InJupiter Meets JOFIT's Joanne

JUPITER, FL – April 29, 2017 – Joanne Cloak, the CEO and founder of JOFIT, never envisioned herself as the proprietor of a retail store — let alone the name behind a wildly popular brand of clothing and accessories designed not only for athletic women, but for real women, with fitness goals and fitting concerns.

“I have a huge background in teaching physical education, and playing volleyball and softball,” Cloak explains. “I spent years accompanying my son, who is a Junior Golfer, and when he started, 11 years ago, there was nothing for me worth wearing. So through much extensive trial and error, I started designing my own outfits. Soon, my friends and family started wanting them and it snowballed into a wholesale business. A very successful wholesale business.”

Providing her quality designs — Cloak really is involved in every piece — on a wholesale basis allowed her to stock golf clubs’ pro shops, country clubs, etc. allowing the female members to now have 1,000s of clothing options from which to choose, “as opposed to the limited number of pieces that the clubs traditionally stock,” she says. “I never expected to have a storefront, until I drove past Harbourside Place and was excited to see what it was. I went in and spoke to management on a lark and they offered me a deal I couldn’t refuse.” And so, the woman who never envisioned herself with a storefront has been at Harbourside for a year and a half.

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Joanne Cloak

“So many of our customers walk in already wearing JOFIT, which is so great,” she enthuses. “And I have the most passionate, responsible, and gorgeous team there. I really do. Like me, they care about our garments and the way that they are made, and the way that they fit our customers. We pay extreme attention to detail. If something isn’t right, I love that my customers care enough to say what they don’t like.”

Cloak recently hired a new Design Director to create a Fitness for EveryBODY line because she feels strongly that every woman’s body deserve to be dressed in well-made, well-fitting, comfortable clothes. “We’re not an apparel brand. We sell happiness,” Cloak says. “When women try on the clothes and see how they fit and flatter their ‘problem’ areas, it makes them happy. And it doesn’t take a lot of money to make things fit, it just takes attention to detail.” Cloak knows about fit and comfort. She wears her JOFIT clothes almost exclusively.

Visit Joanne Cloak in her flagship JOFIT store, right here in Jupiter, at Harbourside Place. Your closet, your wallet, and your feeling of well-being will thank you.