Founded to inspire and elevate movement, ninjoo brings a design-led approach to its brand partnerships with a focus on detail and refinement that have been previously lacking. We discuss re writing the rules and what it takes to build a brand from scratch with co-founder Aurore Nio.
What do the first 30 minutes of your day look like?
Setting intentions for the day and fighting the urge to jump right into action by prioritising hydration and gentle movement.
What was the vision from the outset for ninjoo and how did you know it was the right time?
From the outset, ninjoo was built to challenge the traditional perception of sports accessories. We saw that while sports apparel had evolved into something stylish and desirable, accessories remained uninspiring and hidden away. The surge in home workouts and increased value placed on aesthetic, premium quality products during the pandemic confirmed it was the perfect moment for ninjoo.
How did you all decide to launch ninjoo together and how did your previous roles support this?
We collectively recognised a market gap through our backgrounds in e-commerce, fitness, marketing, and brand development. We also realised that our diverse experiences were very complementary and provided a solid foundation to create something inspiring, and disruptive in the fitness and leisure market. My background in brand management, digital marketing, and e-commerce made me the right person to develop the concept and create a real brand, while my partner’s experience in general management and operations made him the perfect COO to ensure the right business setup and run the day-to-day operations smoothly. Finally, our third partner is an experienced entrepreneur in the fitness industry and excels at building meaningful relationships with brands and clients.
What do you look for in new brands you partner with?
Innovation, premium quality, exceptional design, and alignment with our mission to inspire active lifestyles are non-negotiable. We are literally like children when we discover a new brand or product that inspires us. We love to be in touch directly with the founders and hear their story and the reasons that pushed them to create their brand.
How do you lean into your strengths, and how do you delegate to support areas where you are less strong?
We are very lucky that as the three co-founders behind ninjoo, we very quickly identified each other’s strengths, even prior to launching, so that helps to naturally focus on our strengths and identify together where we need support. We have from the beginning decided to surround ourselves with key partners in logistics and accounting mainly. Areas we continue to keep in house are marketing and customercare, which for us are the two key components that drive brand love.
What is the DNA of ninjoo, and has it evolved over time?
ninjoo’s DNA is built on inspiration, premium quality, and innovation. While this foundation remains strong, we’ve evolved to become more community-focused, understanding that connection and engagement with our audience are essential to our growth and authenticity.
How has your background informed how you operate professionally in business?
My experience in digital marketing and e-commerce has ingrained a user-first approach into everything I do. Understanding consumer behaviour, data and the power of content has allowed ninjoo to resonate deeply with our audience. When it comes to our partnering brands, my experience in luxury multibrand spaces has allowed me to make sure ninjoo is a host of choice for our brands, providing a qualitative platform, having a brand-led and storytelling approach as opposed to a price-driven strategy.
How do you scale without compromising on quality?
We continue to choose very meticulously the brands and products we offer to our audience. Controlled, strategic growth and introducing relevant services instead of just products, allows us to maintain our high standards and ensures each step we take enhances, rather than dilutes, the ninjoo brand.
What is the key to growing a community as a brand?
Authenticity and genuine engagement – both with our audience and our partners, are essential. Additionally, maintaining exceptional service, attentive customer care, and thoughtful surprises or delightful moments are effective ways to organically grow our community through word-of mouth and referrals.
What has been the biggest challenge since launching, and how did you overcome it?
Breaking through a market that often reduces fitness to utility and price wars. Our approach – positioning active lifestyle products as an extension of personal style – challenged the norm. We overcome it every day by focusing on curation, storytelling, and collaborations that resonate with our audience. We make premium fitness aspirational, not just functional.
What has been the biggest reward?
It’s without question seeing our vision come to life – when customers tell us they feel inspired by ninjoo, or that our products elevate their motivation. And of course, watching ninjoo carve its own niche in an industry that’s long overdue for a shake-up. We see the same passion for our brand that we previously observed in our corporate jobs for a well-known global brand in the sporting goods industry.
Who has inspired you in business and life, and why?
I’ve found and continue to find inspiration from multiple sources. In business I think of Simon Sinek’s ability toclarify purpose and leadership deeply resonates with me. Creatively, filmmakers like Wes Anderson or Bong Joon Ho have inspired me through their unique perspectives, attention to detail, and distinct storytelling. Ultimately, I’m drawn to creative individuals who lead with empathy, authenticity, while staying true to their own style, shaping how I approach business and life.
Do you believe in visualisation, and how has it impacted your life?
Absolutely – I consciously incorporate visualisation into my moments of calm and restorative breaks. Regularly visualising success strengthens resilience and provides clarity, both critical components for navigating the unpredictable journey of a start-up.
What daily practices do you undertake to ensure you stay in your best energy?
I’m not disciplined in the traditional sense of following a strict schedule; in fact, I tend to thrive in unstructured, spontaneous moments. My daily practices vary depending on what my mind and body need. I integrate movement into my day intuitively – between important meetings or when I feel I need a break. I practice what I preach at ninjoo and have a setup at home that allows me to sometimes work while walking on my treadmill, improvising a workstation to remain productive yet active. Other times, I’ll take a 15-minute Reformer break, focusing on specific Pilates movements tailored to what my body needs at that moment – stretching to relax or grab my Bala weights and go for an energising, strength-based workout after a rush of adrenaline. Listening to podcasts is also an integral part of my daily routine, keeping my mind stimulated and inspired. Additionally, I’m continually exploring ways to optimise my internal resources, paying close attention to my water intake, nutrition, sunlight exposure, and sleep quality, ensuring that I’m consistently operating at my best energy.
What advice would you give to someone wanting to start their own brand or business?
Build your business on genuine value. Always stay flexible, listen to feedback, pivot quickly if you feel you must, and keep your passion at the forefront of everything you do. Finally, invest in yourself, you are your company’s biggest asset, and you need to treat yourself as such.
This is The Design Issue – what or who inspired you in the design world?
I recently came across an American interior designer Hans Lorei who draws parallel on how cars, planes, and houses used to have vibes with a mix of shapes, textures a strong use of colour as opposed to today’s cars, planes, and houses that are mostly made of hidden décor, dry walls and very minimalist looks. To me, great design isn’t just about how something looks – it’s about how it makes you feel.
How do you help your clients design the life they want?
By redefining their relationship with movement. A home gym shouldn’t feel like a chore – it should feel like an extension of personal space and style. We curate products and design spaces that elevate both aesthetics and performance, so working out becomes something they look forward to.
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