#456 - Built for the Female Body: Two Entrepreneurs Disrupt the Athleticwear Industry

Welcome to episode 456 of the AMM podcast. This week I've got a double for you. I've got two amazing ladies, Angie and Elaine, that are on the podcast. They are not selling in e-commerce just yet. They're in the process of getting launched and will be launching soon. But we're going to talk about their journey because a lot of you probably listening to this maybe have not started selling or maybe you got someone in your family who's like, "Hey, I would like I got an idea for a product. I would like to get something going." And I think they're going to get some good ideas from this and uh get some inspiration from these two ladies that are doing something that's needed. There's women that need this product and they they see the need. They see us a gap in the market and they're going for it. So, I hope you enjoy this episode with Elaine and Angie. Welcome to the AM podcast. Welcome to the AM podcast where we explore opportunities in e-commerce covers. We dream big and we discover what's working right now. Plus, plus this is the podcast for money never sleeps. Working around the clock in the A.M. and the PM. Are you ready for today's episode? I said, are you you ready? Ready. Let's do this. Let's do this. Here's your host. Here's your host, Kevin. Kevin King. This week on the AM PM podcast, as you can see if you're watching this on YouTube, I've got a double dose of two amazing entrepreneurs. I just recently met, Elaine and Angie. How are you ladies doing? We are doing so great. Thank you so much for having us come on your podcast. We are really excited to be here. I'm happy you guys are here. Now, you guys, I met you at an event back in May and in Fort Lauderdale and uh I I met Elaine first, I think, and then she was telling me her story and she says, "Hey, I got this amazing business partner. I've partner up with Angie." And I was like, "You guys got to come on the podcast." Uh because I think it's a it's a pretty cool story what you guys are trying to do. So, but before we get into that, let's just get a little bit of background uh on who you are. Like Elaine, who who are you? Uh what's your what's your story? What's my story? Well, I'm a jack of many traits. I started as a ballroom dancer and then later on in my life, I was diagnosed with severe scoliosis. Put in a body brace for 5 years and then later on after doing dancing with the stars, winning a mirrorball trophy with my college league team, I was required to have a major surgery because I had to fight for my life. The scoliosis was so bad it was about to puncture a lung and I decided that I wanted to continue living and so I had a major surgery. Um I fused from the top to the very bottom of my spine and the doctor said I wouldn't be dancing ever again and I was able to surprise them by coming back to the floor after learning how to walk, roll over, everything all over again after the surgery and I won my world championship. So, I just kept dancing my my guts out as much as I could. And even though it just looked different, it felt different, I just loved what I what I did. And I just wanted to keep expressing that love and joy to other people. And um it's it's ironic that I am now in this field working with this incredible business partner, Angie, because she developed this incredible line that falls right in line with what I do in my life. Angie, do you want to explain a little bit about the company? Yeah, sure. Um, so my name is Angie McFarland and I have started a company called Pulse Body. Um, we are pre-launched, but we are super close to getting this product out and it all started with um, my daughter actually. I I'm a mom of six kids. I've been stay-at-home mom, but I've always had a passion for business and entrepreneurship. And my daughter um, does competitive dance and she's entering puberty. And so I was trying to prepare for this and prepare her for this. And so I was finding period products for her and um, you know, getting little packages ready. and I went to go and put one in her bag for school and I went to go put one in her drawer and then I went to go and put one in her dance bag and I realized dancers don't wear underwear and I had um kind of determined that period under was period underwear was the best place for her to start um being a young girl and just you know trying to navigate this for the first time and I was like oh my gosh like what are her what are her different options and there are not a lot of options. Um, basically these young girls just have to go straight to um products like tampons and um that's really intimidating for somebody who is young and you know their cycle isn't regular and all of this stuff. So um at that point I was like okay there's got to be a better solution to this. So I started looking into it and asking other people and um everybody was like yeah they just have to do this. That's just what you do as a dancer. And I was like well you know I'm I'm not going to settle for that. And so I wanted to see if there was any leotard out there that incorporated period or incontinence liners in them. And I did find one. Um it was really ugly and really basic and something that I knew my daughter would never wear. Um but I started talking to other people about it and they were like that is such a good idea. Somebody should do that. And I was like yeah somebody should do that. And then it struck me that hey I can do this. Um, and so I started looking into it and kind of just started researching the whole idea and realized that even as um, a grown adult, you know, I suffer with leaks and embarrassment and, you know, you you're not always sure when you're going to start your cycle or how heavy you're going to be. Um, I have six kids and so I have incontinence issues when I sneeze or when I, you know, do a heavy workout. And so these are things that affect women of all ages throughout their life. And we've just always dealt with it. You know, we we have ways of dealing with it. You know, I'll stop my workout and I'll go to the bathroom or or whatever. Yeah. Yeah. We wear tampons or we we do what we have to do, but they're insufficient. And there are there's so much better technology out there now with the period liner technology where it's odorless. It's comfortable. It's very thin. Um you can just throw it in the wash just like any other garment and it comes out clean. And so I was like, well, why not? Why aren't we putting these into garments for women so that we don't have these embarrassing moments, you know, throughout our lives in any stage of our life? Um, so anyway, that led me to Elaine and it was actually just a really cool story of how we met. But, um, I was looking for somebody to tell me with my social media marketing and I was talking to the editor of um, Utah Business Magazine, which is where we're from. And she said, "Well, hey, you should talk to my friend Elaine. She does um she she was after her dance career, she was an art director and um does amazing things in social media marketing and photooots and you know all that kind of stuff that I needed help with. And I was like great, I'll look into it. And so when I went to go and look her up, I realized that she was a professional dancer, which is what we're starting with. We're starting with a line of danceear. And I was like, oh my gosh, this is perfect. So, um, I reached out to her and kind of told her the idea and we just really clicked and, um, dealing with her scoliosis and her her physical disabilities, she's had a lot of, um, issues around this. And so, she really connected with the product. And so we've decided to to go ahead and start this line of athletic wear that incorporates period and incontinence liners and is just customtailored to the female body because the female body is completely different than the male body. And for years and years and years, you know, a lot of clothing line have focused on male needs and they've they've not really focused on female needs. And so we want to change that conversation. We want to create something that, like I said, is just completely customized for females. you know, whether they're 2 years old all the way up to 90 years old, whether they're going through menration or menopause or they're pregnant, we want to create a line of clothing that is going to fit their body and and all of the unique needs that we have. So, is this something that's possible now because of technology? Is it kind of like, you know, in the sports area there's the wick, what they call that wicking or whatever that's, you know, helps absorb the sweat stuff. Is this a technology thing or Elaine? Is this something you grew up as a dancer since a young child? Is this something that just never existed and you just had to deal with it? Is it tech? I'm just I'm surprised that no one's ever at least address this and it's just been like a little uh uh old wives remedy kind of thing to deal with it. Absolutely. Absolutely has. And in my career, it was just a matter of like survival skills, you know, and we had accidents and it was just like, well, the show must go on. So, it was just we kept going and there was embarrassing moments where I'd have some leakage or I'd have um things falling out and I'm just like, I can't do anything about this. It's just part of being a woman and something that we just kind of try to hurry and scurry and push under something else and not talk about it, you know. And you just had to use costumeuming or darker color clothes or something to try to mask it where it was always black clothes. Always black clothes. And now it's starting the trends are starting to change. We're wanting to wear brighter colors. We want to be a little bit more expressive. Um there's and you know like who ever thought that we could wear white and developing this type of style or this type of patent for dancers? We can wear white anytime any sport and we're never like being withheld to like perform or look our best. So these are super tight at uh dance work cuz dancers a lot of times sometimes it's tight, sometimes it's more of like a a miniskirt or dress and it's loose fitting. So, it is this something that goes underneath the outer outfit or is it part of the outer outfit? No, we we are actually going to be incorporating it into all different kinds of garments. Um, you can put them in tights and there are a couple companies who have started doing that, but usually it's we're talking about leotards, we're talking about um dance shorts, but we're also expanding into other shorts. So, runners buns. If you think about the Olympics, um you you know the women were wearing what almost look like leotards in this last Olympics, summer Olympics, um or they wear what's called a runner's bun, which is just a teeny tiny it's basically like a bikini. And the reason for that is it's most conducive to their sport. You know, that's what helps them run the fastest, less friction, and um there's not really room for accidents in those, right? Like if you have an accident, it's very noticeable. Um and and you're not going to be wanting to wear a bulky pad or whatever. Um so it's an issue for these athletes. And you know, you think about cycling, too. Cycling, they can't wear underwear, right? Because it's going to it's going to bunch and it's going to chafe and all of that kind of stuff. So there are many, many sports where females and males don't wear underwear because it doesn't it's not conducive to their sport. And with males, you know, it's not as big of an issue. With females, we we leak. We do all kinds of things all day long, all throughout our lives. That's just how our physiology works. And um yeah, it's it is a technology thing because this didn't really exist in the past, you know. Um but with this new period liner technology, it is phenomenal. And I've been learning so much about fabrics. And you're right, there are so many fabrics that are moisture wicking and antimicrobial and all of these things. And they are fantastic. And the same thing goes with these period liners. They really are clean. They're sanitary. They're safe. Um tampons are getting so toxic now. They have so many chemicals in them. They're dangerous. They're starting to find out that it might impact fertility. They're just really not a great option for women and it's better to um and and and even if you choose to use those products, you can still have accidents. They're not full foolproof. You use your product in lie of a tampon or in com combination with you can do it both. You can either do it without or with. Um we've tested it both ways. It works great. Um it like I said it's it's odorless. It's absorbent, so it's not like you're wet all day or feeling like you're wearing a diaper. And then when you're done with whatever activity you're doing, you throw it in the wash, you wash it, it comes out completely clean. And I've had people be like, "Oh, that's kind of gross." You know, that you would just leak right into your garment. And I'm like, you know what? Women do it all the time into our cotton liners and our underwear. We do it every single day. And this is way more sanitary, way more clean, way more safe than our cotton liners. It's just nobody's really taken that idea and put it into garments yet. They're starting to. Nike is starting to do it a little bit. They're not doing that great of a job. Um, you know, a couple of these bigger companies have started to catch on to the trend, but nobody's really like created a brand just just based on this concept. So, we we hope to be the ones to do that. So, how why did you decide to actually create your own brand versus taking this? I'm I'm assuming you're probably in the process of getting a patent or you already have a patent or something on it and then licensing this to Nike or to Adidas or Reebok or someone that's already in that space. Um, that's a good question. We actually do have a threepronged approach that we are planning on doing. So, the first one is direct to consumer. Um, like I said, we're starting with dancewear and that is traditionally sold direct to consumer. Um, and then we also plan to license the patent. Yes, we are working on getting patents um to collegiate and high school teams because they have their own custom uniforms usually and we don't want to get into that. You know, that's a lot of work. Um, but we we do want to be able to license to those kind of um costume designers. And then in addition, we want to try and get this into retail in some of the bigger sports stores like Dicks and Shields and those kind of things. Um, you know, we thought about taking it to these bigger companies. There's always the threat of somebody just recreating what you've done and changing it a little bit, right? Like they don't have to do that. And so we we want to create a company that is very female friendly, female empowering. We want to um empower these athletes to be able to do whatever they want and not have to worry about what their body is going through. So, how did you actually was this already out there and you just sourced it or did you have to go through a whole R&D process to actually do this and do testing and can you walk me through what you what you've done on that side of things? Yeah, sure. Um, we definitely have to develop this product. Yeah. And that's why we haven't launched quite yet. Um, you know, there's been some hurdles and stuff to overcome, which is is fine. I knew it would take a little while to develop it and also that's a good barrier to entry. You know, not a lot of other people are doing this because it doesn't already exist. Um, so it is a first mover product. Um, I had to basically decide, you know, are we going to find somebody who does period liners or find somebody who does athletic clothes and then have them merge the two together? And I decided that, you know, that somebody who already has a period liner is probably the best route to go because they know that the product works. And um so I I found a good manufacturer and said, "Hey, you know, can we put this into athletic clothing?" And they looked at me like I was crazy, you know, like, "What do you mean put this into athletic clothing?" And I'm like, "Yeah, this is what we're going to do." And so, um, it's definitely been a process. Um, you know, we've had to test it. We've had to figure out how can we do this and make it seamless? How can we do this and make it make it beautiful? You know, people don't want to feel like they're wearing a diaper. They don't want to look like they're wearing a diaper. And I think that we've done a pretty good job and um hopefully people will be happy with the product. So, right. And it's taken us a little bit extra time. I feel like when someone's developing a product, it's a lot of like going back and forth with a manufacturer and making sure like it it looks right. And you know, we had goals to start launching this earlier and it's just we're just like we don't want to launch something that's not quite like what we envisioned and we want to do a really good job because this is representing something that both of our worlds is it's a it's a need and we want we want to do very very good. We want to represent. So So is this something you're is this US manufacturing or overseas manufacturing? I mean that's been part of the problem. So our manufacturer currently is in China and you know this whole tariff thing has kind of thrown us for a loop. Um so we're currently exploring our other options and eventually we do want to have our own patent but it takes a while to develop that and so right now unfortunately we have to rely on somebody who already has a period patent. So that kind of limits um the number of manufacturers that we can go to. But yeah we're we're exploring our options. We're making sure that we have you know m multiple suppliers. so that we're not stuck if something like tariffs, you know, comes up again or um you know, if something happens with a period patent that they hold, we want to be able to have that power to hold that patent and be whatever we want. You don't have the patent, the manufacturer has the patent. Do you have an exclusive with them on this to do it this way or if this cuz if this takes off, it'll be they'll be doing it out the back door, the side door, out the window, everything. Yeah, I mean we've tried to protect ourselves really well. Um we've gone to a lawyer based in China, you know, gone through the Republic of China to try and make sure that this is pretty solid. Um the manufacturer that we are working with does work with large companies such as Walmart and um actually some of the period underwear manufact or period underwear retailers. So um they're they're a pretty big company. You know, there's always risks that come with it. Um, like I said, we are trying to develop our patent. Our patent on our shorts is one that we are kind of holding close and we're starting production with that in the US because that one is a completely new design. Um, whereas the leotards are very similar to an underwear that that already kind of exists. This is completely new. Nobody's done it this way before. Like I said, Nike's starting to develop a short, but they're not doing it well. We've come up with a much better way to do it. And so we are developing that and kind of keeping that under wraps for now. So that's going to come out a little bit later than than our leotards and our dancewear. But yeah, we're we're trying hard to keep our cards close. And you know, it is difficult because that's just kind of the world that we live in. That sounds that sounds a little risky. I mean that if there's a Chinese manufacturer and it's a Chinese patent, do they have a do they have patents in throughout Europe and the United States as well or do they only have a Chinese issued patent? Um, that's a good question. And you know, I haven't actually looked into that, but we do have rights to whatever patents we develop with them that we get to own the the patents. Yeah. But if they have a Chinese-based patent that it only protects you in China. Uh it doesn't protect you in the United States. So someone could someone could knock that off in the United States. And if someone were to have a patent or a similar patent or put up a claim, they could actually block all those shipments from coming in from China as well. So patents are not global. Patents, all IP is is regional trademarks. patents, copyrights are all all regional. Um, and so that that's great that they that they have it over there. Um, that'll that'll help uh knockoffs, but China is a knockoff country. Um, right. And so I would I would be looking into some serious protection. There there's up in Seattle there's a law firm um I could get you the names at the if you want that's they're not cheap at all, but they're the number one in the world when it comes to protecting people in the West from Chinese manipulation. So, if you just I don't know how you got your attorney in in uh in China, but maybe they're great. Um, but I would that's something that's cuz I think this could be big and uh it sounds like it is a huge need. Um, and I think people may it may go beyond dance and and athletics, bicycling, and the other stuff you said because women may want to wear this every day just to be comfortable around the house. Oh, yeah. Yeah. Just for working out or just just lounging around even perhaps. There's going to be a lot of people knock off. So, I would not launch anything until you got that stuff locked in because it's going to be it's going to be a painful fight and you got people with a lot more money and a lot bigger pockets and resources that could come in and just like you said earlier, I don't really want I didn't want to talk to Nike or some of these other they might knock us off. Um, they will. Um, so you got to make sure on that. How long have you guys been working on this project? Has it been a been a little while? Only since July actually of last year. So, we've actually been extremely fast for developing a brand new product. Um, no. Yeah, that's that's good. Um, that's that's good. So, how do you um so yeah, that's my one piece of advice there is just be make sure that's locked up. Um, are you guys putting a lot of money into this? Do you have outside investors or how are you how are you financing um all this or just just like uh taking it from uh wherever you can grab it um type of thing. Yes. Yeah, we are bootstrapping um yeah just our our own money and you know I might look into investors further down the road but I really don't want to do that unless I absolutely have to. So um we're hoping to get the product out soon and hopefully you know we've had really good response. so far um in our marketing and um hopefully it will take off and we'll be able to kind of self-fund but you know we're we're trying to do it as much as we can. So So have you when you said your marketing you've had good response in your marketing so far since the product's not out are you taking pre-orders? Have you just kind of put out some social media? Hey, what do what do you girls think? Would you buy something like this or what's been your I'm assuming Elaine that's what you've been doing since you're the social media. What what can you tell me what are you doing now just kind of to see if there's a product market fit? I mean you know there is in your head but what but what people say and what people do are two different things. Um so how are you how are you what are you doing now to uh kind of starting a little buzz going? So right now we're just bringing awareness to the cause. Um, you know, we're just wanting to create some, um, society, some like group that would be willing to share their stories. Um, whether that's like going to the gym, their everyday, um, their kids stories, their dancers, they just barely started, or um, so we just want to we want to create a community right now, and that's what we're working on. So, I I recently just posted a we are also doing like BTS videos um behind the scenes building the product, what we've been working on, maybe some discussions. We'll do a little bit of like awesome podcasts with other people, just bringing really good awareness towards our brand and our product. So, when it comes to launching date, we have a good community that is willing to support us and spread the news. Yeah, we I had a Kate uh her name's Kate. Uh she was um on the AMM podcast. I think episode came out maybe in May in May uh April. maybe in April and she had something dealing with this a similar uh type of female issue where she when when she would have her menstrual uh cycle she would have severe pains and and um there's products out there that I'm not a I'm not a woman so I may explain this wrong but there's products out there that go into the uh the really private parts not just the general area but like they touch the private parts that actually apply some sort of heat or something and kind reduce the swelling, reduce the pain. She's like, "Everything on the market doesn't fit. It doesn't like, for lack of a better word, hug the area or or whatever." And so, she she developed a product that I I just sewed, got on her sewing machine. She knows how to sew and like sewed like four little samples uh and made a prototype and then she sent this out uh to like four influencers. I'm not sure exactly sure. or she tells a story in the in the podcast of how she found them and they posted oh my god it went freaking viral she w she wasn't ready uh and someone uh one of her business the company she worked for she worked for someone in the Amazon space one of the agencies and they said hey you need to set up a a landing page and an email capture and everything right away because you're missing a massive opportunity here to get all these people who are interested onto a list so that when you do have the product you can go back to them say hey it's now in stock because When you send an email for now in stock, it's the most highest converting email of any kind of email period in email marketing back in stock. And so those typically at least a 6% response rate uh or click or yeah, not response rate. Yeah, order rate. So she she did this, got that up, ended up with like 3 or 4 thousand people on the list. when she finally developed the product, she had a list and then some celebrity singer um somehow discovered it, picked it up and talked about it and the thing just went crazy. Uh it's a it's a it's a really cool story. But so have you guys but she had never done a business before. Have have y'all ran businesses before or have you started a business before? I I've run smaller businesses on the side. Um and I I am a marketing major although it was, you know, over 20 years ago. So, it's been a bit. Um, but my husband is has been in business for a long time and he's helping with the business. Um, partly we haven't like gone gung-ho on the marketing yet because we are still waiting for some things. So, we are waiting for our product to be perfectly developed. You know, we've done some photo shoots and those kind of things. Um, and and we don't want to let the cat out of the bag too early. So, we are kind of guarding it a little bit um because we don't want that to happen where we're not prepared, right? Where we don't have product ready to be ordered and we don't have um our website developed and all that kind of stuff. So, um we but all the response that we have gone h has been extremely positive and um a lot of excitement around the product. So, and and and word of mouth, you know, we we've anyone we talk to about is super excited for this product. So, we we know there's a need. We know that it's going to be well accepted. Like I said, we're we're almost to the point where we are ready to really start with a really good pre-launch um marketing campaign. We're not quite there yet, but we will. Do you have prototypes? Have you done prototyping yet? Like actual prototypes that you can wear? Um so, you you're you're past you're past that stage. So, We're refining them. We're we're in the very end stages of refining our first uh set of products. So, yeah, they're very very close. Um like I said, the tariffs have kind of thrown us for a loop. So, um yeah, we're and like you said, you know, look for different options um because we we do want to protect it. So, we're trying to be patient and take our time and make sure that we have everything in place because, you know, it is it is a new product. It's a first mover product. We feel like it's going to be a very popular product. So, we just want to make sure that we are prepared for um you know the response that we get. So, yeah, you said you want you want it to be perfect for when it launches. That's actually something I would advise against. Uh I would taking your time and doing things right like you have been is great, but I think you need to hurry it up. Um because if the manufacturer's out there uh and if they know about it, you've talked to some other people in your social circles, you've done a little bit of social stuff. Elaine said, not too much. You're kind of holding back. It's out there. U you know, podcast like this, it's out there. It's a great idea. The thing that people can't compete with is your both of your stories. You both have you're uh Angie, you're a woman uh mother of six. You done this and this and this and you had this problem with your daughter. That's an amazing story. you need to like triple down on that and then triple down on Elaine's story too about how as a young dancer and how she's doing and and the celebrity side of that and everything. Those two things is your one of your strongest USPS. So when a Chinese manufacturer knocks you off, which will happen uh even if you have a patent and you're going to have to play whack-a-ole because they're going to keep popping up, especially if you're successful, right? Then you're going to have to have money to fight that um or just not fight it. Uh, and it's going to be a pain in the ass. Um, but you need to double down in all your brand. I don't know the name of the product. I don't know how how you're doing your marketing, but in your stories because they can't compete with that. And you need to be truly authentic and truly real. And that's going to help you uh a lot. But the the number one thing to lock up is is the IP, the rights, and make sure you got US. I mean, if you're if you're going to be launching this in the US, that Chinese factory patent may not apply here. Uh, and so you need to you need to um double you need to double down and check check on that stuff. But yeah, that's great advice. Thank you. Yeah. Um, so and there's nothing wrong with once you have that locked in, then go out and start doing the pre- stuff and actually start ramping up the buzz and and getting people maybe even if it's if it's a financial thing, maybe I don't know what these are going to cost and what these are going to sell for, but maybe that's one of the things like you said, you kind of bootstrap. You're like, "Okay, we got a good product now. Oh my god. Um, how many do we make? Uh, you know, do we make a,000? Do we make 5,000? We make how much money do we have? How much can we afford to do?" But you'll have an idea of that if you do some pre-launch stuff and and you're actually having a landing page where people can actually get on the waiting list to be the first to get them. Maybe they get a $10 discount or they get buy three, get the fourth one free or something like that on the early bird discount. Yeah. And then you'll have an idea like, "Oh my god, we we put out Elaine put out two posts to her what 80,000 however many in you got a pretty big following on social media." Uh, and we had this many people on the list, they're not all going to buy, of course, a lot of them will flake off. But if even 20% of them buy and you had 10,000 people on that list, okay, you know, you got 2,000 for these plus the extras and you know how much money you need to get from an investor, how much money you need to put in and you'll have a better idea on it. Yeah. Um and then speaking to the um you know using our stories, I think that is why we feel passionate about not going to a company like Nike because we do have these personal stories. We do want to connect with our companies. we do or with our customer and we do want to be authentic. You know, we don't want to just sell out to some big company who basically used and abused women. You know, that's not the mission of our company. Our company is to be authentic. Our company is to be the customer ourselves. We know what's needed. We know what women want and we want to hold on to that. You know, we want to build a brand around that. So, that's that's awesome. And you should and you should and you should make sure that's conveyed in any kind of social post you do or any kind of marketing even in the packaging even the little label that's on you know the I'm assuming these are this is not a one sizefits all these are different sizes right um correct is it the traditional extra small to uh extra large type of stuff or is this do you have to fit it are there many more SKs because of the different shape of women's private areas and stuff or or I I don't know how does that work so We are starting actually focusing on the teen market just because that seems to be the biggest need, you know, with regards to period liners with these young girls who haven't figured it all out yet, you know, and and it's a really uncertain time of embarrassment and like what am I going through? How do I handle this? And so that's what we're really focusing on. Um, so yeah, our sizes are going to run from extra extra small probably till extra large. Um, kind of in teen sizes and then we hope to branch out to all the way down to toddlers for, you know, kids who still wet their pants occasionally, which happens when you're little and all the way up to, you know, moms who have kids and just want to go and be able to get through their hourlong workout before they pee their pants, you know. So, yeah, we're going to we're going to cover all sizes eventually, but like I said, we're starting uh out with focusing on the teen sizes. So, now you you are business partners or you are it's your company, Angie, and Elaine's working with you or your business partners? We are business partners. Yeah. Um I I asked her how she wanted to be involved. I'm like, I can either pay you as just, you know, a a contractor or you can be an influencer for me or we can do business partner. and she's like, "Let's partner up." And I'm like, "Okay, great." So, yeah. Yeah, we're business partners. Yes. So, how did you end up um was at from Utah to Florida at Steve Chu Seller uh Summit? Um what were you are you listener to his podcast? Was that the first event you've been to in the e-commerce space? Walk me through that. Yeah. And when you asked me about um the lawyer, I'm actually using the lawyer that Steve recommended with Emerge Counsel. Um great. Which has been really good to work with so far. Um, yeah. So, Steve, when I first had this idea, I was like, I don't know how to start a brand. How am I going to do this? Right? And so, I started I did what anyone did and I went and Googled it and tried to find YouTube videos. And a lot of what I found I felt like was super inauthentic, right? It was people with the get rich quick, um, drop shipping, you're going to make a million dollars in a month kind of a thing. And I'm like, yeah, that's not realistic. And I found Steve and I felt like he was very authentic. you know, he owns his own store. Um, and he he does this as a living, but he also seems very genuine and kind. Um, I really respect the people that he brings on his show. Um, so it it just really clicked with me and I started following everything that he did and I've learned so much from him. So, um, yeah, it's and then he holds the seller summit and I knew from the get-go that I wanted to attend that and I'm so grateful that I went. I met so many wonderful people there and I feel like um in an e-commerce business that networking is huge. You know, I I feel like I've had so much help from the people that I've been so generous to help us and give us um you know, free advice and help and it's just been really amazing to be a part of this community. So, I'm really grateful to everyone out there who's been willing to help us. Yeah. So, that was your first event to go y'all's first event to go to? Okay. Yes. Well, first, yeah, I mean, yeah, we we we've attended a lot of events here in Utah locally. That was kind of the first thing that we flew out to. So, Okay, awesome. Yeah. I'm sorry, Ela. I felt No, I was like I was going to say the same thing. I was like I felt like we learned so much being there. I think um traveling to different areas, you're going to learn a little bit different stuff than just your own community that you're in. Um and there may be things that just click a little differently because you know even the presentations that were there at the meetings were incredible and you know share um hearing their experience sitting at the table asking them specific questions and then also making the connections that are s the people that are sitting around you. It's really really enlightening really good. I think it helps too because you um you really question yourself, right, when you're trying to do something on your own and some people think you're crazy and you you tend to think you're crazy, too. You're like, what am I doing? This is insane. And it really helps to be able to go somewhere and hear people say like, "This is an amazing idea." You know, people who've been through the ups and downs and the highs and the lows and have succeeded to be like, "No, like this is a good idea. Keep going. Don't give up. And so that that is so important when you're doing something like this because it's very lonely to be a founder, right? Like you're trying to do everything on your own, wear so many hats, you're doing a lot of things that you've never done before and just trying to figure it out as you go along. And so to have that network of people who are supportive and believe in you, um, and and have that experience is just so vital. So, so what what did you as someone that's new, just hasn't launched their product yet, that's just getting going and you go to this event. Um, there's a lot of people listening to this that may have this be in your shoes like, I got an idea for a great product. I've been watching YouTube videos, I've been doing this, I'm just so afraid to pull the trigger. What if I lose my life savings? What if it doesn't work out? But what if I get embarrassed and I got to tell my family this didn't work out and I had to do bankruptcy or or or they have those fears and then they go to an event like what you guys went to and they're like, "Oh my god, there's other people like me. Uh this this is really cool. I'm not I'm not a weirdo. Uh there's other people out here that that get it. Uh and I don't anyone I don't have to explain anything. Uh and then you start hearing the talks there which are a mix. There's some things that are a little bit more beginner-ish and there's some things that are a little bit more advanced. So, does it does it confuse you a little bit? You like, "Oh my god, we're missing this." Or, "I don't understand what the heck that talk was about, but people were clapping at the end, but I guess I'll watch it again later." What how was what was it? What was it like? What's the walk me through the emotions and the feelings and the what you felt you got. Um, you said the networking was great and that that is awesome, but what besides that, what what did you get from it? Well, I think how did you feel? First thing that that's so great, there were so many multiple meetings that were happening at the exact same time. And Angie and I both being there at the same time, we both looked at each other like, "Okay, does this fit our company and what we need for it?" Or does it not? Or let's split up and go to different meetings. And I mean, seriously, we were the funny part. We're texting each other like, "How's it going?" And it's like, "This is over my head. I can't I can't even comprehend how this is going to work for anything. I I don't understand." But the great thing about this ecommerce like summit is so incredible is that they record everything. So if there's something that you may have missed or not informed or just like I don't know as much as maybe I want to in order to understand this language like go back do your own research write down the questions and then you know go back and watch the recordings and then with making the connections with so many people it's easy enough to just go and make that connection with someone else and be like hey what do you think about this topic? um I may have some more questions about this and let's chat or it's Angie and I are talking and we're both trying to get a better understanding of something or or it's like on the other spectrum of like that was so much easier than I thought it was going to be. And it encourages us to be like, "Yeah, we got this. It's going to be great. No, no matter what, like it's going to be fantastic. And I think that you you really do have to look at your strengths. I mean, in the beginning, you kind of do everything yourself, but you get to the point where you're like, I don't know how to do this. And that's okay. You don't have to know how to do everything. And you need to be able to recognize that if you think that you can do everything, you're wrong. Um, and you need to reach out those to those who who do have that knowledge or you need to find that help in that area because um, trying to do it all is just kind of a recipe for disaster. So, but how do you do that if you're working on a shoestring budget? So, like you you just said that like, hey, I don't know, you know, you you have Elaine, she knows social some social media and has some good experience there. That's great. You you you're doing the handling the development, the product side. you have your husband that can help you uh when you have he's done some business stuff, has some ideas, but when you need to hire out designers or or marketing people or or law, I mean, how do you how do you work that? Do you just figure it out or do you bring them on as a little partner or do you just like I promise I'll pay you. I promise I'll AI is amazing. And if that's a tool that people haven't been using yet, they need to start using it. So I I am a very creative person and I have a really hard time organizing my thoughts. So I have a thousand thoughts but to get them organized is really hard for me. So I take all those thoughts I dump them into AI and I say you know create an outline for me or create a timeline for me create a campaign for me and it organizes it all for me and then all of a sudden it makes sense and I can continue moving forward or you know I mean there's so many things now logo generators and this and that. there's so many tools available that didn't used to exist that almost anyone can start their own business now with very minimal skills. Um, you know, and and also another thing that we've kind of realized is overseas there's a lot of help overseas of really intelligent people who are willing to work for less but still much more than they would make there, right? So, you feel bad because you're like, "Oh, I'm only paying this much." But they're getting so much more than they would if they would get a job there. Um, and they're they're fantastic and they're willing to do the work and they want to do the work. And so it's finding those kind of partnerships. Um, and so using Upwork and Fiverr for that. Um, um, word of mouth really. Yeah. I I would I mean Fiverr, yes. If you need one thing done, like, hey, I need a design, a logo design or something like that. Yes. If you're going to be working with somebody long term, I would I would probably go by word of mouth and somebody who's been recommended um because I think that's important, right? So, you got to be careful. You're not exactly sure what you're going to get, but yeah, there's sites like I agree with you. Fiverr is more of a one-off hit thing. Upwork is a place and there's Free Up. There's there's uh Philippine VA. There there's tons of these kinds of sites and they could be in Asia. there's a lot of really good talent in in South America, in Mexico, and in Colombia and Argentina particularly. Um, so there's which is easier because they're on the same time. So, and there's tons of agencies that can help uh with that kind of stuff. And that you're right, that is a great way to for those listening to actually get things done by, you know, sometimes these are people with master's degrees that are working for $7 an hour and like you said, you're like, "Oh my god, am I is it I feel like I'm hiring child labor or something here." But you're not. I mean, for them, the $7 maybe it's a side job. They got their regular job. Maybe it's but in a lot of cases, $7 an hour is more than they can make if especially like in the Philippines or somewhere. Uh, you know, working a normal job. Um, so it it it actually helps them out. And you can get some really talented people that way that can help. And a lot of times even your factories like you mentioned earlier, you're working at the your factory and they're helping do some of the prototyping and testing and and and they're they're hoping that this works out and that you end up placing big orders and they can see that this could be huge as well. Yeah, they good to work with. And we also um one other resource I think that is often a missed resource but working moms um moms who want to stay home and want a flexible schedule oftentimes they are incredibly intelligent incredibly hardworking can multitask really well but they have a hard time getting a full-time job right because somebody wants them in the office 9 to5 and they're like I want to be home with my kids that's my priority but I'm willing to work really hard if I can find something that allows me to do that. And that's one of the things that I really want to do as a company grows is I want to be able to hire stay-at-home moms who that's really important to because as an e-commerce business, I have that kind of flexibility. Hey, if you can't do it in the day, that's fine. If you do it at night, if that's when you can do it. Um, and I think, you know, there's a lot of women who would be very grateful for that opportunity. So, don't ignore that resource. That's a really good resource if you have that flexibility. I think a lot of those women too would do it for nothing. they would be brand ambassadors because if you double down on your story and double down on your cause like you said earlier women all the shoe brands ignored women all this and women being ignored and you know the stories you told they they'll be like gosh dang it I'm going to fight for this I'm going to join the cause like you like like Elaine said you're starting community and I think that's community is especially in the world of AI is something that's going to be very powerful because you don't need a huge community you get 500 to a,000 uh stay-at-home moms in this you have a massive ambassador force that when you're ready to launch and ready to whether it's the first one or it's the 5 years from now the the ninth product you've done they'll go out there and they'll spread the word and it doesn't take it doesn't require huge influencers I mean it's great that you have Ela Elaine and she can actually help uh on and get things going but a lot of these smaller influencers are more powerful than the bigger ones because they're in the little circles of uh you know the soccer moms or the the dance moms or or whatever and th they their word can influence 20 people really fast and and and I would I think you could do grassroots marketing on this that would would could really blow this up. I think the last place I would go would be Amazon. Yes, we are actually staying off of Amazon for now. I think hopefully that'll cut down on the copycats and stuff. But um you know with Elaine, I mean I love that she's recognized and celebrated as an influencer, but really what I love about her is that she loves the product. She understands the product. You know, this is something that she wishes that she had. Um and that's what makes her valuable to me. Not the fact that she's a celebrity, but the fact that, you know, she really really gets the product. I think the other thing that makes her valuable to you is she's a fighter. And so she's not going to She's committed. She's partnered with you and she's uh based on what she said, she's not one that's going to let this fail because she's based on her everything that she went through, she's one that does not accept the the word no uh and or the word you can't or this is not possible for sure. So, she's a fighter. So, you having that on your side is like having Mike Tyson on your side in the ring. I mean, you're gonna you're gonna be knocking some people out. Knock some people out on that. So that's that that's that that's great. So you're going to start on like a Shopify website is kind of what your plan is now? Yes. Yeah, we have a website. Um it's we haven't launched it yet because like I said, we're still kind of waiting for products. Um but we do have a landing page. We have um an email that you can sign up for on that and we'll be reaching out to you, making sure that you are updated on that. Um our website is www.pulbody.com and that's sp with a Z, holtzbody.com. Um, and yeah, we we are going to launch really soon. Um, I can't give a definite time on that, but before before the end of summer is up, we'll we'll definitely have when you sign up, we're also offering a 20% off when signing up for the first purchase. Yeah, we're also looking for ambassadors. So, um, if your daughter dances and she would love to be featured and be an ambassador for us, we'd love to have them and send them out some free product to give it a try. So, yeah. And we're we're looking for stories. We're building a community. So, if you have a story, if you know other people that have stories, like send them our way. We want to hear it all. So, how are you doing your marketing? Are you doing problem solution marketing? Um, Elaine, uh, like when you're doing the social media posts, are you just posting, "Hey, is this a problem? we have a solution or check out these new things. How are you? Because in in some of this, it's a sensitive area and I know that like social media is going to be like, "Nope, you can't say that. You can't do that." No, we're solving a massive problem here. This is legit. There's nothing like this is not some part of the problem. This is and then you're going to children. You got the next issue. Uh so, how what what are you coming up with creatively? I mean, an example that I like to give is some people in the some people in the supplement space. Obby is the name of the company, OBVI, and they they're really good at some of their social media marketing. They sell supp fat loss supplements, but they can't advertise fat loss. You can't do body shaming on Facebook. Uh you can't do all that kind of stuff. So, what they do is they do innuendos. So, they'll take a a a stick of butter and they'll put it have the a butter and they they light it on fire. So, the butter's burning. Looks almost look like like a butter campfire or something burning. And they'll they'll say, "Avi melts like butter. And it it actually gives it in your mind you're like, "Ah, this product if I take this supplement, it's going to melt my fat off my body like butter." Like, you know, like the firewood butter. And so, are you coming up with some creative angles like that that actually show the problem and then actually you're the then you show your product, you know, the tights or the shorts or the whatever as as the solution. uh where people will instantly get it and it will pass all the the filters that social media has. Yes, it's definitely been a challenge due to the fact that it is a period liner. Um but I like a good challenge and I'm also one of those like comedy type people also. So I like to look things at a different comical route. So I've thought of a couple of ideas and and still kind of like brainstorming them. I've thought about like the wine glass dropping on the rug and creating stains and maybe interpreted that into like the overfill or spill that we have when we're working out. Or, you know, there's conversations that we have in the the locker rooms and maybe not in public, but maybe we can talk about it even on our social media or um you know, look and style. That's something that's very very in right now. We talk about like how fashion is important and expressing ourselves and and that's something that goes along with our line as well and we want people to wear our product wherever they go, you know, and whatever they're doing. So, yeah, there's there's all sorts of different approaches and we're still coming up with some ideas and I I really like that you brought this discussion because it starts the wheels going again in my head. So, but yeah. Yeah. Yeah. I think that's going to be the biggest challenge is is the creative. But if you can nail that and AI like uh like Angie said can help you do that. Nail the positioning u because we all know it's a problem but nailing the positioning to actually in two seconds when someone's scrolling their feed on TikTok or what? Boom. Oh, that's me. In two seconds. I don't think it's too hard because every woman relates. Every woman relates. It's it's you have to make them relate though in a way that you can actually advertise it. Yes. That they'll that's that's the trick. That's the the little trick that you got to do there that that Yeah. That makes it difficult. And with AI analyzing everything that's in your video, everything that you say it it it makes it that's your that's your number one challenge. I think you can do it. Uh don't but that's your number one challenge. ing on the fact that women can be empowered and feminine at the same time. You know, like nothing should be able to hold us back and we should be able to be beautiful and strong all at the same time. And so that's kind of the focus of our marketing. Um with, you know, the period liner kind of as an underliner. But yeah, we we just really want to empower women to be able to feel like they can do whatever they they put their mind to. So, um, and I I don't think there's actually a lot of stories out there that we can share, um, and have started sharing. So, things that already exist that we don't even have to recreate, we can just repost, you know. Um, like I said, Allison Felix's story with S and just a lot of things that these people have experienced and and have already shared with the world, but there's not a solution, you know. So, we just share that and say we have the solution to these problems. So, one of the most powerful things you can do in branding and in marketing is create a movement. And and so that it that sounds like I mean there there's been a lot out there of women empowerment. Women were strong, you know, we're going to fight back and we have rights to and all that, but you guys you got to figure out how to put your own little hook and twist on that. And I think you've done you're getting there. And I think I think you'll this will evolve as you once the products is out there and you can start getting feedback and and from the women. Um and the best thing you can do is put use their words. So instead of you having to come up with everything once they get this in the hands of even if you can get your factory to make 50 of these or 100 of these, even if they cost you $50 a piece, some crazy amount and you know when they're normally going to cost $3 a piece or whatever, get it out. If you if you're able to do that, get it in the hands of some people. Uh not necessarily in doesn't have to be influencers that are going to start plugging unless you're ready for to start building a list of early, you know, interest people that you can market to when it comes out. Yeah, we have that. Get get feedback. Um because you have your feedback. You have it when you tell your your friends and your uh but you don't have someone actually using it. And they will give you words and phrases that you that AI is not going to think of and you didn't think of. you're like, "Oh my god, that's a great way to actually position this." Uh, someone just said something. So, if you're able to do something like that while you're waiting, like you said, you're trying to get it out by the end of summer, but I would definitely try to do that. Um, and I think that's going to give you a big huge plus. Uh, and you might pivot a little bit after you see some of what people say. And that way um you e maybe it's too late to do it in the first product, but you know now now we know what version two is going to be. Um and and and you're you're off to the races uh and ahead of somebody that's going to copy you cuz once this comes out and people start seeing it um there's going to be copycats. Yeah, that that's definitely So where do you guys see yourself in 5 years? Do you want to be in You said you're doing direct to consumer and uh the dance. Do you want to just be in dance boutique shops and dance websites? Do you want to be in Macy's? Uh, do you you want to have sold this to some big brand for $17 billion dollars and you're you're sitting on a beach um like like like Spanx, you know, something you want to be the next Sarah Blakeley with Spanx. Um, or what what what's the end goal? For me, the end goal is to consistently provide value, you know, and if that is through partnering with somebody else, if that's through selling the company, um, I mean, I would love to stay in it as long as possible and and be able to continue with our story. Like I said, I don't want to sell out to somebody like Nike. I actually would love to be the next female like Nike, you know, like get out to that level and compete with them. Um, but I I don't know. We we'll just kind of take it one day at a time, but we we definitely want to make this available across the world to all females. That's the ultimate goal. How we get there, um, you know, I'm sure we're going to learn a lot. I'm sure we're going to make mistakes. I'm sure we're going to have to pivot, but um, you know, that the the goal is to just make this available to all women and to to better women's lives across the globe. So what what gives you the courage and inspiration both of this to both of you to actually to to do all the hard work that it takes to do this? What what's what gives you that? What g when you wake up in the morning, you get excited about this. What is it that drives it? I know it's a need. I know it was a need in my life. I wish I had it. I think my I think my career, my future would have been actually changed for the good had I had this. And um I know that there's going to be other things in my life that I never thought that I I was capable of doing now that I have some type of support like this. And that's what I want. That's what we want to create for other people. And if I I I'm just like it just makes me so excited to be able to create that type of future for someone else. And that's why I just keep going. That's why I'm not stopping. Yeah. I think you need everybody needs to have their why. And I don't think I could ever sell a product where I felt like I was tricking people, you know. Um my husband had a somebody come to him and say, "Hey, I'm creating this product. This is what it is." And it it was basically a scheme and he's like, "Do you want in?" And we were like, "No." You know, we couldn't ever like put ourselves or our name behind a product that we don't actually believe in and and even feel like it was scheming people. But this is something that I just really truly believe in. You know, there's so much embarrassment that women face that they shouldn't have to to deal with. And there there are ways around it. There are improvements. And so there's no reason why we shouldn't be doing this. So that's my why every morning. It makes me excited to get up. It makes me excited to want to do this. And it it keeps us going through the hard times because there are definitely hard times. But if somebody has an idea and and they have their why, go for it. like there that's where the best ideas come from, right? Is from a need. So if you have recognized a need, don't be afraid to go out and do it because we need more people like that. And we need we need, you know, less of the Nikes. We need more of these authentic people going out and people who really care and people who want to change the world and make a difference. We need that. So don't be afraid to try. I agree with you. when you when you do your passion, you follow your passion and you and you try to change change people's lives, the money comes later. It always it always comes when you when you change uh young girls uh especially uh and women of all ages all over the world. When you change their lives um and you just stay with that and that's your main focus, it's not the money. Uh uh the money will come. Uh so uh congratulations to both of you and uh I hope uh this this uh uh fulfills all your dreams and uh really uh makes a difference for millions if not billions of of women around the world. Thank you so much. We we hope so too. We're we're doing our best. So thank you so much for having us on and supporting us. We really really appreciate it. So, if people want to find out one more time, uh, go ahead and tell them how how they they if they can follow you on social or see what Elaine's doing on social when she starts posting stuff or want to sign up, uh, on the website to be notified when it's available. What uh, remind everybody on how to do that again? Yeah, sure. So, it's www.pulbody.com. Pulse with a Z, Pz. So, www.pulsebody.com and then all of our handles are the same. It's just PulseBody. So, we'd love to have you here. Facebook, Instagram, or Tik Tok right now. Awesome. Thanks, ladies. Appreciate it. Thank you so much. Angie and Elaine are perfect examples. If you got a great idea and you see a need in the marketplace and you have a passion and you can create a movement, especially around that, go for it. I think they're going to be highly successful. So, they're going to have a few roadblocks and a few uh hurdles to get over along the way, but I think this product is going to be uh very very very successful. So, be interesting to come back in a couple years and see uh where this is at and maybe get them back on the show and see what the journey has been like. Remember, each one of us has our own journey and the journey is part of it. It's not just the destination. The journey is where the funds had. The destination is the pinnacle. So enjoy the journey no matter where you're at in your Amazon business or your e-commerce business. And that journey includes coming back next week and listening to another edition of the MM podcast. I'll be back again next Thursday with a brand new episode. In the meantime, if you want to get tips that will help you along your journey, be sure you're subscribing to my newsletter, Billiondoll Sellers. That's at billiondollarellers.com. Every Monday and Thursday, a brand new issue comes out. And plus, you might see some information in there about the billiond dollar seller club as well. Who knows? Anyway, have a great rest of your week and we'll see you again next time. [Music] [Applause] [Music] [Applause] [Music]