, and athletic apparel with strong social media acquisition engine; comparable as a digitally native women's activewear brand with bottoms/tops focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Shefit social profiles
Digital presenceShefit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Shefit leadership team
Management profileNumber of profiles
Profiles1 record
Shefit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Shefit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Shefit
What does Shefit do?
SHEFIT designs, manufactures, and sells women's custom-fit sports bras and complementary athletic apparel (leggings, shorts, bodysuits, everyday bras, accessories) directly to consumers through its online storefront. Its flagship offering is the patented Ultimate Sports Bra® featuring the Zip. Cinch. Lift.® adjustability system, available in sizes XSmall to 6Luxe covering cup sizes A through I. The portfolio is extended with medium-impact (Flex™, Emerge™), low-impact, everyday, and youth lines, plus bottoms and accessories.
Is Shefit a public or private company?
Shefit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Shefit founded?
Shefit was founded in 2010. It employs 11 to 50 people.
Where is Shefit based?
Shefit is headquartered in Hudsonville, United States, in the North America region.
How does Shefit make money?
One revenue line is on record: direct Product Sales.
Who are Shefit's main competitors?
Direct peers on record are Outdoor Voices, Year of Ours and Girlfriend Collective. Broad incumbents are Brooks Running, Nike Women, Lululemon, Athleta and Under Armour. Emerging players are ThirdLove and POPFLEX by Blogilates.
Does Shefit have an API?
No public API is recorded for Shefit.
What industry is Shefit in?
Shefit's product category is Women's Athletic Apparel. Its primary akta.pro industry code is CRAAAEAA, Activewear & Training Apparel, with a secondary code of CRAAAIAA, Bras & Bralettes. Its NAICS code is 315 and its SIC code is 2340.