This was largely because at the time, very few people were aware of her core product - grip socks that keep your feet steady during Pilates and yoga practice. “People didn’t know what they were then, or what you needed them for,” the Melbourne-based entrepreneur says.
Over the same period, Pilates and yoga classes exploded in popularity across Australia. By 2019, more than 580,000 Australians were regularly participating in Pilates, according to AusPlay, a national survey conducted by the Australian Sports Commission.The number of participants has grown since the pandemic, according to business insights firm Statista, which estimates 1.1 million Australians over 15 do Pilates.
“The only thing that we could do was be better… we really analysed our product and designs,” Pain says. “We have a very close relationship with our customers, and they basically tell us what they want. They are the ones buying our products,” Pain says.
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