notes by anna c

Pivoting in Business: The "Ross from Friends" Guide to Changing Lanes

In the famous words of Ross Geller, sometimes you just need to "PIVOT!" And much like maneuvering a couch up a narrow staircase, pivoting a business, especially one deeply rooted in community and physical presence, into the online realm can feel just as comedic and challenging.

Imagine this: There we were, a tight-knit brand thriving on face-to-face interactions, suddenly thrust into the vast, virtual expanse of the internet. It's not unlike Ross, Rachel, and Chandler trying to squeeze a seemingly un-squeezable couch through a tiny apartment door. Our task? To stand out in a saturated market where "black leggings," "squat proof," and "best selling leggings" are shouted from every digital rooftop.

Transitioning online doesn't mean losing our community-focused ethos. It's about leveraging digital tools to amplify our unique voice. It's true, not being face-to-face often poses its challenges, but it also opens up new avenues for connection. We're not just another echo in the chamber of activewear. We're the brand that's flipping the script from the typical "sexy or athletic" vibe to one that screams fun and inclusivity.

Here in Scotland, our aim has always been to encourage women to keep moving, changing the narrative one pair of leggings at a time. Yes, our market is flooded with black leggings, but we chose to make ours stand out with super flattering flares and our beloved thermal leggings adorned with reflective stars. Because if you're going to wear black leggings, why not wear ones that truly shine?

How do we tell our community that we exist and are different? It's all about being authentically us. We're a responsible brand, constantly evolving and improving, not just sustainable for the sake of labels. We refuse to be sheep in a market full of similar offerings. Our approach isn't about following trends; it's about setting them.

We're diving headfirst into our community, sparking conversations that matter. It's about finding what moves you, at your own pace, in your own lane. We're exploring more ways to support women, from hosting free classes in underrepresented communities to fostering collaborations that promote wellness from the inside out.

The pivot to online has also reinforced the power of collaboration. We're connecting across the UK, creating a network that supports, uplifts, and inspires. Each collaboration brings us closer to understanding and serving our community better.

Just like Ross and his couch, our journey of pivoting hasn't been without its share of "pivot!" shouts and sharp turns. But with a clear vision and a commitment to our community, we're not just moving furniture—we're building a home. A home where every woman finds her best fit, her best movement, and her best self.

So, let's keep the conversation going. Let’s be bold, be different, and above all, have a bit of fun. Because at the end of the day, isn't that what it's all about?
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