We recently connected with Will Hunt and have shared our conversation below.

Hi Will, thanks for joining us today. The first dollar your business earns is always special and we’d love to hear how your brand made its first dollar of revenue.

Ethos grew out of my garage with the first few clients being my friends and family.

I would take samples to my local gym to sell them to the people that worked at the front desk.

When all the front desk staff were wearing the brand every member that would walk through the door would start asking them where they got it and I would become connected from there!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Ethos was founded back in 2017 – an idea I had of connecting people and growing a community of people that wanted to better themselves in the fitness industry.

One of the definitions of Ethos is ‘a community of like minded individuals’ – the perfect definition to grow a community on.

Ethos is for the people that want to better themselves and to see others do better at the same time.

At the time we launched we were one of the only brands on the market doing any form of leggings with pockets and really took advantage of it.

Since we launched we’ve sold over 80,000 pairs of leggings and have grown our product line significantly.

We’d love to hear about how you keep in touch with clients.

We have a very high returning customer rate compared to the average in retail (20% – 30%) – ours is around 60%.

Here’s a couple of things we’ve done or continue to do to retain the customers.

– Treating our customers the way that we would want to be treated. Sounds simple but it makes such a difference when you put yourself in the customer’s shoes and work with them through any customer service issues or problems they may have. For example if someone is a week or so outside the return period for their products we’d still take the return back if it meant we’d keep them as a customer. Bending the so called ‘rules’ of the business to keep customers happy is huge for us.

– We’ve created a VIP tier for customers that have spent over $1000 over the course of their lifetime with us. This VIP tier includes things like access to new products early, free shipping on all orders and access to a VIP only Facebook group where we run polls and interact with our customers one to one. It helps our customer feel like they are truly part of the brand and the community – the thing I started this brand to be in the first place.

Have you ever had to pivot?

One big thing for us that affected the brand’s online sales was the opening up of the world back in 2021. Through Covid we were crazy with 100% of our sales coming from online retail. When the world opened back up we saw a significant drop in online sales.

We had to make a call on the brand and either fight stiff competition online or pivot and start opening up other revenue streams for the business.

We opened our first physical storefront and started to work with local gyms and fitness spots to co-brand with them. Our product but with their logos.

Contact Info:

• Website: https://www.ethos.community/
• Instagram: https://www.instagram.com/ethos_co/
• Facebook: https://www.facebook.com/ethoscommunity