She is only 28 years old but runs a company with scale-up numbers. With 30 stores already open and others opening in central and northern Italy, Storefit, the group founded by Jasmine Haffadi, achieved an aggregate turnover of €6 million as of December 31, 2024, employing over 90 people on a permanent basis. The latest opening, which will be followed by three more in Bergamo and Brianza by the end of the year, is scheduled for Saturday, September 20, in Milan’s Porta Venezia district.
Born in Casablanca, raised in Bologna, and now living in Milan, Jasmine has turned a difficult journey—from bullying and racism as a child to panic attacks as an adult—into a springboard for creating value. After a year of self-study, a three-month trip to the United States, and European funding for female entrepreneurship, she opened the first Storefit gym in 2020, five days before lockdown. That obstacle gave rise to a winning idea: a “personal training delivery” service, which brings the gym directly into customers’ homes.
“I wanted to create a different model,” explains Jasmine, “one that is intimate, technological, and inclusive, capable of breaking down psychological and cultural barriers. I hated the idea of training in a promiscuous environment, being observed and judged. Storefit was born from my personal experience, to offer others what I would have liked to have had.”
Today, the company is not just a fitness business, but a case study in female empowerment and entrepreneurial resilience: a young woman, the daughter of immigrants, who lived with her family in a single room without a bathroom, with little chance of success, who built an innovative business from the ground up by combining courage and vision.
The growth model is also based on the franchising formula, in which the entrepreneur invests capital and Storefit transfers know-how, methodology, and brand: a system that has enabled rapid and sustainable expansion.
“The future of Storefit,” concludes Jasmine, “is to continue growing while maintaining our values of inclusion and well-being. I want our brand to be not only a place to train, but also a driver of self-esteem and positive change.”
With a positioning that combines technological innovation, economic sustainability, and social impact, Storefit confirms its place among the most promising companies on the Italian entrepreneurial scene, with a scalable model capable of attracting investors and franchisors.
