Founder, NiteSweatz
www.nitesweatz.com

The “runner’s high,” a rush of endorphins to the brain resulting in a peaceful or euphoric state, is a notion that’s often debated. And the idea of achieving clarity during a workout is sometimes dismissed as new age-y. But perhaps these theories shouldn’t be so easily brushed aside—Lesley Hatfield, an exercise physiologist and founder of NiteSweatz, can certainly confirm that epiphanies do happen while jogging, because her million-dollar idea was hatched while running with a client.

The client, falling behind during a run, complained of not getting enough sleep. At the time she was going through menopause and would wake up drenched due to night sweats. Surely someone must sell moisture-absorbing pajamas, Lesley said. When her client confirmed that there were no options, Hatfield suggested that she sleep in her running gear. It worked, and the rest is history: Lesley launched NiteSweatz Inc., a company that produces sleepwear and apparel made with moisture-wicking fabric, and now, a few short years later, her product is sold in over 450 boutiques, hit $1 million in sales in 2007, and is on target to bring in $2 million in 2008.

What we learned from Lesley: We’re not superheroes, and as long as we can remember that we are doing the best we can, then our sanity will remain intact.

Inspiration

“As an exercise physiologist I worked with several women in their 50s and 60s. I found, through my research for NiteSweatz, that the target market was larger than I had originally anticipated. I could reach and help women who were going through chemotherapy, thyroid conditions, and women recovering from illnesses who are on all types of medication by providing sleepwear that made them feel good and feminine while combating the night sweats that often kept them up at night.”

Motivation

“I did the market research. I talked to women about their experiences and how I could make them feel better with my product. But I still wasn’t prepared to jump off the cliff and launch the company. It wasn’t until I attended a Women in Business conference, where I was presenting for my exercise company FitBreaks, that I found my voice. Sara Blakely, founder of Spanx, was the keynote speaker and her story inspired me to take action. I realized that if I didn’t make a go of my idea, I would miss my window of opportunity. Sometimes we need that push, and I’m a strong believer in attending women’s conferences, both for networking and inspirational purposes.”

Making Moves

“I immediately knew I wasn’t going to be able to start NiteSweatz on my own. I assembled a great group of friends and family who could really help me bring this idea to life. There was so much I didn’t know! I was a personal trainer and spent my workdays outdoors or in a gym, not behind a computer. I basically knew how to answer e-mails and that was it. My husband, an art director, helped design my logo, Web site, and marketing materials. My sister left California, moved into our house, and helped me run the business from our headquarters, my dining room. This is how I started, but I was able to amass a great team of people who knew much more than I did, and it worked.”

Living Lean

“We managed to become cash-flow positive pretty quickly, but that doesn’t mean that I, or anyone on my staff, take a big salary. It’s just one of the sacrifices you have to make to get to where you want to be. In an inventory business, you have to keep expenses tight in order to grow. When we have extra money, we do more marketing and PR. We’re in rapid growth mode and need to allocate funds to the business areas that will help us get to the next phase.”

Learning When to Let Go

“I self-funded the company with $50,000 of my savings. When I realized that we needed a cash infusion, I was prepared to offer an equity stake in NiteSweatz to help it grow. To date we have been able to run the business with my initial investment, a small loan from a female investor, and the cash we generate from sales.”

Turning a “No” Into a Regular “Yes”

“We’ve had a nice run in the press. NiteSweatz has been featured in O, the Oprah Magazine twice in one year, in Entrepreneur magazine, and I recently became a regular host on CNBC’s ‘The Big Idea With Donny Deutsch.’ NiteSweatz was originally featured on ‘The Big Idea’ and Donny and I really hit it off. A few months ago, the producer of the show called to invite me in for another segment, but I unfortunately had to decline because I was in Vegas attending a trade show. I was so upset about the missed opportunity and decided to e-mail the producer and let her know that I was scheduled to be in New York in a few weeks and that I would be honored to participate in any upcoming segments. She responded immediately and confirmed that they would love to have me, and since then I’ve been a regular panel host on the “Minutes to Millions” segment, which helps entrepreneurs take their dream to the next level by offering constructive criticism and support. Talk about turning a lost opportunity around!”

On Networking

“The NiteSweatz product is so dependent on favorable word of mouth. Women are constantly promoting our product to other women, and that is really the secret to our success. In return I’ve done my best to listen to my customers’ concerns and desires and address them through our products. Just the other week, in the green room of the Donny Deutsch show, I was talking to this woman who happened to be a breast cancer survivor about the hot flashes she’s experiencing. I told her I would send her some NiteSweatz apparel that would help her get a good night’s sleep. It turns out she was a writer for AARP and offered to feature NiteSweatz in a review. It’s those serendipitous networking moments that are the most memorable!”

Exit Strategy

“To nurture a business is natural. Often women create businesses and protect them just as they would protect their family. While we want our business to grow and expand, sometimes, to our detriment, we maintain a tight hold on it, not fully allowing our business to take flight. I’ve started this business with an exit strategy in mind. I think it was a smart business move, but I am ready to let it go to the highest bidder. This is something I think men do well. They think about ‘what’s next,’ and I’ve embraced the duality of nurturing and letting go. I’m attached, but not too attached to let a good opportunity pass me by.”

Parting Thoughts …

-”My greatest strength in business is … I listen to my gut. Most of the time your gut is right. I also surround myself with a great team.”
-”I am happiest when … I hear ‘Mommy’s home!’”
-”Success to me means … having freedom to choose my work, to choose my own hours, to have financial security.”
-”I care least about … taking a shower. I’m not saying I walk around looking a mess. It’s just easier to throw my hair in a ponytail, hop on a flight, and I’m good to go.”
-”I will always think of myself as … my mother’s daughter. She raised me to be strong, to cry, to fly, and told me I was a star. If I can be even a fraction of what that lady was, then I will know I made it.”

This Featured Lady was profiled by Alexandra Salas, a freelance writer in Buenos Aires, Argentina.