Go Figure was started by Kim Ellis-Durity (then a certified fitness instructor at 5’10” tall), due to her frustration trying to find fitness wear, even from well-known brands, to support her active lifestyle. Knowing she wasn’t alone, Kim combined her business background with solid market research to meet the needs of this under-represented group. Like her clients, she understands the competing demands women manage regularly, while wanting to feel comfortable and look great at the same time.
Go Figure began ten years ago in a kitchen with only three items, and has since evolved into a clothing line worn by thousands of women all across the globe.
Over the years Kim’s clients have shared personal stories of the their journey toward a healthier lifestyle. Realizing that looking good while on this path may be just one part of the solution for some, she felt that more facilitated support may be required.
During the past two years Kim served as a consultant to a well-known North American weight loss company, and continued her studies at the University of British Columbia in Health/Wellness and Counseling. Through this process she see the deep value in offering her Go Figure clients a NEW Health and Wellness Consulting service.
The main goal of the energetic Go Figure team is not to isolate the size 10 and over woman from her favourite activities, but instead provide a range of choices that encourages her to participate and to even try something new.