Redefining Strength: How Intent Active Is Changing The ‘Fit’ in Fitness

Sitting on her couch after a brutal gym session, shoulders burning and traps aching, Abby had one of those lightbulb moments that put everything into a fierce sweat. 

“I couldn’t wear a bra for the rest of the day,” she laughs. 

“My shoulders and lats were so sore and red, and I thought…. there’s nothing out there that’s actually built for women like me.”

And just like that, Intent Active was born. A small start-up with a bigger mission: to create activewear that doesn’t just fit, but celebrates muscular, curvy women.

Abby Roseglaves

The Spark Behind the Brand
Abby’s “aha” moment wasn’t just about comfort, it was about representation.

“I saw a brand post the other day. Teenage girls in their gym clothes, and I thought, cool, but what about the rest of us?” she said.

“Most brands design from a size small and just scale up the measurements. But that’s not how bodies work.”

Instead, Abby dove into designing activewear that worked with women’s bodies, not against them.

“We don’t just incrementally go up a few centimetres, proportions change, shapes change. I wanted designs and materials that adapt to that,” she said. 

Her creative background gave her a unique advantage. “I’ve always been hands-on,” she explained. “I can draw, I can problem-solve, and I know colour theory. Choosing colours that flatter all skin tones, not just one, is something that’s overlooked by most brands.”

The Hustle Behind the Scenes

Intent Active officially launched early this year, and as it approaches it’s one year milestone, Abby admits it’s been a whirlwind.

“I kind of wandered in the dark at first,” she said.

“I didn’t have a solid strategy. I was just figuring it out as I went. Looking back, I’d tell myself to plan a little more, to have more structure in my marketing. But honestly, that’s also what makes my brand feel real, it’s authentic, and I’m learning as I go.”

It’s that raw, relatable energy that has helped Intent Active gain traction in such a short time. Abby’s community-first approach, focusing on comfort, inclusivity, and real representation sets her apart in a market often dominated by polished perfection.

Looking Ahead: From the Gym to the Community

When asked where she hopes Intent Active will go next, Abby doesn’t hesitate.

“I want to be the go-to retailer for all women in strength sports,” she said.

 “Strongman, powerlifting, CrossFit… anyone who has muscles and needs full support, comfort, and functionality. I want women to find something they’ve never found before in activewear.”

But her vision goes beyond clothing racks. “I want to give back to the community, to be a face that’s known and active within the strength scene. These athletes invest so much time and energy into their sport, and they deserve recognition.”

A Hint of What’s to Come

Intent Active’s next collection drops in early December, and while Abby keeps the exact colours under wraps, she promises they’ll be “the perfect mix of pop and practicality.”

“With warmer weather coming, I wanted shades that bring brightness without screaming for attention,” she teases. “Colours that work for all skin tones and don’t show every little mark after a tough session.”

So as we wait for new arrivals it’s important to remember…

Because when activewear is made with intent, it moves with more than your body, it moves with your purpose and your strength which is what Abby has created.

Where can you find Intent Active?

Shop: https://intentactive.com

Follow: @Intentactive