Why I’ll Never Cater To Men! Krissy Cela's Strategy To Build A $190M Empire

Krissy Cela (Founder of Oner Active & EvolveYou) opens up about scaling a $190M business — and why she refuses to build her brand around men. From being homeless to building one of the fastest-growing female-founded brands in athleisure, Krissy explains the “immigrant mentality” that still keeps her in fight-or-flight mode, why she hired her mentor as CEO, and the 6-step rebrand that transformed her from fitness creator into a high-performance founder. Along the way, she shares hard lessons about leadership, relationships, and why sometimes being called a “b*tch” is the price of protecting your vision and building something truly for women, by women. Timestamps (00:00:00) Intro(00:02:27) What You’ll Learn In This Episode(00:03:05) Being Called A “B*tch” In Business(00:04:07) Escaping The People-Pleaser Trap(00:05:22) Online Persona vs Boss Reality(00:06:48) Hiring Fans vs Hiring The Best Talent(00:07:54) The Pressure Of Being A Public Founder(00:09:32) Why Having A Platform Makes Leadership Harder(00:11:25) Who She Really Is Behind The Brand(00:12:21) Why She Stopped Being So Curated Online(00:14:42) Building The First Female $1B Athleisure Brand(00:17:56) How Female Founders Break The $50M Ceiling(00:21:12) Designing Activewear Around The Female Cycle(00:24:11) Why Women Should Train With Their Cycle(00:25:44) Why She Refuses To Build Menswear(00:26:41) Stan Ad(00:27:42) Inside The $190M Fitness Brand(00:30:36) The Viral Product That Changed Everything(00:30:59) The Product Idea She Had During Pregnancy(00:33:44) The Dark Side Of Going Viral(00:34:37) How Founders Build Thick Skin Online(00:36:04) Fame vs Freedom As A Founder(00:38:52) Why Women Still Tear Each Other Down(00:39:50) Dealing With Hate As A Female Founder(00:42:00) Her 6-Step Personal Rebrand Framework(00:47:37) How To Build Motivation That Lasts(00:49:00) Money Mindset As A Founder(00:51:07) Why Winning Is Her Biggest Motivation(00:52:23) When She Feels Most Alive(00:55:10) Staying Relevant Without Oversharing(01:00:06) Pique Ad(01:01:05) Bilt Ad(01:02:17) Running A Business With A Personal Brand(01:04:02) How To Choose The Right Co-Founder(01:05:41) What She Learned About Love And Partnership(01:09:15) Why Successful Women Want To Be Led At Home(01:11:13) The Lesson From Dating A Co-Founder(01:12:42) Rapid Fire Questions Begin(01:13:20) Why She’s Leaving LA For Miami(01:17:57) Her Favourite Wellness Brands(01:18:41) Why She Doesn’t Watch Other Creators(01:19:16) The Belief She Lives Her Life By(01:19:33) Where To Find Krissy Cela ⸻ Sponsors: Stan - Learn more at http://getstanley.ai/maggie Pique - https://piquelife.com/hsr for 10% off Bilt - http://joinbilt.com/hsr ⸻ Follow Krissy Cela www.instagram.com/krissycela Check out Oner Active: oneractive.com ⸻ Hot Smart Rich: Your Business & Culture Gossip For ambitious women wanting to own the room, gain power, and build wealth. Join 250,000+ angels and subscribe to the Hot Smart Rich newsletter: https://hotsmartrich.com/subscribe Hot Smart Rich Money Mindset: https://shorturl.at/pJWLc Merch: https://hotsmartrich.shop/ YouTube: https://shorturl.at/IXXFZ Instagram: https://www.instagram.com/hotsmartrich/ Tiktok: https://www.tiktok.com/@hotsmartrich Maggie Sellers Reum: Instagram: https://www.instagram.com/maggiesellersreum/ Tiktok: https://www.tiktok.com/@maggiesellersreum LinkedIn: https://www.linkedin.com/in/sellersmaggie/ Locker: https://www.wantlocker.com/users/maggiesellers ShopMy: https://shopmy.us/maggiesellers Amazon Storefront: https://www.amazon.com/shop/maggiesellers Learn more about your ad choices. Visit megaphone.fm/adchoices

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Maggie Sellers Reum?

  If you're starting a business, there are certain things that are so fun to think about. Y'all know I love a mood board, so everything that relates to the creative, the name, the brand, the website, the vision board. But then there are the things that make you pause and ask, "Am I even doing this correctly, or do I even want to be doing this?" Like forming your business, getting the right documents, keeping your personal information private. This is where our sponsor, Northwest Registered Agent, is so helpful. They're a one-stop shop for founders who want to launch and legitimize their business without turning it into a giant admin spiral. They help you form an LLC or a corporation, act as your registered agent, and give you tools like a business address, operating agreement, website, phone number, professional email, and free guides.

• 0:43Maggie Sellers Reum?

  They also have real corporate guides who know your local laws. Visit northwestregisteredagent.com/hsrfree and start using free resources to build something amazing. Get more with Northwest Registered Agent at northwestregisteredagent.com/hsrfree.

• 1:04Speaker 01

  This episode is brought to you by Indeed. You're ready to level up your business, but the pressure to find the right person to make that happen is intense. Indeed sponsored jobs can help carry the load. It boosts your job post to help it reach quality talent fast. Cut through the chaos with Indeed sponsored jobs. Get a $75 sponsored job credit at indeed.com/podcast. Terms and conditions apply. Hiring now? Then this is a job for Indeed sponsored jobs.

• 1:33Speaker 02

  Last year, we ended the year on $190 million. Whether anyone likes it or not, I am going to achieve it.

• 1:41Maggie Sellers Reum?

  Were you always comfortable being called a [BLEEP]?

• 1:45Speaker 02

  A boss has to make a decision at times, but the mistake I made was...

• 1:50Maggie Sellers Reum?

  As soon as a man enters the Pilates studio, like I can feel the peace leaving the room. Lululemon, Fiyori, Allo Yoga, these are billion-dollar brands built by men.

• 1:59Speaker 02

  It's the principle that there's never been an athleisure brand that's majority founded by a woman who's ever hit unicorn status. Cash is nice, too.

• 2:10Speaker 02

  Sorry guys, just got emotional for no reason.

• 2:12Maggie Sellers Reum?

  It's the first time that women are becoming millionaires in their own rights. How do we still have female founders that tear other female founders down?

• 2:21Speaker 02

  I've never seen that happen. Have you seen that?

• 2:24Maggie Sellers Reum?

  Chrissy, are you joking?

• 2:25Speaker 02

  Who's done that to you? Who'd you want me to go fight? I remember posting 15 second videos, woke up seven million views. And then that's when the hate came. Anyone that's sat hating in their little room or calling you cringe because you've put yourself out there is a loser. Don't try and act like you don't want the world to see you winning. You want the world to see you winning and you should want the world to see you winning.

• 2:47Maggie Sellers Reum?

  So someone that's listening to this that wants to reinvent their life, like they want to rebrand. You have a six step process. Can you expand on that a little bit?

• 2:55Speaker 02

  So the first thing I said was.

• 3:00Maggie Sellers Reum?

  Hi, angels. Did you know that subscribing to our channel is free? And it's the simplest way that you can support our show and help us grow. If you do this, we can bring you even more of the content and the guests that you love. All you have to do is just hit the subscribe button below. So please, if you wouldn't mind, subscribe to the channel and thank you.

• 3:28Maggie Sellers Reum?

  In case you missed it, you're allowed to be hot, smart and rich. So let's get into it.

• 3:38Maggie Sellers Reum?

  Chrissy Chella, are you ready to get hot, smart, rich? I am. I'm so excited that you're here. I feel like you are one of the people I put on my vision board. No way. Yeah, because I think you have a really interesting story. You also were like very in the podcast world and you haven't done a lot. So for someone that's just clicked into this conversation that maybe knows about you, maybe doesn't. What would you tell them about what they're going to learn today?

• 4:04Speaker 02

  I think you're going to learn that especially if you're a woman. You are gonna go through a lot of hurdles and it's okay to say no. It's okay to be called a bitch. Cause I think a lot of women don't like being called a bitch. Cause it has such a negative connotation around it. And I think and I hope that you actually learn something from this podcast and it's not just like a bunch of nonsense and gossip, which I know in your podcast is like the best, most informative podcast. That's why I'm here and I love it. So just enjoy it, sit back and enjoy and learn, I guess.

• 4:39Maggie Sellers Reum?

  Were you always comfortable being called a bitch?

• 4:43Speaker 02

  No, no, I wasn't. I started my first business when I was twenty one years old. And, you know, I don't have any business background. I come from two immigrant parents who moved from Albania to the UK. My mom used to work like three jobs. My dad was a truck driver back in the day. So money wasn't really a thing that we were accustomed to. We didn't have privilege as such. Privilege in the sense that I had family and that's like a blessing, but no finances or someone to tell me how to handle my money or business. So when I started my business, I was twenty one years old and I just wanted to be liked.

• 5:25Speaker 02

  I wanted to be the cool boss. I wanted to be the boss that everyone was like, I have the best boss in the world, but ended up not being the cool boss at all. And I ended up being probably one of the worst bosses because I didn't know what I was doing. So I thought I was doing the right thing, but half the time I was doing the wrong thing.

• 5:41Maggie Sellers Reum?

  How did you learn to step into that place of not being liked by everyone and that being okay?

• 5:47Speaker 02

  I think the number one most important thing that I learned was feeling comfortable enough not to be a people pleaser. Because I spent so much of my twenties on social media. Cause I had, still have such a large platform. And when you have a platform of over six million people, you want to just feel liked. And you just want to feel like you don't want to upset anyone, you want to be passive. You don't talk about things that are questionable or could get you cancelled, because that word is really scary in our, in our industry. And so I became such a people pleaser in business that it ended up causing me a lot of losses.

• 6:31Speaker 02

  And now in my thirties, I'm turning thirty two this year and been in business for a decade. If I have to make a decision that's going to upset one person to save the masses. Or if I have to make a decision that's going to make sure the longevity of my business is looked after. That's what I'm gonna do over making sure that this one person is okay.

• 6:55Maggie Sellers Reum?

  Do you think that you can have two totally different personas, like one persona online and then another persona in the workplace?

• 7:02Speaker 02

  Yeah.

• 7:03Maggie Sellers Reum?

  Do you do that?

• 7:04Speaker 02

  Yes.

• 7:04Maggie Sellers Reum?

  Can you explain a little bit more about that?

• 7:08Speaker 02

  I've actually always wanted to talk about this and I've never quite felt comfortable enough to talk about it. But I think now I'm ready to talk about it. A lot of people that I've hired in the past had a very big parasocial relationship with me. And so they used to follow me online because I started my career online first and then built my businesses. So they would know who I was and they'd have a prejudgment of who I was. When they would come and work for me, if I would say no, or if I would say that's not acceptable. Or if I said, I'm not, I don't like this and needs to change. Or if I wouldn't tolerate certain things, that would make them feel uncomfortable.

• 7:48Speaker 02

  And listen, given you can always still be kind, you can always be nice, you can always be those things. But a boss has to make a decision at times. And I'm not the girl online walking her dog and being with her son or with her family that you see, that my followers see. Sometimes as a boss, I have to make a pretty difficult decision that you're not gonna like. And so that parasocial relationship was very difficult for me to navigate. And it goes back to me trying to be liked by everyone. And now I realize that I don't, I don't really care about that as much anymore.

• 8:22Maggie Sellers Reum?

  Do you think that you still want to hire people that are so bought into the brand because they followed you for so long? Or now, do you wanna hire people that don't actually follow you, aren't necessarily like a fan of Chrissy? But just wanna build in the spaces that you're building in?

• 8:38Speaker 02

  I hire people who are relevant for the role. Some know who I am and can like manage it. And some have no idea who I am. And that's like the best feeling in the world because you're building honor and you're building evolve you, which are my two businesses. You're not building me. If I want a team for my personal brand, I will have a personal brand team. And I know a lot of founder to business. You know, relationships, people say you are the business, the business is you, which yes, to some extent. But honor is so big now that it kind of surpasses me as an individual. If you'd asked me that question, maybe three years ago, it would have been a different answer. If you asked me the question now,

• 9:22Speaker 02

  I would arguably say that honor is bigger than me. That's, that's how I feel about it.

• 9:28Maggie Sellers Reum?

  Do you feel misunderstood as a founder and as an entrepreneur?

• 9:32Speaker 02

  I don't think I'm given the same understanding because of having a platform to a brand that was faceless. So because I'm so exposed and my community have access to me and all of my team have access to my social media.

• 9:53Speaker 02

  I feel like I'm under the microscope a lot and it puts so much pressure because if I say certain things, if I act a certain way, then I have to go back in the office and everyone has seen that. Whereas normally you don't have that relationship with your boss. So you don't have your, that relationship with your team. You clock out, you don't know what your boss is doing on the weekend. But for me, I still have to maintain a community and I want to maintain a community. But that's open to everyone. So I think I'm definitely under, I would say a lot more scrutiny than a brand that has no face behind it. Well, in front of it. And you can't really just send a message on DM or

• 10:34Speaker 02

  text them what you, what, oh, I saw that you were up to this on the weekend. How did it go? And I'm like, wait a minute, I don't even know about your weekend. So I can't even have a normal conversation with you because you know all about my life. I don't know anything about you. So I think to answer that question, yes, yeah.

• 10:50Maggie Sellers Reum?

  Even in your body language, I can tell that there is like multiple sides of you. And I think this is why the whole point of this podcast is. And it was really interesting actually watching the DOAC recording last night because it was one of the first questions that Stephen asked you was like, do you feel like you are underestimated because of the platform that you have? Based on how even how big your business is today? And it feels like there's a lot more to that story that you're like excited to talk about today. Is that a fair assumption?

• 11:21Speaker 02

  Oh, God, um. I don't know how to navigate that question because I'm so lucky with what I do and I never had the things I have today, like ever. I've I never had the privileges I have today. I didn't grow up in it, so I don't want to necessarily lose it. And if you've never come from something like that, especially if you have that immigrant mentality in you, you feel like you're gonna lose that at any moment and you feel like you're constantly being chased. That's how you always feel. So you're always on flight and fright mode, right? And I'm very cautious of that because I don't want to lose it. But also at the same time, I don't want to change who I am.

• 12:05Speaker 02

  And I don't want to be under the surveillance of other people's opinions and judgments and start to completely alter who I am just to keep what I have. And I'm getting close to basically telling myself that it's okay to have nothing but have your freedom, then have everything and be in this under the surveillance of everyone else's opinion. So I'm getting really close to changing that perception of myself, whereas before I was like, you must be a good girl, you must be liked, you must be everyone's cup of tea to now I'm like, fuck that. Running the business on a scale is not for the lighthearted. It is some serious shit. You know, having over two hundred employees is some serious shit and it's scary and it's

• 12:51Speaker 02

  nerve wracking and you can't afford or have time to be anyone else but you. You know, when you're navigating it.

• 12:59Maggie Sellers Reum?

  How would you describe the real you? Like, no surveillance, like, you get to be Chrissy, both in the workplace and online, like, who is that person?

• 13:08Speaker 02

  If you were to ring me and tell me that you've been arrested, I wouldn't ask you what it's for, I'd ask you how much bail money you need. That's who I am, meaning, like, I'm not gonna judge you. Anything you've done, I've probably heard it before. I will look out for you, I will have your back, I will support you, anything you need, but I also have like a no bullshit tolerance. So if you are not loyal, if you are not gonna have my back, like I have yours, I don't want anything to do with you. There's no like in-between with me, we're either like ride or die, or

• 13:43Speaker 02

  like, give me the shovel, where we hiding the body? Like, why do you need me to hide the body? But there's no in-between with me, so that's how I would say I am.

• 13:52Maggie Sellers Reum?

  And do you feel like you've had to not show that side more and more and more online? Because of how big honor's gotten? Or because you've had so many more people follow you? That like, the pressure and stakes feel a lot higher? And the microscope feels like it's getting a lot closer to you?

• 14:09Speaker 02

  I actually think I'm becoming more open.

• 14:12Maggie Sellers Reum?

  Okay.

• 14:13Speaker 02

  It's interesting, I actually feel like I'm not as reserved. I'm more like, this is who I am. So I even started a TikTok account called Unfiltered Chrissy for like, shits and giggles. And on there, I post anything, it's so random, and it was never with the intention to grow. It was always with the intention of, let me just show you, like, who I really am. Not this polished version of who you think I am. And I've built probably the strongest connections doing that, rather than being so curated online, where you feel unreachable. And I can't stress this enough, is that if you are a founder with a platform, and you want to grow your business, or if you're someone with a platform that wants a business.

• 14:57Speaker 02

  Please be so authentically you because no one can use against you. And I've seen a lot of founders be like a goody two shoes and be perfect. Then when they do something wrong, it comes back to bite them in the ass because they're perceived as this like angel. And it's like, oh, wait, I heard that you were a bitch. Whereas like people know that I'm actually just like sometimes a bitch when I need to be. But it's better like it's better to be who you are.

• 15:25Maggie Sellers Reum?

  I a thousand percent agree, and I think it's a it's an industry and macro change of females in business. Because I think there's been a cycle, right? If you look at like the Emily Weises of the world, it's like, as soon as you get to a certain point, you are just pulled down when you are a woman leader. And I think why I was so excited to have you here. One, I think you're one of the founders that has one of the biggest platforms that's come on to the show. But I think specifically in the industry that you are building in, it is been built by male founders. In the billion dollar athleisure category, so like Lululemon, Viori, Allo Yoga. These are built by, these are billion dollar brands built by men. And I feel like you are building a billion dollar brand built by a female.

• 16:09Speaker 02

  Yeah.

• 16:09Maggie Sellers Reum?

  So having that inherently female leadership style is so important.

• 16:16Maggie Sellers Reum?

  How do you think of yourself building towards a billion dollar brand?

• 16:20Speaker 02

  First of all, I'm going to achieve it. Whether, whether anyone likes it or not, I am going to achieve it. And it's not even to do with the cash. It's the principle. It's the principle that there's never been an athleisure brand that's majority founded by a woman who's ever hit unicorn status. So all of this active wear we're wearing as women has been predominantly founded, if not all, founded by men. And to me, I'm like, oh, my gosh, come on, give us a chance, give women a chance. So not only is the founding story of Honor Active so unbelievably authentic, like I have a personal training qualification in strength training.

• 17:03Speaker 02

  I trained millions of women online and thousands of women offline. And I knew what women were looking for, so I catered for myself. I never tried to be something that I wasn't. I didn't fall into specific trends, majority of what we do at Honor is strength training. And every woman in the world should be strength training. Doesn't mean you have to go lift four hundred pounds at the gym. Even if you're lifting ten pounds, that's absolutely amazing. But I know what women want. I know that they want to be enhancing certain things or maybe hiding away certain things. Certain colors are more flattering than other colors, certain silhouettes, fabrics.

• 17:46Speaker 02

  That's my passion, that's what I want to do. And the whole status of Honor becoming a billion dollar baby, that's what I call it, because it's so young still, it's five years old. It's crazy to me.

• 17:58Maggie Sellers Reum?

  It's mind blowing.

• 17:59Speaker 02

  Yeah, five years old and yeah, the growth has been insane. But it's the principle of I am also doing this for all the young girls that

• 18:12Speaker 02

  grew up with nothing. They didn't have anything, they didn't have a like a safety net, they didn't have their mamas and dads guiding them, sorry, it's just.

• 18:22Maggie Sellers Reum?

  No, it's really powerful.

• 18:23Speaker 02

  You know, I'm building this for them, I'm building this so they understand that you can achieve it and you can have it and you can do it and I want them to know that if someone is gonna drag you down, that's on them. Cause no one powerful drags you down, they support you and pull you up, so that's the status of the billion dollars, of the billion dollar mark, rather than the cash, but the cash is nice too. Sorry, guys, just got emotional for no reason.

• 18:50Maggie Sellers Reum?

  It's not for no reason, I think, because even if you just look at the facts of it, I just said, right, like. Females are the most pressurized part of society for how they look. Yet, all of these billion dollar brands in athleisure have been built by the opposite sex. And I've always found it really fascinating when I look at, you know, the female founder landscape, specifically in athleisure, there's a lot of brands that get caught in that like under fifty million dollar revenue mark. Like, there's a lot of incredible female founders, I think, that will even listen to this, that are at like, you know, ten to twenty to thirty million for athleisure, but just like can't seem to break through that ceiling. And I want to know from someone who has, which we're going to get into, like, what does it take as a leader to get through that fifty million dollar ceiling?

• 19:35Speaker 02

  Oof, I mean, where do I start? This morning, I was approving social content and the business has grown a hundred percent year on year and I'm still approving social content. I think as a founder, you have to be willing to do everything. You're the jack of all trades and the master of none. That's the way I see it. But you also have to lean into what you're really passionate about. So for me, it's product. I love product. I'm obsessed with it. If I'm not in the product room or in my little studio room at home, I'm comm shopping, I'm in museums, I'm doing things like to just understand how honor can produce the best activewear on the market without an extortionate price.

• 20:17Speaker 02

  Meaning you don't have to pay a hundred and thirty dollars for a pair of leggings. That's US dollars, may I add, not Australian dollars. It doesn't need to be like that. But that then means who else handles all the other bits? So you have to be really good at navigating where you need to let go. So one of the best decisions I ever made was, three years into the business, I hired a CEO. And that CEO was actually my mentor. And he was brought in by my ops manager and he was the CEO of Victoria Beckham at the time. And he was like, I don't want to work with other celebrities or influencers. But, you know, and not in a disrespectful way.

• 20:58Speaker 02

  I think he was just, he just needed some time because he'd been a CEO for such a long time and he's a brilliant CEO. I was like, okay, just mentor me. Just mentor me. You don't have to come in as CEO, just mentor me. And so he ended up mentoring me for good like eighteen to twenty months. And he saw that I wasn't just going Approved. Yep, don't care about that because a lot of people have this perception about celebrities and influencers whacking their face on it, not giving a shit and then off you go. As an influencer, you can't afford to do that, I'm sorry, because you've built everything off your community. They will see straight through that. So hiring a CEO and convincing him to

• 21:39Speaker 02

  come over was really, really important. Leaning into the things that you are great at as a founder is your superpower, but also being the jack of all trades, like nothing is below you.

• 21:53Speaker 01

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• 22:23Speaker 03

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• 22:53Speaker 04

  Whenever fall comes back around, it always feels like a fresh start. This year, I've been layering in some styles from the new Lululemon fall drop because the weather is shifting and I find I have to be ready for the entire day and not just one part of it. Lululemon's fall line has some really versatile transitional pieces, so I can just wake up, throw on a matching set, add a jacket or a fleece and head out, knowing that I'll feel comfortable enough to go wherever the day takes me. Check out the new fall arrivals in store and online now at lululemon.com.

• 23:22Speaker 02

  You know, I will never freaking forget when I had an event in Melrose, three thousand women showed up to that event. I went and checked the fucking toilets to see if there was shit in the toilets. It was, yeah. I don't care telling anyone. I was like, I'm not having any of my community members. Experienced that, like, everything they touch, smell and see has to be the onus. So I don't want them to step into a toilet and experience that. I was going and checking every single toilet. Cause I didn't want anyone else to do that. I was like, I'm happy to do that. Don't worry about it. Not that anyone said they wouldn't. But my point being is, don't start getting cocky up here. Cause you're the founder and you think you're too high and mighty for the little things.

• 24:07Maggie Sellers Reum?

  But I think that's what makes female founders like so incredibly exceptional and different. And I think. Going back to what you said about like even just the focus on product, right? Because I think you talk about. Four key movements that mimic a woman's menstrual cycle as part of the honor. Identity values in terms of product design. Can you expand on that a little bit more?

• 24:27Speaker 02

  Yes. So this actually came about when I was pregnant with my son. So I always say like, he's my biggest blessing from a personal perspective. But also from a business perspective. And my body obviously changed so much. The way I was moving changed so much and. The active where I had built prior to pregnancy was very different to post pregnancy and during pregnancy. So it was very much like seamless type enhancing scrunch bump. And then when he came along, I was like, oh my God, I need stretchy. I need flowy. I need comfort. This is too much for me. So the honor cycle basically consists of four key pillars. Lifting, hybrid, stretch and living. And living is kind of like rest and recovery, indoor, outdoor, living.

• 25:12Speaker 02

  And essentially, if you look at your menstrual cycle, you're kind of the strongest at the top. Then you go into feeling your sexiest, which is your hybrid and you're like running and jumping. Then you're about to enter your menstrual cycle. So we put you into stretch. And then finally, living, which is you're on your menstrual cycle, slow it the fuck down. So encompassing that strategy, one has never been done before in active wear. Two, it's now really given my team a north star. Does anything you you're doing cater for one of these pillars? What are we building today? Are we building for lift? Are we building for hybrid? Are we building for stretch?

• 25:54Speaker 02

  And each one of those pillars consists of twenty five percent of the business. So twenty five percent of the product franchises. And that means we will always sustain being a seventy five percent athletic performance brand first. Cause the twenty five percent is only the living part. And that also removes us from having more competition. Cause a lot of active wear brands are matcha and like chilling and going for shopping. But we wanna sustain being a true movement brand for women. So if I was to die tomorrow, they would use that and and go go along with it.

• 26:32Maggie Sellers Reum?

  It's just fascinating to think about a woman listening to this and not wanting to purchase your brand. Because I personally run my entire life off of my cycle. And I went and spoke at Duke University, shout out to the girls who still listen to it from Duke. And I remember answering a question that was not at all based around my menstrual cycle and saying like, I actually have harder conversations at work when I'm in my follicular phase. Because I'm not as prone to being emotional as I would be during my luteal phase. And it was really interesting because I I guess like, maybe it's a younger generation thing, but so many of them were like really taken aback by that. And I'm interested for you personally, like not just based on the products and like how you're actually building the business.

• 27:13Maggie Sellers Reum?

  But like, how critical is it for a woman listening to this to really take up like, listen to how important it is syncing your cycle and applying that to her life?

• 27:23Speaker 02

  Oh, my God, it's so important because when you're dealing with blokes, they don't understand. You know, even even my poor fiance was like, I love him my entire heart. I'm I'm like, move it, move the thing. He's like, whoa. What's going on with you? And I'm like, I don't know. I don't know what's going on. And then he's like, oh, my God, okay, I know what's going on. Because he understands what's happening. But like, I may have missed that I'm due on because I'm so frantic at work or with my baby or whatever. But I think what we experience as women.

• 27:57Speaker 02

  First of all, periods every month, then perimenopause, then menopause, potentially pregnancy, if that's what you want. Then on top of all of that, it's looking a certain way, articulating yourself a certain way, even sports, like, look at female sports. Certain sports are deemed as too aggressive and masculine, certain physiques are deemed as too aggressive and masculine. So it's like, oh, my gosh, what do we do? So I can't stress it enough, where moving your body within your cycle, wearing the right activewear within your cycle, because there is a massive difference why I've created soft motion under stretch, because it's so stretchy. So when you're feeling bloated, you're not going to feel like shit.

• 28:40Speaker 02

  Whereas when you're wearing something tight and you're bloated, it's not going to work.

• 28:47Maggie Sellers Reum?

  Is that why you have not gone into men's?

• 28:49Speaker 02

  I will never go into men's, ever.

• 28:53Maggie Sellers Reum?

  Expand on that.

• 28:54Speaker 02

  Period done. There's enough, honey, like, there's enough of you, like, you've, you own the activewear world as founders. Like, you own sports, like, leave me alone, you know, like, this is for the girls. I want it to be for the girls, by the girls, with the girls. And I have nothing against men, I love men, you know, but I just want to keep this, I call it the honor verse, I want to keep it us. I want to create an oasis where women come and train and they're in the sauna and steam room and they feel comfortable. I want to create honor hubs, which is our retail spaces, which the first one's launching in New York, where the girls can come and, you know, they just, they feel comfortable and they feel considered.

• 29:36Speaker 02

  So I love men and anyone can wear honor, but I do want this to be female first.

• 29:44Maggie Sellers Reum?

  Have you ever created a piece of content that's ready to go live? You were in the caption, but instead of hitting publish, your finger just hovers. And then you don't, you just don't put it live. Well, I've done that more times than I can count. When I first started posting content, I found publishing to be the worst part. But through the years of posting every Single day. I learned that if you're waiting to feel confident enough before you start posting, then you're going to be waiting forever because confidence actually comes once you hit publish. My partners at Stan built their AI coach Stanley to help you and other creators show up consistently.

• 30:24Maggie Sellers Reum?

  Stanley pulls from your own content. It learns your voice and helps you turn your thoughts into posts that you can publish every single day. You don't need to be perfect to start. You just actually need to start and then keep going and Stanley will help you do that. So search Stanley now. You can learn more at stanley.stan.store. I saw this hilarious threads this morning that said, as soon as a man enters the Pilates studio, like I can feel the peace leaving the room. And I could not relate to it more where it's like you're in an all-girl class. Like no matter what happens, it's fine. And then a man comes in and you're just like, the whole vibe is gone. But I think it's hard to keep your eye on the prize because people vote with their dollars.

• 31:07Maggie Sellers Reum?

  And I'm so interested to dig in a little bit to the growth of the business because you have built such an incredibly sized company just for females without getting distracted of like, okay, we need to increase revenue. Let's go this way. So to brag a little bit, last year you made $9 million in one week from two drops and that was just five years in business.

• 31:29Speaker 02

  Yeah.

• 31:30Maggie Sellers Reum?

  How do you manufacture something like that?

• 31:33Speaker 02

  I still think honor is a bit of an anomaly. Like I still lay in bed and I can't make sense of it. So last year we ended the year on $190 million.

• 31:46Maggie Sellers Reum?

  US?

• 31:47Speaker 02

  Yes, US dollars. Yeah. And till this day, I don't take it for granted. I lay in bed and I'm like, oh, it's gonna go tomorrow. Okay. Well, that was fun because I'm like, how? Why? Why is this happening? And so I never get cocky with it and I'm always like, how can I make it better? How can I, how can I make customer service better, shipping faster? Cause we've had all these issues in the past. How do we clean it up? How do we make it better? But I think the number one stat that always shocks me with honor is that our retention rate is up to 85 to 90%. So you never just purchase once. And what's crazy is that our availability of stock now has increased tenfold.

• 32:32Speaker 02

  That people were buying once every three months, they're buying once every four weeks. Our honor. It is obscene. Like, when I look at these numbers, it is obscene. And I do think it is one hundred percent because of the community that we've built. And that comes from, number one, me building the community first off my platform. And there is a big difference between someone having loads of numbers. Cause sometimes they don't convert. I've seen influencers that I've hired with millions of followers and they can't sell peanuts.

• 33:02Maggie Sellers Reum?

  Yeah.

• 33:03Speaker 02

  So I'm like, oh, right, what's happened here? So creating a community that actually converts is a business in itself. And it's a craft in itself and not many people can do. And then the second thing is maintaining that retention rate is so important and that comes through product. So, you know, your campaigns could be amazing, your events could be sick. Your shipment could be like twenty four hours, but if your product is really bad. And you're not considerate, no one's gonna have that retention rate.

• 33:39Maggie Sellers Reum?

  You have had a few viral products, but nothing probably stands out like your straight leg bottoms.

• 33:45Speaker 02

  Yeah.

• 33:46Maggie Sellers Reum?

  Can you explain the phenomenon of that a little bit?

• 33:49Speaker 02

  You know, that product was never meant to be made.

• 33:52Maggie Sellers Reum?

  Well, I heard that you came up with it during pregnancy. Is that true?

• 33:55Speaker 02

  Yes.

• 33:55Maggie Sellers Reum?

  Okay, cause I hear pregnancy gives you like a brain where you can't think and all these horrible lies I think were told about pregnancy. And then I'm reading and looking at your research and I'm like, her most viable product was developed as she had this said pregnancy brain. I need to know about this.

• 34:12Speaker 02

  Do you know what it was? I was walking in Abakini. And I kept seeing girls wear straight leg joggers. And I was, I turned to my fiance at the time, shout out my fiance, he always listens to my ideas. And I go to him, oh my God, everything's so heavy. Like, I wish we had something light as a straight leg. And he was like, just make it then. Like, you talk about it, make it. And I was like, you know what? You're damn right, I can make it. So at the time, we developed our fabric called Soft Motion. So it's trademarked to the fabric, to the company. And it took us two years to develop that fabric. So we worked really hand on hand with the mill, our fabric technician in-house, she's incredible. And.

• 34:54Speaker 02

  I said to the team, can we add a straight leg? And they were like, oh, we don't know. And at the time, I had this incredible designer who I loved till this day. And she always took all my ideas, crazy, wacky, and she always made me feel safe. And she was like, let's just try it.

• 35:13Maggie Sellers Reum?

  Mm hmm.

• 35:13Speaker 02

  And then she pushed for it. I pushed for it because you also have to battle with buying a merch. Like, is this commercial? Is this gonna trade? Because I can have a gut feeling as a founder that it might not necessarily sell to a market or a product might be too ahead of its time.

• 35:31Maggie Sellers Reum?

  Mm hmm.

• 35:32Speaker 02

  With Caprice, for example, if I had launched Caprice three years ago, it'd have been way too ahead of time. So they were a bit on an R and it was a late add in. I remember posting it post pregnancy. I was about four months postpartum. I was wearing a blue straight leg pant and I just did a turn. I just, I just put my hands up and I was like, I think I made the best wide leg pants. Did a three sixty turn. Fifteen second videos, put Tate McCray on the back. Posted it, didn't think much of it, woke up seven million views.

• 36:10Speaker 02

  Seven million TikTok views. I was like, what? And then in the car, I was like, is, do I have a camel toe? Like, what, what's going on? All the comments, I want these pants, I want these pants. And then that's when the hate came. Why is this never in stock? You don't know what you're doing. You clearly don't know what you're doing. You're giving it all to influencers. And I was like, guys, I can't make seven million units of stock. Like, it's impossible, especially with custom blended fabric. You can't just pick and plot. So, yeah, that was kind of crazy.

• 36:47Maggie Sellers Reum?

  Do you think it's possible to post online and only receive success?

• 36:51Speaker 02

  No.

• 36:53Maggie Sellers Reum?

  So does something like that bother you?

• 36:55Speaker 02

  Oh, it bothered me a lot. It bothered me a lot because I was like.

• 37:00Speaker 02

  You know, you want people to be happy and you want people to have a positive experience with your brand and you know, no founder sets out to create a negative experience at work or for their community. They, no one does that. And so when something happens that's out of your control, such as a video going viral, I always say this, going viral is not a good thing. I always say this to people. You are so much better off spending three years growing your community really steady than going viral in three months. And you have an influx of people who know nothing about you and are just gonna wanna tear you down because they don't know why you've become so quote unquote famous. So yeah.

• 37:40Maggie Sellers Reum?

  Is that a muscle that you built?

• 37:42Speaker 02

  Yeah.

• 37:43Maggie Sellers Reum?

  Just by habit, like it just happens and you just get used to it? Or are there things that people can do that like prepare them for what's about to come if you reach that success, which everyone listening to the show wants to be?

• 37:57Speaker 02

  I don't know why people want to be so famous. It still tickles my brain till this day. If I could have the business, the growth of the business and none of the platform, I would take that option in a heartbeat, in my opinion. But I would love to have the community without the platform. I can't explain it like.

• 38:16Maggie Sellers Reum?

  No, it makes complete sense to me because a guest we just had on this show, Cody Sanchez, says there's nothing worse than being famous and poor. If you can be rich and unknown, that is like the best outcome for everyone. But I think it's actually unfair to not talk about the fact that females, in my opinion, are finally catching up because this relevancy that we have is a form of currency. The followers that you have, the attention that you can actually get from people, the respect that we can have as women, I don't think that there was the same level of ability to do that pre-social media for women. And so I think it's one of those things where it's like a blessing and a curse, right? Because it's like having that cultural

• 39:00Maggie Sellers Reum?

  currency actually puts us on a level where we can compete with men in a way that I just don't think was possible before. But I get what you're saying because it's like if you could do it over again, it would be easier. But would you really trade it based on the community that you've built?

• 39:16Speaker 02

  You know, I said it earlier where I'm like, I would rather have nothing than be in the surveillance of people. Cause I think your happiness and freedom are absolutely priceless. And before anyone says, oh, but you haven't been poor, I've been poor. I've been homeless. I've been poor. I've been homeless. I've had to live with my best friend for two years. I've had to pull my mom out of a bathtub because she wanted to kill herself. I've had to deal with a gambling addiction dad. Like I know what it's like and I would still choose my happiness and peace over people's surveillance over me and control over me. And I just would never trade my peace for anything. With that being said, I read a really interesting fact, actually.

• 39:59Speaker 02

  It was from, um, is it my, is it, what's the thing like my shop or shop mine?

• 40:06Maggie Sellers Reum?

  Shop mine.

• 40:06Speaker 02

  There's another one called link, like to know it, like something like that. And they were responsible from twenty eleven for over four hundred millionaires.

• 40:18Speaker 02

  Yeah, something crazy like all women, like majority, I think it was like ninety nine percent women. And the thing is about the creator economy is that it's run by women. It's the first time that we are creating as a world and industry. Like women are becoming millionaires in their own rights. And I think that that's such a powerful thing and we, we, we have to lean into it more. And even with honor, like we have an ambassador program and we actually pay for, I think it's about forty five ambassadors are on our payroll. And some of these ambassadors are making bank, rightfully so. You know, they put in the work, they create exceptional content for the business.

• 41:03Speaker 02

  And I would rather give those creators money and also our community can also become affiliates. If we love their content and they get ten percent commission on any sales that they make. And if they do exceptional, we put them on a payroll as well. So I would rather do that. Then give it to like ad spend or you know, other ways where I don't really know where this money is going. So I think if we can create more economies to fuel more women becoming millionaires and making more money than they could have ever imagined. To help their families, helped, help their careers. Like, I don't, I don't understand why anyone would even question that, you know?

• 41:45Maggie Sellers Reum?

  You know what I can understand as you saying that, like what I think about is. If you put that into perspective for like what this creator economy can do for women in society. How do we still have female founders that tear other female founders down or pin against each other?

• 42:01Speaker 02

  Have you seen that? I've never seen that happen. Have you seen that?

• 42:04Maggie Sellers Reum?

  Chrissy, are you joking?

• 42:06Speaker 02

  Has someone done that to me?

• 42:07Maggie Sellers Reum?

  No, but I just think that there's like, okay, when I first started posting content.

• 42:13Speaker 02

  Who's done that to you? Who'd you want me to go fight?

• 42:17Maggie Sellers Reum?

  I think it's more so just like, the female founder community. We still have that mentality where it's like one of us can succeed, right? And I think that there is this mentality of like, we're doing this campaign right now with one of our brand partners where it's all about posting every single day. And the biggest theme that I had to communicate to people was like posting through the cringe, posting through caring what people are going to think about you. Posting through the hate. And if you think about what the creator economy for women can actually do. And then you think about all of the things that are working against that, the hate comments, the criticism, like the embarrassment, the not supporting. I still feel like there is quite a lot of that, that people have to push their way through. You never faced that when you were building your brand?

• 42:59Speaker 02

  No, I faced that. I had, I, I thought you meant like in terms of other founders, because you know.

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• 44:37Speaker 02

  Like, if you needed my help, I would do anything in my power to help you. Because, you know, like, same, same for you to me, because that's just what you do when you want other people to succeed on your level. And, you know, when you are successful, you provide support. That is just how I've always seen it. And, you know, there's another quote, "When you're pretty, you give a compliment; when you're rich, you give money," whatever the fuck that is. But, point being, oh my god, anyone that's sat hating in their little room, or calling you cringe because you've put yourself out there, is a loser. Like, they are an absolute loser. They are weird, and they are a loser. And I'm sorry to be so blunt, but I've never had the desire to sit and comment, "Oh my god, you're so cringe, oh my god, your business is gonna fail."

• 45:22Speaker 02

  Like, that doesn't even register in my head. And if I saw my friend do that, they wouldn't be my friend, put it that way. But, to your point...

• 45:32Speaker 02

  Yes, it is other women doing it. When I even look on TikTok, a lot of the people making cancel videos and whatnot is women making it about other women, which I'd never understood. And there's this this sense of righteousness. Where it's like, I'm spilling the tea, I'm telling you the truth about this person. And it's just like, honey, have you never done anything wrong in your life to sit and judge in the comfort of your own home? Have you never done one mistake? You've you've gone through life as a pure angel and you've never messed up. You've never needed a second chance in your life. And now I'm not talking about crazy, crazy shit, you know? But in business, you're gonna make constant mistakes and you're gonna you're gonna have to deal with those consequences, especially being

• 46:17Speaker 02

  front facing, which I am. But at the same time, you have to give women grace. You have to give them grace because you would want the same grace back.

• 46:27Maggie Sellers Reum?

  Totally. You, so someone that's listening to this that wants to reinvent their life, like they want to rebrand. You have a six step process to set goals at the beginning of the year. Can you expand on that a little bit?

• 46:39Speaker 02

  Oh, my God, is this my rebrand process?

• 46:42Maggie Sellers Reum?

  Yeah.

• 46:42Speaker 02

  That was intense. My six step

• 46:47Speaker 02

  rebranding routine, and may I preference by saying you don't have to rebrand yourself, but there's always room to improve. So the first thing I said was stop seeing yourself as a person and start seeing yourself as a brand. I got a lot of hate for that.

• 47:00Maggie Sellers Reum?

  I love that. I truly think it was like an unlock for me where when you said like set KPIs to it. Why would we not hold ourselves to the same standard that we run businesses?

• 47:11Speaker 02

  Right? You become too personal. And the thing is, when you're setting yourself goals, it has to be more like KPI and structured. Because then you become disciplined and discipline gives you freedom. So I think by create, seeing yourself more as a brand also helps you envision yourself in a more three sixty manner, because I don't build my brand with a tunnel vision of one focus. I build it as like, how does this impact everything in my brand? So for example, if I start going to the gym three days a week, how will that impact my entire wellbeing and life? So that's a KPI, for example. People got very emotional over it because I Called humans brands over people and that's not really what I meant from the emotional side.

• 47:55Speaker 02

  I meant it more as like, like a logical thinking side. Then the other thing was choose a rebrand name tagline. Again, this is really important. I do this at honor. So one of the things for this year was equity for honor. How can we saturate our equity? Every decision that we make must enhance it. So for example, it could be boss babe, financial independence, finally the year I became a creator. So what's your tagline? And that's going to be your north star that you always try and aim for. Then I went into dividing it into H one and two, which is six month milestones.

• 48:37Speaker 02

  Cause a lot of people do monthly milestones and I feel that's very overwhelming. Especially fitness goals because you can't really see that much results in four weeks. You'll feel good, but it'll take a good two to three months to see some legitimate results if you're consistent. And I always say that to all of my evolve you community. Whenever I used to post on YouTube, I used to say, stop looking for a quick fix. Four weeks is not enough. You'll feel good in four weeks, you'll see results in three months. So by putting it in H one and two, it gives you six months, which gives you less pressure. And then I put smaller monthly goals. So this is more like health and wellness.

• 49:21Speaker 02

  So going to the gym three days a week, finances. So maybe you don't want mac coffee. Maybe you'll put in that six dollar matcha aside every single day. Will that be a small little habit that you do? But again, a matcha is nice. So you know, you, you do with your money what you will. Autopilot goals. This was really important and I realize a lot of people don't have this.

• 49:46Speaker 02

  Whenever you build a business, you've got to have, like, call it autopilot and foundations. Are your foundations ticking along right before you can start doing like the big things? And recently, we went through this phase where a lot of things were going wrong because we grew. So we're going from startup to scale up. And it's got messy. So all these processes have leaks because the things that worked two years ago no longer work now. So me and my CEO have had to sit back and we've been like, right. Everything that we decide to change, we're going to give people a 24 hour critical thinking period. Where you're going to sit and you're going to think about what you want to bring to the table during this process.

• 50:30Speaker 02

  You're not going to decide on this meeting. You're going to digest it, you're going to think, you're going to come back to us. And then when the process has changed, you're going to take a week. And you're going to see if this process makes sense and if we have to change it again. My point being is you can't reach for those incredible big goals if you don't have your foundations laid out. And your foundations are a clean space. That should be an autopilot goal. Clean space, clean mind. Making sure that your car is clean. I know it's a little one, but having a messy car everywhere is going to make you feel really anxious. Making sure that you're moving your body. Making sure that you're not on your phone as much. These are autopilot things that you just naturally adopt. Again, they'll give you more freedom.

• 51:14Speaker 02

  And then the final one is be honest with yourself. And again, I think a lot of people set themselves really unrealistic goals. Like, I want to be on the cover of Vogue in a year, but you've never even gone online. So it's like,

• 51:31Speaker 02

  great, like, I want that for you, but let's start slow and build it up because then you're not disappointing yourself. And I think when you disappoint yourself, you really like hurt your ego.

• 51:41Maggie Sellers Reum?

  I'm so happy that you're in the chair because I think you've obviously adopted these principles across like everything in your life, right? It's like your story is a reflection of that rebrand principle that you just said. While I have you in the chair talking around motivation, because it was really interesting to me that this year, the number one resolution was for people to move their body more and to work out more than even like saving money, eating well, it was like movement. But it's hard to keep a routine. What are the small things that people can be doing to build the muscle of motivation?

• 52:15Speaker 02

  I think starting slow. Because if you've never been to the gym before, if you've never worked out before, setting yourself these big goals is so overwhelming. And then if you fail, you're just gonna feel really shitty about yourself and no one should be feeling like that, you know? We have enough pressure from external opinions, you don't want to add that pressure to yourself. So I would say start slow. If you're going to the gym even twice a week, that is phenomenal. You should be really proud of yourself. Then after four to six weeks, you've adapted a bit of a routine. Now up to three. Okay, now in two months' time, add another fourth. And you're gonna see that you're gonna be a bit more gentle with yourself.

• 52:59Speaker 02

  And I think the number one thing is people have zero patience with themselves. They have patience with everyone else around them, they'd give their ex-boyfriends a million second chances, they'd give their best friend a million chances, but they don't give themselves the patience and grace that they would give other people. So I definitely think if you genuinely want to succeed in anything you want to do in your life, you have to take it slow, which is like the counter of what founders do because we're always agile. But if you want a serious change... You ha- you have to take it slow.

• 53:33Maggie Sellers Reum?

  How do you set goals, like even workout goals, financial goals, business goals? Like, what is that framework for you like?

• 53:41Speaker 02

  Like, I have a mentality where I have nothing, so I s- I spend below my means. And like, I'm quite careful with it. So with fin- with finances, I always just like underspend.

• 53:54Maggie Sellers Reum?

  But is it like numerical, like I need to make this or save this amount? Because I feel like people tie themselves to these things that are so arbitrary.

• 54:03Speaker 02

  I'm not driven by cash. I know, I know a lot of people say that, but like, ask anyone, probably should be sharing this, but like, we've, we've had our evaluation of the business. It's, it's obscene. And like that evaluation of the business is, could potentially be up to half a billion. So like, I own fifty percent of this business. That doesn't excite me.

• 54:27Maggie Sellers Reum?

  You still own fifty percent?

• 54:28Speaker 02

  I own fifty percent of honor. That doesn't excite me. I don't sit there and I go, oh, my God, I'm worth X. I don't sit there and, and like get gassed over that. In my head, I'm like, how many retail spaces can I open in two years? Yeah, dead R. So I, I don't get driven by like a fancy car. I have a nice car, but I don't need twenty cars. I have a nice bag, but I don't need a thousand bags. And like, maybe that will change over time. In this phase of my life, it's not my be all or end all. It might change. My fitness goals changed as well. I used to be like, I need to lift two hundred and fifty pounds of, of squat. Four reps.

• 55:13Speaker 02

  And now I'm like, I really hope I make it to the gym today. So it's just like, I think your goals change as you evolve through life. Now, my biggest goal is spending as much time with my son as possible, in all honesty, above everything. So again, they just change. Maybe when he's like ten years old and I'm bored of them. And I'm like, oh, it's time for you to leave at eighteen. I'll be like, oh, what, what can I go do now? So, yeah.

• 55:40Maggie Sellers Reum?

  What do you think motivates you?

• 55:42Speaker 02

  I genuinely get so motivated by like a win.

• 55:48Maggie Sellers Reum?

  Is that publicly or personally?

• 55:49Speaker 02

  Like, I want to win publicly. I want honour to be the best in the game. Like, that excites me. When I feel like we've made something groundbreaking, or when when I feel like we've made something that is sick. Oh, my gosh, like, I have my high of the week. When I feel like we haven't, my low is low. So like, I, if you could just leave me in a room and not talk to me for a week. I'll come out after a week and be fine. But the highs are really high and the lows are really low with that brand, I must admit, for me personally. So I'm learning to navigate it a bit better. And I don't really have vices, so I don't really drink, I don't smoke, I don't do crazy shit. So my vice is the gym.

• 56:35Speaker 02

  So I train a lot when I need to like blow some steam, because it's my escape and the gym has always been my safe haven. But winning is definitely the thing that drives me over anything else.

• 56:48Maggie Sellers Reum?

  It's so funny, I broke up with a boy in the past because I was obsessed with him and he was super successful. And I remember, so my favourite question to ask people is like, when are you genuinely the most happy? And my husband's answer would probably be like, with my family, like at a dinner table, just like talking about our legacy and like talking about making an impact on the world. The boy that I dated before looked at me straight dead in the eye and was like, winning. That was when.

• 57:16Speaker 02

  Am I giving you PTSD?

• 57:18Maggie Sellers Reum?

  No, but it was just hilarious. It was like when he was the most happy was when he was winning. And I would say that like, there is a part of me that relates to that.

• 57:26Speaker 02

  Come on, surely you would never get this far if you didn't want to win, come on.

• 57:29Maggie Sellers Reum?

  And by the way, the reason I asked it to you in this way was like, it is publicly as well.

• 57:33Speaker 02

  Yeah.

• 57:34Maggie Sellers Reum?

  Like, I always, I was an athlete growing up. I always performed bass when people were watching. Like, my coach would die of laughter when there was cute boys coming to the volleyball, volleyball game. I would perform 10x more than I would if no one was watching that I was trying to impress. And I think that people that are specifically building personal brands would be lying if there wasn't a little bit of that. I want to win publicly.

• 58:00Speaker 02

  They're lying. They're lying. They wanna come across as humble and sweet. And, and it's just like, no, I'm sorry. Then why are you on a podcast? You want to be seen. Why are you on social media? Why are you taking press shots? Like, come on, girl. Don't, don't try and act like you don't want the world to see you winning. You want the world to see you winning, and you should want the world to see you winning.

• 58:22Maggie Sellers Reum?

  Well, and I think that's where it gets hard for people to contextualize that because there's no nuance anymore. It's like, I want to make an impact for women the same way that you do. But there is a piece of it inside of both of us as founders that like, want to win. And it's, it's both. It's not one or the other, but I feel like the world has made it so hard to have that nuance now. It's like, it's either one or the other.

• 58:44Speaker 02

  Yeah.

• 58:44Maggie Sellers Reum?

  And I've been so fascinated because I used to work for celebrities. And it's so interesting thinking about a music artist's career, right? Because you have times where you're recording the records, you're in the studio, you're not really in the public eye, you're not doing interviews. Like, you're really private in those moments, focusing on your art. And then there's the cycle where you go on tour, you're doing every single interview, you're doing Vogue, What's in My Bag, Arc Digest. Like, every single thing that you can do to put yourself out there to promote whatever project that you're doing. And then the cycle continues, and it's kind of like this. And there's a way for people to keep parts of their life private when they want to have those ebbs and flows. Whereas when you're building a creator brand, it's a lot harder to go through those ups and downs because people have expectations of you.

• 59:29Maggie Sellers Reum?

  And it was really interesting when I was doing research and I was talking to my team that's, you know, from the UK and has watched you for the last decade, that there have been times where you've been a lot more public, and then there's been times where you're like, a lot more quiet and a lot more private. And so I'm interested in how you've been able to figure that out, keeping the relevancy the way that you have, while also keeping parts of yourself private during certain eras of your life.

• 59:55Speaker 02

  Oh, wow. You ask really good questions. I'm not sure if anyone's told you that. You ask the best questions. Like, I've been on so many podcasts and you're like, the best. Sorry to anyone else. I love you all both. Oh Stephen, oh Stephen boy, we, we, it's been a while. Um, do you know what it is? I was very public about my relationships online, like exceptionally public about them. So I was engaged when I was twenty two, which is mad. Don't recommend. If you're happy, go for it. But I think I just kind of did it at the time because I didn't really have a stable family life with my personal family and he provided that. And

• 1:00:40Speaker 02

  till this day, I absolutely adore him. I still work with him. He's my co-founder of Evolve You. I love him to death. He is one of the people that I still trust till this day. But it just didn't work out romantically and that's okay. But that was really public online. And then I moved over to my ex. And bear in mind, this all happened in my twenties. So then I moved over to my ex and everyone was very positively, you know, receiving that news and they were very encouraging. And that relationship lasted three years, which in my perspective, three years is a success, three years of a relationship. But it didn't feel right. And now I'm with my fiance. But through all of that, it was all

• 1:01:25Speaker 02

  very public. But when I got with my fiance, who is the father of my child and the man I want to marry, there was so much chaos. I've never been called more of a slag and a slut in my entire life by women. I've never had more threads made about me. I've never had so much gossip and nonsense that wasn't even true, spread about me whilst I was still building honour and whilst I was pregnant. So I was just like, what the fuck is going on here? And bear in mind, all of this was happening in ten years of

• 1:02:06Speaker 02

  my twenties. So I dated three people in my twenties. And even if I dated thirteen or thirty, what the fuck do you care? Like, it's weird that you're this obsessed with how many people I'm dating. But the mistake I made was I shared it all.

• 1:02:24Speaker 02

  And so I think that there is a fine line between sharing because you connect. And a lot of girls connected to my story and they were like, I was engaged really young. I didn't want to be with him. I met someone, then it didn't work. Or your relationship has inspired me not to tolerate like so certain mediocresies and I know that I can be happier elsewhere. But the other side was so unbelievably toxic. And this negative narrative around women who date multiple people in their twenties are named something, but men who do the same are not. Like, oh, bro, check you out, you know, whereas with a woman, it's like, oh, my God, another one.

• 1:03:10Speaker 02

  And I'm like, actually, not enough, not enough. I should have been shaking ass in Mykonos more in my twenties. But, you know, like, in my head, I'm, I think that's what pulled me back from sharing a lot. Because then I became a mother and then my son came to the world. And in fact, we actually had a scary moment where I, I was so comfortable sharing things that people knew where I lived and my address got leaked. And that's when we were like, we have to move. So that was really, really scary. And then even worse, people would show up at um, campaign shoots. So I would just be shooting with my team and people would be showing up and saying, can I be part of the campaign?

• 1:03:53Speaker 02

  Which is so amazing, but at the same time, it's like, oh, my God, it's because I overshared the locations and which was silly, but again, I didn't think much of it. I was just like, oh, I'm just sharing my life with my community, but there's two ends to the spectrum. There is genuinely the people that care about you and are beautiful people. And then there are people that take it too far. So then it taught me to never share real time again. And also never overshare certain things. And never share something that you don't want discussed.

• 1:04:31Speaker 02

  That's what I do now. So if I don't want something discussed publicly or on threads or on TikTok, I don't share it.

• 1:04:39Maggie Sellers Reum?

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• 1:05:22Maggie Sellers Reum?

  especially after a chaotic, busy day when I just want to unwind and chill. If you'd like to give it a try or get 10% off Peak for life, head to peaklife.com/hsr. Cheers. I'm obsessed with anything that makes my money work harder without me doing any more work. Last month, I told you about our incredible sponsor, Built, which lets you earn points on every rent payment you make to use on flights, hotels, Lyft rides, Amazon.com purchases, and so much more. Well, as of now, Built members can now earn points on mortgage payments too. Crazy. So whether you own or rent your home, you'll get rewarded. And Built's benefits list is incredible.

• 1:06:07Maggie Sellers Reum?

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• 1:07:49Speaker 04

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• 1:08:18Maggie Sellers Reum?

  All co-founders and leadership at honor. Think about your personal brand as Chrissy.

• 1:08:27Speaker 02

  Oh, they have no choice. But you know, it was funny. I must admit, I had my tits done after my son. And I told, I had, I had to tell them. I was like, okay, guys, I'm just getting my boobs done. And I'm getting my nose done, just so you know. And they were like, right, okay, what does that mean? I'm like, I'll have the surgery, I'll be back in two days, don't worry about it. But then I had like, I had to go to New York for potential like investor meetings and whatnot. I couldn't not go to New York because I had a tit job. Do you know what I'm trying to say? Like, that would make you seem inappropriate. So I flew, which I don't recommend, to New York four days post part of my boob job.

• 1:09:11Speaker 02

  My boobs ne- nearly like exploded in the air, I was in so much pain. But I made it to the meeting because I was like, I don't want them thinking I'm like ditzy and stupid. Not that you are, but you know what I'm trying to say, people have perceptions. But they have no choice, that's how they met me. So my co-founder, my co-founder who is my co-founder for Evolve You. I met him when I didn't even have a platform. So I grew the platform when I was with him. And then my co-founders for Honor Active, who I love so dearly, they had known me as a creator for eight years beforehand. And so we had that trust. So they had no choice and I think anyone who I go into business with next

• 1:09:55Speaker 02

  has to accept that that's part of the journey.

• 1:09:59Maggie Sellers Reum?

  Someone that's listening to this that wants to pick a co-founder for their business, having picked a lot of different co-founders. What are your rules for success and what would you never do again?

• 1:10:08Speaker 02

  Oh my god, so good. First of all, I, I think having a co-founder is a superpower. I can't stress enough how don't do it alone, I would never run a business on my own, ever. I don't think you, I don't, I don't think it's a badge of honor. I think running it with people that know better than you and you know better than them, match made in heaven. And I always call it the why guy and the how guy. Who's the why behind the business? I'm the why, I'm the, the vision, I'm, I'm gonna take you to the North Star, they're the how, how are we gonna do it? And so they start thinking about how we're gonna like break it down. So I would first ask the question of what are you trying to achieve? What are you trying to do?

• 1:10:49Speaker 02

  So in my case with Honor, it was manufacturing and warehouse facility, that's what I was looking for. So I knew to go into business with people who already had that set up. And that was like the best thing I did because I utilized and incubated their setup onto my business. And then now it's like grown to the next level. And my co-founders have so much more experience. And so I just absorbed all that. And I took all that and now I'm like, fully formed. So I think definitely people have more experience than you. Definitely people who have the infrastructure that you're looking for, depending on what your business is.

• 1:11:30Speaker 02

  If you're the visionary and you're a little bit more creative, someone who's a little bit more logistical and pragmatic. But if you're like that, finding someone who's a bit more creative, because you need both, I feel.

• 1:11:45Maggie Sellers Reum?

  So many girls listening to this want to find a life co-founder. And it's a really hard decision, right? It's like, who is the perfect person for you? And I think it's hard because there is no one size formula fits all. But I am so interested because right when you were on Stephen's podcast, you talked about like who you thought the architect of who you were going to end up with it. So talking about your life co-founder now, your partner, your fiancee, like, what is your guys' dynamic in terms of like doing life together?

• 1:12:12Speaker 02

  I always thought I was going to end up with someone who was more quiet than me. And I thought I was going to end up with someone who was a bit more passive because I'm so like, and woo, you know? And we're both, ah woo, like he's Dominican. If you know anything about Caribbean, they like to party. They like to have fun. They're all like, no problem. Like, you know, we have a bit of tequila. It's a good time. And so in my head, it was completely opposite to who I thought I would end up with. And so I knew Vic for a really long time. I knew him for a decade. But I was never, it was never like that.

• 1:12:57Speaker 02

  He was at the time married, I was engaged and we knew each other through the industry, but we didn't even have each other's numbers. And then one thing led after the other and we knew each other. And I was like, hold on a minute, I'm having a lot of fun with this guy. And like, I'm having a lot of fun learning. And I can't encourage every woman listening to this to find a partner that teaches them. I learned so much with Vic. He has taught me so much about enjoying life, so much about being present in life, so much about even finances. And I'm constantly learning from him, constantly

• 1:13:41Speaker 02

  like absorbing his mind. And I didn't have that before. I felt like I was always the one teaching. And I found that really tiring because I was like teaching at work, then teaching at home, and then teaching my family. And I was like, who's gonna come and teach me? Who's gonna look after me? So he definitely looks after me. He definitely teaches me. I don't think that opposites attract all the time. I think sometimes, but I think sometimes you need kind of the same dynamic as well, because you understand each other more. And so we balance each other out like that because

• 1:14:19Speaker 02

  I get when he's overdone, or he gets when I'm overdone. So, yeah, I mean, he definitely is the the funnest part of my life, I would say. Yeah.

• 1:14:32Maggie Sellers Reum?

  That's amazing. It's so funny. I have a lot of really, really, really successful women in this chair. And a common theme that I think people don't necessarily want to hear is that being very masculine in your job as a female is what we want when you are a hyper performing, ambitious, successful female. And it's more often than not, I can say, the opposite dynamic that a lot of these women sitting here have at their home, which I was also never in before with my current husband. Like, I dated people that I led. Like, I was the leader. I was the educator. I was the person that really like had the answers, planned the things. And I think that there is this new wave where women that are hyper successful and ambitious at work, that like are very born leaders,

• 1:15:17Maggie Sellers Reum?

  they actually want to be led in their private life and in their dynamic relationship. Is that true for you?

• 1:15:24Speaker 02

  Yeah, I remember being on a podcast one once and I said this and I got dragged online because I was like, I don't want to lead. I don't want to. And someone's like, what do you want a P A? And an E A? And I was like, no, but hold on a minute, because if if the roles were reversed, and let's say the guy was on the podcast and he was paying for everything. He was booking everything, he was doing everything, he was leading everything. You would potentially call the girl a gold digger. But the other way around, you're saying the female's too demanding and she wants an EA. Like, which one is it? Because at the end of the day, I think that a life partner is just that, a partner. If you see I've had a really difficult day at work, help me out.

• 1:16:08Speaker 02

  What can you do? Have I eaten today, maybe? Could you help me out there? I would do the same for you if the roles were reversed. So I definitely don't do any of the leading in my personal life. I don't know where any of the utility bills are. I don't know when the garbage goes out. I don't know when any of that stuff happens, to be frank with you. I think we're moving again and he's handling it. I don't even know where I'm moving. I just, I just go along. But I can't do this part and also do this part. It's virtually, it's honestly virtually impossible. It's not that I don't want to. It's that I physically just can't do it all. But also Vic runs his own business.

• 1:16:46Speaker 02

  You know, and he's hyper, hyper, hyper successful, but he wants to do those things. He finds enjoyment in leading, whereas I don't in my personal life. So it's also finding a partner that enjoys leading over you, because I don't like doing that.

• 1:17:01Maggie Sellers Reum?

  With you and your ex, because you guys started the business together, like, what are the lessons that you took? Because I've heard you say on other podcasts, like, that just stopped being romantic because it was so pragmatic of figuring out, like, how are we growing the business? What are the lessons that you take from that to, like, keep your relationship fun and exciting and not necessarily feel like it's just the same thing over and over again?

• 1:17:24Speaker 02

  I don't work with Vic. So, you know, I have honor, he has his business. We advise each other, like, let's say we're having dinner and we advise. But he has his thing, I have my thing. If God forbid we ever to part ways, I still have my thing, you still have your thing. And I think that's really important. Having separation is so important. He has his hobbies. So he rides motorbikes. I do my things, like, I love beauty, I love treatment. So if I could be, like, having a treatment a day, I would. And that's my hobbies. So like, we have our own lives. And I think that's really important. Whereas with my exes, it was merged.

• 1:18:05Speaker 02

  So I run the business. We had the same hobby, the same friends, the same everything. So it became like I'm claustrophobic. Whereas with Vic, it gives me time to miss each other. And I think that's really important. So, you know, he tells me about what he's done at work. I tell him the chaos at honor and help me, I need help what to do with this. And he helps me. And on the weekend, he goes rides his bike. I go and do my treatments and I think that separation is really important. So the number one lesson is having independent lives as well as your lives together.

• 1:18:40Maggie Sellers Reum?

  Okay, speaking of that, we need to do some rapid fire. Yeah, I'm so interested in your answers. What is the last thing you put on your credit card?

• 1:18:47Speaker 02

  Oh, my God, um. Oh, my God.

• 1:18:55Speaker 02

  I think I paid a bill. I swear to God, I think I paid a bill.

• 1:19:00Maggie Sellers Reum?

  What bill?

• 1:19:01Speaker 02

  I think it was like the mortgage or something.

• 1:19:03Maggie Sellers Reum?

  Okay. Calories in food or drinks?

• 1:19:07Speaker 02

  A food.

• 1:19:08Maggie Sellers Reum?

  L A or London?

• 1:19:10Speaker 02

  L A.

• 1:19:11Maggie Sellers Reum?

  You're an L A girl now?

• 1:19:12Speaker 02

  No, I'm still not, I love New York over L A. Sorry. I do, I love New York.

• 1:19:19Maggie Sellers Reum?

  But you're not moving to New York.

• 1:19:20Speaker 02

  I'm not moving to New York, no, I'm gonna move to Miami.

• 1:19:23Maggie Sellers Reum?

  You're moving to Miami?

• 1:19:24Speaker 02

  I'm moving to Miami.

• 1:19:25Maggie Sellers Reum?

  When?

• 1:19:26Speaker 02

  I can't do the L A time. My team, I wake up at five A M.

• 1:19:30Maggie Sellers Reum?

  So I actually have the exact same problem. Like, I used to love living in L A and then I think it's been the last two years when I liked my sister became my business partner. She's based in Toronto now with Flight Story based in London. I'm like, I cannot do the Pacific time zone anymore. Miami is one of my favorite cities. Why Miami?

• 1:19:49Speaker 02

  Oh, my God, why don't you move with me?

• 1:19:50Maggie Sellers Reum?

  Well, we do spend a lot of time in Miami.

• 1:19:53Speaker 02

  Then why are you here?

• 1:19:55Maggie Sellers Reum?

  I mean, I love L A too, but just like that flexibility of having another spot. So like, we are very transient. So like in January, we're a lot of the time in Montana, which is closer. Miami, we spend a lot of time in, and then in the summer, we spend a lot of time in Europe because of the time zone.

• 1:20:12Speaker 02

  Yeah.

• 1:20:13Maggie Sellers Reum?

  Yeah.

• 1:20:13Speaker 02

  That's why, because my team is gonna be divided London, New York. And so I'm just like, L A doesn't make sense. And I'm in New York pretty much every other week. So I can't do the time zone. It's like killing me, eleven hour flights to London is killing me.

• 1:20:29Maggie Sellers Reum?

  So when are you moving to Miami?

• 1:20:31Speaker 02

  As soon as I find a house. As soon as I find a house, I'm gone. Yeah.

• 1:20:36Maggie Sellers Reum?

  Do you think that there's the ability to build a business as big as Honor is in L A as it is in Miami or New York?

• 1:20:45Speaker 02

  I mean, I never built the business in L A. The origin was London. And then I moved to L A two years ago when I was pregnant. So I had my son in Santa Monica. And L A has been a real big research piece to see how people live here. And it's very different to New York, very different to Miami, but our biggest consumers are U S based. And our biggest states are New York, Miami, L A. So I'm always across those three states and Texas, actually. So seeing how people live is very different. And the colors that they buy and the silhouettes that they buy. So in my ideal world, I would have a place in all of those states just purely for research.

• 1:21:28Speaker 02

  Even the hot classes, the things the girls wear in New York to what they wear in L A, to what they wear in Miami. So different, so different. Even our website now, we're literally building state based pages. So we have location bases in a sense of U S, U K, Germany, whatever. But we don't have specific state ones where if you're in New York, it will show you the New York banners. And basically in New York, they buy darker colors than they do in Miami.

• 1:22:02Maggie Sellers Reum?

  That makes sense.

• 1:22:03Speaker 02

  That makes sense, but imagine just going on there if you're in Miami and just seeing all the bright colors that Honor has to offer rather than everything that every state sees.

• 1:22:11Maggie Sellers Reum?

  What is the difference between the shopper that you would say an L A girl versus a New York girl versus a Miami girl?

• 1:22:16Speaker 02

  I think L A is cool, but I think New York is cooler. In a sense of it's understated. So I think New Yorkers are like about their business, like they need to get shit done. It needs to be practical. It needs to fit, it needs to work. They're in and out of classes. Sometimes they're double classing that shit. So they're like, there's like no funny business. Whereas in L A, it's a bit more chilled, I've realized, and it's a bit more flexibility and you have a bit more time. So product needs to be a bit more transitional. That's why you see a lot of loungewear here. And then in Miami, it's so fun.

• 1:22:54Speaker 02

  Bright colors, fun, more quirkiness. Like even the classes, they use more like Bad Bunny or they use more fun music. So it's very interesting. I always say the U S is like a world in itself. Being a London girl myself, like being in the U K. I didn't even live in London until I was like twenty five. I was in like the, the farms and stuff. So I didn't even know London life. So I went to London, checked out London, then I moved over to L A, New York, Miami. So yeah.

• 1:23:27Maggie Sellers Reum?

  So fascinating. Um, okay, treatments.

• 1:23:30Speaker 02

  Hmm.

• 1:23:30Maggie Sellers Reum?

  Lymphatic drainage or facial?

• 1:23:34Speaker 02

  Lymphatic drain over facial.

• 1:23:38Maggie Sellers Reum?

  How often do you do that?

• 1:23:39Speaker 02

  I would do one every week if I could. I think they're so good for you, but time.

• 1:23:44Maggie Sellers Reum?

  Cold plunge or sauna?

• 1:23:46Speaker 02

  Sauna.

• 1:23:47Maggie Sellers Reum?

  Favorite wellness brand that is not yours?

• 1:23:51Speaker 02

  I really like, what's that brand called? A ancient nature?

• 1:23:56Maggie Sellers Reum?

  Agent, oh, Agent, uh, Agent Nature. Do you use their collagen?

• 1:24:03Speaker 02

  No, I use their firming body cream. It is so good. I kid you not. I, I used to get quite a bit of like bumpy arms and like acne, cause I'm acne pro, the best. I love that. I also, supplement wise, I worked with them for a bit as a creative director. Don't work with them anymore, but love them still. Promix. I think Promix is great. Love them down. Love the founders. And I would say Ilya, Ilya Beauty as well. I think they're great. And I love, I love the founder Sasha. I think she's great. So yeah, but I know it's not wellness.

• 1:24:40Maggie Sellers Reum?

  No, that's perfect. That's actually.

• 1:24:41Speaker 02

  I love it. Yeah.

• 1:24:42Maggie Sellers Reum?

  Um, okay, just a few more. Favorite comfort creator?

• 1:24:45Speaker 02

  Oh, my God. I don't, I don't watch anyone.

• 1:24:50Maggie Sellers Reum?

  You don't go on any social media to watch anyone?

• 1:24:53Speaker 02

  I don't watch anyone. I wa- I, I look only at tags.

• 1:24:58Speaker 02

  And, and story tags. I, I look at community. I don't look at anyone. I don't follow anyone on my unfiltered. I only, only watch my community. I swear to God.

• 1:25:08Maggie Sellers Reum?

  That is the best answer I've heard. Um, okay. So I do this thing called an HSR love note, which is basically like an affirmation that is to retrain negative thoughts in my brain. If you could only tell yourself one thing for the rest of your life that you would call an HSR love note, what would it be?

• 1:25:25Speaker 02

  I always say to myself, this too shall pass. And I think that's a good reminder that when you're going through something really difficult, it's not going to last forever. It's going to pass and you're going to be okay again.

• 1:25:36Maggie Sellers Reum?

  Chrissy Chella, thank you so much for coming on Hot Smart Right to Be Love You.

• 1:25:38Speaker 02

  Thank you.

• 1:25:39Maggie Sellers Reum?

  Where can people find you?

• 1:25:40Speaker 02

  Instagram, TikTok, on the ONA active website.

• 1:25:45Maggie Sellers Reum?

  Can't wait till you come back when you're a billion dollar brand.

• 1:25:48Speaker 02

  Thank you.

• 1:25:59Maggie Sellers Reum?

  If you're starting a business, there are certain things that are so fun to think about. Y'all know I love a mood board, so everything that relates to the creative, the name, the brand, the website, the vision board. But then there are the things that make you pause and ask, am I even doing this correctly? Or do I even want to be doing this? Like forming your business, getting the right documents, keeping your personal information private. This is where our sponsor, Northwest Registered Agent, is so helpful. They're a one stop shop for founders who want to launch and legitimize their business without turning it into a giant admin spiral. They help you form an LLC or a corporation, act as your registered agent, and give you tools like a business address, operating agreement, website, phone number, professional email, and free guides.

• 1:26:43Maggie Sellers Reum?

  They also have real corporate guides who know your local laws. Visit northwestregisteredagent.com/hsrfree and start using free resources to build something amazing. Get more with Northwest Registered Agent at northwestregisteredagent.com/hsrfree.

• 1:27:03Speaker 05

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