We recently connected with Devonn Ritchie and have shared our conversation below.

Devonn, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?

I wanted to create activewear that’s all about that exact confidence shift. When someone feels that spark, like they stand taller, move bolder, and really take up space. I wanted the clothes to support that moment. Going seamless was intentional, no distractions, no lines, just you feeling strong and completely in your element. Everything I’ve built is centered around making sure that moment, the moment when someone feels unstoppable, is supported and celebrated.

Devonn, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

My name is Devonn Ritchie, and I’m the founder of HXF (Health X Fitness), a Kansas City-based activewear brand for men and women.

I launched HXF in June of 2024 while working a full-time corporate job. At the time, I had no background in fashion, manufacturing, or apparel design. What I did have was a passion for fitness, a willingness to learn, and a belief that if I was willing to work hard enough, I could build something meaningful.

In April of 2025, I made the decision to leave my corporate career and pursue entrepreneurship full-time. It was one of the scariest decisions I’ve ever made. Like many entrepreneurs, I didn’t have a roadmap. I had to figure things out as I went, make mistakes, adapt, and keep moving forward.

Today, HXF offers activewear designed to help people feel confident while pursuing their goals. From seamless training sets to lifestyle pieces, every product is created with the belief that confidence changes the way people show up in every area of their lives.

What sets HXF apart is that we’ve never tried to be just another apparel company. We’ve built our brand through community. Over the past two years, we’ve participated in more than 100 events throughout Kansas City, partnered with local businesses, worked alongside athletes and fitness professionals, and created opportunities for people to connect around health, wellness, and personal growth.

One of the things I’m most proud of is that HXF has grown without shortcuts. Every customer, every partnership, every opportunity has come from showing up consistently and building real relationships. Nothing about this journey has been overnight, and I think that’s important for people to hear.

A big part of what keeps me going is knowing that my story might encourage someone else to take a chance on themselves. Whether that’s starting a business, pursuing a fitness goal, changing careers, or simply doing something that feels intimidating, I want people to see that you don’t need to have everything figured out before you begin.

I think we often look at successful people and assume they had something we don’t. More experience. More connections. More confidence. The truth is, most of us are figuring it out as we go. I’ve learned that progress comes from being willing to take the first step, even when you’re unsure of the outcome.

If there’s one thing I hope people take away from my journey, it’s that ordinary people are capable of extraordinary things when they’re willing to stay consistent and keep showing up. If I can build a brand from an idea and a willingness to learn, then someone else can pursue the dream that’s been sitting in the back of their mind too.

At the end of the day, that’s what I’m most passionate about: helping people believe they’re capable of more than they think they are.

Let’s talk about resilience next – do you have a story you can share with us?

One story that always makes people laugh is that I was literally working while in labor with my third child.

I was answering customer messages, checking orders, and handling HXF business between contractions. Looking back, that probably wasn’t my best work-life balance moment, but entrepreneurship doesn’t exactly wait for convenient timing.

The funny part is that the month my daughter was born ended up being our biggest sales month up to that point.

That experience really sums up entrepreneurship for me. There has never been a perfect time to build this business. I’ve built HXF while raising three kids, working a corporate job, and navigating all the chaos that comes with life.

What I’ve learned is that resilience isn’t usually some big inspirational moment. Most of the time, it’s just continuing to move forward when life gets busy, messy, or uncomfortable. Sometimes it’s even answering customer messages while having contractions.

How did you put together the initial capital you needed to start your business?

One of the biggest misconceptions people have is that you need a huge investment to start a business.

I started HXF with $400.

That first investment went toward getting the brand off the ground, and from that point on, I reinvested everything back into the business. Every order, every sale, every dollar that came in was put back into inventory, events, marketing, packaging, or whatever the business needed to continue growing.

I did that for over a year.

Even today, more months than not, I’m still choosing to invest back into the business instead of paying myself. That’s not always glamorous, and it’s definitely not the side of entrepreneurship people post about on social media, but it’s been one of the biggest reasons HXF has been able to grow.

I didn’t have investors, outside funding, or a large loan. I grew the business slowly by reinvesting profits, staying patient, and focusing on long-term growth instead of short-term rewards.

It’s easy to look at a business once it’s established and assume it was built with a lot of money. In my experience, it was built with consistency, sacrifice, and a willingness to keep betting on the business before it could fully pay me back.

Contact Info:

• Website: https://HEALTHXFITNESS.NET
• Instagram: @hxf.apparel
• Other: My personal Instagram is @uncharted_motherhood

Image Credits

Devonn Ritchie