A Frustrated Trainer Takes Matters into Her Own Hands (Image Credits: Unsplash)
Krissy Cela transformed her dissatisfaction with subpar gym attire into a thriving business that now challenges industry leaders.
A Frustrated Trainer Takes Matters into Her Own Hands
Years ago, Krissy Cela stitched her own workout clothes, cropping tops, adjusting waistbands, and even dyeing fabrics to create pieces that fit her needs as a dedicated strength trainer.[1][2]
She struggled to find activewear that balanced vibrant colors, high performance, and flattering silhouettes without the premium price tags of brands like Lululemon, where leggings often cost $128. Cela, who immigrated from Albania to the UK at age five, had built a fitness community of 1.5 million followers by sharing her training journey. That audience became the foundation for her venture.
In 2020, she co-founded Oner Active with business partners David and Lukas Kurzmann, self-funding the launch from personal savings earned through her fitness app EvolveYou.[3] As creative director, Cela ensured every design catered to women who lift weights and wanted apparel that celebrated their strength and femininity.
Explosive Growth Fuels a Global Movement
Oner Active hit $191 million in revenue last year, selling one piece of activewear every nine seconds.[1] The brand’s Soft Motion fabric went viral early on, with one style in a single color moving 15,000 units in just 10 minutes. Growth accelerated from nearly $60 million in 2023, doubling year-over-year through direct-to-consumer sales and community loyalty.[3]
Key milestones included the Effortless collection surpassing 1 million sales and the recent Accentuate drop featuring EnhanceLift Seamless fabric for superior contouring.[4] An 87% female leadership team, including CEO Zach Duane hired in 2023, helped maintain profit margins amid rapid expansion.
Filling the Gap Against Athleisure Giants
Oner Active carved a niche where competitors fell short. Nike prioritized performance over style, Alo leaned into lifestyle aesthetics without enough gym functionality, and Lululemon offered quality but lacked excitement in shapes and colors for some women.[1]
Cela kept prices accessible, declaring, “I’m never going to charge someone $100 for a pair of leggings. It’s just not going to happen.”[1] The lineup emphasizes technical features tailored for strength training:
- Body-mapped contour lines and reinforced scrunch-bum details.
- Sweat-wicking, 4-way stretch fabrics like SoftMotion for all-day wear.
- Empowering color palettes designed for mix-and-match versatility.
- Seamless knits that highlight hard-earned physiques.
These innovations addressed a void in women’s strength-focused apparel, driving 7.2 million units sold worldwide.[4]
Overcoming Bias and Building Lastingly
Despite successes, Cela faced rejections in partnerships and talent hires, grappling with doubts as a female founder. “People do not like women talking about numbers,” she observed, noting biases that questioned her solo achievements.[1] She persevered, hosting events like Stronger Together festivals and launching Project Power to donate gear and workshops to schoolgirls.
Her advice resonates: “Have a little cry, give yourself five minutes, but you need to keep going.”[1] Today, with 4.4 million followers across platforms, Oner Active stands as a testament to community-driven innovation.
Key Takeaways
- Oner Active solved real pain points in women’s strength training gear with affordable, high-performance designs.
- Self-funded growth from $0 to $191 million in five years highlights the power of audience insight.
- Empowerment extends beyond products through initiatives like Project Power.
Oner Active proves that addressing everyday frustrations with authenticity can disrupt even the most established markets. What challenges have you faced in finding the right workout clothes? Tell us in the comments.