Full Circle RareCircles

Naomi Blackman, co-founder of Alder Apparel, shares her entrepreneurial journey, driven by the vision of creating an inclusive and sustainable outdoor apparel brand. She discusses how they identified market gaps, began with one product, and grew their business through community feedback and strategic partnerships. Ultimately, they delve into their challenges, key insights, commitment to their brand’s vision, collaborations with REI and Roots, and navigation of a direct-to-consumer and omni-channel business model.
Get full access to Full Circle at www.rarecircles.com/full-circle

Alder Apparel website https://www.alderapparel.com/
Alder Apparel Instagram https://www.instagram.com/alderapparel/
Show notes:
07:26 The Genesis of Alder: From Personal Frustration to Brand Creation
12:03 The First Product Launch
14:41 Navigating Growth and Community Engagement
24:13 Expanding the Brand with Collaborations and Partnerships
30:34 Reflecting on the Entrepreneurial Journey and Future Aspirations
Full Circle Conversations is a podcast hosted by Ethan Song. Hear about the founding story of today’s leading athletic brands and learn about the trends that are reshaping the business of sports. Full Circle is where sports, wellness and business converge.
For more Full Circle content, visit https://www.rarecircles.com/full-circle


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit fullcirclepod.substack.com

Bill Shufelt, co-founder of Athletic Brewing Co., shares his transition from working in finance to creating a leading non-alcoholic craft beer brand. Recognizing the market gap for non-alcoholic beverages, he founded Athletic Brewing Company while embracing a healthier lifestyle. Bill expands on his journey by discussing the company’s challenges, successes, and their focus on community, authentic experiences, and positive impact. He also shares personal insights on fitness, work-life balance, and advice for aspiring entrepreneurs.
Get full access to Full Circle at www.rarecircles.com/full-circle

Athletic Brewing website https://athleticbrewing.ca/
Athletic Brewing Instagram https://www.instagram.com/athleticbrewing/
Athletic Brewing Facebook https://www.facebook.com/AthleticBrewing/

Show notes:
08:20 The Birth of Athletic Brewing
10:36 Crafting a Non-Alcoholic Beer Revolution
15:14 Building a Community and Brand from the Ground Up
28:15 Sponsoring Sports and Building Authentic Relationships
28:57 Spartan Races and Athletic Brewing
33:54 Challenges and Triumphs
42:56 Navigating the Evolving Non-Alcoholic Beer Market
Stay tuned for new episodes from upcoming guests including Naomi Blackman (Alder Apparel).
Full Circle Conversations is a podcast hosted by Ethan Song. Hear about the founding story of today’s leading athletic brands and learn about the trends that are reshaping the business of sports. Full Circle is where sports, wellness and business converge.
For more Full Circle content, visit https://www.rarecircles.com/full-circle


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit fullcirclepod.substack.com

Laura Low Ah Kee and Shannon Savage, co-founders of Left on Friday, recount their inspiring journey from being Lululemon employees to pioneers of a premium swimwear brand. Recognizing the influence of leadership and empowerment, Laura and Shannon explain their brand’s vision, expanding on how an active lifestyle led them to recognize a market gap for high-quality swimwear. This inspired them to prioritize fabric innovation and fit. The conversation tackles their product development process, marketing strategies, and brand positioning in a competitive market, emphasizing product quality and customer experience as their guiding principles. Shannon and Laura reflect on their challenges and rewards, offering insights into building brands, maintaining vision, and creating products that empower.
Get full access to Full Circle at www.rarecircles.com/full-circle

Left on Friday website https://leftonfriday.com/
Left on Friday Instagram https://www.instagram.com/leftonfriday
Left on Friday Facebook https://www.facebook.com/leftonfriday/

Show notes:
05:42 The Lululemon Journey: From Start-Up to Success
10:17 Birth of Left on Friday
13:55 The Making of LOF Swimwear
16:59 Spreading the Word about LOF
21:30 Athlete Partnerships and Expanding the Brand
Stay tuned for new episodes from upcoming guests including Bill Schufelt (Athletic Brewing) and Naomi Blackman (Alder Apparel).
Full Circle Conversations is a podcast hosted by Ethan Song. Hear about the founding story of today’s leading athletic brands and learn about the trends that are reshaping the business of sports. Full Circle is where sports, wellness and business converge.
For more Full Circle content, visit https://www.rarecircles.com/full-circle


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit fullcirclepod.substack.com

Fred Campbell, founder of Hooké, discusses his remarkable journey from skateboarding and snowboarding videos to founding the outdoor brand, Hooké. He explains how a pivotal car accident redirected him towards creating an eco-conscious outdoor brand focused on fishing, hunting, and nature preservation. Fred provides insights on business challenges and milestones, his passion, and future vision, touching on recent projects like a book release and collaboration with Grower’s Co, highlighting his commitment to storytelling, conservation, and sustainable living. Fred's narrative intertwines passion, business sustainability, and appreciation for Quebec's natural landscapes.
Get full access to Full Circle at www.rarecircles.com/full-circle
Hooké website https://hooke.ca/
Hooké Instagram https://www.instagram.com/hooke.ca/
Hooké YouTube https://www.youtube.com/channel/UCf-DYuFqCbhsEctE6Ie4hSA
Show notes:
08:11 Building a Business in the World of Extreme Sports
12:17 Rediscovering Nature: The Roots of an Outdoor Passion
14:30 Transitioning to Hooké: Merging Passion with Business
17:00 The Creative Freedom of Running Your Own Brand
20:54 Content Creation Philosophy: Quality Over Quantity
24:41 Revolutionizing the Fishing and Hunting Industry
28:41 Democratizing Outdoor Sports and Promoting Conservation
30:00 The Positive Impact of Outdoor Lifestyle and Content
33:34 Celebrating a Decade of Brand Success and Reflections
38:45 The Journey of Building and Selling Grower's Co.
46:56 Vision for the Future and Embracing the Present
Stay tuned for new episodes from upcoming guests including Laura Low Ah Kee and Shannon Savage (Left On Friday) and Bill Schufelt (Athletic Brewing).
Full Circle Conversations is a podcast hosted by Ethan Song. Hear about the founding story of today’s leading athletic brands and learn about the trends that are reshaping the business of sports. Full Circle is where sports, wellness and business converge.
For more Full Circle content, visit https://www.rarecircles.com/full-circle


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit fullcirclepod.substack.com

In this episode, Ethan interviews Larry Lau, a multi-faceted entrepreneur with a background ranging from digital marketing to being involved in the health and wellness sectors with MyoDetox. Larry shares his journey from being a casual runner to completing his first half marathon and how this transition sparked the inception of Run As You Are – a unique project at the intersection of running, health, and technology. Initially begun as an NFT project, Run As You Are evolved into a hybrid business model that marries health-backed assessments to personalize running gear recommendations with a strong community and e-commerce component. Strategies for engaging traditional running brands and utilizing consumer data to guide product development are also discussed, emphasizing a customer-centric approach that navigates the nuances of brand affinities versus health-led product choice.
Get full access to Full Circle at www.rarecircles.com/full-circle
Show notes:
4:35 Introducing Larry Lau: A Unique Journey into Running7:12 From Digital Marketing to Entrepreneurship: Larry's Background11:59 The Genesis of Run As You Are: A Web3 Experiment24:53 Evolving Beyond Web3: The New Direction for Run As You Are30:13 The Future of Running: Personalized Health and E-commerce Integration42:57 A Sneak Peek into the Retail Experience and Future Plans
Links discussed
Run As You Are https://www.runasyouare.co/
MyoDetox https://www.myodetox.com/
Vancouver running company https://vanrunco.com/
Nike https://www.nike.com/
Salomon https://www.salomon.com/
Adidas https://www.adidas.com/
ASICS https://www.asics.com/
Marlow https://wearemarlow.com/
Strava https://www.strava.com/
Norda https://nordarun.com/
Aesop https://www.aesop.com/
Stay tuned for new episodes from upcoming guests including Fred Campbell (Hooké) and Laura Low Ah Kee and Shannon Savage (Left On Friday).
Full Circle Conversations is a podcast hosted by Ethan Song. Hear about the founding story of today’s leading athletic brands and learn about the trends that are reshaping the business of sports. Full Circle is where sports, wellness and business converge.
For more Full Circle content, visit https://www.rarecircles.com/full-circle


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit fullcirclepod.substack.com

Randy Hetrick, the founder of TRX, dives into the company's origins, mission, and future direction. He recounts his personal life as a Navy Seal and how it inspired the creation of TRX, initially born from the necessity of staying fit during deployment. Randy shares insights into TRX's evolution from a simple concept to a comprehensive fitness solution, along with the challenges and triumphs along the way. He also dives into his new venture Outfit Fitness.
Get full access to Full Circle at www.rarecircles.com/full-circle
Show notes:
05:22 A SEAL's Journey: Challenges and Opportunities
08:26 Transitioning from Military to Entrepreneurship
17:25 Building TRX: Strategies and Challenges
22:40 Creating an Iconic Fitness Brand
25:47 Combating Counterfeits and Staying Competitive
29:11 Introducing Outfit Fitness: A New Venture
37:38 Outfit Fitness: Strategy and Future Vision
Links discussed
TRX
https://www.trxtraining.com/
Outfit Fitness
https://outfittraining.com/
Endurance: Shackleton's Incredible Voyage
https://www.amazon.ca/Endurance-Shackletons-Incredible-Alfred-Lansing/dp/0465062881
Extreme Ownership
https://echelonfront.com/books/extreme-ownership/
Peloton
https://www.onepeloton.ca/
Mindbody Online
https://www.mindbodyonline.com/
Stay tuned for new episodes from upcoming guests including Larry Lau (Run As You Are) and Fred Campbell (Hooké).
Full Circle Conversations is a podcast hosted by Ethan Song. Hear about the founding story of today’s leading athletic brands and learn about the trends that are reshaping the business of sports. Full Circle is where sports, wellness and business converge.
For more Full Circle content, visit https://www.rarecircles.com/full-circle


This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit fullcirclepod.substack.com