Micki Krimmel

Founder, Superfit Hero

Tell us about where you work and what you do there.

I’m the founder and CEO of Superfit Hero. We’re building the world’s most trusted brand of plus-size activewear.

How would you describe yourself?

I’m loud and opinionated but surprisingly thoughtful. I love taking risks and being adventurous. Most of my hobbies require helmets. I’ve learned that what I love most is creating spaces where people can be creative and feel like they are a part of something. I approach building our team, building our brand, and hosting parties with these same goals. Pro party tip: everyone loves a craft table!

Most of my hobbies require helmets.

Micki Krimmel

Founder, Superfit Hero
Micki Krimmel

What is your leadership style?

I’m a very transparent leader. Everyone on our small team knows where we are as a business and where we’re going. Each team member is encouraged to direct their own growth in the company based on their growing skills and interests. I try to create a very collaborative and creative environment with structure provided by clear values, goals, and regular accountability check-ins.

What do you think has been your biggest professional success so far?

Honestly, I’m super proud of how well we survived 2020. We had huge supply chain problems due to COVID that pulled the brakes on our business for many months. I honestly wasn’t sure we would survive. With the support of our amazing community, we were able to make it through and even come out stronger. In 2020, we did some deep work on our business strategy, led by thoughtful and honest conversations with our customers, and we now have a better understanding of how to best serve them. I am more excited now about the future of Superfit Hero than I have ever been.

What goals do you have for 2021?

We started this year off with some of our biggest news to date. We hired our new Product Manager, Carrie Beth Langham! She brings 15 years experience from a major sportswear brand and unshakeable passion for the plus community. Our biggest goal this year is to create a more complete line for the active plus size woman, adding new styles, and offering new items more frequently for our customers.

What do you think is the next big trend in eCommerce?

I think we’ll see more brand partnerships across different categories. The key differentiator in the eCommerce space will become less about product and more about audience. What brands are serving plus-size athletes? Let’s collaborate!

Name an eCommerce brand you admire and why.

Chubbies is amazing. Their audience couldn’t possibly be any more different than ours. They know exactly who they are and every bit of their content is designed for them. They do a fantastic job.

What do you geek out over?

I was a dual film/philosophy major in college and I still geek out over those two things. I have a dream of making an experimental documentary about the elusiveness of the self. Ha! Maybe someday!