FitFab is an idea that our founder had using fitness apps when struggling with an eating disorder and body image issues. She noticed almost every workout was designed for weight loss or changing the way you look, whether it be in the title of the workout (“Tone and Shape”, “Fat Blaster”) or in the description. Every single workout showed a heavily edited image of a person, usually a woman, with an “ideal” body type. There was very little diversity of any other aspect (race, range of ability, etc).

From this experience she got the idea for FitFab, an app for all women that celebrates different body types and offers exercises for everyone!