Today we’d like to introduce you to Emily Edwards.
Hi Emily, thanks for joining us today. We’d love for you to start by introducing yourself.
I didn’t start Tease & Toss to start a business — I started it as a coach.
I’ve been in cheer for over 20 years, and one thing I kept noticing at practices and competitions was how much athletes struggled with their hair. It either wouldn’t hold, didn’t have enough volume, or just didn’t match the level of performance they were putting on the mat. As a coach, you want your athletes to feel confident and look the part when they step on the floor, and hair is a huge piece of that.
I started playing around with creating higher volume, performance-ready ponytails that could actually keep up with routines — flipping, tumbling, stunting — all of it. What started as something I was making for athletes around me quickly turned into something people were asking for.
Tease & Toss grew really organically from there. Athletes started wearing the ponies at major competitions, posting in them, and the demand just kept building. Social media played a huge role in that growth, especially showing real athletes performing in the product instead of just staged photos.
Now, Tease & Toss has become a brand built around performance, confidence, and standing out on the mat. Everything is still very hands-on and intentional — from teasing each pony to customizing based on what the athlete needs.
We’ve had athletes wear our ponies at some of the biggest events in the industry, and seeing them hit the floor with that extra confidence is honestly the best part of it all.
At the end of the day, I still see myself as a coach first — Tease & Toss just grew out of solving a real problem for my athletes.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road.
One of the biggest challenges has been balancing everything. I’m still coaching full-time, running private lessons, and building Tease & Toss at the same time. There have been a lot of late nights, early mornings, and figuring things out as I go.
Another challenge has been scaling while keeping quality high. Every pony is still very hands-on — teased, styled, and customized — so as demand started growing, I had to figure out how to keep that same level of quality without burning out or rushing the process. Building a small team to help with production has been a big step, but it’s still something I’m constantly refining.
There’s also been a learning curve on the business side. I didn’t come from a traditional business background, so things like pricing, inventory, suppliers, and operations have all been things I’ve had to learn in real time. There’s definitely been trial and error, but each mistake has helped me build something stronger.
On top of that, there’s always the pressure of growing something publicly. Social media has played a huge role in the brand, which is great, but it also means you’re constantly showing up, creating, and staying consistent even when you’re tired or dealing with other responsibilities.
That being said, every challenge has been worth it. It’s pushed me to grow not just as a business owner, but as a person. And I think those challenges are a big part of what makes the brand what it is today.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Tease & Toss is a coach-created cheer hair brand focused on high-performance, ready-to-wear ponytails designed specifically for athletes.
We specialize in what we call “Power Ponies” — 100% human hair, drawstring ponytails that are teased, styled, and customized to hold up through full routines. These aren’t just for looks — they’re built to move with the athlete through tumbling, stunts, and high-impact performances while still maintaining volume and shape.
What sets Tease & Toss apart is that everything is created from a coach’s perspective. I’ve spent over two decades in cheer, so I understand exactly what athletes need on the mat — not just aesthetically, but functionally. Every pony is designed with performance in mind first, and then styled to elevate the overall look.
We’re also very hands-on as a brand. Each piece is intentionally teased and customized rather than mass-produced, which allows us to match different teams, styles, and preferences. At the same time, we’ve been able to grow quickly through social media by showing real athletes wearing our ponies in competition settings, not just staged content.
Something I’m really proud of is how quickly the brand has been adopted by athletes across major competitions. Seeing Tease & Toss on the floor at high-level events and being part of those moments of confidence and performance has been incredibly rewarding.
At its core, Tease & Toss is about helping athletes feel confident, powerful, and ready the moment they step on the mat. It’s more than just hair — it’s part of the full performance.
Do you have recommendations for books, apps, blogs, etc?
A lot of my motivation honestly came from getting into self-development books. That shift in mindset really helped me go from just having ideas to actually taking action and building something.
Books like Atomic Habits by James Clear helped me understand the power of small, consistent actions, and You Are a Badass by Jen Sincero pushed me to believe that what I was building could actually work. That combination of structure and confidence made a big difference for me.
On the day-to-day side, I rely heavily on apps and tools that help me stay organized and consistent. I use my phone calendar to structure my weeks around coaching, lessons, and Tease & Toss, and social media platforms like Instagram and TikTok have been huge for growing the brand and connecting directly with athletes.
I also think being in the gym environment every day is a big part of what keeps me inspired. I’m constantly around athletes, energy, and performance, which naturally fuels ideas for the brand and keeps me connected to what people actually need.
Overall, it’s really been a mix of mindset work, consistency, and staying close to the environment I’m building for.
Contact Info:
- Website: https://Teaseandtoss.com
- Instagram: https://www.instagram.com/shopteaseandtoss
- Facebook: https://www.facebook.com/share/14Y4gdG7dNT/
