Career Building is a series where we ask industry writers and creatives what it takes to succeed.
Karima Karmouzi is the visionary founder of IKASU (@ikasuofficial) , a homegrown athleisure brand based in Dubai that was established in 2021. Passionate about women’s empowerment and promoting an active lifestyle, Karima has successfully led IKASU to make a significant impact in a market traditionally dominated by large corporations and male leaders. Her brand is more than just a business venture; it’s a movement aimed at inspiring women to embrace fitness and well-being. By forming strategic collaborations with local fitness studios like Barry’s Bootcamp and Crank, and partnering with influential female content creators, Karima has cultivated a dedicated community that resonates with her vision.
This is how the dynamic entrepreneur did it.
1) Karima Karmouzi, you are the founder of IKASU. Were you an entrepreneur at heart from a young age?
My father, a self-made man, left Marrakech at 14 to work with his uncle in Casablanca. I always admired his drive and determination. Growing up, we had a clothing factory with a retail space, and I would help him there on Saturdays. Those experiences instilled a sense of pride and purpose in me. For me, being an entrepreneur, was a natural progression of my career.
When I discovered my passion for fitness, it naturally led me to launch IKASU.
2) How did you decide to launch IKASU? What does ‘IKASU’ mean?
My decision to launch IKASU was driven by my deep passion for fitness. Fitness has profoundly impacted my life by instilling discipline, enhancing productivity, and improving my overall well-being. I wanted to extend these benefits to other women, which inspired me to create IKASU—a community that encourages women to prioritize self-care and well-being. Additionally, the rise of fitness and health centres, coupled with the popularity of new sports like Padel, highlighted the growing trend of athleisure as a top fashion choice. IKASU means “revive” in Japanese, it also means “stylish” and “smart,” which resonate with the women we aim to inspire.
3) IKASU focuses on offering athleisure that supports an active lifestyle. How has the approach to athleisure wear among women changed over the years?
Women are increasingly seeking athleisure that combines comfort with style, suitable for both sports activities and everyday wear. With the growing popularity of tennis and padel, there’s a rising demand for sporty skirts and dresses. We also embrace sneaker culture by offering trendy options that merge style and comfort. Observing a trend where women are diversifying their fitness routines with new activities like Pilates on reformers and pickleball, we see them choosing athleisure for various daily activities, including running errands. Our goal is to build a supportive community that empowers women to lead active lifestyles, reflecting the ongoing emphasis on health and wellness post-pandemic.
4) What is your research process for staying ahead in the competitive athleisure industry?
In the competitive world of athleisure, understanding our customers’ needs is crucial. Innovation is central to our business, and we continually strive to offer high-quality products and explore new segments in sportswear. We cater to different needs with our range of athleisure, including high-intensity workout gear and loungewear made from soft ribbed materials for both indoor and outdoor use. Our focus is on introducing high-quality athleisure designs that are comfortable and stylish.
5) With athleisure becoming more popular, where do you see the industry in ten years?
The athleisure market size was estimated at over USD 310 billion in 2023 and it is projected to grow by 9.3% from 2024 to 2030. The growing interest in wellness, sports and outdoor activities is expected to drive up the demand for athleisure.
Looking ahead, I see the industry continuing to thrive as physical well-being gains even more emphasis. We’re witnessing athleisure brands building communities of fitness enthusiasts and many developing their own fitness apps to enhance engagement and provide tailored experiences. This trend will only grow and evolve, becoming bigger and better.
The integration of comfort and fashion will remain a crucial demand, and I’m excited to contribute to this trend by encouraging women to embrace fitness while looking and feeling their best.
At IKASU, we’re focusing on partnerships and collaborations as a key strategy. We’re teaming up with prominent fitness brands like Barry’s and Crank’s, as well as influential women content creators, to develop innovative co-branded products. These collaborations aim to meet the evolving needs of our customers and drive future growth in the athleisure market.
6) Lastly, what advice do you have for someone looking to launch their athleisure brand?
- Believe in yourself and your vision. Confidence is essential for overcoming challenges and driving your brand forward.
- Take risks and be open to stepping out of your comfort zone. Innovation often comes from trying new things.
- Ensure you have the right product-market fit.
- Be honest and transparent in your business practices. Authenticity helps build trust with your customers.
- Put your customers at the core of your brand. Understanding their needs and preferences is crucial for creating products that resonate.
- Empower your community by engaging with them beyond just selling products. Building a supportive network fosters brand loyalty.
- Constantly innovate and stay ahead of trends. The athleisure market is dynamic, and continuous improvement is vital for staying relevant and exciting.
