GRRRL is a pivotal change in the $200bn athleisure sector which has huge holes. Average US women are now 16-18 and sales of larger, plus-size clothing are forecast to grow at twice the rate of ‘standard’ sizes by 2020 but few sports brands are servicing the market. With 97% of clothing made for sizes smaller than the AVERAGE women. Brands like Lululemon, Nike, and adidas all stop dead at a size large - smaller than at least 70% of American women.