The success story of STRYVE
- Journalism International
- Dec 16, 2023
- 6 min read
Updated: Nov 28, 2024
“Continuous pursuit of excellence and improvement.”
The fitness market is booming – a trend has long since become a way of life for many people. It's not without reason that a past Nike spot says >>I don't want to be a superstar, I want to be better than that. Just want to be me. Just wanna be me.<< Just being able to be yourself, being able to multiply yourself.
The biggest global fitness player 2022
Establishing yourself on the market, especially as a startup, is not only challenging and daring, but is almost a “David versus Goliath project”.
If you look at the global players in the sporting goods sector, Nike (USA) was leading in 2022 with an unbeatable market share of around 44 billion euros.
A global player that initially no one believed would one day become so big. (2)
Nike started its history in 1971. Founders Bill Bowerman and Philip Knight originally sold sports shoes for the now well-known brand ASICS before they began producing them under their own name NIKE in 1971. As a small company from Beaverton, Oregon (USA), they had to assert themselves against the big German competitors Adidas and Puma.
“Time is the friend of the wonderful company, the enemy of the mediocre”
What Warren Buffett, one of the most successful US investors, already conveyed (1), Nike showed in its company history. It took ten years before the company reached the top of the rankings of sports shoe manufacturers in the USA and thus overtook all competitors. The 80s were particularly formative for the company. So they listed the IPO in 1981, as well as the new slogan >>Just do it<<. The big breakthrough came in 1984 and Nike won the race against Adidas - Michael Jeffrey Jordan, to this day the most famous and influential American basketball player of all time, became the contractually agreed figurehead for NIKE. The own collection 'NIKE Air Jordan' comes onto the market.
Startups – important engine for economic development
Startups and business start-ups have long been an integral part of a successful German economy. They are considered an essential engine for a sustainable society and economy. (3) In 2022 alone, 2,618 new businesses were founded across Germany.(4)
This is how the success story of the young pioneer Lennart Rieper is established. In an exclusive interview, the studied product designer and founder told me details about himself, his company THINKS Design GmbH and his brand STRYVE.
Avant-garde pursuit of excellence
Lennart, you received the B.A. Product Design from the Schwäbisch Gmünd University of Design.
Around a year after completing your bachelor's degree, you founded your first company, THINKS Holding GmbH, based in Hamburg, together with Florian H. W. Goecke and Paul Dudda.
Better known to the outside world as THINKS Design GmbH, but without the shareholder Paul Dudda. In the same year, your own brand STRYVE came onto the market.
Great respect at this point.
By founding your own brand, you prove that you have had your own experience in the brand creation process. From the brand name to the finished product. From the customer's perspective, what I see as extremely professional and customer-oriented expertise.
But what makes you special as a company? Why should customers put your own brand idea in your hands?
Lennart R.: „Our team at THINKS has a broad background, ranging from classic product design to innovative technologies. The fusion of design and technology allows us to create unique, sustainable and at the same time attractive products. If you place your brand idea in our hands, you will benefit from a full service offering that extends from idea generation to market launch."
What company philosophy do you follow?
Lennart R.: „Our philosophy is simple – “design meets function”. We strive to create products that are not only aesthetically pleasing, but also functional and sustainable.“
You have already carried out projects such as the design of anti-vandal lights for the 70-year-old traditional company NORKA.
You also provided strategic advice to the mobile care service halpy and built the brand together.
Many other companies rely on you as a service provider.
What project do you remember most so far and why?
Lennart R.: „One of our favorite projects was redesigning eco-friendly and reusable packaging solutions for another startup. The challenge was to balance aesthetics, functionality and sustainability."“
Have you ever refused an order for certain reasons and why?
Lennart R.: „We have rejected orders in the past that violated or did not comply with our ethical principles were in line with our expertise. Ethics and integrity are important to us.“
What project are you currently working on and are there any other major projects already in the pipeline?
Lennart R.: „We are currently working on a wide variety of products to make training better and more efficient. These include handles for training with fitness bands, a device to strengthen the core or other bags. Further major projects are of course in the pipeline.“
Let’s come to your own brand STRYVE.
How do you pronounce the name correctly?
Lennart R.: „The name is pronounced "Strive", which means "to strive" in English.“
What does the name mean and how did you come up with it?
Lennart R.: „STRYVE represents our continuous pursuit of excellence and improvement. That's what we do. That's what we stand for.“
Why did you target the fitness and training market for your own brand?
Lennart R.: „Fitness is more than a trend, it's a lifestyle. This market offers enormous potential for innovations that can improve people's lives.“
The competition from well-known brands that have existed for decades is fierce.
How do you want to prove yourself with your brand on the market?
Lennart R.: „With high-quality, well-thought-out and technologically advanced products, we want to exceed not only the needs but also the expectations of our target groups.“
Aren't you afraid of failing and making yourself look bad in front of your customers?
Lennart R.: „Risk and failure are part of business. We see them as opportunities to learn and improve.“
What exactly sets STRYVE apart from the competition?
Lennart R.: „Our products offer unique features that no one else has on the market. Added to this are our awards and partnerships, such as with the German Swimming Association.“
What technological advances can consumers expect?
Lennart R.: „From smarter sportswear to personalized training plans, we're always working on the next big thing.“
This Friday your latest product came onto the market after three years of development.
What exactly can consumers expect?
Lennart R.: „The product is brand new. A sports bag that is not only durable and stylish, but also smart. It integrates functions that revolutionize the training experience and everyday life.“
You mainly stuck to a simple design.
Why don't you use colors?
Lennart R.: „Muted colors such as gray and black reflect our pursuit of simplicity and functionality. They don't distract and suit every situation. Nevertheless, we still have colors in our range for some products.“
On the website of your brand STRYVE you advertise with the slogan
„FOR THE PLANET“.
What exactly do you mean by this?
Lennart R.: „For every product sold, we donate 3% of our profits to a selected animal and environmental organization. We have selected an animal sponsor for each product in order to use the donations in a targeted manner.“
Your products can also be purchased in other well-known online shops such as AMAZON.
What can consumers and the competition expect from STRYVE in the future? Are you planning to merge, use ambassadors or even something bigger?
Lennart R.: „We will continue to develop industry-leading, award-winning products and expand our focus on sustainability and social responsibility. The competition can look forward to a competitor who never stands still.“
The person behind the ideas
How did you come to study product design?
Lennart R.: „I have always been interested in making products better. Therefore, studying to become a product designer was relatively close.“
What fascinates you most about your work?
Lennart R.: „That there are always products where you think it can't get any better - and then it does.“
Has it always been your dream to start your own company, your own brand?
Lennart R.: „Yes. Honestly, yes. I always wanted to do my own “thing”..“
What does your family say about your success?
Lennart R.: „They're happy for me. Fortunately, there is nothing more that can be said about it.“
Would you go down the same path again or would you say with your current expertise that something could have been avoided?
Lennart R.: „In any case. In the past, we have sometimes wanted too much, too quickly. I would do that differently today. Step by step and never lose trust in the process.“
What advice would you give other young entrepreneurs or future founders?
Lennart R.: „Just start. It's as simple as it sounds. There's no other way.“
Lennart, thank you for your time!
Literature references:
Image Credit:
Fig. 3: (1) Posten | Feed | LinkedIn
Comments