Stitch Fix Launches “Goodbye Gymtimidation” Campaign with Williams to address workout anxiety, which impacts 67% of American women

Online personal styling and shopping service Stitch Fix announced its partnership with tennis champion and entrepreneur Venus Williams to launch its “Goodbye Gymtimidation” campaign. The two are coming together to help women conquer gymtimidation – the anxiety caused by working out in front of others – which women experience twice as often as men1.

New results from a Stitch Fix-commissioned survey indicate that 2-in-3 (67%) women experience amplified gymtimidation when returning to a fitness routine following a major life event, such as having a baby or experiencing upheaval due to the pandemic. This issue is more relevant than ever as many take on new fitness goals at the start of 2022, whether exercising outdoors or taking a virtual group yoga class.

By @Craig Ambrosio, 2021

Stitch Fix teamed up with trailblazing tennis champion Venus Williams, who has experienced gymtimidation herself, to help women bid farewell to gymtimidation and be their best and most confident selves to conquer their 2022 wellness goals. To eliminate the common feelings of self-doubt, fear and anxiety that can come when starting or restarting a fitness routine, the campaign arms women with:

  • Exclusive tips from Venus on how she conquers gymtimidation
  • New data confirming the link between confidence-boosting activewear and sticking to fitness goals
  • Access to Stitch Fix’s personalized shopping experience to find your best Active & Athleisure looks just for you in a size inclusive range of XXS – 3X from nearly 30 brands
  • A partnership with theHappier app to provide women with early access to personalized habit-tracking tools and concrete, actionable steps to become happier, healthier, more productive, and more creative in the way that works for them
By @Craig Ambrosio, 2021

“Playing tennis on a global stage doesn’t make me immune to anxieties. In fact, I’d say it’s just the opposite,” says Venus Williams. “I’ve experienced gymtimidation in the past while working out and have developed my own set of techniques to keep it at bay throughout my career. That’s why I decided to join forces with Stitch Fix on this campaign – to create awareness of this issue and inspire women to stay confident in themselves throughout their wellness journey.”

After uncovering that the majority of American women (89%) are more likely to stick to their fitness goals if they have workout clothes that make them feel confident, Stitch Fix is launching Goodbye Gymtimidation to spotlight its data driven fit & size expertise and robust active & athleisure assortment of nearly 30 brands, including Adidas, Champion, Beyond Yoga, Nike, The North Face, Free People Movement, Sweaty Betty, Girlfriend Collective, Prana and more. With more than half of women who workout (59%) saying it’s a challenge to find workout gear that fits and performs perfectly, Stitch Fix is able to provide a greater size range and more variety to support women at every phase of their fitness journey. Whether shopping directly through Stitch Fix Freestyle or discovering hand-selected stylist picks in a Fix, Stitch Fix’s diverse assortment and fit expertise provides clients with personalized looks to confidently take on new fitness routines.

Stitch Fix & Venus want women to look and feel great, while also providing unparalleled fit and performance in their athletic offerings. Please stay tuned for more updates regarding Stitch Fix and EleVenVenus’s fashion-forward activewear brand throughout 2022.

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