How a Small Activewear Brand Made Millions in Minutes

SET Active, a brand that started in 2018, is making waves in the activewear industry. The founder, Lindsey Carter, noticed a gap in the market. Most brands were focusing on fitness enthusiasts or technical niches. She wanted to create activewear for everyday women. The brand's unique approach has helped it stand out. SET Active doesn't just follow trends; it sets them. The brand introduces new styles before the market becomes saturated. For example, they launched contrast activewear, then tricolor and layered designs. Now, they're bringing unique patterns to the market. This strategy keeps them ahead of competitors. Community is at the heart of SET Active. The founder values connecting with people and sharing her journey. This personal touch has helped build a strong community around the brand. In 2026, SET Active plans to focus on direct-to-consumer sales and in-person events. They want to bring their online community into the real world.Listening to customers is a key part of SET Active's strategy. They invest in data analysis to understand customer feedback. This helps them make quick decisions and improve their products. For example, they recently launched a "No Service" drop featuring a "Gorpcore" collection. This collection sold $1 million in just 40 minutes. Their "City of Valentine" drop did even better, selling $1 million in four minutes. SET Active uses social media to build excitement around their products. They share hints and teasers to keep their community engaged. They also have a program called SET Insiders, where community members share their experiences with the brand. This helps create buzz and drives sales. However, rapid success can also bring challenges. SET Active's products often sell out quickly, leaving customers disappointed. The brand wishes they could produce more, but manufacturing timelines make that difficult. Despite this, they continue to innovate and listen to their community. SET Active's success comes from understanding their customers. They focus on building a mutual relationship, not just making sales. This approach has helped them create a loyal community. Looking ahead, SET Active plans to invest in infrastructure and strategic hires. This will help them scale and capitalize on their momentum.