Embracing Real Bodies: Alyth Active's E-Comm Success Beyond the Gym

We dive into the journey of Alyth Active, a premium activewear brand co-founded by Theresa Gardner. With a decade of experience in the online space and a remarkable seven-figure exit in 2017, Theresa brings a wealth of knowledge and passion back to the fashion industry. Alyth Active stands out in the saturated activewear market by offering versatile clothing that transitions from workouts to daily life, catering to the real, changing bodies of women and moms everywhere.

"It's been great for sales. But, more importantly, it's just been really great for community building for us. And at the end of the day, what will keep us around. People are gonna feel a part of us and like they have a hand in the growth of our business."

What We Discussed:

(00:45) The inception of Alyth Active and its mission to redefine activewear

(02:48) Overcoming the challenges of a saturated market and resonating with the audience

(17:02) Strategies for branding and marketing in the e-commerce space

(19:57) The significance of in-person community engagement and its impact on longevity

(24:58) The role of influencers and brand ambassadors for small brands

4 Takeaways for Our Audience:

1. Community Building is Essential for Longevity: "It's been great for sales. But I think, more importantly, it's just been really great for community building for us. And I think that that in the at the end of the day is what's going to keep us around, is because people are gonna feel a part of us and like they have a hand in the growth of our business."
2. Active Engagement with Local Communities Drives Brand Success: "We are definitely very active in our community. And I think that it definitely makes a big difference. And we have people coming back, ‘Oh, I was at your game night, or I came to yoga on Sunday. And I wanted to try this out’ and things like that."
3. Listening to the Community is More Valuable than Relying Solely on Analytics: "It's more challenging. And I love that there's no specific graph that you can look at of what worked well. It really challenges you as an entrepreneur and as a small business owner. It really prepares you to catapult you to that next level."
4. Strategic Local and Online Presence Can Fuel Expansion: "We focus on areas that have a lot of travel. So Golden, where we're at, is a very tourist town. We do markets in Breckenridge because it's people from all over the US. So a lot of our online customers we've reached because, yes, we're local, but we pick areas where it's very enticing to travelers."