A Message from Fiona Lim, Founder

I’ve spent 30 years learning how to serve people exceptionally well.

I built luxury travel and golf businesses. For 18 years, golf was at the centre of my professional life, managing exclusive experiences for clients who expected nothing less than perfect. I learned that real service is not about transactions. It is about understanding what someone needs, sometimes before they know it themselves.

But through all of that, I was one of the women who wasn’t being served.

Golf meant I needed sports bras regularly. Not occasionally. Regularly. And in Singapore, finding one in my size was not a matter of preference. It was a genuine problem. Retailers stopped at XL if you were lucky. The one local label I could find that worked came in a single style, a handful of muted colours, and my size only. When I found it, I bought every unit they had.

For daily bras, I had given up shopping locally entirely. My size simply did not exist in Singapore stores. I was a frequent flier, and I learned which cities stocked what, planning my shopping around my trips. I knew how fortunate I was to be able to do that. Most women cannot.

I watched friends face the same wall. The same resigned shrug:

We are not “good enough” women. Why should we accept “good enough” activewear?

In 2018, I walked away from my business. Not because it had failed. Because I could feel the world changing and knew I needed to rebuild myself with it. I applied to MIT. The next course I took was a diploma in apparel design and product development.

Fashion was not the plan. I chose it because I loved shopping. A practical reason, not a romantic one.

What I found inside the industry surprised me. During a fashion marketing module, something clicked. Asian curvy women had almost no quality activewear built for their bodies. Not an afterthought. Not a footnote. An almost entirely ignored gap in one of the world’s largest industries.

I had lived that gap for years. I just hadn’t seen it as an opportunity until that moment.

Active Liberated is what came next.

I bring the same obsessive care I brought to luxury client experience to every detail: the product selection, the fit testing, the way we write about and speak to our community. Because 30 years taught me one thing that has never changed. Everyone deserves to be served exceptionally well. Especially us.

You deserve activewear that fits your body, performs when it matters, and makes you feel ready to move, without compromise, without apology.

You deserve to feel liberated.

Welcome to Active Liberated.

— Fiona