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The Fitness Fetish - Sport and Beach

The Fitness Fetish is an upbeat little beach store in Seaside known for its great selection of Coastal lifestyle clothing and gear for men, women and kids. The beach and sport boutique opened next to Bud & Alley's on the Gulf side of the street in 1994, and it has been going strong ever since.

Owners John and Laurie Olshefski are always on the move and thinking ahead. They own and operate multiple businesses in addition to The Fitness Fetish, including the popular 30Avenue boutique Shimmering Seas Jewelry & Gifts.


As a fitness instructor, Laurie knows first-hand what clothes work best for active lifestyles. Activewear from Soybu, Trina Turk and Pink Lotus will get you through yoga class. And popular brands such as Salt Life, Southern Tide, and Life is Good are all perfect for lounging on the beach.

The Fitness Fetish is hands-down the place to get your beach flip flops. They carry tried and true Teva, Sanuk and Volatile, plus a variety of sports gear, beach toys, hats and bags to keep you active and comfortable all day long. The boutique also carries a selection of the latest swimwear by Seafolly, Swim Systems, Anne Cole, and Watercult, in addition to swimwear for men and kids.

The Fitness Fetish is located on Scenic 30A near Bud & Alley’s in Seaside. The beach and sport shop is open daily. For more information, please email or call (850) 231-5000. Visit The Fitness Fetish on Facebook for updates and new arrivals.


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The Fitness Fetish - Sport and Beach is a business partner and supporter of our community website covering South Walton and the Emerald Coast of Florida.

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