WHO IS AMSO?
MADE FOR WHO YOU ARE & WHO YOU'RE BECOMING
WHY WE CREATED AMSO
Honestly? Partly, because we wanted an excuse to call owning an unreasonable amount of activewear "business research."
But more importantly, we felt activewear had started to look like it was made for one kind of woman: the dedicated gym-goer, the Pilates princess, or the person who somehow has their entire life together before 6am.
We wanted to move away from that and create a brand that felt more real, welcoming and connected to growth in every part of life
We live in activewear, and not just when we are working out. We wear it for work-from-home days, lounging around, coffee runs, errands, travelling, chasing the little ones and almost everything in-between.
We wanted to create pieces that felt comfortable enough to wear all day, while still being flattering and elevated enough to make you feel put together.
That meant focusing on pieces that move with you rather than digging in, rolling down, sitting funky or becoming uncomfortable after a few hours. Activewear should support your day, not make you desperate to take it off the second you get home.
At AMSO growth is not measured only by gym progress, physical performance or how aesthetic you look. We wanted to create a brand that celebrates every kind of achievement from building your career, raising a family, improving your wellbeing, starting something new, or simply becoming more confident in yourself.
Whatever you are working towards, AMSO was created to support who you are and who you're becoming.
THE FACES BEHIND AMSO
SOPHIE
Co-Founder | New Zealand
Sophie is the strategy, marketing and slightly chaotic creative brain behind AMSO. While studying Business and Marketing, working and raising her daughter, she somehow decided launching an activewear brand was a sensible addition to the schedule.
After practically living in activewear for years, Sophie wanted pieces that felt comfortable beyond the gym and worked for real, busy lives. AMSO is her way of creating more than clothing—it’s about building a community that celebrates growth in every form, whether that’s fitness, motherhood, study, work or simply feeling more confident.
AMY
Co-Founder | United Kingdom
Amy is Sophie’s long-time best friend, honest opinion provider and resident gym girl. She’s currently studying Law and spending a year on exchange in the UK, where the gym remains her emotional-support activity.
She joined AMSO to support Sophie’s dream—and then quickly became fully invested. Amy wanted activewear that was genuinely comfortable, supportive and flattering, particularly for shorter and bigger-busted women. She brings humour, strong opinions and plenty of real-world product feedback, helping make sure every AMSO piece works just as well for everyday life as it does for an actual workout.
OUR FAVOURITE PEICES
Discover our founder's favourite sets and colour matches. Who do you resonate with more?
GROW WITH AMSO
More than activewear. A community built around real growth.
AMSO is for women building lives that feel like their own. Whether you’re working towards a fitness goal, growing your career, studying, raising a family, starting again or simply learning to back yourself, your progress deserves to be celebrated.
We’re here for the big milestones, the small wins and everything that happens in between.