When confidence starts with the right gear. Founder Deborah North of Yes Athletics joins Giovana Bier to share how creating sportswear for girls in non-traditional sports became a movement for safety, identity, and self-belief. From building period-protected singlets to navigating cash flow and resilience, this episode is a masterclass in leading with purpose, community, and profit.
Key Takeaways
- Confidence as safety: How design and fit directly influence self-expression and performance.
- Innovation with empathy: Why Yes Athletics built the first singlets with built-in period protection.
- Profitability over perfection: Hard-won lessons in cash flow, partnerships, and sustainable growth.
- Resilience in action: How loss, motherhood, and faith shaped Deb’s founder journey.
- Community and regulation: The role of support systems—on and off the mat—in business longevity.
00:00 Introduction to the Wealthy CEO Lab
00:12 Meet Deborah North: Founder of YES! Athletics
01:13 The Importance of Gear in Non-Traditional Sports
03:26 Challenges and Solutions for Female Athletes
06:51 Lessons Learned as a Founder
14:52 Navigating Entrepreneurship and Motherhood
23:01 Conclusion and Final Thoughts
Explore gear designed for girls in non-traditional sports: yesathleticsusa.com