People 16 July 2018
When Jenny Gresla set out to uncover what women weren't getting from current athletic clothing brands, she discovered that an overwhelming amount of women wanted exactly what she did. There is no one image of femininity for all women to aspire to; yet, through her own personal experiences it quickly became apparent to Gresla that popular fitness clothing brands continue to market to a specific demographic of women.
Modern fitness campaigns emphasis the completion of goals, often depicted through a specific size or appearance. Both stylistically and conceptually Gresla realized that prominent athletic clothing companies were neglecting comfort and body confidence, at the sake of female empowerment.
Thus, Sela Fit was born. Gresla's aspiration to promote body positivity resulted in a size inclusive activewear and shapewear brand that celebrates women at every stage of their fitness and wellness journey. Despite already having a full time career in advertising, Gresla set out with her entrepreneurial venture determined to save women from the experience she had endured. Sela Fit launched this June and until October will continue to release its debut full collection. We sat down with founder and CEO, Jenny Gresla to understand more about her inspirations and goals for Sela Fit.
What inspired you to launch a size inclusive activewear/shapewear brand?
I have been active in sports and working out my entire life. I never had issues finding clothes that I felt comfortable in until my mid-twenties. I went through some 'life stuff' - as most people do - and noticed my body went through some changes as a result. None of my workout clothes fit right anymore, and the new clothes I was buying weren't really flattering or comfortable, and I didn't want to exercise in ill-fitting clothes. That phase in my life was so eye-opening and I realized there were many other women out there experiencing similar things.
"'Be delicate. Be bold. Be everything.' means acknowledging & celebrating the intricacies of what it's like to be a modern woman, and the pushes & pulls we face on a regular basis" - Jenny Gresla (Photo Courtesy of Sela Fit)
First, I never realized how much of your life is impacted when you don't practice self-care – even your energy levels and self-confidence can suffer as a result. Second, I realized that a lot of what's offered in the market isn't geared towards women at the beginning (or in the middle) of their fitness journeys. I saw a huge opportunity to help women of all shapes & sizes and in various stages. I didn't want any other woman to feel the way I felt, so I decided to launch Sela Fit – an inclusive brand that's centered around body positivity. Our mission is to help women redefine their curves, essentially creating athleisure and shapewear pieces that are flattering to their bodies and curves versus making them feel they have to look a certain way or be a certain size to wear the brand.
"Our mission is to help women redefine their curves, essentially creating athleisure and shapewear pieces that are flattering to their bodies and curves versus making them feel they have to look a certain way or be a certain size to wear the brand." - Jenny Gresla
2. Were you self-funded? If not, are you still raising? How much are you hoping to raise in your next round of funding? And do you think gender affected your raise?
Sela fit is 100 percent self-funded. I've been a consistent saver for most of my life. I didn't know what I was saving for, but I knew I needed to save for something big on the horizon. Funding is something I may seek as the brand grows, but I want to be extremely mindful about how it plays into the business. Since I haven't raised funding yet, I'm not sure how gender will play a role, but I do think it's important for there to be a level playing field regardless of gender. I've noticed a recent shift into the emergence of female-owned businesses, and I'm grateful to be a part of this new dynamic.
3. In what other ways do you believe your entrepreneurial experience has been affected by your identity? Did you ever feel that as a millennial you had to prove yourself more?
I have always been an extremely focused and diligent hard-worker. That has been ingrained into my identity since a young age, so having those qualities has really helped my entrepreneurial spirit. If you had asked me ten years ago if I thought I had to prove myself more by being a millennial, I would have said yes. However, over the years, millennials have shown to be challengers and disrupters across various categories like communication, travel and business. Nearly half of millennials have a “side hustle" today which I absolutely love, because it tells me we're setting out to create and fill the void for goods & services that are truly needed in the market.
4. What other challenges did you face both in creating and promoting Sela Fit?
The biggest challenge of creating sela fit was that there was a lot I didn't know, including how to run a business, the ins and outs of the fashion industry, the manufacturing process, etc. What I did know is that I liked my sense of style and knew what I was seeking in athleisure pieces. The question was, did everyone else want that too? To help answer this question (and the many others) that were running through my head, I initially created a survey for friends and family who passed it onto their friends, etc.
To my surprise, all of the women who took my survey were looking for similar things. At that moment, I knew I was onto something. Over the course of this whole experience, I've really learned on-the-fly. I always joke that I'm getting my MBA in the “school of Sela Fit." I also feel there's this huge karmic and serendipitous force working with me because I have truly met the right people at the right time who have given me the guidance, advice, etc. that I needed in that very moment.
5. What was your business plan in the beginning? How has it evolved?
My business plan has always been simple and concise with two core concepts. First, everything we do must stay true to the sela fit brand and our mission. Every single facet of the business should be funneled through our founding principles, while we continuously evolve & better ourselves. Second, we must always abide by the mantra that “as long as doors open, we'll continue to push through them." What started out with a ten-question survey and two tank tops, has now evolved into a full collection that includes tanks, t-shirts, bras, leggings, coverups and bodysuits.
6. What's your point of difference from other activewear/athleisure companies?
We have four key points of difference from other activewear & athleisure companies: first is that sela fit sits at the intersection of athleisure and shapewear. A lot of our pieces have both athleisure elements and shapewear characteristics built into them. Sela fit is also an inclusive brand. We strive to provide all women a similar experience with our brand regardless of their shape or size. Every piece in the collection ranges from XS – 3X and we charge the same for each item, regardless of the size.
In addition Sela Fit sees women across all stages of their fitness journeys. For days when she's feeling bold and daring, we have crop tops and bodysuits. For when she's not feeling as confident, we have flowy tanks and tees. There's something for everyone for every day of the week and for every part of the journey. And finally Sela fit is committed to giving back. We've partnered with Girls in The Game, an organization that helps girls build self-esteem & confidence and gets them active in sports and exercise. It's really important for us to work with the next generation of female warriors.
7. What's your favorite product from your own line?
I really love everything, but if I had to choose just one product, I would choose our leggings. We call them 'The Everything Legging' because they're so versatile that you can wear them with everything… a tank or crop for a workout class, or a cover-up for running errands, etc. There's compression throughout, and additional compression in the high-waisted band to provide extra support in the tummy area. They should be a staple in every woman's wardrobe.
8. Who are your favorite fitness bloggers and athleisure brands at the moment?
There are so many of them. I love personal trainer Anna Victoria, Jessamyn Stanley is just so cool and I love her mindset, Bethany C. Meyers of The Become Project is doing really amazing things, Lexi's Clean Kitchen has some of the yummiest recipes on Insta, I love Kaisa Keranen's approach to fitness, Ashley Nelson of @ashleynii has such fun & inspiring content… and who doesn't love The Everygirl. I'm also really inspired by The All Woman Project. The list could really go on & on. Two athleisure brands that I really admire are Athleta, for their “Power to the She" movement, and Calia by Carrie Underwood for their approachability and style.
9. Why are you drawn to Girls in the Game? How do their goals reflect your brand's mission?
As women, we can be really tough critics – on both ourselves and each other. From the beginning, I knew I wanted to create an uplifting and inspiring brand that had a give-back component to the younger generation. I'm drawn to Girls in the Game because their entire mission is centered around empowering young girls and helping them develop into confident women through various sports and leadership activities. I think girls should be instilled with self-esteem and confidence at a young age. Plus, I love the parallels between sela fit and Girls in the Game - they focus on the youngest generation and we're focused on the generations that can mentor them.
"As women, we can be really tough critics – on both ourselves and each other. From the beginning, I knew I wanted to create an uplifting and inspiring brand that had a give-back component to the younger generation." - Jenny Gresla
10. Why was it important to you to create a brand promoting fitness and wellness for every woman, at every stage of their fitness journey?
I created sela fit to be inclusive. If we only focused on the end stage, then we would be going against everything that we stand for. We all move at different paces, but not a lot of brands take that into account during the design process. The focus of getting to the end result takes the spotlight, meaning the beginning and middle parts tend to be forgotten.
How is anyone ever going to get to their “end" if they don't feel supported in the beginning or middle of their journey? Personally speaking, getting back on track (and staying on track) was one of the hardest things for me. I would have loved the support of a brand like sela fit back then.
11. In promoting your brand you seem to utilize Instagram the most in advertising Sela Fit, how do you believe Instagram is changing the entrepreneurial experience for millennials?
Instagram is such a huge platform for both millennials and emerging brands. It's a great way for an up-and-coming brand to interact with an engaged audience at scale. It's also a pretty fun tool for us to communicate our core values, what we stand for, and sell our brand in a non-intrusive way.
12. What is the significance behind your logo? How do your logo and your designs convey your mantra “Be delicate. Be bold. Be everything"?
The logo is a symbol for our foundational tagline – “redefine your curves." The two crescents represent the physical curves of a woman's body, but also the whole notion of Sela Fit being a brand that's with you from day to night.
The name Sela is an acronym to the four key parts of the overall health and wellness journey: see your potential, embrace the journey, live with intention and act with perseverance.
I later learned that “Sela" actually means “rock" in Hebrew. It felt very serendipitous to me as I'm building a brand that strives to be the foundation for all women in their journey.
“Be delicate. Be bold. Be everything." means acknowledging & celebrating the intricacies of what it's like to be a modern woman, and the pushes & pulls we face on a regular basis.
13. What do you believe is the significance of depicting and celebrating women of all sizes on social media?
In today's world, it's so vital to celebrate women in all shapes & sizes. We want to be representative of all women… how can we do that if we only feature one particular size? For as long as I can remember, society has defined “skinny" for us, has told us to fit into “X" size… and that's just not realistic anymore, nor is it healthy. Every woman is uniquely designed. What's a healthy size for me, may not be a healthy size for you… and to be honest… your clothing size doesn't really tell the whole story. We want sela fit to be a positive and encouraging experience for every customer. Everything in the collection will range in size from XS – 3X, and products are the same price regardless of the size. If we didn't take this into account, it would 100 percent go against everything we stand for and our inclusivity principles.
14. How do you hope your brand's mission of body positivity will improve confidence for women who feel they don't fit society's beauty standards?
Body positivity is a huge part of our brand DNA - it's at the heart of what we do. However, while it's at our core, we are being extremely careful about how we address it. A lot of the messaging out there is that you have to love yourself and love your body 100 percent of the time. This is just not reality. We are all bound to have bad days… days where our arms seem too flabby, or our tummies are too bloated, or our booties are too round. We want to communicate that yes, you absolutely should love yourself and the body you were created in, but you're going to have bad days and it's okay. Just pick yourself up the next day and move forward.
15. What's next for Sela Fit?
We have a lot of exciting things to come. We'll be rolling out new products (and new colors) on the first of each month so stay tuned. We're really excited about the new styles that we're launching.
Not too many years ago, my advice to political candidates would have been pretty simple: "Don't do or say anything stupid." But the last few elections have rendered that advice outdated.
When Barack Obama referred to his grandmother as a "typical white woman" during the 2008 campaign, for example, many people thought it would cost him the election -- and once upon a time, it probably would have. But his supporters were focused on the values and positions he professed, and they weren't going to let one unwise comment distract them. Candidate Obama didn't even get much pushback for saying, "We're five days away from fundamentally transforming the United States of America." That statement should have given even his most ardent supporters pause, but it didn't. It was in line with everything Obama had previously said, and it was what his supporters wanted to hear.
2016: What rules?
Fast forward to 2016, and Donald Trump didn't just ignore traditional norms, he almost seemed to relish violating them. Who would have ever dreamed we'd elect a man who talked openly about grabbing women by the **** and who was constantly blasting out crazy-sounding Tweets? But Trump did get elected. Why? Some people believe it was because Americans finally felt like they had permission to show their bigotry. Others think Obama had pushed things so far to the left that right-wing voters were more interested in dragging public policy back toward the middle than in what Trump was Tweeting.
Another theory is that Trump's lewd, crude, and socially unacceptable behavior was deliberately designed to make Democrats feel comfortable campaigning on policies that were far further to the left than they ever would have attempted before. Why? Because they were sure America would never elect someone who acted like Trump. If that theory is right, and Democrats took the bait, Trump's "digital policies" served him well.
And although Trump's brash style drew the most handlines, he wasn't the only one who seemed to have forgotten the, "Don't do or say anything stupid," rule. Hillary Clinton also made news when she made a "basket of deplorables" comment at a private fundraiser, but it leaked out, and it dogged her for the rest of the election cycle.
And that's where we need to start our discussion. Now that all the old rules about candidate behavior have been blown away, do presidential candidates even need digital policies?
Yes, they do. More than ever, in my opinion. Let me tell you why.
Digital policies for 2020 and beyond
While the 2016 election tossed traditional rules about political campaigns to the trash heap, that doesn't mean you can do anything you want. Even if it's just for the sake of consistency, candidates need digital policies for their own campaigns, regardless of what anybody else is doing. Here are some important things to consider.
Align your digital policies with your campaign strategy
Aside from all the accompanying bells and whistles, why do you want to be president? What ideological beliefs are driving you? If you were to become president, what would you want your legacy to be? Once you've answered those questions honestly, you can develop your campaign strategy. Only then can you develop digital policies that are in alignment with the overall purpose -- the "Why?" -- of your campaign:
- If part of your campaign strategy, for example, is to position yourself as someone who's above the fray of the nastiness of modern politics, then one of your digital policies should be that your campaign will never post or share anything that attacks another candidate on a personal level. Attacks will be targeted only at the policy level.
- While it's not something I would recommend, if your campaign strategy is to depict the other side as "deplorables," then one of your digital policies should be to post and share every post, meme, image, etc. that supports your claim.
- If a central piece of your platform is that detaining would-be refugees at the border is inhumane, then your digital policies should state that you will never say, post, or share anything that contradicts that belief, even if Trump plans to relocate some of them to your own city. Complaining that such a move would put too big a strain on local resources -- even if true -- would be making an argument for the other side. Don't do it.
- Don't be too quick to share posts or Tweets from supporters. If it's a text post, read all of it to make sure there's not something in there that would reflect negatively on you. And examine images closely to make sure there's not a small detail that someone may notice.
- Decide what your campaign's voice and tone will be. When you send out emails asking for donations, will you address the recipient as "friend" and stress the urgency of donating so you can continue to fight for them? Or will you personalize each email and use a more low-key, collaborative approach?
Those are just a few examples. The takeaway is that your online behavior should always support your campaign strategy. While you could probably get away with posting or sharing something that seems mean or "unpresidential," posting something that contradicts who you say you are could be deadly to your campaign. Trust me on this -- if there are inconsistencies, Twitter will find them and broadcast them to the world. And you'll have to waste valuable time, resources, and public trust to explain those inconsistencies away.
Remember that the most common-sense digital policies still apply
The 2016 election didn't abolish all of the rules. Some still apply and should definitely be included in your digital policies:
- Claim every domain you can think of that a supporter might type into a search engine. Jeb Bush not claiming www.jebbush.com (the official campaign domain was www.jeb2016.com) was a rookie mistake, and he deserved to have his supporters redirected to Trump's site.
- Choose your campaign's Twitter handle wisely. It should be obvious, not clever or cutesy. In addition, consider creating accounts with possible variations of the Twitter handle you chose so that no one else can use them.
- Give the same care to selecting hashtags. When considering a hashtag, conduct a search to understand its current use -- it might not be what you think! When making up new hashtags, try to avoid anything that could be hijacked for a different purpose -- one that might end up embarrassing you.
- Make sure that anyone authorized to Tweet, post, etc., on your behalf has a copy of your digital policies and understands the reasons behind them. (People are more likely to follow a rule if they understand why it's important.)
- Decide what you'll do if you make an online faux pas that starts a firestorm. What's your emergency plan?
- Consider sending an email to supporters who sign up on your website, thanking them for their support and suggesting ways (based on digital policies) they can help your messaging efforts. If you let them know how they can best help you, most should be happy to comply. It's a small ask that could prevent you from having to publicly disavow an ardent supporter.
- Make sure you're compliant with all applicable regulations: campaign finance, accessibility, privacy, etc. Adopt a double opt-in policy, so that users who sign up for your newsletter or email list through your website have to confirm by clicking on a link in an email. (And make sure your email template provides an easy way for people to unsubscribe.)
- Few people thought 2016 would end the way it did. And there's no way to predict quite yet what forces will shape the 2020 election. Careful tracking of your messaging (likes, shares, comments, etc.) will tell you if you're on track or if public opinion has shifted yet again. If so, your messaging needs to shift with it. Ideally, one person should be responsible for monitoring reaction to the campaign's messaging and for raising a red flag if reactions aren't what was expected.
Thankfully, the world hasn't completely lost its marbles
Whatever the outcome of the election may be, candidates now face a situation where long-standing rules of behavior no longer apply. You now have to make your own rules -- your own digital policies. You can't make assumptions about what the voting public will or won't accept. You can't assume that "They'll never vote for someone who acts like that"; neither can you assume, "Oh, I can get away with that, too." So do it right from the beginning. Because in this election, I predict that sound digital policies combined with authenticity will be your best friend.