The New Zealand-based brand, now under the leadership of Natalie Fullman, focuses on providing high-quality, comfortable clothing for women, aiming to expand its reach and engage with the community.
Hera Fitness, a New Zealand-based activewear brand, is gaining attention for its commitment to providing high-quality, comfortable clothing designed specifically for women of all shapes and sizes. Founded with a mission to empower women, Hera Fitness aims to instill confidence during exercise, daily routines, and recreational activities. Natalie Fullman acquired the company in August 2024, bringing her passion and vision to a brand that emphasizes inclusivity and practicality.
In an interview with The Natural Parent Magazine, Fullman shared her journey into the brand’s ownership. She emphasized her extensive background in the leisure and health industries, and how her desire to create a meaningful connection with her work inspired her to take on Hera Fitness. “I was feeling ready to find an opportunity that I could sink my teeth into,” she noted. The previous owner, impressed by Fullman’s enthusiasm, entrusted her with Hera, which had already cultivated a loyal following for some of its activewear products.
Previously, Hera’s marketing and sales efforts were predominantly focused in New Zealand’s North Island. Fullman is now determined to expand the brand’s reach to the South Island and beyond. To achieve this, she has been proactive in engaging with the community through events, such as marathons, markets, and fairs, where she operates pop-up shops. Furthermore, she has formed collaborations with two local shops to broaden Hera’s presence in retail.
One of the most significant aspects of Fullman’s role is the product design. New to this phase of business, she finds the task exhilarating and fulfilling. “I love listening to people’s ideas and hearing likes and dislikes about their activewear,” she stated. Fullman is excited about experimenting with various colors and designs based on feedback from customers, aiming to effectively meet the needs of New Zealand women in activewear.
As she reflects on her short time managing Hera Fitness, Fullman is optimistic about the future. “2025 is my year for breakthroughs!” she declared, expressing hope for an array of success stories as she continues to establish her leadership within the sportswear market. Currently in a phase of preparation, she is focused on restocking inventory, understanding product offerings, and delving deeper into the activewear and online retail sectors.
Balancing her entrepreneurial pursuits with family life presents a continual challenge for Fullman. She has structured her workweek to reserve specific days for Hera-related tasks, but often finds her thoughts consumed by business on family days, where many competing demands vie for her attention. “I try to be present with my family to make the most of all our moments together,” she shared. With her eldest son approaching school age, she notes the bittersweet transition, recognizing the need to embrace quality family time while managing her entrepreneurial ambitions.
Hera Fitness is positioned not just as an activewear brand, but as a community-focused enterprise dedicated to supporting the lifestyle of New Zealand women. Fullman’s ongoing journey reflects her dedication to growing the business while maintaining strong family values and community connections.
Source: Noah Wire Services
