In the evolving landscape of fitness, Tussle, a fight fitness gear company, has carved a niche by focusing exclusively on women. Unlike brands that “shrink and pink” men’s gear, Tussle offers form-fitting gear for women, tailored for boxing, kickboxing, Muay Thai, MMA, and fitness activities. Founder Cary Williams explains, “We specialize in making gear that fits and looks amazing.”
A Pioneer in Boxing and Fitness
Cary’s journey began 26 years ago when she opened her first boxing and fitness gym, blending fitness with boxing long before it was popular. Without prior boxing or business experience, she pioneered a space where people could learn boxing skills without getting punched. She recalls, “I wanted to create a place where the everyday person could learn boxing.”
Finding a Gap in the Market
Raised by her father and exposed to boxing from a young age, Cary’s passion grew after college when she observed that boxing gyms didn’t cater to people who just wanted to learn the sport without fighting. Seeing an opportunity, she developed a business plan and secured a $40,000 SBA loan, diving headfirst into the fitness industry.
Boots on the Ground: Building Community
Marketing was a challenge in the pre-social media era. Cary relied on guerrilla marketing, attending local events and distributing flyers, and soon gained press coverage. Her unique approach attracted a diverse crowd, including women, who saw her gym as a female-friendly space for self-defense and fitness.
The Shift Toward Fitness
Initially, self-defense drew women to Cary’s gym, but they stayed for the fitness benefits. Cary introduced “boxing camps,” a precursor to the now-popular boot camps. These four-week programs incorporated measurements, nutrition guides, and consistent training, allowing clients to see real progress, transforming her gym into a fitness destination.
Navigating Entrepreneurship’s Highs and Lows
Building her gym and brand required experimentation. Over the years, Cary found what worked and what didn’t. Despite advice to diversify, she stayed focused on boxing, adapting her approach based on customer needs. She later expanded her concept into a franchise but had to scale back after the 2008 financial crisis hit.
After closing her gyms, Cary shifted focus to training and certifying boxing trainers. At a trade show, her boxing gloves, designed for her certification program, caught the eye of a TJ Maxx buyer, sparking a new direction. This led her to launch Tussle in January 2024, focusing on fight gear for women.
Gaining Traction in the Market Today
Tussle offers gear for boxing, Muay Thai, and MMA, with the flagship “hybrid glove,” a patented design for both boxing and weightlifting. With major retail interest and plans to test in 25 Dick’s Sporting Goods stores, Tussle is gaining momentum, empowering women in combat sports.
Entrepreneurial Wisdom Filling Gaps and Building Solutions
For Cary, entrepreneurship is about finding problems and creating solutions. “If you want to succeed, find a gap and fill it,” she advises. Her path with Tussle underscores that persistence and adaptability are key, even when progress is slow or setbacks occur.
The Fighter’s Mindset
Entrepreneurship mirrors the resilience required in the boxing ring. Cary notes, “You’re going to hear a lot of no’s, and it can be discouraging, but even when you don’t see progress, diligent effort pays off over time.” This mindset has driven her success, from her first gym to launching Tussle. To hear Cary’s full story, listen to the latest episode of Women in Motion on RadioX using this link: https://businessradiox.com/podcast/women-in-motion/tussle/
About Women’s Business Enterprise Council-West (WBEC-West)
WBEC-West is a regional partner of the Women’s Business Enterprise National Council (WBENC), a coalition of corporations, WBEs, and regionally focused women’s business organizations. As an affiliate organization, WBEC-West implements the certification standards of WBENC throughout Arizona, Colorado, Southern California, Utah, Wyoming, Nevada, Hawaii, and Guam. WBENC is the largest certifier of women’s business enterprises in the U.S. and a leading advocate for women business owners, leaders, and entrepreneurs. WBENC certification is nationally recognized and accepted by more than 10,000 major corporations. We also support corporations in their efforts to include WBENC Certified WBEs in their supply chain.
