How I Made $1M in One Hour… And The Mistake That Nearly Cost It All

Dec 17, 2025

Lindsey Carter, founder and CEO of Set Active, discusses her journey of building an athleisure brand that cashed in $1M in just one hour. She opens up about facing public backlash, including a recent donation misstep, and how these challenges fueled her growth as a leader. Lindsey shares valuable lessons on accountability, the dynamics of entrepreneurship with friends, and the importance of staying authentic to build a loyal community. Her experience offers insights into navigating the highs and lows of a rapidly growing business.

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INSIGHT

Selling A Feeling Over Product

Lindsey's mission is to simplify getting dressed and sell a feeling rather than just product.
The brand fills a social and emotional gap for customers who want effortless, put-together looks.

ANECDOTE

Childhood Hustle That Foreshadowed Entrepreneurship

At eight Lindsey traded buffet food and cold water bottles to get a dolphin bracelet when she had no money.
Her dad laughed and called it 'so you' after she figured out a creative barter to get what she wanted.

ANECDOTE

2023: The Down Year And Personal Toll

Lindsey says 2023 was the worst year for Set and for her leadership, marked by postpartum haze and constant crying.
She missed maternity leave moments while scrambling to keep the business afloat during that down year.

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Set Active founder Lindsey Carter opens up about how to build a cult-like activewear brand for gen-z and millennial women that can do $1M of sales in an hour built on the back of an authentic founder-led brand.

Lindsey isn't afraid to face the controversies and challenges that followed her brand’s rise - including TikTok backlash in 2023 and the recent breast cancer donation misstep. She shares hard-earned lessons on accountability, female business mindset, and why building a company with friends can cost more than it’s worth.

Known for her entrepreneurial spirit, Lindsey built Set Active from the ground up, navigating the highs and lows of building a business in the public eye while offering valuable insights on success, leadership, and personal growth.

Timestamps:

[00:00:00] Intro

[02:37] Hustling at 8: Lindsey’s First Deal

[04:36] Becoming An Entrepreneur

[05:45] Lindsey’s Identity Struggle: Living for Herself, Not Dad

[06:59] Dad Controlling Her Money

[08:23] Money, Power, and the Dynamic with Her Husband

[10:37] Set Active: Before the Brand

[11:49] Lindsey’s Biggest Challenge as a Founder

[12:58] 2023: The Year Lindsey Almost Quit

[15:45] Dealing with Backlash And Online Criticism

[18:32] Why Mistakes Are Essential for Growth

[20:54] Making Workers Scared Of Her

[22:49] Want to Grow as a Founder? Here’s What You Should Do

[23:53] Facing Harsh Online Feedback: How Lindsay Deals with It

[26:27] The Breast Cancer Donation Backlash

[29:27] Bad Press: Does It Hurt or Help a Brand?

[31:04] Building a Cult Following with Authenticity

[33:46] Forbes 30 Under 30: What It Really Takes

[35:31] $1 Million in One Hour: How It Felt & What She Learned

[37:46] Lessons from Making $1M in an Hour

[39:25] The ‘Drop’ Model: Lindsey’s Strategy for Success

[40:30] Flopping Drops: The Risks of 2023’s Bold Moves

[40:51] Trends & Brand Building

[42:04] Lindsey’s Entrepreneurial Superpower

[42:46] Advice for Struggling Founders: How to Overcome Hard Years

[43:55] Friendship & Business: Why Lindsey’s Circle Is Tight

[48:01] How to Keep Business Relationships Collaborative, Not Competitive

[49:41] Business and Friendship: Lindsey’s Boundaries

[52:28] Losing Friends While Growing a Business: The Reality

[54:08] What’s Next for Set Active: The Dream Moving Forward

[55:15] Rapid Fire Questions

[57:35] Where To Follow Lindsey and Set Active

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Follow Lindsey Carter & Set Active :

Instagram: https://www.instagram.com/lindseycarter/?hl=en

Website: https://setactive.co/

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Hot Smart Rich is your place to hear unfiltered conversations with the people shaping the future of culture, creators, startups and community. Hosted by Maggie Sellers Reum, investor and media powerhouse, and guests breaking the mold, you’ll get the real deal as it relates to navigating the startup fast lane, leveling up your life or becoming your hottest, smartest, richest self. New episodes weekly on Wednesdays.

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