FITUP official. Philosophy

When the strong and passionate minds of two fitness, health and fashion savvy women joined forces, FITUP was born and the result was an online destination that delivers high quality and stylish active wear for all.

FITUP – now rebranded and relaunched as FITUP official. was created to appeal to men and women whose easy-going style still requires an element of subtle luxury. Sports-luxe is the basis of our store concept.

FITUP official. is your one stop destination for workout and leisure wear, showcasing premium on-trend pieces from both Australian brands and International labels not readily available in Australia. Each piece is meticulously selected by us, ensuring there is that perfect piece available for all elements of your fitness journey.

At FITUP official. we offer you a seamless shopping experience. One of quality, style, intimate customer service and fast shipping, wherever you are in Australia, and around the World.

Get the gear and then get into gear improving your health and wellness. You’ve got the stylish look; now look to improve your health and fitness. Check out SmartPlay.com.au for insights into how best to exercise safely and how to go about improving your fitness at every lifestage.