Hera Fitness was created with New Zealand women in mind, with a mission to providing high quality, comfortable, affordable clothing for all shapes and sizes. This New Zealand designed, owned and operated label is focused on empowerment, because all women deserve to feel confident and comfortable in their daily routine when exercising, out on an adventure, resting or just living everyday life. When she took over the business in August 2024, Natalie Fullman was excited to shared her passion and vision, while helping her customers to feel confident in Hera’s practical and stylish range of clothing. Here she talks to The Natural Parent Magazine about her business journey so far, how she balances work and family life, the challenges she has overcome, and her hopes and dreams for the future.
The passion: What inspired you to set up your business?
I took on Hera Fitness in August 2024, after seeking an opportunity that sparked my interest and passions. I have worked around the leisure and health industries for almost my whole career and now I’m in to my late thirties, I was feeling ready to find an opportunity that I could sink my teeth into as my little children start to head towards school age. After reading about Hera, I knew it was the one for me, and fortunately I managed to convince the previous owner of my passion and vision, so she chose me to take it on! The inclusivity of sizes and designs to attempt to cater for all New Zealand women is inspiring. I want to help everyone feel great wearing our quality, comfortable and affordable clothing.
The launch: How did you start out in the beginning?
Hera has been going for a few years, and some of the activewear products are established with a small following. The majority of marketing and sales have previously happened in the North Island, so I have bought Hera down to the South and my first and foremost plan is to get the brand out there! In the past few of months, I have taken a pop-up shop to marathon events, markets and fairs, and also collaborated with two shops so far to sell the products. One aspect of the business that is new to me is the designing of new products. I feel it is also the most exciting! The opportunity to help New Zealand women get what they want from their clothing is a privilege. I love listening to people’s ideas and hearing likes and dislikes about their activewear. Trying out different colours and designs, and identifying needs across the different clothing options is really interesting.
The innovation: What was the biggest breakthrough for you with your business?
2025 is my year for breakthroughs! I would love to come later this year and answer this question, and it will hopefully be a flurry of success stories! As I am just six months into owning Hera, I have been in a ‘getting ready’ mode: getting to know the products and restocking items, identifying development areas, as well as working hard on my own understanding of the activewear and online retail business sector. So I guess I’m saying watch this space, and hopefully watch out for Hera appearing in more and more places – and hopefully into your own wardrobe at some point!
Yin and Yang: How do you balance work and family?
I find the fine balance of work and family a constant challenge. I have my Hera work days set aside from family time, but it is the other days where I want to enjoy thoughts about business development or new exciting ideas, but am unable to fully focus on those as there’s a million things going on that need my attention first! I wouldn’t change it for the world though and as school fast approaches for my eldest son, I feel sad that I will not have him at home as much, and am already missing him (somehow?!). I try to be present with my family to make the most of all our moments together, and our family also prioritises activities to move our bodies and activities to connect with nature. This is probably key to keeping everyone happy and able to multitask between the demands of young family life.
