A Nigerian startup, Fittobeme Ltd, is carving out a niche in the country’s expanding fitness industry by targeting plus-size women, a group often overlooked in conventional wellness programmes.

Founded in 2019 by Ifeoma Anadu, Fittobeme combines inclusive activewear, practical coaching, and a supportive community to help women aged 25–50 feel confident, comfortable, and motivated throughout their fitness journey.

“Fitness has no size limit,” Ms. Anadu said in a statement. “Our mission is to empower plus-size women to embrace wellness through style, comfort, and guidance tailored to their needs.”

The startup offers curvy-friendly workout wear designed for both functionality and fashion, alongside coaching programmes that address the specific challenges faced by plus-size women. By providing a safe and empowering space, Fittobeme encourages consistent participation and long-term lifestyle changes.

Nigeria’s fitness market is growing steadily, yet many women find it difficult to access inclusive and supportive fitness services. Fittobeme’s approach addresses this gap, demonstrating how personalised wellness solutions can meet the needs of underserved demographics.

“Too often, plus-size women are ignored or discouraged in fitness spaces,” Ms. Anadu added. “Fittobeme is proving that wellness should be inclusive, empowering every woman to step confidently into her health journey.”

By combining fashion, community, and coaching, Fittobeme is positioning itself as a pioneering brand in Nigeria’s fitness sector, highlighting the potential for startups to innovate in underserved markets while promoting health and confidence.