Home Highlight FIT.CO is all about making you look good and feel good during your fitness journey

FIT.CO is all about making you look good and feel good during your fitness journey

by Grace Sundram

As Bella launched FIT.CO back in June, she received nothing but love and support from her peers, her family and even the public. As a 23-year-old entrepreneur, she founded this homegrown lifestyle and athleisure apparel brand during the Recovery Movement Control Order (RMCO) with absolute dedication and perseverance.

The brand is a platform where women can get inspired to stay fit and healthy regardless of their busy schedules and whatnot. It’s more about preparing yourself to be more active and physically strong.


Started fitness at a very early age, Bella got into ballet at the age of 5 and switched to gymnastics at the age of 8. For the next 11 years, she trained hard and represented Sabah as a state gymnast alongside her brother who was a golfer. “All I knew was fitness back then until I went to university where I got to live fully out of it. That is how I got inspired to launch my own fitness lifestyle brand,” she said.



The success of FIT.CO happened unexpectedly when their FITbox got sold out within two days. No doubt, it would have been a very overwhelming moment for someone who runs a one-woman show, but Bella was surprised and pleased with the response the brand had gotten.

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Having always been part of the fitness world, she was stoked to introduce fitness gears that are easy to use and are great for those who are beginning their fitness journey. Plus, launching it in a curated gift box way seems out of this world and super intriguing for many consumers. Not to mention the packaging is absolutely cute with the colour scheme of white and Pantone 3519 C.

Who thought getting a box filled with fitness goodies would make you feel this good?

“I have not seen any brands that do this and FIT.CO is the first in Malaysia to create a fitness box filled with fitness essentials goods,” the former state gymnast enthused.


For just RM150, the FITbox comes to a total of eight items, including five separate strength resistance FITbands, a FITbelt, a waterproof band carry bag and a biodegradable cotton carry bag.

Apart from that, the second best-selling product of the brand is the FITbelt, which can now be purchased separately. No longer would it be difficult for you to get rid of the stubborn belly fat. With FIT.CO’s FITbelt, you can observe real-time weight-loss goals when you’re working out.

You just get that confidence and motivation when you can actually feel yourself sweating more than you used to during a workout session.


The FITbelt is made of high-quality heat-retaining neoprene and is primarily designed to promote the perspiration and detoxification of sweat glands by sauna-like action. With both of these features, it will help improve metabolism while enhancing the benefits of your usual cardio or ab workout routines to melt away stubborn fats.

Adding on, Bella shares, “It is not a magic belt. Let’s face it, to see results, the effort is needed. There are no shortcuts when it comes to health and fitness.”


In terms of design, Bella handles everything: beginning from the logo up to the FITapparels. Though a number of her products such as the FITbelt, COMFY cropped jumper and 100% Mulberry Silk FITmask are handmade by talented Malaysian artisans. This is to reduce harmful environmental effects while also being able to manufacture premium goods at a reasonable price.

Time to reminisce when was the last time you decided to stay fit whilst getting to know the lovely founder of FIT.CO, Bella Mobijohn.

Get to know Bella


Tell us about where you grew up and what was your family life like? 

Hi, my name is Bella Mobijohn. I’m a 23-year-old Kadazan girl who’s currently residing in the west. I grew up in a small town called Penampang in Kota Kinabalu, Sabah. I’m the only girl of two brothers. Growing up, my parents were easy-going and always supportive of us pursuing our dreams. They were also very encouraging and taught us to not be afraid of failure because only through failure, you learn to succeed.

Where did you go to school and what was your previous venture before FIT.CO? How did your past experience benefit you on starting up your own business?

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Before I transferred back to Malaysia about 2 years ago, I was actually studying in San Diego, California and after transferred to Leeds, in the UK. I took up a Bachelor’s of Science (Hons) Degree In Architecture.

When I was on semester breaks, I would always look up for part-time jobs to gain exposure and experience out of what I was studying back then which was Architecture. I was on the verge of giving up on architecture so I told myself that I would want to get a job and see what it was really like in reality and took up many part-time jobs in various fields. I’ve worked as a telemarketer, waitress, front desk executive in a private hospital, graphic designer and lash artist as my freelance business, promoter at a grocery store, gymnastics coach. All of this experience from prior jobs transferred into my business plan and it benefited me with my growth and gave me an advanced insight on what the working life is really about.

How did your parents influence you to be the person that you are today and what lessons and values can you share with us?

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My parents are my inspiration. Both were entrepreneurs, though they have a different educational background. My mother was a lecturer but decided one day that she wanted to open up her own business because it has always been one of her dreams. As for my dad, he started business at a young age. He passed away a few years back due to an accident, and after that, I really wanted to carry on his legacy. Growing up, I have seen my parent’s failed and successful businesses, it really taught me that despite failures, they never gave up and kept going.

What can you share with those who are struggling with body image issues and how can they begin their fitness journey?

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It’s common to feel uncomfortable with different aspects of our bodies or to want to make small changes here and there. However, sometimes this dissatisfaction with our bodies can start to become a burden. I myself go through this at times! I’m no expert but my advice, start with small fitness goals and build up from there. Don’t be too harsh on yourself and place yourself into a highly restrictive diet. Make sure you fulfil your requirement with nutritious foods and allow yourself to have cheat meals and treats every so often.

How do you cope with rejection? Both professionally and personally.


I always try to see things in a positive manner. It depends how you see it but rejection can sometimes be a gift. I always try to take rejection into an opportunity to learn. Letting negative feelings fester will only hold you back. The most successful people in life and business are the ones who never stop working on themselves and constantly strive to take themselves to the next level.

Share with us something that you’re working on improving about yourself and the business. How will that help with your goals?


Another thing I’m guilty of, and it’s very likely a consequence of trying to multi-task. I’m always working on two or three tasks simultaneously. I need to stay focused on what’s important and execute it one task at a time. Taking a step back and determining which task is more important and focus entirely on it.

Lastly, how do you stay true to yourself and what’s your definition of success?

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How I stay true to myself is always reminding myself of where I came from. Being completely honest with myself, staying faithful to my values and always to be sincere and have only good intentions from the heart.

Success can be defined in so many ways. My definition of success is when you fulfilled everything you set out to do in life and are happy and is in love with what you are doing. Knowing that what you are doing is helping yourself and others lead a better, happier and healthier life.

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