Today we’d like to introduce you to Amy Robbins.
Amy, can you briefly walk us through your story – how you started and how you got to where you are today.
My journey started four years ago when I was training for the White Rock Marathon. Every day I would get up and run my same route down the secluded back roads around our home where we lived in the country. Over the course of my training, I was followed and harassed several times, and it not only left me feeling defenseless and helpless, but it got me to thinking about my personal safety and what I could do to be prepared while I ran. I didn’t like that feeling and decided to do something about it.
I went home, started doing some research, and realized that I wasn’t alone in my experience. More than 43% of women runners and walkers have felt like their safety was threatened at some point, and over 30% of women have reported being harassed or followed on their runs. So like any good Texas girl, I went and applied for my CHL and joined the 41 million other women that carry some form of self-defense tool on their body on a daily basis.
The problem was there was nowhere to put it in my current workout clothes and nothing cute enough in the self-defense space for me or my friends to wear on a regular basis. So, I figured I would fuse the two worlds together and create a lifestyle brand that would empower women to workout in confidence by providing functional, activewear that allowed them to carry all of their essentials in one place without sacrificing their style or comfort. I needed pockets that would not only carry my cell phone, ID and keys but a self-defense tool of choice as well such as mace, a taser, a pocket knife or even a firearm if so desired.
So in 2015, with no background in manufacturing, no experience in design I set out to fulfill a childhood dream of not only owning my own business but having a career doing something I was passionate about. In this case, it was helping empower women’s lives and create a product that filled a void. This is how Alexo Athletica came into existence. With the support of my husband we took a leap of faith, sold our home, invested in our first round of inventory and set out to carve out an entirely new niche in the athletic apparel market- performance wear with pockets, and not just any pockets but pockets with a purpose.
We, like so many other startups, were thankful for big garages because we started by packing and shipping our own inventory right from our house in October 2017. Fast forward to 2019, thanks to being featured on Fox News, CW33, WFAA, in Maxim Magazine, Time Magazine, The Washington Post Magazine, Recoil Magazine, South Magazine, Expressions Magazine and many more, we quickly found that the market was craving a product like Alexo, and we outgrew our garage and handed off all packaging and shipping needs to our fulfillment center. Our story is truly a story of how with a dream and determination, you can achieve anything you set your mind to and make a plan for.
Like many other entrepreneurs, we have felt the roller coaster that comes with starting a business. Neither of us were independently wealthy, and we had to make very big sacrifices to see Alexo come to life. We’ve risked a lot to see a potentially big reward, but we know that the biggest reward of all is seeing women across the country staying safe and carrying with confidence. Our mission is to provide the function while women exercise their freedom to choose to carry what they want when they want.
Has it been a smooth road?
By no means has this been an easy road. Like the old saying goes if it’s easy, it probably is not right, but the tough times have always had a way of weeding out those that have enough grit and tenacity to see things through from those that don’t.
On a number of occasions I thought we would have to close our doors- from quality control issues, being out of inventory 5 months out of the year in 2018, nearly being sued by a 3 billion dollar company who claimed our logo looked too similar to theirs and having to liquidate our remaining inventory in 2 days to avoid it, to a manufacturer stealing our money and product with no funds to sue and try to get it back, the journey of starting a company has not been easy. However, what has saved us time and time again was working the plan we had made in 2017, being creative in how we handled problems, clinging to our faith and each other and not allowing the dark moments to stop us.
There was a lot of journaling, self-talk, and many miles ran during this time as a way to deal with the stress and to strategize how we were going to overcome these obstacles. For me, even in the lowest moments, quitting was ever an option. The purpose behind what we do is what keeps me going every day. When I get notes from young college women thanking us for keeping them safe on college campus, to the former FBI agents that thank us for finally giving them the option to carry their off duty weapons AND look feminine gives us just the boost we need when times get tough.
We’d love to hear more about your business.
Alexo Athletica is an activewear lifestyle brand that provides women with functional options to carry all of their essentials, stay safe, and still look stylish at the same time. We are known for our Signature Pants that have been featured in Time Magazine, The Washington Post Magazine, Yahoo News, Fox News, AOL News, Recoil Magazine, Personal Defense World, on billboards throughout Dallas and many other sources. I am most proud of the fact that I saw a world where women didn’t have to say “Me Too” again several years ago, and now it has come to life. I am proud that women are feeling empowered to take their safety into their own hands how they see fit and I am proud to be the first company to focus on this message and make clothing that accommodates the mission. Our message, functionality and design are what set us apart from all other athletic brands on the market today.
Is our city a good place to do what you do?
For sure especially in this space. Dallas is a great place because we have so many female runners/ walkers on the Katy Trail, at White Rock Lake and all over really. We hear about the tragic things that take place at these locations, and I don’t feel like a woman should have to sacrifice running in her favorite spots because she fears for her safety. I believe that to be prepared is the best way to continue living the life you want when you want, and we provide options for that. For us, Dallas has been a great test market and one of our largest sources of revenue because so many women have their CHL permits and carry on a regular basis. They are also very style-savvy and appreciate quality of fabric and design.
I also feel like Dallas is very small business-friendly. It’s relatively inexpensive to start an LLC here. We have a low tax rate and no state income tax. We have great entrepreneurial networks in Dallas as well that help with startup and accelerator phases in everything from Tech to Textile and have a great mentor network. I highly encourage anyone looking to start a business to check out Dallas.
Pricing:
- Signature Pant- $99
- Carry Runners- $72
- 7/8 Leggings- $74-94
- Active Trench Jacket- $140
Contact Info:
- Website: www.alexoathletica.com
- Email: info@alexoathletica.com
- Instagram: alexoathletica
- Facebook: https://www.facebook.com/AlexoAthletica/
Image Credit:
Jason Fitzgerald, Alexo Athletica
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