New Fitness Fashion Boutique in Southfield Eyes National Market


Maceiosol, a fitness fashion company and online boutique, announced Monday the launch of its retail showroom at the Franklin Athletic Club in Southfield.

The Brazilian-inspired boutique includes pieces from international fashion designers that feature tight-fitting fabric that increases circulation during physical activity, says Lesley Gutman, CEO of Maceiosol. “Our target (market) is really anyone who is interested in fitness. This is stuff that everybody can wear.”

Eyeing additional brick-and-mortar locations, Maceiosol is focused on growing its online presence, Gutman says. She adds that the line has partnered with various fitness venues throughout metro Detroit, including Pulse Fitness in Royal Oak.

Cely Maria Dias, a Latin dance and Zumba instructor from Maceio, Brazil, founded Maceiosol (a reference to the sun). The company grew last year after Dias partnered with Gutman, vice president of NAI Farbman, a full-service real estate firm with offices in Southfield, Detroit, and Chicago. The duo plans to launch and feature their own line on the website within the next six to 12 months, Gutman says.

The company’s e-commerce site — a similar concept to a Shopbop or Zappos — offers consumers the ability to shop online for fitness leggings, tank tops, and active shorts. Additionally, Gutman and Dias will offer private shopping events inside homes or on location at the Maceiosol showroom.

“We are extremely proud to be based in metro Detroit and grow our company nationally from a place recognized for innovation and entrepreneurism,” Gutman says.

For more information, visit To schedule a private shopping event, e-mail