Sweat Equity How to Build a 9-Figure Performance Brand
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Jan 28, 2025 Matt DiLorenzo, CEO of TYR, guides us through the brand's journey from niche swim gear to a powerhouse in performance athletics. He delves into the importance of grit and leadership in crafting authentic, tech-driven products. The role of community feedback in product development, particularly for CrossFit gear, is highlighted. DiLorenzo also shares insights on effective time management and the emotional landscape of entrepreneurship, emphasizing perseverance and the enriching journey of motivating diverse athletes.
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DiLorenzo's Early TYR Involvement
- Matt DiLorenzo worked at TYR throughout his life, starting in the factory during high school.
- He later transitioned to product and marketing roles after college.
TYR's Expansion into Fitness
- TYR, known for swim gear, expanded into fitness as a natural progression.
- This was driven by the observation that swimmers already incorporate dryland and strength training.
CrossFit and TYR
- TYR's move into fitness was influenced by observing swimmers' existing cross-training habits.
- The brand also saw an opportunity to provide performance-focused products in a market dominated by lifestyle brands.