Building a Brand for an Overlooked Market Ep 286

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Building a Brand for an Overlooked Market Ep 286

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An overlooked market can become the starting point for a business when you understand the customers behind the gap. In this episode of Thrive Radio, I talk with Deborah North, founder of Yes Athletics, about building a sports footwear and apparel brand around the needs of female athletes. When her daughter Annie started wrestling, Deborah saw girls entering a sport where the available gear often left them feeling like an afterthought. She decided to do something about it. After 25 years in recruiting, Deborah had to learn a different kind of business: sourcing, manufacturing, inventory, fulfillment, and e-commerce. We discuss how she found people who could help, why conversations with coaches mattered, and what changed when she committed fully to Yes Athletics. We also talk honestly about the personal responsibility of entrepreneurship, finding support from other founders, and the moment Deborah stopped comparing herself with larger competitors. Her story offers a useful look at differentiation: understanding the people you serve and building from a perspective you can genuinely own. If you're building a brand, exploring an underserved market, or trying to stay focused on what makes your business valuable, this conversation will give you plenty to consider. What You'll Learn -How Deborah recognized an unmet need through her daughter's wrestling experience. -What it took to move from a service business into physical products. -How introductions and networking helped her build an advisory circle. -Why product design needs to address real customer experiences, including fit and coverage. -How talking with coaches connected the company to problems teams needed solved. -What Deborah learned about commitment, financial responsibility, and founder support. -Why she stopped comparing Yes Athletics with bigger competitors. -How belonging and customer understanding shape the brand's mission.

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