An interview with Sarah Hall, founder of Well Fit Active – an activewear brand with purpose.
Every brand owner has a story of why they started, and Sarah is no exception. As a graphic and web designer with zero experience designing clothing, how and why did Sarah launch an activewear brand?
Can you share a bit about your personal journey and what led you to create Well Fit Active?
My life in 2012 could beat any soap opera plotline, although I can’t reveal all the details, the combination of divorce, bankruptcy and quitting my job resulted in a period of severe clinical depression, which not only took hold of my mental health but affected my physical health too. After a few years of denial about my depression, I sought help and began to rebuild my life including signing up with a personal trainer to help me lose the massive weight gain and reignite some self-confidence. The trouble was, at the size I was, I couldn’t find any gym wear that fitted my body and made me feel confident in the gym.
When did the idea for Well Fit first come to you? Was there a specific moment of inspiration?
I would say that it wasn’t an instant spark, I had been working out 3 times a week at a group HIIT class for nearly a year and each week I would be wearing layers and layers of clothing that sucked me in, underneath a baggy top that hid my rolls and generally made me feel invisible on purpose. I was hot, uncomfortable and my outfit hindered my workout. I just kept thinking that there has to be something out there for women in bigger bodies to workout in, and after a lot of research and not being able to find it, I designed it myself.
Can you describe the early days of starting Well Fit Active — what were the biggest obstacles and how did you overcome them?
Having never designed clothing before and not actually having a budget to even begin, I would say the first few years were challenging. I had drawn and redrawn the design for the training tops over and over and then decided that if I wanted to bring this to life I needed to earn some money and ask for help. My parents were extremely supportive and I worked extra hours with clients in my other business to afford to put money into starting Well Fit. I hired an expert in sportswear, Lily Rice, who was an award-winning designer and business owner based in Bristol (a long way from The Wirral), so we managed to make it work through email and Zoom calls to finally get the designs nailed and create all the documents needed to get the garments to sampling stage. This was the worst bit for me and where I learned most of my lessons. In my heart, I knew I wanted the garments made in the UK and for the fabrics to be performance-based but sustainable, the fabric was the easy bit, however there are very few UK manufacturers who specialise in activewear (it requires a special machine and a lot of skill to work with stretch fabrics)! I worked with a factory in Bali, at great expense, who were the industry leaders in sustainable activewear, but as my designs were unique, they really struggled to grasp the concept and sent back the most awful sample set.
I then had a chance to work with the incredible SimplyBe who loved my concept and were willing to produce on my behalf (this would mean I would only get a small sum per sale – but I would be working with the best-known brand for plus-size women). Having received the quotes for production, it was deemed that China was the best place to produce, thus going against everything I had set out to create. Then the pandemic hit, and shipping container prices escalated by 10x the original fee, meaning that my garments were not worth the investment by SimplyBe and I had to start again. By this point I am about 5 years in since the initial idea. Who knew sampling and design could take so long!
I asked my professional network for help and was given the recommendation for a UK manufacturer based in Newcastle, who totally got the concept and became Well Fit’s production studio for several years before having to close. I would love to share all my lessons of starting a fashion brand, there are many, so maybe one day I will write a book!
What sets Well Fit Active apart from other activewear brands?
So many things, but at the core of Well Fit is that the garments are specifically designed for women in bigger bodies who want to move. Whether that’s in a yoga class or HIIT workout, a dog walk or as a professional athlete in a variety of sports, Well Fit offers a unique option for activewear.
Looking back, what are you most proud of on your journey?
Meeting Alison Hammond and her raving about Well Fit and how it makes her feel. Thanks to her stylist, Stevie B, who introduced Alison to the brand, I had the opportunity to fit Alison with Well Fit kit for a Jason Vale Juice Retreat. Seeing an icon in what you have designed is a ‘pinch-me’ moment for sure!
What advice would you give to other women who are rebuilding their lives and considering entrepreneurship?Always ask for help, professionally or personally. I find online networks such as Buy Women Built and the Female Entrepreneur Association are so valuable as they have a very diverse range of members, from large corporate CEOs to small business start-up owners. I am not great at networking in person, or I thought I wasn’t until a fellow entrepreneur dragged me to some local events, and now I will happily talk to anyone about my business with passion and pride. Get out there, mingle and find your tribe.
Find out more at wellfitactive.com
