As a man who works out at least 5 times a week, it’s easy to see a huge void in the men’s athletic apparel market. For me, most clothes from the big athletic companies are a bit stale.
Athletic Recon is approaching this sector in a new and exciting way, which owner, Ryan Heuser, is no stranger to. He’s been in the fashion industry for many years, specifically as the co-founder of Paul Frank. We recently caught up with Ryan to see what made him start Athletic Recon. Check out more below…
What is your position at your company.
Well my business card says “Capo” @ Athletic Recon. It’s a playful way of saying I’m the patriarch of the brand. I’ve got a full spectrum of duties but some I certainly gravitate more naturally towards. I enjoy the creative aspect of brand building. So really anything related to the customer experience is where I feel most at home. This includes design, marketing,visuals,text writing and story telling.
How long have you known you wanted to do what you are currently working on?
I was the Co-Founder of a brand called Paul Frank Industries (you know the monkey “JULIUS”? Around 2006, I was pretty stressed out given the growth of the business and I wasn’t sleeping well. Rather than self medicate, I decided to take my fitness up a notch. I signed up for a marathon (Which I couldn’t even run 2 miles at the time). Needless to say a steady diet of running changed my life. I’ve been doing endurance sports ever since. But that’s when I noticed a void in the Men’s athletic, fitness apparel space. As a fashion minded guy who cares about what denim I purchase or what suiting brands I like, when it came to my technical choices there was only the same old big box brands and I thought “I’m gonna change that someday”.
Why are you passionate about what you do?
Doing endurance based sports such as marathoning or triathlon has enriched my life in so many ways. If I can help guys feel confident in their workouts and thus empowering them, I’m succeeding.
There’s nothing better than designing a new training short, making a sample and putting it to the test. Wearing my own brand to train in is something I’m really proud of. And I feel like I’m just getting started.
How did you overcome your own doubts and the doubts of other people?
I don’t think you ever overcome your own doubts. I don’t know, I try to pay attention to the small victories everyday that are meaningful to me.
People will always have their own opinions. It’s funny though, most outspoken people are just that, all talk. It takes balls to start your company and pursue your dreams. So I say let em’ keep talkin’.
After my successful brand Paul Frank was sold I had lots of doubts and insecurities about whether I could repeat that level of success or whether I even had the nerve to try again. And here I am, two years into doing it all over again. I guess it’s just a part of who I am.
What were some bumps you hit to get where you’re at now?
Having been in the fashion industry for twenty years I’ve certainly learned through making lots of mistakes. I didn’t go to design school. After graduating from college with a degree in business, I started working in the warehouse packing boxes for a big action sports brand. I wanted to learn from the bottom up and that’s exactly what I did until I left to start my own company. I’ve never looked back.
What is one thing you did wrong in the past that you can share with people?
Going back to my time at Paul Frank, I think as that business continued it’s incredible run, somewhere in that success I got complacent and stopped pushing the envelop. I think as the company grew I also lost touch with some of the very people who helped get it there. I was too insulated. I found myself in these horrible planning meetings all day talking theoretically to a bunch of highly paid VP’s instead of out there actually talking to customers and innovating.
I refuse to do that again with Athletic Recon.
What is a way you got your name out there?
It’s hard to imagine but when I started Paul Frank there was no such thing as Facebook or social media. We got our name out there by making really compelling product and marketing in ways that hadn’t been done prior.
For Athletic Recon it’s a whole new world these days, as far as being able to directly message to our intended audience. That said, for me it’s still about great product, great visuals and great story.
I think it’s important to say “No” more than you say “Yes”. Take a stand for what you believe and have brand integrity.
Is there anything that almost stopped you from doing this?
No.
Is there anyone in your profession that you admire and/or model yourself after?
I admire all of the professional athletes we work with. They are not only blessed with natural ability, they are able to push their minds and bodies into dark places that most people just can’t fathom.
How do you continue to perfect your craft?
Wake up. Work Hard. Repeat. This counts in business, in athletic pursuits and life.
How do you envision the future of your product/services?
I see Athletic Recon having our own free standing retail stores in addition to the retailers that we currently service. Our support of athletes will continue to grow for both amateur and professional.
Our business will evolve to include additional product categories aside from apparel. We will always take great pride in being creative and innovative.
We will not make stuff just to make stuff!
What’s some advice you can share for anyone who wants to pursue what you are doing?
Don’t accept limits especially those imposed on you by someone else. If you really want something, make it happen. Figure it out. No “Poor me” talk, make no excuses. Too much of that these days. If you want something bad enough, you’ll find a way. Hard work is hard work. Go get what is yours.
You have a dope website. How much of your business is driven by online buyers/clients?
Maybe I’m old school but when I hear about a company for the first time, I search their website before I go anywhere else. So yes, I place a lot of value in the website experience. I might be the only one who thinks that way and that’s ok.
Where can people go to find out more about Athletic Recon?
Like us on Facebook at
Follow us on Twitter
Find everything we do on social media #athleticrecon
Thanks for sharing your story and wisdom Ryan!
“Live life with passion!”
-7 Days Theory
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