2012 - The initial idea
2013 - Perspective and clarity
2014 - Laying the groundwork
2015 - The start of fitppl
fitppl was founded in 2015, without celebrity backing, influencer hype, or VC investors. It started as a small, deliberate effort to build products thoughtfully, from the ground up.
There was no launch playbook. Just steady work, careful decisions, and a focus on building something that would last.
The fitppl
story
One guy, with one clear standard: To build a brand that holds up over time.
Product first, always
From the beginning, Patrick focused on building products carefully and without shortcuts. Decisions were made slowly, with attention to how ingredients were sourced, combined, and used over time.
There was no interest in optimizing for trends or taking the fastest path to market. The goal was simply to build products that felt considered and complete.
An experience that shaped perspective
In 2013, while working as a freelance cinematographer, Patrick traveled to Thailand during downtime between projects. Seeing the scale of plastic pollution firsthand sharpened his perspective on waste and responsibility. That awareness later influenced how fitppl approached materials, packaging, and long-term decisions.
Responsibility followed
Responsibility became a natural extension of that same thinking.
Experiences outside the product world, including time spent abroad, sharpened Patrick's awareness of waste and its consequences. That awareness didn’t turn into slogans or campaigns. It turned into specific choices about materials, packaging, and where the brand was willing to take a stand.
The work continues quietly, through decisions that are practical, imperfect, and ongoing.
A note from Patrick
I’ve held the brand to the same standards since 2015. It’s been a long and difficult road, but nothing compares to losing my mom in 2023 to bile duct cancer. At that point I was eight years into the business and honestly pretty worn down. When she was diagnosed, it became all hands on deck.
The doctors kept insisting she needed to get as much protein as possible. But what the hospital was providing looked a lot like the same kinds of products that originally pushed me to start this company back in 2012.
So I brought her mine instead. From that point on, that’s what she asked for until we left the hospital for hospice.
Losing her was devastating. But one thing it reinforced for me was the work that still needs to be done. And she would want me to keep pushing.
So in her memory, I keep going.
