Micki Krimmel is the Founder and CEO of Superfit Hero. She founded Superfit Hero in 2015, inspired by her experience playing roller derby. Through sport, she found a deep non-judgemental connection to her body that created space for a new sense of self possession and confidence. It was a transformative experience and she dove headfirst into the Body Positivity movement. The more she learned about Health At Every Size (HAES) and diet culture, the angrier she became about traditional fitness marketing.  She created Superfit Hero to exist as an alternative - a fitness brand that celebrates bodies as they are, not as they “should” be. Superfit Hero is continually evolving as a brand and learning how to best serve the community.   Superfit Hero has become one of the most trusted and highly-reviewed brands in activewear, and has been featured in Buzzfeed, NBC, Self, Refinery29, Shape, SELF, Forbes, and many other publications. Micki’s goal is to establish Superfit Hero as the go-to and most trusted brand for plus size activewear.