Today we’d like to introduce you to Lauren Keefer.
Lauren, we appreciate you taking the time to share your story with us today. Where does your story begin?
I started CakeyBums in the spring of 2019 in Wichita, Kansas, with a simple idea and a lot of passion. Our very first product was a set of fabric resistance bands. At the time, I was looking for a fitness product to sell on Amazon that was small, easy to ship, and useful—and I noticed no one on Amazon was offering cheetah print bands. I saw a gap in the market, and I went for it.
I started hosting group workout classes to help people see and feel how effective the bands were—especially for targeting the glutes and legs. Those classes were such a great way to build community and introduce the brand, but like many things, they came to a stop when COVID hit in 2020. While the in-person aspect paused, our online sales actually skyrocketed. With so many people looking for home workout gear, our bands quickly found their way into thousands of living rooms across the country.
From the very beginning, I knew I wanted to grow beyond accessories and into activewear. In 2020, we launched our first pair of leggings—specifically designed to flatter a woman’s curves and boost confidence in and out of the gym. I also decided to take a risk and move the company to Austin, TX. Since then, CakeyBums has continued to grow. One of our most exciting milestones was teaming up with Kristina Hendricks to launch her ICING Collection under the CakeyBums brand.
Right now, we’re preparing to launch a new collection that includes leggings, shorts, bras, tennis dresses, and a low-back workout romper. Every piece has been designed with real women in mind—from the small scrunch that enhances curves, to the perfectly placed waistband that offers just the right amount of support. We even designed two waistband heights—one for women with shorter torsos like me, and one for longer torsos—because fit should never be one-size-fits-all.
We also made sure to include four-way stretch and added gusset stitch to eliminate front seams (because we get it—comfort and confidence go hand in hand). Our goal has always been to create pieces that help women feel strong, sexy, and supported—whether they’re in the gym, running errands, or just living life.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road—entrepreneurship rarely is! There have been highs and lows, lots of lessons learned, pivots made, and risks taken. But every challenge has been worth it. Building CakeyBums has truly been one of the hardest things I’ve ever done, but also the most rewarding. It pushes me constantly—creatively, mentally, and emotionally.
What I’ve learned along the way is that growth doesn’t happen without discomfort. The key is to just keep going, even when it feels tough. Good things take time, and as long as you’re learning, evolving, and staying focused on the vision, you’re already winning.
As you know, we’re big fans of CakeyBums. For our readers who might not be as familiar what can you tell them about the brand?
CakeyBums is all about creating activewear that helps women feel confident, supported, and strong—in and out of the gym. We design pieces that accentuate curves, provide just the right amount of support, and move with your body, not against it. Our newest leggings are a great example of what sets us apart—we’ve introduced options that cater to different torso lengths, because let’s be real: one size (or cut) doesn’t fit all. Whether you’re short-torsoed like me or have a longer midsection, we’ve built styles that flatter and support your unique shape.
But CakeyBums is about more than just great fit and flattering designs—we’re here to empower women beyond their workouts. We believe that the same mindset it takes to stay consistent in the gym—discipline, self-motivation, pushing your limits—can be applied to every area of life. That message of strength and confidence is woven into everything we do.
Brand-wise, I’m most proud of the community we’re building. We’re not just an online store—we’re active in our local scene too. We’re launching our new collection in late May or early June, and we’re super excited to team up with Pickle Hub in South Austin to host a launch event and connect face-to-face with our amazing customers. At the end of the day, CakeyBums is about making women feel their best and showing up for our community in meaningful ways.
Any big plans?
Right now, we’re gearing up for a major launch in late May or early June, and we couldn’t be more excited! We’ve poured so much heart and detail into this new collection—from the design to the fit—and we can’t wait to share it with our community.
To celebrate, we’re planning a big launch event in collaboration with Pickle Hub in South Austin. It’s going to be an amazing way to connect with our customers in person, showcase the new pieces, and just have fun with the local fitness community. We’ll be sharing all the details soon, so be sure to follow both @CakeyBums and @PickleHubATX on Instagram to stay in the loop.
Big picture, our goal is to keep growing—not just in product offerings, but in presence. We want to continue showing up in our community and creating experiences that bring women together and help them feel empowered.
Pricing:
- ICING Leggings: $39.98
- V-Back Shorts: 2 for $20
- ICING Shorts: 2 for $20
- Resistance Bands: $19.99
Contact Info:
- Website: https://www.cakeybums.com
- Instagram: https://www.instagram.com/cakeybums
Image Credits
Paulin Conde, Brandon Heitzenrater
