Via Fitness

What Via Fitness does

Via Fitness (legal name: CODIFIQUE-SE LTDA) is a Brazilian direct-to-consumer fitness apparel brand founded in September 2012 in Volta Redonda, Rio de Janeiro. The company operates a WooCommerce-based e-commerce storefront at viafitness.com.br, selling women's athletic wear across ten categories including leggings, tops, shorts, blouses, sets, jumpsuits, jackets, accessories, Plus Size, and Outlet items. Product lines feature proprietary technical fabrics including Dry Fit polyamide, high-compression elastane blends, and 'empina bumbum' shaping designs. The company owns its manufacturing facility (confecção própria) at its Volta Redonda headquarters, enabling vertical integration over fabric sourcing, quality control, and product design. The product portfolio is priced between R$19.99 and R$199.99 per item, with aspirational positioning around technology, comfort, and exclusive design.

The business operates a dual-channel model combining retail (Varejo) and wholesale (Atacado), with a bulk discount structure of 35% off for orders of 15+ pieces aimed at resellers. Marketing is conducted exclusively through the proprietary website, promotional coupons (VIAFITNESS10 for 10% off first purchase), customer testimonials, and PIX payment incentives (5% discount). The company delivers nationwide across Brazil but does not maintain a presence on third-party marketplaces or retail outlets. Customer service is handled via WhatsApp, email, and a physical showroom at the headquarters.

Via Fitness is a privately held, founder-owned company with no disclosed institutional funding, no parent company, and no subsidiaries. Headcount is approximately 7 employees. The company self-positions as a consolidated regional reference in the fitness apparel segment, supported by 14 years of operating history and customer testimonials citing years of tradition. The operating model is that of a small, bootstrapped lifestyle business rather than a venture-backed growth company.

Name

Via Fitness

Legal name

CODIFIQUE-SE LTDA

Website

https://viafitness.com.br

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Via Fitness is a Brazilian direct-to-consumer women's fitness apparel brand, founded in 2012, operating a WooCommerce e-commerce store with own manufacturing in Volta Redonda and nationwide delivery across Brazil.

Ownership category

akta.pro rank

Product category

Women's Fitness Apparel

NAICS

Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811), Sporting and Athletic Goods Manufacturing (33992)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Women's Clothing Stores (5621), Sporting & Athletic Goods, Nec (3949)

akta.pro industry

PRIMARYCRAAAAAD

Athletic / Performance & Activewear Brands

Consumer Products & Retail/Apparel, Footwear & Accessories/Apparel Brands & Manufacturing

SECONDARYCRAMACAE

Yoga, Pilates & Studio Wear Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Athletic Footwear & Sport Apparel Retail

SECONDARYCRAAAIAC

Shapewear & Body Contouring

Consumer Products & Retail/Apparel, Footwear & Accessories/Intimates, Lingerie & Sleepwear

Keywords

• Women's fitness apparel
• Athletic wear manufacturing
• Direct-to-consumer ecommerce
• Compression sportswear
• Plus size activewear

Headquarters

HQ city

Volta Redonda

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Retail: The company operates a direct-to-consumer e-commerce store selling women's fitness apparel. Products are sold at fixed retail prices with occasional promotional discounts. Revenue is generated through individual product transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Via Fitness designs, manufactures, and sells women's fitness apparel — blouses, leggings, bermudas, sports bras/tops, coordinated sets, jumpsuits, jackets, plus-size apparel, and accessories — through its own e-commerce store (viafitness.com.br) and a physical showroom in Volta Redonda, Brazil. The company operates its own production facility (confecção própria), uses technical fabrics such as Dry Fit polyamide and high-compression blends, and ships products nationwide across Brazil with promotional pricing and bulk-purchase discounts.

Product overview

Via Fitness is a Brazilian fitness apparel e-commerce platform operating as both wholesale (Atacado) and retail (Varejo). The company manufactures its own fitness clothing line and sells directly to consumers. The product portfolio includes women's fitness apparel across categories: Blusas (blouses/tank tops), Calças (pants/leggings), Bermudas (shorts), Tops (sports bras), Conjuntos (matching sets), Macacões (jumpsuits), Casacos (jackets/windbreakers), Acessórios (accessories), Plus Size, and Outlet items. The clothing line features technical fabrics including Dry Fit polyamide, Jacquard textures, canelado velvet textures, and compression technologies. The company has its own manufacturing facility and operates from Volta Redonda, Rio de Janeiro, Brazil, since 2012.

Differentiator

Problem solved

Functional benefit

Products and services

• Blusas (Fitness blouses and tank tops) Women's fitness blouses and tank tops, including screen/mesh, California, crepe, and hooded vest styles, featuring Dry Fit technology and breathable athletic fabrics. Designed for active women for workouts and casual fitness wear.
• Calças (Fitness pants and leggings) Women's fitness leggings and pants in Flare, Montana, Jacquard, and Canelado styles with compression technology, empina bumbum shaping, and varied textures.
• Bermudas (Fitness shorts) Women's fitness shorts including cyclist styles, compression shorts with pockets, and Meryl polyamide options, featuring canelado velvet texture and high compression.
• Tops (Sports bras and fitness tops) Women's sports bras and fitness tops with strap-back, crossed-back, and removable padding options, made from high-compression polyamide for varying support levels.
• Conjuntos Calça (Coordinated legging + top sets) Coordinated women's fitness outfits pairing leggings with matching tops, featuring premium polyamide fabrics, removable padding, and matching designs.
• Conjuntos Short (Coordinated short + top sets) Coordinated women's fitness outfits pairing shorts with matching tops, featuring premium polyamide fabrics and matching designs.
• Macacões (Fitness jumpsuits and bodysuits) Women's fitness jumpsuits and bodysuits including corsair-length, bicolor Jacquard, and canelado velvet styles with removable padding and compression shaping.
• Casacos (Fitness jackets and windbreakers) Women's fitness jackets including zip-up jackets, short jackets, and hooded windbreakers made from polyamide blends with zipper closures.
• Acessórios (Fitness accessories) Fitness accessories including thermal water bottles, polyamide socks, and fanny packs/pouches for carrying essentials during workouts.
• Plus Size (Extended size fitness apparel) Extended-size women's fitness apparel collection (G1 and beyond) offering the same styles, fabrics, and quality as the standard line in larger sizes.
• Outlet (Discounted fitness apparel) Discounted and clearance women's fitness apparel items offered at reduced prices.

Quantifiable outcome

• Initial capital of R$500 grew into a recognized regional fitness apparel brand with own manufacturing

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lupo: One of Brazil's largest apparel manufacturers with a major activewear/athleisure line, including leggings and shapewear. Closely comparable vertically integrated Brazilian activewear brand competing for the same women's fitness customer at scale.
• Kyly: Brazilian activewear and children's apparel manufacturer with broad D2C and retail distribution. Comparable as a Brazilian-made performance/activewear brand targeting women with comparable price positioning and product categories (leggings, tops, sets).
• Kanui: Brazilian e-commerce retailer specializing in sportswear and active brands, owned by Magazine Luiza. Comparable as a digital-native Brazilian activewear retailer competing for the same women's fitness shopper, though operating as a multi-brand marketplace rather than a single brand.
• Centauro: Brazil's largest sporting goods and activewear specialty retailer, owned by Grupo SBF. Comparable as a nationwide multi-brand fitness apparel destination competing directly with Via Fitness's target customers, but at vastly greater scale and assortment breadth.
• Zattini: Brazilian fashion and athletic apparel e-commerce retailer carrying multiple activewear brands. Comparable as a D2C Brazilian online channel for women's activewear, competing for the same price-sensitive fitness shopper with broader assortment.

Broad incumbents

• Lojas Renner: Brazil's largest apparel-focused department store chain with a growing private-label and branded activewear assortment. Comparable as a broader incumbent that includes women's fitness apparel in a much wider portfolio and competes on price, assortment, and national reach.
• C&A Brasil: Large Brazilian fashion retailer with activewear lines sold across physical stores and e-commerce. Comparable as a broad incumbent offering women's fitness apparel at mass-market price points, leveraging national retail scale and supply chain advantages.
• Dafiti: Major Brazilian fashion e-commerce platform carrying multiple activewear brands. Comparable as a broad D2C apparel channel that competes for women's activewear wallet share with significantly larger marketing and assortment scale.

Emerging players

• Live!: Brazilian-born women's activewear and lifestyle brand focusing on gym-to-street styling. Comparable as a younger women's activewear brand competing for similar mid-market Brazilian shoppers with a similar athleisure value proposition.
• Athletive: Brazilian direct-to-consumer activewear brand targeting women with performance and lifestyle pieces. Comparable as an emerging single-brand online retailer competing for the same women's fitness apparel shopper, with overlapping product categories and price band.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

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 Via Fitness