Active Truth founder Nadia Tucker reveals inspiration to start activewear brand
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For Nadia Tucker and Stevie Angel, the birth of their game-changing activewear brand Active Truth came from their belief that women “deserved better”.
It was nearly eight years ago when Nadia was returning to exercise after her second baby. Her story of disappointment is one, she says, many women can relate to.
“I purchased these beautiful leopard print tights from a very well-known brand and I put them on and I felt sexy, I felt good,” she told news.com.au.
“But the moment I started to move in them, they started to roll down.
“I spent the whole time hitching them up and that was the real moment where I went ‘wow, clothing really can impact the way that you feel’.”
NOTE TO READER: Score up to 70 per cent off activewear at Active Truth in their Black Friday sale.
Our top picks? The Training Pocket Bike Short – Navy ($50, down from $119.99) and the Utility Drawstring 7/8 Length Legging – Black ($75, down from $149.99).
‘It was something that needed to be fixed’
This instance struck a chord and was where the idea of Nadia and Stevie’s now highly successful activewear brand came from.
“It just made me feel really not great about myself,” Nadia said.
“I was seeing either elite athletes or models or women I couldn’t relate to or resonate with. And that had a real impact on giving me the confidence to get out there.”
Nadia also shared her problem with friends and realised it wasn’t a unique occurrence.
“I thought it was something that needed to be fixed and at the end of the day, I thought why not me?” she said.
Nadia’s background was working as a litigation lawyer on class action lawsuits so she spent about 12 months researching and learning how to start a fashion brand before the idea was ready.
But despite her lack of experience, it didn’t take long for Active Truth to take off when it launched in 2016.
“We launched and within two or three months, we’d seen really great traction,” Nadia said.
“We were definitely what people described as the challenger brand at the time and there was no one in the space doing it.”
By 2018, their $20,000 investment had turned into a $2 million activewear powerhouse, the Sydney Morning Herald reported.
Celebrity fans and 20k five-star reviews
High-profile people like Zoe Foster Blake, Anna Heinrich Robards and 2023 Australian of the Year, Taryn Brumfitt, began to endorse Active Truth on social media and they knew they were hitting their stride.
“I love Active Truth tights which I wore while preggo,” wrote Zoe in a 2017 blog post.
“They are the most firm and the most flattering of the bunch I reckon … (they) work as compression tights, give support, cover up your stomach as you feed (they go up to your bra line) and smooth out all the tummy and arse jiggle so you feel nice and look smooth.”
Nadia credits their success to providing a wide range of sizing and ensuring all women are represented in their marketing materials.
“I think that is what we have done and why our customers are so loyal to us. We are consistent, we haven’t veered off the track,” she said.
“We continuously not only provide products across our entire size range from size six through to size 26 but we also show all of those women in our marketing all the time.
“I think that does really set us aside from other brands.”
Active Truth has amassed a fan base of over 200,000 Australian customers and has 20,000 five-star reviews.
Although inclusivity in their marketing messages of course plays a large part in their success, Nadia stresses that Active Truth actually delivers on its promises.
“Our products are superior,” she said. “They’re made from high-performance fabric.”
Inclusive activewear should be “the norm and not the exception”
Active Truth purposefully considers all aspects of size to create the perfect fit. The brand also
has a wide selection of ranges from petite and tall to pregnancy and post-natal, so all women are looked after.
“We are just trying to help,” Nadia said.
“If I can solve one lady’s problem and she can get on with her day because I have created something that has given her support and confidence. I’m happy.”
Nadia wants activewear like hers to one day be “the norm and not the exception”, something she is definitely on her way to achieving.
Nadia recalled her youngest son’s Mother’s Day poster where he wrote: “My mum sells tights to women all over the world and she makes them happy.”
“The fact that is what I am doing in my son’s eyes is so powerful and so special. That is my goal for the future is to keep doing that,” she said.
SHOP NADIA’S TOP PICKS
Smart Pocket Full Length Tight – Black, $134.99 at Active Truth
“For everyday wear, my Go-To tights are our Smart Pocket style,” Nadia said. “They are our number one bestsellers for a reason! Pockets are life!”
Glow Utility Crop – Black, $119.99 at Active Truth
“In terms of crop tops, I’m a member of the big titty committee! Size 10G and our Utility Crop is the best I’ve ever worn,” Nadia said.
“No more sweaty sports bra struggles. Medium to high support with 360-degree adjustability for comfort and easy on-and-off access.:
SHOP THE LIMITED EDITION COLLECTION
Nadia also advises shoppers to keep an eye out for their monthly styles.
“Our limited edition styles have a cult-like following and sell out quickly,” she said.
“We release a new limited edition style on the first day of each month and a surprise limited edition style throughout the month.”
Find out about the under-the-desk bike that’s ‘worth every penny’ as well as our pick of the best massage guns and handheld massagers to buy now.
If you’d like a cheeky discount on your next shop check out news.com.au Coupons with discount codes for big brands like Adore Beauty and Sephora.
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