We are having a conversation today with Alana Clarkson, the entrepreneur behind the activewear brand Idea Athletic. A gym instructor of over ten years, Alana sought to address the problem of sweat that tends to leave embarrassing marks on activewear. Unsatisfied with the lack of products that address this issue, Alana sought to create such a solution herself and worked long and hard to create activewear that is solution-focused, functional, and comfortable.
ISB: What motivated you to pursue the idea of sweat-absorbing activewear?
AC: The idea for Idea Athletic and our invisiSweat technology came from my own personal frustration with awkward sweat marks on my activewear. Unable to find a solution, I decided to create one. When I shared my vision for invisiSweat with some close friends, they echoed the same frustrations, which confirmed to me that there was a large gap in the market for a solution-focused product that tackled a common issue that the majority of women will experience at times when working out. That realisation sparked my two-year journey to bring my idea to life.
ISB: What was the most daunting challenge you faced during the product development journey and how did you overcome it?
AC: Coming from a finance background, I had no experience in apparel manufacturing, which made the journey challenging. The first hurdle was finding the right suppliers to bring my vision to life. Once that was in place, the focus shifted to ensuring the product was both functional and effective. It took 25 samples to perfect Idea Athletic and our invisiSweat technology. The process was long, but looking back, it had to be that way to create the product I had originally envisioned.
ISB: Can you share the marketing strategies you’ve used to promote this unique product?
AC: We’ve tested many strategies, but the most successful marketing for Idea Athletic has been UGC-style content that highlights our product’s unique point of difference. Showcasing our USP with a clear explanation grabs attention and drives engagement. Using relatable women to demonstrate our product and its features has proven to resonate strongly with our target market.
ISB: In what way has your experience as a fitness instructor helped in your business journey?
AC: During my years as a fitness instructor, I was surrounded by active women and unknowingly conducted 10 years of market research. I learned what women liked to wear and discovered that awkward sweat marks were a top concern. Having personally tried nearly every type of activewear, this experience provided invaluable insight when starting the brand.
ISB: What is your vision for Idea Athletic in the next couple of years?
AC: My vision is to continue growing and evolving the brand. What began in a small room in my house, later expanding to my lounge room, garage, and even my parents’ garage, is now transitioning to a logistics provider to streamline operations. This shift allows me to focus on driving growth, exploring new markets, and expanding our product range where it makes sense. With a loyal customer base, I’m excited to see what the future holds and where this journey will take the brand.
ISB: If there is one advice you can give to someone who has a business idea they want to bring to life, what would it be?
AC: Just go for it – you’ll always wonder “what if” if you don’t try. The path may be long, but don’t pressure yourself with timelines. Do things at your own pace and in your own way. People will have opinions, but stay true to your vision. Embrace the discomfort that comes with starting a business because the best growth I found usually happens when you’re pushed out of your comfort zone.
