Who are we?

GFI Activewear is a cutting-edge brand dedicated to producing high-performance athletic wear that blends innovation, functionality, and sleek design. From day one, we've been driven by a mission to revolutionize the activewear industry, creating gear that doesn’t just meet expectations but exceeds them.

Founded with athletes in mind, we refuse to settle for ordinary. We're constantly pushing the boundaries of performance and technology, allowing athletes to integrate fitness tracking devices into our apparel so athletes can train smarter, not harder. Inspired by those who are relentless in their pursuit of excellence, we strive to improve every day—helping you to Go For It and achieve elite performance.

Our Vision: Pioneering the Future of Activewear

At GFI, we believe in pushing the boundaries of what's possible in athletic performance. We aspire to be the go-to choice for athletes across all sports, providing them with the gear they need to perform at their best. From groundbreaking innovations to uncompromising quality, our mission is simple: revolutionize the way you experience activewear.

We don’t just make clothes – we empower athletes.
Our Vision is Built on 5 Key Pillars:

  • Revolutionize Activewear

    We're changing the game by integrating fitness tracking technology directly into our activewear, allowing athletes to monitor their performance without sacrificing comfort or style. Say goodbye to bulky wearables, and hello to streamlined efficiency

  • Champion Quality and Comfort

    We set the bar high. Every piece of GFI activewear is meticulously crafted for durability, comfort, and performance. Whether you're in the middle of a high-intensity workout or a demanding game, you can rely on GFI to have your back.

  • Foster Inclusivity

    Sports are for everyone, and so is GFI. We design our gear to cater to athletes from all disciplines, ensuring that whether you're playing contact sports, training for a marathon, or practicing yoga, we’ve got something for you.

  • Style Meets Function

    Looking good and feeling good go hand-in-hand. With sleek, minimalist designs in timeless black and white, GFI gear helps you stand out while staying supported. Our apparel enhances your performance while maintaining an elite aesthetic.

  • Build a Global Community

    We’re more than just a brand; we’re building a global community of athletes united by their love for health, fitness, and GFI products. Join us, and you’ll become part of a passionate movement where performance meets innovation.
Join the GFI Community

Our Products

We are the first ever to seamlessly integrate hidden smartwatch tracking directly into our high-performance gear. Designed specifically for contact and high intensity sports, GFI lets you track every workout without compromising comfort, style, or safety. Our innovative tracker pocket’s ensure your performance data stays accessible yet out of sight.

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Our Founder

Jess Walton is not your typical founder. A former Team GB show jumper turned elite netball athlete, her journey is built on ambition, resilience, and pushing limits.

In just two years, Jess went from everyday athlete to competing at the highest level—now playing England Mixed Netball and for Mixed State level in Australia (current AMMNA Champions 2026). Her rapid rise wasn’t luck; it was built on discipline, intent, and an obsession with performance.

Along her journey, she spotted a problem.

Athletes in high-performance, contact sports were missing a crucial piece of the puzzle—there was no way to track performance seamlessly without compromising comfort, safety, or style. Smartwatches weren’t practical. Traditional activewear wasn’t designed with performance data in mind.

So GFI Activewear was formed.

Just like her sporting journey, Jessica is now pushing boundaries in the activewear industry—designing pieces that don’t just look and feel incredible, but work harder. GFI specialises in innovative bras and shorts that integrate performance tracking, giving athletes a smarter way to train and compete. Alongside this, the famous grip socks are revolutionising the industry. 

Every product is built with intention. Tested, refined, and worn by Jessica herself. GFI isn’t just activewear. It’s the future of performance.