Founder

Marcel Jurado studied physiotherapy in Amsterdam and worked there for two years before moving to Berlin. He's been a full-time personal trainer for three years, running outdoor fitness groups in the city.

Sport has been a constant: football and basketball growing up, then fitness and yoga from his twenties onwards. M23 came out of two things at once — knowing what a body needs when it moves, and being genuinely frustrated with sportswear where nobody can tell you what it's actually made of.

The answer was founding a label himself: activewear in certified organic cotton and recycled polyamide, with the exact composition on every product page.