Emily Richter l Fit Foodie Finds


Fit Foodie Finds

Emily Richter




Fit Foodie Finds promotes a healthy and balanced lifestyle through delicious and beautiful recipes, challenging workouts, travel, style, and everything in between. They promote balance when it comes to eating and working out. Their website is a resource for anything from where to find the best leggings for women, to how to make the best quinoa salad.


Can you tell us a bit about your business and how you got your start?

Fit Foodie Finds started as Lee Hersh’s (our founder and CEO) college passion project. And was built out of a love for food, health and wellness. Fast-forward 9 years, and we’re a team of 3 women always on the hunt for healthy and delicious recipes, and sharing our love for well-rounded health and wellness with the world. I started with FFF about 3.5 years ago part-time managing the brand’s partnerships and sponsored collaborations. As that job grew and evolved over the years (and so did my day job), I knew something would have to give and it was soon time to cut the day-job cord and jump head first into the small business world at FFF. I never looked back :) 


How do you think living in the Twin Cities has shaped your style? If so, how?

Definitely! The Twin Cities, for me, are the perfect combination of metropolitan and outdoorsy. The proximity to both big business (and incredibly successful non-profits) as well as beautiful nature has a huge impact on my style. Everything from my blazer-wearing agency days to atheleisure to trail running gear has a place in my life.

How and where do you see growth for your business?

Fit Foodie Finds continues to grow and evolve from what started as a food blog to now a media organization with an emphasis on food and wellness. One of the greatest things about FFF is that the business continues to grow and evolve as we do through each stage of life, so we’re always looking forward to the future (instead of fearing it!). At the end of the day, everyone has to eat, and we want to be a part of this ritual by serving up healthy and delicious recipes for our readers. 

If you had one piece of advice for someone starting a business, what would it be?

It’s okay to make mistakes! Seriously. It’s one of the most effective ways to learn, and has taught me some of the most valuable lessons in my career. To build on that, it’s also okay to ask for help (no one knows EVERYTHING, so there’s no reason to pretend you do either!).


LAB is founded on three key values: connect, create and collaborate. What are your three key values?

There’s an awesome print that I’ve had in my home office for years that I really think exemplifies my values: work hard, and be nice to people. 

What is the favorite thing about your workspace?

The natural light! We work from home quite a bit on Team FFF, but our workspace at Lee’s house (FFHQ) is so bright and dreamy. Definitely an inspiring place to GSD, brainstorm and everything in between. 

One thing you wish you had in your office/studio…

An infrared sauna or (and?!) a soft-serve ice cream machine.

What’s currently on your studio playlist?

Currently, all things Francis and the Lights and Maggie Rogers.

What is your no-fail, go-to when you need inspiration or to get out of a creative rut?

Going for a nice long run outside.

Getting coffee with people who inspire me.

Getting my ass into the pottery studio to work on the wheel.

What are some of your everyday essentials that you can’t live without?

Chapstick, peppermint tea, my fur baby Thor.


If you weren’t doing this, what would you be doing?

Working in brand strategy at a small agency, running crisis PR for a nonprofit, or teaching figure skating. Maybe some of each in my perfect world?

If you could be a fly on the wall of anyone’s studio/shop/office whose would it be?

Michelle Obama’s, especially as she’s re-inventing herself post-White House. 

Dream collaboration.

Currently as we’re planning summer content at FFF: a camp meals and snacks series in collaboration with REI.


What item in your closet do you wear the most?

 My Madewell jeans.

Favorite place to meet/collaborate in the Twin Cities.


The Lynhall

Minneapolis Bouldering Project


Three Instagram accounts you love to see in your feed.

@gigrunewald — one of the most badass, inspirational and resilient women I know.

@pinchofyum — have loved the recipes since forever, but also love love love the witty captions always paired with the beautiful food photography. 

Any and every ultra trail runner with a good story to tell. 


Summer ------- yes

Winter --- yes yes

Fall -------- yes yes yes

Spring -------- meh


Last Adventure: A weekend skiing the Birkie trail in Hayward, WI

Next Adventure: A week in CO with my husband, and a challenge to only hike in places we haven’t been


By Day: Coffee shop working, WFHing or co-working with my FFF team

By Night: Usually outside or having a beer (sometimes both) with my husband and our dog


Latest Craft: Renovating / making small updates to our home (truly, a never-ending project)

Secret Skill: Remembering verbatim what people have said (thanks, journalism school!)


Believes in / looks for: The good in people

Embraces: A challenge


Yes Please: Documentaries

No Thanks: Scary movies

Spirit Animal: Bald Eagle

Brand you can’t live without: Patagonia

Favorite word: Ahh this changes quite frequently. Currently: delightful

Favorite day of the week:  Sunday