When Ellen Wessel and Elizabeth Goeke started running in the 1970s, they quickly realized the apparel available wasn't well suited to women's needs. Shorts bunched between the legs, didn't fit right around the waist, chafed in unmentionable areas—and definitely didn't have pockets. Sports bras, let alone those that supported larger breasts, weren't yet available. So they started a company, Moving Comfort, to meet the needs of a growing group of women runners. Though there were plenty of ups and downs along the way, Moving Comfort outfitted women runners with quality apparel for four decades—staying true to the pair's mission, "A fit woman is a powerful woman," along the way.