The Smart50 2023 Retail Award winner: MoveActive

There are few nominees more deserving of The Smart50 Award based on time in the market alone than MoveActive – and we are so happy to crown founder Melissa Pain as this year’s Retail Award winner.

Way back in 2009, Pain was struggling to find quality grip socks for her pilates practice. Dissatisfied with the limited offerings on the market, she took matters into her own hands. From something so innocuous began an entrepreneurial journey that would span well over a decade. 

“Talking to fellow female fitness enthusiasts at my classes, I realised I wasn’t the only one in desperate need for better designs,” she said. “So, with a toddler at my feet and baby number two on the way, I started MoveActive with nothing but a laptop and my basement for storage.”

From the very first patterned grip sock, the response was overwhelming. MoveActive’s ability to innovate and fill market gaps has seen the business soar on a continuous upward trajectory. Despite the initial challenges of juggling business responsibilities with motherhood, the five-year mark signalled the potential for the brand to truly evolve into a much bigger venture.

“Fast forward 13 years and we now have more than 4,300 wholesale customers across more than 39 countries globally,” Pain said.

But she’s certainly not finished with this adventure yet – not by any means. MoveActive wants to maintain more than 50% year-on-year growth and extend its dominance into the US market. Pain also plans on building robust customer loyalty programs and expand the business’ fulfilment capabilities to meet the demands of its expansion.

“Our journey towards excellence is rooted in a steadfast commitment to D2C growth, fostering innovation across key areas,” Pain said. “Our retail orders have surged remarkably this year, showcasing consistent month-on-month expansion compared to the prior year. Noteworthy moments like a 46% spike in February and a 48% surge in August show our dedication to our D2C retail success.”

Richard Li, co-founder and CEO of July, Smart50 2022 winner, and guest judge for 2023 on the Retail Award category, said: “MoveActive is an outstanding business due to its remarkable journey from Melissa’s personal struggle to a global success story. Her passion for creating functional and attractive grip socks to meet a genuine market need set the foundation for the company’s excellence. Its adaptability during the COVID-19 crisis showcased its resilience. MoveActive’s commitment to nurturing community connections, listening to their customers, and swiftly pivoting in the face of adversity has been essential to their survival and continued growth.”

MoveActive placed 16th on the 2023 Smart50 List.

Back to The Smart50 Awards 2023.