Community Highlights: Meet Janelle Holter of TVLA YOGA

Today we’d like to introduce you to Janelle Holter. 

Hi Janelle, please kick things off for us with an introduction to yourself and your story.
Some big-name businesses have these amazing genesis stories… I’ve listened to them on every entrepreneur podcast I’ve subscribed to. 

The story of TVLA is an honest one: Colorado-grown, customer feedback focused, and dedicated to supporting your fitness journey. 

In 2016, I was teaching 18 fitness classes per week between Boulder and Denver (Read that again folks. Yes, 18 workouts a week). I saw everything from total beginners to pro-athletes and they were often in the same class, working toward the same goal – a healthier version of “self”. 

Simultaneously, I was leading multiple 200-hour Yoga Alliance teacher trainings and enrolling international yoga retreats. Through this combination of experiences, I gained some serious insight into the world of fitness accessory “woes” by just simply asking my students their honest feedback on the things they bought and used regularly. 

Our first product was the “Balance Block”. We weren’t “recreating the wheel” here, just improving it. The feedback we gathered was easy to implement and made the product more versatile. The cork texture is slip-resistant and doesn’t hold that “sweat smell” like foam does. We added rounded edges, so it didn’t “dig into” your back in restorative poses like supportive bridge or fish pose. Plus, the sturdy weight of this block was a great addition to core workouts and stable enough to stand on for lunge routines to challenge your balance. 

Our second product was the “Sightseer Strap”. The feedback requests highlighted: universal loop ends to fit ANY SIZE mat, no-velcro assembly for a noiseless set-up in more meditative spaces, and a reflective stitch for a “pop of safety” during those low light times of day when you are headed to or from your sweat/stretch sesh (city commuters who walk, bike, or scooter really appreciated this feature). After we started selling the product, we saw people using the straps as an aid in arm-stretching routines and helping their range of motion in some hand-to-foot postures too. That was pretty epic to see it translate into a physical therapy modality. 

Now, let’s get honest – when you’re in the world of selling products, there’s some major factors that can inhibit your ability to “create the idea” in your head. It took 3 years for the idea of the Align [MAT] to become a reality. The “wish list” for the perfect yoga/exercise mat was pages long, it required many material sampling stages and more money than we had ever spent before. 

What we needed to create was the “holy grail” of yoga/exercise mats and it boiled down to the following requirements: 

•Agroovedbottom side to create a secure foundation on smoother floor surfaces. 

•A top surface layer with “open-cell” technology to absorb sweat so it didn’t puddle or require a “break-in” period.

•More sweat needed to give more grip. Slipping was not an option.

•No glues/latex / BPA because wedon’tneed chemicals in our self-care environments. 

•Laser engraved lines to build symmetrical muscle memory, aid in personal alignment, and will not peel off.

•Needs to be easy to clean.

When the Align [MAT] design was “dialed-in”, we began our search for material… we looked at everything from rubber used in boats to the soles of shoes. I had people telling me, “Get the Align [MAT] to 80% where you want it and make edits on the next round you sell.” 

My Type A personality couldn’t take that particular feedback. We were going to take this yoga mat to market against some of the biggest names: Manduka, Lululemon, Jade, B MAT, etc. I knew how much of a time investment it was to fit a workout in and a financial investment it was to get the proper gear. I thought back to my first yoga mat… it was pink with white hibiscus flowers printed on it; I think I paid $20. My hands slipped every time I did downward facing dog causing me to be even more tense and frustrated. The opposite of “zen vibes”. The print peeled off in the heated yoga room and the mat left tiny pieces behind every time I did a bootcamp workout. While that mat served its purpose, I did not want to sell that kind of mat. 

Persistence and patience were pivotal in our product development phase for the Align [MAT]. When the final sample arrived in its perfect packaging, I almost didn’t want to open it. However, getting it into the hands of the “real world” was the next step. As a small business, it’s almost a rite of passage that you have to “give your product away” to people to get some honest reviews. To this day, I read every review we receive and take notes. I am beyond grateful for the solid network of humans who provide genuine input into the creation of our Align [MAT] and other TVLA products. 

I never knew if TVLA would grow outside of Colorado, but now we are in fitness spaces ranging from Cupertino, CA to Gainesville, FL – they are carrying our TVLA products alongside those “big names” in the fitness industry. Even amidst COVID-19 hardship we’ve had some “wins”. Highlights include – A feature in Women’s Health Magazine for our Balance Block and Yoga Journal Magazine’s 2020 Holiday Gift Guide for our Balance Block, Sightseer Strap, and Align [MAT] bundle. Throughout 2021, we’ve gained partnerships with Spartan Race as their only co-branded exercise mat, TruFusion remains a repeat customer, CorePower Yoga is currently sold out of our Align [MAT] V2, and the TVLA YOGA AMAZON listing has been thriving. Our limited-edition projects keep us rooted in “shop small” local business communities and it feels good to support Colorado artists. Each year we are growing and that feels really solid. 

We all face challenges, but looking back would you describe it as a relatively smooth road?
The short answer is no, it’s definitely not been easy. However, when you’re passionate about something and you can see it making a positive impact in the community you serve… it pushes you to persevere. 

Think about when you first layout a 10000-piece puzzle on the table – you think “Ok, where should I start?” Well, starting a business and creating product is like dumping all the puzzle pieces out, but…. you have no picture to reference, some of the pieces are flipped over, there might be a few puzzle pieces from a different puzzle, and some pieces might have fallen off the table and you didn’t realize until now, because now… you need that missing puzzle piece. 

I had no idea how many steps were involved in product development until I was eyeballs deep in it. Trademark lawyer fees, GTIN creation, countless registrations, money investments and loans, insurance policies, inventory management, shipping logistics, cross-platform marketing, field testing groups, and the list goes on and on. You name it… I’ve explored it and probably had a hiccup or two along the way, but the key is to not get “stuck”. 

My first piece of advice is ask for help when you need it, but make sure you are asking someone who has experience in the area you are struggling. I’ve learned so much from working with Anthem Branding in Boulder, CO. Over the years, they’ve supported TVLA in the creation of quality goods, every single time. My second piece of advice is never rush the process. I will never sacrifice the design details or durability for a deadline. Period. So far, it’s paid off long-term. 

Appreciate you sharing that. What should we know about TVLA YOGA LLC?
In 2015, when TVLA was just an “idea” in the pages of my journal, I bought a thrifted book from the Boulder Book Store called “LET MY PEOPLE GO SURFING: The Education of a Reluctant Businessman” by Yvon Chouinard. Yvon is the founder and owner of Patagonia, Inc. He is also a legendary climber, respected businessman, and responsible environmentalist. His book shared a glimpse into how he got started and how his lifestyle impacted the way he did business – improving products he used on a regular basis and bootstrapping each step of the way just made sense. 

To this day, that book resonated and serves as a personal compass. TVLA will always be a female-owned business, rooted in Rocky Mountain views and environmentally conscious decisions, and we will donate a monthly portion of every purchase to the Boulder Humane Society. We are fitness enthusiasts, but we are also animal lovers. 

What makes us different? We offer 3 options to customize your Align [MAT]. Being a small Colorado business affords us the ability to add that personal touch because we do the laser engraving right here in Boulder, CO. I’ve seen messages of love/support/goals, music lyrics, personal mantras, daily affirmations, cancer survivors’ anniversary dates, sobriety dates, wedding vows with “new” last name initials, and even contact information in case the mat is ever lost while traveling on a yoga retreat. 

People roll out their mat for different reasons and this option makes it feel a little more special for sure. 

As we continue to grow, I see our TVLA brand becoming a lifestyle choice. I want to build out a more robust online “all levels” class library for our customers to reference as they use our products. Making the decision to “start now” when it comes to improving your mental or physical health is a big deal and I want to create space that allows you to explore what feels good in your body, on your own terms. Also, I am currently making plans for a few 2022 TVLA exclusive retreats in Colorado and neighboring places like Park City, UT, and Jackson Hole, WY to explore our “backyard” and build community. Lastly, stay tuned for the launch of our next new product (The TVLA TOWEL) which took almost 4 years and 16 iterations before I gave it the “greenlight” to head into production and I hope they arrive in time for the holidays 2021! 

I am excited for what our future holds and cannot wait to see how things unfold in 2022 and beyond! 

Can you talk to us a bit about the role of luck?
This question is hard because I don’t believe in luck. However, I do believe in “timing” and that has impacted both my life and my business. 

There are going to be moments in your life when you have no control over the circumstances. This “thing” is going to blindside you on some sunny Saturday afternoon when you least expect it. The only thing within your control is yourself and the next choice you make. Some call it karma, some call it luck, some might call it coincidence – I call it “timing”. Your reaction to those particular events when they occur will shape and define the future version of you. 

“Timing” can be defined as a choice, judgment, or control of when something should be done. I have found that “timing” sometimes forces me to make a proactive choice, gather control, or move into driven action. 

The feeling of “loss” and it’s “timing” in both my personal life and my business life has greatly impacted my journey – but has undoubtedly made me stronger. Loss of loved ones, loss of long-term relationships, loss of a corporate career, loss of a home and a majority of my personal possessions – these things have compounded in a positive way when paired with their “timing”. 

They have forced me to shift my perspective, often look outside of my comfort zone for answers, ask for help and build community by doing so, and most importantly it has allowed me to create something I would have never dreamed of otherwise. I am the product of my choices and I promise if you ask anyone who knows me well – they will tell you I am a damn hard worker. 

Contact Info:

• Email: info@tvlashop.com
• Website: www.tvlashop.com
• Instagram: https://www.instagram.com/tvlayoga/
• Facebook: https://www.facebook.com/tvlayoga/
• Youtube: https://www.youtube.com/watch?v=MWgoDASvZ08

Image Credits:
Corpse Pose
LōM Yoga Studio
Mahatma Productions
Aaron Telias
Larissa Gaul
Meraki Yoga Studio
Jenn Smyth
Taylor Johnson
Megan Geyen