The fitness industry isn't well-known for championing inclusivity. It is enough to visit the profiles of the most popular fitness brands to confirm this. Most athleisure brands, including giants such as Nike, Adidas, and Puma, feature highly-toned models, ignoring or struggling to cater to an audience that doesn't fit the fitness model or athlete mold.
A study by international lingerie brand Bluebella, which drew on data from the NHS and Office for National Statistics (ONS), discovered that the average size for women in Britain is 16. Yet popular athleisure brands such as Lululemon only produce clothing up to 16 or 18, thereby excluding half the population.
However, there is one brand that puts its customers first. Founded by Bradley Martyn, RawGear strives to become "the people's brand" that advocates exceptional customer satisfaction and body positivity.
The Power of Social Media
Social media can negatively affect body image because users are typically exposed to thin, fit, "idealized" body types and will often compare themselves to seemingly perfect-looking athletes, models, and influencers. However, RawGear strives to inspire all their customers to feel confident and "fit" in every aspect of their lives as they tackle their endeavors head-on with a #Letsgetbettertogether approach.
"RawGear allows anyone to identify and be a part of the movement by sporting our gear. You don't need to have a perfectly sculpted body to look good and feel good about yourself," Martyn says.
For that reason, RawGear teams up with athletes and influencers of all shapes and sizes, hoping to promote body positivity and to underline that anyone, not just keep-fit-fanatics, can sport athleisure.
A Fitness Brand for the Non-Fitness Consumer
Many people might not feel confident enough to leave their homes in skinny leggings or slim-fit shirts. RawGear aims to create inspiring content and quality clothing items that will reach people with all sorts of interests, including non-fitness consumers.
"Our mission statement is to be raw in all aspects of life. Be genuine and real to your truest form. We try to pull in everyone and make sure no one is left out with our style. We have a target demographic: people. Anyone and everyone can wear RawGear," Martyn says.
In addition to showing off its athletes, the brand loves sharing photos of satisfied customers wearing RawGear pieces. These photos are meant to show that everyone can look good wearing athleisure pieces, regardless of their shape, size, and even skin color. Anyone can join the #Letsgetbettertogether movement and feel comfortable in their skin and their outfit.