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AIM'N: The Women-First Activewear Disruptor
How a 99-person Swedish brand is scaling to $22.6M by ignoring the male gaze
While Nike and Lululemon fight over the general athletic market, AIM'N quietly built a $22.6M empire by doing one thing radically different: designing activewear exclusively for the female gaze. No compromises, no unisex sizing, no male-designed 'performance' metrics.
"They're not selling leggings. They're selling a movement that happens to wear leggings."
The Community Flywheel
AIM'N's 40% direct traffic share reveals their secret weapon: they've built a brand, not just a store. With 823 Trustpilot reviews at 3.1/5, they're polarizing by design. This isn't mass-market appeasement—it's cult-like loyalty. The 7,960 monthly searches for 'aimn' prove customers don't comparison shop; they buy into the tribe.
The Content-to-Commerce Engine
Their TikTok, YouTube, and Instagram presence isn't marketing—it's the product. With 35% organic search traffic, AIM'N has weaponized SEO around hyper-specific terms like 'aimn café au lait stretch thermo pants' (140 monthly searches). They're not chasing 'leggings'; they're owning their universe of long-tail, high-intent keywords that competitors can't replicate.
The tech stack tells the story of a modern DTC playbook: Tailwind CSS for speed, Vite for development velocity, and PWA for app-like experience. But the real moat is their cultural infrastructure—founder Robin Mostacero and CMO Sanna Westerberg have engineered a feedback loop where community content directly informs product drops.
- Gender-exclusive design philosophy: Every seam, panel, and fabric choice starts with female anatomy, not male assumptions
- Long-tail keyword dominance: Owning micro-niche searches like 'aimn getinge' (90 searches) creates defensible organic traffic
- Direct-to-tribe model: 40% direct traffic means they own the customer relationship, not Meta or Google
The Unspoken Threat to Lululemon
AIM'N proves that when you stop designing for everyone, you start owning a specific someone. And that someone has a credit card.
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aim'n Sportswear | By women, for women! – AIM'N
Welcome to aim’n Sportswear. We aim to inspire and motivate you to an active lifestyle – What’s your aim? Shop activewear for women online, aimn tights, sports-bra, tops, leggings and much more at aimn.com.
aim'n Sportswear | By women, for women!
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Reviews (20)
The rain boots are also good in the snow!
I bought the rain boots and they are very cool to be honest and they look super nice! I am living in The Netherlands and I have been using in the snow and they were super good! So, I’m impressed 🤩
Hi Ayelen, Thank you so much for sharing this feedback. We’re very happy to hear that you both like the design, and it’s wonderful to know that you can even use them in the snow. We hope you’ll find many more lovely pieces with us! Kind regards/aim'n crew
Aim’n’s customer service is OUTSTANDING!
Aim’n’s customer service is OUTSTANDING, I’m so impressed with their speedy responses and customer focused approach to queries. Their focus is not on their pockets but on their customer’s experience. I rarely leave reviews and haven’t been asked to leave one but felt that compelled to write one for them. Even though I live in the UK and have to pay import duties on top of the product based on the quality and their top tier service, I’ll gladly pay that extra tax to buy their products. Thank you once again!
Thank you so much for your wonderful review! 💛 We are truly grateful that you took the time to share your experience. Thank you as well for choosing aim’n all the way from the UK, even with the extra import duties and that you feel our products and service are worth it. If you ever need anything in the future, we’re always here for you. Thank you again for your kindness and support! ✨
Very cool let get it girl
This is the great design ,high quality, nice to have in yoga n gym Excellent after-sales service
Hi lovely Kiki Thank you for providing us this great feedback, we truly appreciate it. Always welcome back! Best regards/aim'n crew
Fast shipping
Fast shipping
Thank you for feedback. Glad your order arrived fast :) Wish you a beautiful day!
AIM’N quite frankly makes the best…
AIM’N quite frankly makes the best workout gear I’ve ever owned! I’ve been purchasing from this company for years, and it never fails to make me happy. The quality is absolutely superb — from the bras and matching sweaters to the leggings and even the socks. Everything washes beautifully and lasts for years. I constantly get compliments on my yoga outfits, and everyone wants to know where they’re from! My only wish? Please come to America! With the current tariffs, the shipping costs have become mind-blowing — but even with that, the products are worth every penny.
Hi Christine, We’re so happy to receive your feedback – thank you! We completely understand that you don’t want to pay these extra costs, and we truly hope the situation will improve soon. Of course, we want to provide our lovely customers in the USA with better conditions and make it easier for you to shop the items you need and love. It honestly makes us so happy to hear how much you love your aim’ns! Warm regards, aim'n crew
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About aimn.com
Welcome to aim’n Sportswear. We aim to inspire and motivate you to an active lifestyle – What’s your aim? Shop activewear for women online, aimn tights, sports-bra, tops, leggings and much more at aimn.com.
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Technology Stack
aimn.com uses 29 technologies across their website including Font Awesome, Adobe Fonts, hCaptcha, HSTS, PHP, and more.
Fonts
Font Awesome, Adobe Fonts, Google Fonts
Security
hCaptcha, HSTS, reCAPTCHA
Programming Languages
PHP
CMS
Framer
Cloud & Hosting
Cloudflare
Privacy & Consent
OneTrust
Traffic & Audience
aimn.com receives approximately 37.9K monthly visitors and ranks #779,999 globally. The website has a bounce rate of 39% with visitors viewing an average of 2.1 pages per visit. Users spend an average of 0:29 on the site.
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