BornFit makes a fit pregnancy fashionable

BornFit, an innovative new athletic wear collection for moms, was founded by two college roommates turned mothers, who discovered a void in the marketplace for maternity active wear. BornFit is an apparel collection for active moms of all ages that was co-founded in Colorado by Lisa Welch and Julie Hill. The collection flatters the figure before, during and after baby. BornFit was founded on the premise that we are all BornFit. The beauty of being ‘fit’ is that it comes in all different sizes, shapes, interests and passions. BornFit is sold in running stores, maternity boutiques and retailers nationwide.

BornFit's comfy, stylish workout gear

Their ‘fitness is the foundation’ philosophy combined with recent market reports surrounding fitness throughout pregnancy position them as an increasingly growing niche to watch.

“While pregnant with my first child, I eagerly searched for maternity active wear to fit my changing body, but surprisingly found nothing,” says Lisa Welch, co-founder of BornFit. “As a mother who remained active throughout pregnancy, I knew immediately this was a niche that needed to be filled,” she adds. “As our culture continues to place more emphasis on fitness, pregnant moms are also seeing the need for apparel to fit their active lifestyle throughout pregnancy and beyond,” says Welch.

BornFit supports the notion that strong bodies produce a confident spirit, contributing to overall wellness for women. Julie Hill and Lisa Welch became clothing designers (with no prior apparel experience) to express an inspirational message through active wear for moms and moms-to-be. After having a difficult time finding flattering fits for their athletic lifestyle during their own pregnancies, they took a leap of faith and founded a clothing company based on inspiring moms to stay fit before, during and after pregnancy. Their risk has paid off, as today Julie and Lisa celebrate mothers of every age and stage with comfortable clothing that inspires confidence, fitness, friendship and fun.

Stretchy moisture-wicking fabrics in vibrant colors and modern shapes complement any figure; with a variety of tees, tanks, jackets, shorts, capris, performance pants and skorts. Their unique designs do not resemble traditional maternity clothing and can be worn before and after baby is born. Special garment details include fitted, moisture-wicking tops designed with non-abrasive stitching and added length in the front and back. The unique design of their supportive bottoms features a signature wide waistband with a hidden drawstring that can be worn below the waist as their belly expands. Additional highlights include new signature BornFit marks, with a trio of circles forming a reflective logo. These circles express the companies encouraging message for women to know they are BornFit – to inspire them to LiveFit – and to energize them to StayFit. Their garments also include hidden inspirational messages such as, ‘Live Passionately’ or ‘Experience Bliss’. Prices range from $38 - $90.

With the founders’ love of hiking and the outdoors, they named their original collection after Colorado fourteeners. A top seller, The Oxford Skort, is named for Mt. Oxford - 14,153′, and another fourteener Mt. Lindsey – 14,024’ was the inspiration behind the ever-popular Lindsey Tee.

BornFit was named the winner of the Fashion Group International Award ‘Rising Star’ in the category of ‘active wear’.

BornFit just received Fashion Group International’s Rising Star Award. “We are so honored to be recognized by such a highly established and reputable organization - Fashion Group International,” says BornFit co-founder Lisa Welch. “To be aligned with such amazing talent and creativity is absolutely thrilling to us,” she adds. “We look forward to supporting Fashion Group International in the future, and all of the fabulous groups who they are connected with,” Welch says.

As marathon runners, triathletes, entrepreneurs and mothers, Hill and Welch are living their dream of motivating moms and taking BornFit to new heights. Visit them at http://bornfit.com.

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