FOCUS FITWEAR, INC.
MIAMI, FLORIDA

Mission Statement: Going beyond your limits with Focus Fitwear My name is Sheri Borchardt, I’m the founder of Focus Fitwear. I became interested in rowing in 2006 after seeing my 2 oldest sons passion be ignited by the sport.  Being a single mom raising teenagers, I became concerned for their future, when my oldest son became unmotivated and was struggling in school, and my second son was more challenged in sports, since he was flat footed. After that row, the idea of making rowing apparel with a logo that had a focus point was planted. I thought of a way to incorporate a logo with these 3 words by finding symbols that would represent them, and almost immediately the design of the Focus Fitwear logo came about. The logo placed on the back of the apparel provides a positive focus point for the athlete that may find themselves challenged at keeping their focus during a race or training. The idea was to make the double lining be part of the design not looking as an after thought, or as scrap fabric sewn together to provide half coverage. I chose orange as the lining because it is my favorite color.  Orange represents strength and endurance as well as being a color that I felt was vibrant like Miami Beach, FL where the company began. Initially designed for rowers, Focus Fitwear's apparel has been used for many other sports such as volleyball, rollerblading, running, yoga, tennis, etc. Focus Fitwear collaborates with a small group of women who sew out of a home facility, and who have decades of experience.  All apparel is 100% American made in Miami, FL. Please copy the characters from the image into the text field below. Doing this helps us prevent automated submissions.