Small business Dona Jo Fitwear provides fashionable apparel with an active edge. The company specializes in leggings, shorts, tank tops, jumpsuits and other pieces of activewear designed to be both stylish and functional for workouts and general exercise. We sat down with Dona Jo’s president, Ashley Ferraro, to chat about what makes the business so popular with its customers.
Ms. Ferraro, what sets your company apart from the scores of other women’s activewear providers?
For one, our fabrics are superior in quality and functionality. All of our fabrics are durable and function much like a second skin when used for leggings and shorts. The construction of our shorts and leggings is unique compared to some activewear companies because we use flat inseams that reduce bulk and prevent chafing. Our designs are also figure-flattering, feminine and fun. The Dona Jo prints also make the JoJo (the customer) want to come back for more. The prints are vibrant and make any type of physical activity more fun to participate in while wearing them. They are unique and not likely to be found in any other U.S. activewear company.
What’s the most unique strategy you’ve used to try to reach more consumers?
Once customers receive their pieces, we encourage them to share their fitness experience with us on social media. If clients post a picture or status about wearing their Dona Jo activewear, we do our best to connect with those JoJos to get involved in their goals and facilitate reaching them. This positivity builds relationships and trust and makes the customer come back.
Great idea! Why do you think it’s important for companies to give customers the option of making health-conscious choices?
At Dona Jo, we are a community of supporters and encouragers for one another. We want fitness and healthy living to be a fun experience for our JoJos, so we are here to provide not only stellar workout gear, but also positive advice in other areas to promote a healthy lifestyle.
Dona Jo Fitwear is based out of Pittsburgh, PA. For more information, you can visit the company online at

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