For our latest Balance the Grind conversation, we had the pleasure of chatting with Alana Clarkson, the impressive entrepreneur behind Idea Athletic. Alana has created a unique activewear brand focused on providing a solution to a common gym problem: sweat marks.
In our conversation, Alana shared how her personal frustrations sparked the idea for Idea Athletic and how she turned that idea into reality. We also dove into the challenges she faced along the way, the innovative invisiSweat technology, and how she balances the demands of a startup with her personal life.
Alana, I’m really curious—what sparked the idea for Idea Athletic and the focus on creating sweat-proof activewear?
Idea Athletic came to be in the most organic way. It was born through my own personal desire to buy activewear that stopped sweat marks in awkward places from showing through to the outside fabric.
I had no idea that what I wanted to buy for myself actually did not exist and once I realised this it became quite obvious to me that there was a large gap in the market for solution-focused activewear. That is when I set out on my journey to create what it was that I wanted to buy to solve my own need and what I had hoped was the need of other women.
Can you tell me about the journey from that initial idea to the final product? What were some of the biggest challenges you faced along the way?
The journey from idea to product was about two years long and to say that it wasn’t filled with setbacks and mistakes would be a lie. Whilst I had a crystal clear vision of what it was that I wanted to create, I had no skills or knowledge as to how to execute any of this, so I was very much learning as I went along.
I spent a long period of time designing the concept and once I had the design of the garment complete it then came down to a long testing process to make the garment perform against sweat marks as I had intended it to. Post that, I then faced a fresh round of challenges in sourcing the right suppliers and building a reliable and stable supply chain for my product.
Your invisiSweat technology sounds incredible! How did you come up with the idea to use bamboo for sweat absorption, and why is it so effective?
invisiSweat is our secret weapon against sweat marks and it is a non-bulky bamboo fibre lining that sits through the crotch, inner thigh, and booty of all our tights. I came up with the idea to use bamboo through researching various fibres and fabrics to see what would be the most suitable to feel both good and comfortable to wear in those more sensitive regions, but also what would work best to solve the issue of sweat marks.
Bamboo was the clear winner for me and it’s very effective because it is a naturally porous fibre and is highly water absorbent. What makes invisiSweat work so well is the special blend and thickness of bamboo which we use. It’s made to order for us and whilst it’s non-bulky to wear and as the name suggests is invisible (to the outside), it also works perfectly as intended against sweat.
You’ve been a gym instructor for over a decade. What feedback or complaints from women made you want to find a solution for sweat marks?
I have heard so many complaints over the years from women in the gym regarding how they didn’t wear certain colours because they thought it would show too much sweat, or they found themselves distracted during their workouts wondering if the sweat marks around their crotch were really obvious and they felt embarrassed.
Whilst sweat is totally normal and healthy, the women I encountered in the gym (myself included) didn’t want the bother of all that, they wanted a functional solution in their activewear that allowed them to focus on the workout without the worry of sweat.
Balancing a startup and personal life can be really tough. How do you manage your work-life balance, especially during those intense phases of product development?
I think I’d be lying to say that during those intense phases of product development my work-life balance was great because it really wasn’t. There have been times where I am aware that I have been burning the candle at both ends, especially when I’ve been close to finalising something.
However, I have learnt that I am also really good at identifying this and understanding that at times when I have had an intense working period that it is just a phase and it will pass and things will soon settle down and be more manageable.
I do also think that whilst you can have the best intentions of having a really beautiful work-life balance, when it is your own business and you have those intense periods that it can all go out the window for a time and you focus on completing the task at hand so that you can move onto that next chapter.
I’m always interested in people’s routines. What does a typical day look like for you? Any daily habits that help you stay productive and focused?
As a Mum of two girls, my day starts with organising them and getting them off to school. Once they are on their way I always take time for myself and workout for an hour. This looks different every day from more intense sessions to something more on the gentle side.
Post that I am usually at my desk and in my storeroom from 9 am-4 pm working on all things Idea Athletic. Around 4 pm my girls arrive home from school and then it’s an afternoon rush of Mum’s taxi to dance classes and sport.
After dinner at night, I will usually work for another hour or so to tie up anything that needs to be done and then it’s family time for the remainder of the evening. My daily habits are always prioritising myself for that hour every day to work out. It is where I nurture my body and gain clarity and perspective. Exercise is my daily non-negotiable.
Starting a new brand must have been a wild ride. What are some of the biggest lessons you’ve learned as an entrepreneur while developing Idea Athletic?
It has been such a wild ride and I have learnt so much along the way and still continue to learn and figure out new things every day. Some of the biggest lessons I have learnt have been to really understand the concept of pivoting and to not focus on only one outcome.
I have needed to pivot so much in so many ways to achieve the desired outcome for my business and the concept of invisiSweat. Had I only had one set outcome in mind as to how I would bring the idea to life, it may not be here today because so much did not go to plan.
By understanding and being ok with the continual pivots I was able to achieve what it was I set out to do. I also firmly believe that understanding every single molecule of your business and being able to do every single thing in your business if required without relying on outsourcing is key.
For other aspiring entrepreneurs out there, do you have any advice for those looking to solve unique problems with their products?
Keep the problem you are looking to solve always at the front of your mind. By always remembering what the issue is that you are looking to solve with your business, you will naturally make choices that align with your concept and the direction you head in will ultimately be the right one. However, it is important to remember that mistakes are vital to learning and detours are inevitable.
