"Your story is so touching, but it sounds just like a lie.
Straighten Up and Fly Right. Straighten Up and Stay Right...."
Straighten Up and Fly Right, Nat King Cole
Fed up with the adverts out there telling us to wear workout corsets, to drink "brand x" shake to lose weight, or eat "brand y" special bars to suddenly gain muscle we were inspired to build a brand that focuses more on what our bodies can do, and celebrates the amazing achievements we work hard for. SUFR was born as a shout out to ourselves to pull our socks up and get on with it, but also as a shout out to some parts of the health and fitness industry who can actually do more harm than good by skewing the way we look at ourselves and selling us fixes that can actually do more harm than good.
We want you to be proud of your bodies, be proud of your achievements and have fun with exercise. Maybe even encourage you to finally get round to trying that sport you've always wanted to give a go; trampolining, netball, climbing, running, weightlifting... whatever it may be.
And you may as well have some fun with your gym gear whilst you're doing it, right?