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.

Setting Trends, Not Following Them

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
• Tricolor designs
• Layered designs

Now, they're bringing unique patterns to the market. This strategy keeps them ahead of competitors.

Community at the Heart

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
• In-person events

They want to bring their online community into the real world.

Listening to Customers

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.

Building Excitement

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.

Challenges and Future Plans

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
• Strategic hires

This will help them scale and capitalize on their momentum.