Lisa Krosschell is the creative force behind TzuTzu, an innovative activewear brand renowned for its vibrant, luminescent designs and high-quality craftsmanship. With over 12 years of experience in the industry, Lisa has successfully carved out a unique niche for her brand. What began as a tribute to her two beloved Shih Tzus and a failed attempt to name her brand “Samba” (due to a trademark conflict with Adidas) has grown into a globally recognised name in activewear. Lisa’s commitment to bold, colourful athletic fashion has resonated with many, making her a trailblazer in the market.
“I do like to be the peacock in the room.” Lisa Krosschell - Founder, TzuTzu Sport
On a sunny roof terrace in Florida, glass of wine in hand, Liz sits down with Lisa for a chat about the heartwarming story behind the brand's name. In typical *Birdies* style, the conversation dives into the challenges and successes Lisa faced while building TzuTzu. From overcoming manufacturing hurdles to the decision to keep production in the US, Lisa provides an insightful look into her journey. Vibrant colours have become a trademark of the brand, and Lisa also discusses how she’s breaking into new markets, such as tennis and pickleball, with the goal of creating inclusive, stylish activewear for a variety of sports. As always, our interviews with inspirational female entrepreneurs provide invaluable advice for those aspiring to break into the fashion and activewear industries.
The Birth and Branding of TzuTzu: From Shih Tzus to Sportswear Star
As any entrepreneur in the sportswear industry knows, standing out requires more than just bright colours and trendy designs – it demands a story. Lisa’s journey embodies this perfectly, a journey that started with her beloved Shih Tzus.
“I looked over at my little dog and asked it, what do I do? My little Shih Tzu. Zoo,” Lisa recalls with a smile. The brand name stuck. “Nobody can say it,” she laughs, “but I don’t care.” This personal touch, combined with such an original name, makes TzuTzu a truly memorable and distinctive brand.
Redefining Women’s Golf Fashion with Vibrancy
Golf, long seen as a male-dominated sport, often features women's fashion in muted tones and conservative designs. Lisa sought to challenge this norm, bringing unparalleled vibrancy and playfulness to her collection. The shift from neutral shades to bold and flirty colours reflects a broader desire from women to stand out on the fairways with empowering colours that reflects their individual self-expression.
“I do like to be the peacock in the room. TzuTzu speaks to people like me. I like to be the pretty girl, and I like to see pretty girls on the golf course!” Lisa’s bold approach appeals to modern women golfers and her focus is on vibrant, feminine apparel, such as shorter skirts and racerback tops. Tzu Tzu speaks to women who aren't afraid to make a statement. “I wanted a racerback top. I wanted my skirts a little bit shorter. In those days, nobody had that.”
With over a decade in the industry, TzuTzu has been at the forefront of changing how women perceive and wear golf attire. Lisa’s advice to new brands is simple: “Keep showing up. It may take 10 years, but keep showing up!”
Overcoming Challenges: Persistence in the Sportswear Industry
TzuTzu’s journey hasn’t been without its challenges. Lisa notes the high costs and logistical concerns of fabric sourcing and manufacturing as a significant hurdle. While producing in the US adds to expenses, it ensures quality and reliability. This decision paid off during the COVID-19 pandemic when global shipping setbacks affected many competitors.
“COVID actually worked great for us because we had our fabric here, while everyone else’s product was stuck in the middle of the Pacific.” TzuTzu’s ability to deliver promptly during global disruptions reinforced the brand’s reliability.
Lisa also addresses the inevitable presence of copycats in the industry, a challenge many pioneering brands face. Rather than feeling threatened, she views imitation as flattery, saying, “Some copycats, I’m flattered, but at the same time, I think, stay in your own lane. This is my lane. Stick to yours!”
“I wanted to call it samba activewear because I thought it was kind of fun, flirty, sexy.” Lisa Krosschell - Founder, TzuTzu Sport
Expanding from Golf to Pickleball and Tennis
With TzuTzu’s success in golf, Lisa has naturally progressed into new sports markets, including tennis and pickleball. This diversification aligns with the growing popularity of these sports, especially the recent surge in pickleball in the US.
“We’re dabbling in tennis and pickleball now. I didn’t want the brand to be called TzuTzu Golf; I wanted it to be TzuTzu Sports to accommodate our growth into other markets.” Lisa’s forward-thinking approach ensures that TzuTzu will continue to thrive, offering inclusive, stylish activewear for women across multiple sports.