Meet: Noor Wadhwani
Founder of: Athletifreak
Tell us about your business:
Athletifreak is a premium lifestyle brand representing a freakish passion for movement. Fueled by positivity and connected by a universal pulse, our vision is to inspire Movement through Movement.
What was the best piece of business advice you were given when you were starting out?
Start.
If you have a vision, have conviction in it and it’s something you are truly passionate about - have the courage to go for it. Because if you don’t believe in yourself, if you aren’t willing to bet on yourself, you can’t expect others to.
So don’t wait - Start, be humble, and evolve.
Knowing what you know now, what would you have done differently when you were first starting out?
Start sooner :)
Name the biggest overall lesson you've learned in running a business?
Get used to hearing ‘No’.
There’ll be doubters. There’ll be cheerleaders. Both play their role in making you stronger. Learn to find opportunity amidst challenges, work hard to earn your place and be positive.
Does your culture influence your choices and decisions? If yes, how?
Back in 2014, when we were watching the opening ceremony of the Winter Olympics in Sochi, our son (who was 4 at the time) asked my husband and I why India, with one of the world’s largest populations, had such a small contingent. It was a moment of self-reflection for both of us, a desire to bring change and the birth of Athletifreak.
Fitness and wellness - were never a priority for us growing up. Ignorance or cultural conditioning, this translated into a lack of investment towards sports and health- both personally and as a nation.
As we raise our children in an uber connected digital world, we appreciate the importance of physical and mental health, now more than ever.
Our vision is the continue leading Movement today to inspire a healthier tomorrow.
... And someday play a role in helping grow the Indian contingent at the Olympics :)
In moments of self-doubt or adversity, how do you build your resolve?
Having the awareness that change is the only constant, we embrace it and anchor back to our values.
Know your purpose, be relentless in your pursuit and follow the light.
What tool, object, or ritual could you not live without in your workday?
Movement.
As most entrepreneurs would attest, starting and running a business is a juggling act and often times health (both physical and mental) takes a back seat. I’ll be the first to admit that as a woman, mother and multi-hyphenate entrepreneur (@nowad.home), we invariably put the needs of others before our own.
But after 12 years of being married, my husband’s freakish passion for movement has finally rubbed off! I’ve developed a deeper appreciation for the power of movement and the impact it has on my productivity, mood and overall well-being (endorphins make you happy - salute Elle Woods #iykyk)
I now prioritize my physical and mental well-being and Movement is an integral part of my day. So be it morning yoga, a barbell class at the gym (+sauna after if I’m lucky!) or an evening power walk - make it a a lifestyle and #getyourfreakon !
How do you balance your workload? What does self-care look like for you?
When my husband and I founded Athletifreak, the word ‘balance’ took a whole new meaning for us. Marriage (and family for that matter), in itself is the ultimate balancing act - of ambitions, personalities, emotions and quirks.
But starting a new business, with two elementary kids (being home-schooled at the time), amidst a pandemic and multiple unknowns, that balance has been tested many a time. Add to that we’re both wired uniquely (read differently!!) - He’s a corporate finance exec, I’m a designer. He’s analytic, I’m creative. I challenge the status quo, he’s peppers in the practical. The left brain and the right brain!
Much like the brain - neither side works in isolation. It’s when both sides come together, work together, are in harmony with each other - that’s when the magic truly happens! Dualities at play, Athletifreak itself is the amalgamation of our two passions - wellness and design.
We find balance in the realm of fitness, as source of energy and mental recharge. For him self-care is a long outdoor run, for me it’s a yoga class. As a family, our walks to the park are our go-to move :)
Discover more:
www.athletifreak.com
@athletifreak
