Fauzia Malik, a fitness enthusiast building a high quality activewear brand in Tanzania — Lionesses of Africa

What inspired you to start your company?

In 2020 at the height of the Covid-19 epidemic and with limited social interaction, working out was the only thing that kept me sane. However, my passion for working out started a few years before that. Working out played a huge role when I was going through a divorce. While spending more time at home during the Covid-19 outbreak, I started sharing my workout videos on Instagram. I want to encourage more women to use workouts as a tool to improve their mental health. In the process, I discovered that in workouts, outfits play a huge role in getting people motivated. When I look good, I feel good. And many women echoed my sentiments as I came to find that many women in Tanzania had no easy access to high quality, stylish and affordable workout wear. That’s how I decided to launch Pure Fitness Activewear

Why should anyone use your service or product?

Our line of active wear has something for everyone. We produce high quality clothes considering all body types, style preferences, type of workout activities and more. Whether someone is going for yoga or a run by the beach, we have someone for all workout situations. We also put strong emphasis on accessibility and affordability. We offer doorstep delivery worldwide and people can place orders and pay online. Everything is at the touch of a button. As our main business purpose was to encourage people to work out, we host monthly fitness bootcamps where we give the community a chance to work out with some of the best fitness trainers in Dar es Salaam.