Emma Rivers Fletcher


Hi Emma,


Tell us about your business and the type of products you sell?

I launched FITUPS just over a year ago. I sell fitness braces that I designed, tested and then got manufactured to hold leggings up when working out. I sell directly through my website and promote them using social media and attending events.



How did you come up with the idea and what motivated you to go for it?

I really struggled with my leggings falling down when I was running and working out. I bought LOADS of pairs of leggings but they all fell down when I started running. I searched high and low for a solution but there wasn’t one, apart from spending more and more money on different leggings. I then discovered that I wasn’t alone and a survey I did revealed that approximately 50% of women struggle to find leggings that stay up. I knew that once I had the idea that I needed to persevere to find a solution to help me and so many other women. And I’m so glad I did as they have succeeded in making everyone who wears them feel more confident and enable them to improve but, more importantly, enjoy their workouts.


What do you love about running your own business and what do you find hard?

I love having the flexibility to work around my family’s needs. However, my creativity is best when I’m talking to other people so I struggle sometimes with not having colleagues to bounce ideas off.


What kind of BossMum are you and how do you manage the juggle?

I love to plan but spend a lot of time winging it too!!


What surprising lessons have you learned along the way?

I’ve learnt so much through this whole process – lots more about business and particularly different business models but also learnt a huge amount about myself and what I do/don’t enjoy.


Do you have a favourite app or work tool you think everyone should know about?

I’ve just started using Later to schedule some of my social media content – this has been a godsend to me.


How do you define success?

Being happy (and for me, this comes from making others happy too).


What is a normal day in your life like?

I”m a PT and Fitness Instructor so every day starts with exercise – either delivering HIIT sessions or client 1:1 sessions or going out for a run. I then spend most afternoons working on FITUPS business. Pre-lockdown I would finish at 4:30 to start ferrying my teenage daughters to after school clubs. I’d usually try to squeeze in some additional work (normally social media related) before and after dinner. Since we’ve been in lockdown I’ve continued with my exercise, delivering everything online, but the afternoons and evenings have become much more relaxed and therefore time spent is much more interchangeable between work and family.


What has been a particular highlight for you since starting your business?

My life has completely changed since I first came up with the idea for FITUPS. As well as learning so much about design, sourcing and launching a product I’ve also trained to become a PT and fitness instructor – I’ve become fitter and healthier and now derive so much pleasure in helping others to do the same.


What’s the best advice you’ve ever been given?

Stop procrastinating!!


What advice would you give someone who was thinking about setting up their own business?

Just do it – what have you got to lose?


What is your favourite Social Media platform and how has it helped in your success?

Instagram – it’s helped me reach people I wouldn’t otherwise have done.


Who inspires you?

All other business owners especially female ones!


What was your dream job growing up?

I wanted to be an accountant!


Tell us 3 facts about you…
  1. I’m Welsh but living in South Warwickshire with my husband and 2 teenage daughters.
  2. I have had type 1 diabetes for nearly 40 years.
  3. I ran the London Marathon in 2012.


What do you enjoy most about being a part of Mama Tribe?

The networking with other like-minded individuals and everyone is so supportive both online and at events.


Thanks for giving us an insight into life behind FITUPS Emma, we love having you as a Member of the Tribe.


Danni x

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