Vuori, the performance and lifestyle brand known for its coastal California-inspired style, has signed a multiyear partnership with trainer and fitness expert Kirsty Godso.

Based in Los Angeles, the 37-year-old Godso was the lead Nike Global Trainer for 13 years, and her client list includes Kaia Gerber, Hailey Bieber, Olivia Rodrigo, Charli XCX, Maddie Ziegler and Ayo Edebiri, among others.

Godso is recognized by her high-energy workouts, innovative training programs and work with A-list stars and athletes. Her wellness philosophy blends functionality, strength and intentionality and her signature approach fuses strength training, nutrition and mindset coaching to deliver a holistic fitness experience.

As a partner advising on Vuori’s brand evolution in fitness and performance, Godso will collaborate with the company on a range of initiatives including marketing campaigns and ongoing consultation on the innovation and development of Vuori’s fitness apparel and accessories.

Discussing why she left Nike and wanted to join Vuori, Godso told WWD, “I’ve been at Nike for 13 years and it’s amazing and that was my dream, but you get to a point where you’re like, ‘I think I did my dream.’ The challenge changes, and I was really looking for something new, and I’m super motivated by growth, new experiences and new opportunities.”

Godso said one of her main clients, Gerber, who has signed with Vuori, was coming in a lot wearing the product and said, “This product feels amazing.”

“And that’s all I keep hearing from everyone. I think the more I looked to the brand, I was really inspired by what they were doing, and putting women first in how they feel in the product, which is so refreshing to hear in the industry. The opportunity arose and I love what they’re doing with the product and I want to be the energy component of helping them make women feel great through movement,” said Godso.

She said she’ll help with programming, both online and in person, and will bring energy to the brand and show women they can sweat in this product. “A lot of people know Vuori through their amazing loungewear, but they really have a huge active component. I will really be helping them elevate and grow that side and collaborate on collections.”

Up until now, Godso has been obligated to wear Nike, and now she’s been wearing the Vuori product recently shooting an ad campaign. “Now I’ve been putting the leggings on and I’m like, ‘oh my gosh, the material is so soft.’ On freshly shaved legs you can’t beat that,” said Godso.

Asked if there’s anything in particular she’s looking to improve in the products, she said, “I think the fit and feel are so great already. I’m very much a tomboy and I have a very sporty aesthetic. It will be fun to see if I can bring in a little bit of that vibe and energy to the product as well.” She hopes to bring her style notes to outerwear and how she likes to wear a short short with a certain type of T-shirt or training top.

She will get involved with classes digitally (strength training workouts) on their Active Club on YouTube, which is free for anyone to use. They’ll also do elevated programming in L.A., New York and probably London “as well as other pop-ups and activations,” she said. She will be filming for YouTube along with numerous other trainers.

Godso, who officially begins Thursday, said she’s a brand partner, but not an investor in the firm.

As a celebrity personal trainer for the past 15 years, Godso works out of L.A. She’s done fitness DVDs group classes and was leading training for Nike for the past 13 years. “I do it all, I teach online, I teach in-person, I teach small groups, I teach 10,000 people at a time,” she said. “When I’m in L.A., I mostly focus on training my private clients, but I also have a fitness platform and I’m filming that a lot and that’s how I get my programming out to people around the world,” she said.

While she specializes in the advanced end of the workout spectrum, Godso said she’ll be working with all levels of fitness, and will look at Vuori’s existing programing to see what they’re not hitting. “Let’s just say you won’t be doing yoga with me,” she said.

Her other endeavors have included designing a signature gym for Equinox in Manhattan and founding two companies- Pyro and Made Of. She has also collaborated with brands such as Armani Beauty and Chanel.

Godso said what she’s particularly excited about in the new role is being able to work with Gerber. “Kaia Gerber is one of my main clients and is one of the faces of Vuori and a brand partner with them. She’s one of my best friends. We spend six days a week together. We just love fitness and we just love to work out. It will be fun to do more projects with her in a work sense,” said Godso. Godso will be photographed for the ad campaigns as well.

Kaia Gerber is a Vuori partner as part of a multiyear partnership, along with her parents Cindy Crawford and Rande Gerber, and her brother Presley. They joined forces with Vuori as creative, strategic and financial partners and not only appeared in the spring 2025 campaign, but are long-term collaborators of the brand.

“We’re thrilled to welcome Kirsty to the Vuori family,” said Joe Kudla, Vuori founder and chief executive officer. “Her unmatched expertise, distinctive sense of style, and experience coaching a wide spectrum of high-performing talent will be invaluable as we continue to expand our performance range and inspire our community through purpose-driven content and activations.”

Godso added, “Movement is at the heart of everything I do, and so is connection. Vuori’s thoughtful approach to performance and lifestyle resonates with me on every level. This is also about creating apparel that not only performs but also inspires you to move — and makes you feel incredible while doing it.”

As part of her Vuori responsibilities, Godso will share her personal approach to training with the brand’s community both in-person and across its digital platforms, while working closely with its design and product teams to drive continuous evolution in performance and fitness apparel.

“For me, feeling good is the ultimate measure of wellness,” said Godso. “With Vuori, we have the opportunity to design products that empower people to train smarter, live better, and carry that confidence into every aspect of their lives.”

Vuori was founded in 2015 by Kudla. The entrepreneur and one-time model took up yoga after he developed chronic back pain from years of playing football and lacrosse. He loved the discipline but not the apparel options offered by the big brands, so he launched Vuori as a men’s activewear brand to fill that void. The brand experienced explosive growth, expanding its offerings beyond strict activewear to lifestyle pieces, adding womenswear, and moving outside the U.S. Today, Vuori is available in more than 18 countries, and is found in Vuori stores and vuoriclothing.com, and through a network of national and regional retail partners.

Last November, Vuori received an $825 million investment led by General Atlantic and Stripes, two global growth investors, along with a collection of other investors, which valued the company at $5.5 billion, as reported.

In July, Vuori named Ashley Kechter global president  as it continues to expand its global footprint, as reported. Kechter was most recently global brand president of Fabletics and has more than two decades of experience in marketing, product creation, merchandising, planning, sourcing and strategic operations for a number of brands including Gap Inc., Banana Republic and Restoration Hardware.