Wow. Just wow. I’m honestly blown away by the support from the gymnastics community lately. We might be a small and niche group, but dang...we’re mighty. I’ve always believed that once you’ve had a little sprinkle of gymnastics in your life, it stays with you forever. And if you’re a gymnast? It’s part of your DNA.

Here’s the thing: I didn’t mean to soft-launch my business to the world last week. I was just talking to myself in the car (classic), thinking out loud like I usually do, and then I started editing a random TikTok when I got home... because I love video editing and tend to go down rabbit holes. Suddenly, it was 2 a.m., I had posted something, and I went to bed like… okay, that was fun.

And then I woke up, and the video had taken off. Like 64,000 views off. The comments? Amazing. The conversations? Inspiring. I realized: people care about this. There’s a shared feeling that gymnastics, especially the everyday pain points we face, hasn’t seen much innovation in a long time. Sure, there are big legacy brands we know and love, but when it comes to the small, essential things we use every single day, there’s so much room for new ideas.

I feel like Tape grips are just the beginning.

I graduate in 11 days (!!!) and let me tell you... Trying to build a career and stepping into the unkown is terrifying. But I do know that I love this. I love starting something from scratch. I love building something with people who get it. I love this sport. And I love being real about the journey.

That TikTok was a leap. But I’m learning that not every post has to go viral to be worth sharing. People connect with the realness, the messy middle, the ideas-in-progress. That’s what I want this brand to be. Not perfect. Just real. Built by gymnasts, for gymnasts.

And gymnastics? It’s on the rise. I’ve seen it firsthand... especially through content creation and social media this past year for gopher gymnastics. Huge meets on ESPN. Killer commentators. People like Liv Karas and Cory Tomlinson spreading joy and visibility. Former gymnasts like Hannah Oliveros launching platforms like Planet Gymnastics. There’s momentum. And I’m here for it.

Quick shoutout to my former teammate Mary Korlin-Downs. She is truly the reason I switched my major to product design. She founded Our Color Wrap and is now doing big things in fashion tech. She showed me what’s possible when you mix creativity, passion, and the courage to start. And now? I am crazy enough to try to start something from the ground up!

So here we are: the start of something. I’m diving into production, figuring it out one step at a time, and hoping to build something with you. This brand is our brand. It’s  honest and fueled by a sport we all love way too much.

If you’ve made it this far, thank you. Your support, your ideas, your feedback... that’s what will make this grow. We deserve better gear. Thoughtful gear. Gear designed by people who know the sport inside and out.

This is just the beginning.

—Ella 💛
(a proud retired gymnast who will absolutely die on the hill that gymnastics is the best sport ever)