Stitch Fix has teamed up with Venus Williams, tennis champion, to launch a campaign to encourage women to conquer their anxiety about the gym.

As a way for women to achieve their fitness goals, the ‘Goodbye Gymtimidation’ campaign was launched through a variety of activations through the Stitch Fix platform.

Williams will share her personal experience with gym anxiety and the styling platform will push its personalized shopping experience to help customers find the right athleisure products for them.

Stitch Fix will highlight a selection of activewear brands as part of its fitness-centered activation. New data from the platform has shown a correlation between confidence-boosting activewear and the ability to stay on track with your fitness goals.

Image: Stitch Fix x Venus Williams

Stitch Fix found that around 89 percent American women surveyed said they skip workouts due to not having workout clothes that make them feel confident. The survey also found that workout anxiety is particularly high among millennial women at around 80 percent.

Williams stated in a press release that he was not immune to anxiety when she plays tennis on a worldwide stage. “It’s actually the exact opposite. In fact, I have experienced “gymtimidation” in the past while working out and have since developed my own techniques to combat it throughout my career. This is why I joined forces with Stitch Fix to launch this campaign: to raise awareness about the issue and encourage women to be confident throughout their wellness journey.”

Stitch Fix also announced a partnership with Happier that will enable users to access the app’s personalised habit tracking tools.

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