"I landed on the idea for SET Active in 2017 during a time when no one was really reframing the entire activewear category. Everyone was marketing to the fitness girl or very technical niche worlds, and no one was speaking to the girl on the go and showing how activewear can move with her through the entire day. That worked until competitors caught on. Now, we differentiate through relentless innovation."
"Nowadays, "community" is such a buzzword. Since day one, though, community wasn't just a strategy for SET Active - it's something I value personally. I'm someone who has always been passionate about connecting with people, sharing my journey and listening to what people want. I brought that into my leadership too. For me, it's not performative: It's how I process and create."
Lindsey Carter founded SET Active in 2018 to target the 'girl on the go' unmet by existing activewear focused on fitness or technical niches. The brand differentiates through relentless product innovation, introducing contrast, tricolor, layered styles and unexpected patterns while planning drops eight months ahead to stay several collections ahead of competitors. Community has been core from day one, manifesting in social platforms and the Linny's Circle broadcast. Growth priorities include scaling direct-to-consumer channels, perfecting drop cadence, and building infrastructure to support aggressive expansion while preserving brand identity. Plans include in-person community events and a March pop-up.
Read at Entrepreneur
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