We had the good fortune of connecting with Melinda Rider and we’ve shared our conversation below.

Hi Melinda, what is the most important factor behind your success?
I believe that the most important factor behind the success of Hoopologie is my ability to see opportunities when others would not/could not see them. It is also my ability to ignore the evidence that we may fail at something. I simple do not consider these challenges or talk myself out of things. When I decide to do something, I am committed in a way with every fiber of my being. I’ve seen my business grow exponentially because of this one aspect of my mindset. It is in my nature to take on challenges that span years of effort and see it through to the end, being able to execute on our goals no matter how big or how small. The ability to see “opportunities” where others see “impossible”. I have trained myself to be blind to the impossible, because enduring tough times are second nature to us. We don’t feel uncomfortable in situations that others do, because we are used to it and thrive on it. It takes a certain type of individual to keep at a goal for years at a time. We have found success because we have hedged our risk against our ability to adapt and survive, which has over 8 years built a solid business on a solid foundation and today we remain the gold standard and a pillar within our global community. 

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
I am most proud of our growth in 2020. This year was groundbreaking for Hoopologie as a brand and for our team. We have never adapted so quickly to an ever changing market. We have never brought on people and trained them more quickly. We endured so many long weeks and months. My team worked harder than I have ever witnesses and did so with passion and enthusiasm. This year we were on fire. This year was our year to level up and take the lead in the industry. We rose to the challenge and solidly established ourselves throughout our global community as the gold standard. There was never an easy time, and it never gets easier. And for all the hard working business owners out there, it will never be easy. Of course it feels like you are failing. That’s how it works when growing a business because you’re doing something new every single day. When you are growing a business you will always be failing. I had to learn to stop beating myself up for it. The only way a business grows is by fixing all of the breaks as they come up. Failure is a natural and part of the process. Most people don’t talk about this because anyone trying to sell an entrepreneur how to grow a business is afraid to tell them it’s going to be hard. I can tell you firsthand, it is. It’s one of the hardest things you can ever do with your life, but it is also one of the most rewarding. Growing a business is a commitment to consistent and constant failures. After a while you realize failures aren’t failures at all, each one of them is an opportunity to reinforce your infrastructure, and build your team. As my rock climbing coach told me in 2018 after a day of falling off the last move of my project 5 times – “that was an amazing training day, good job”. You have to put those days in if you want the result. Next time you start beating yourself up because everything is going wrong, realize it’s probably because that much is going right. As a business grows, so to the deficit‘s, it’s your job as the CEO to fix them as fast as they come up. If it was easy, you wouldn’t care, and everyone would be doing it, but growing a business is hard. You don’t want to perfect business, you want one and that is adaptable. That way you and your team can overcome any issue, competitor, or market condition. Perfect businesses don’t exist anywhere other than sales letters and marketing materials for people hiding the problems in theirs. Don’t got sold on the idea that a business is not overcoming obstacles, a good business is always overcoming obstacles.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Top things to do in Boulder – hike a peak, climb a flatiron, hit a yoga class, have lunch on pearl!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would have to say in 2020, my shout out goes to David Goggins, an American ultramarathon runner, ultra-distance cyclist, triathlete, motivational speaker, and author. He is a retired United States Navy SEAL and former United States Air Force Tactical Air Control Party member who served in the Iraq War. There were many times this year when I was faced with a decision. I had just had baby#3 in February, and because I am a business owner, I did not take a maternity leave. I went back to work 4 days after childbirth, and this was the second time I have done this. I now had three kids under the age of 8. Then the pandemic happened, so I was faced with adapting to a new normal with baby, then working to save my business in difficult times, then keeping my employees paid, then changing our business model to find ways to stay alive, then navigating home school when my other 2 children suddenly had to stay home. I brought them to work, I brought baby to work, I worked non stop for months. I had to stop breastfeeding from so much stress. My body was not recovered from childbirth, and in fact, I had an injury that I was rehabbing simultaneously though all of this. I could not run miles like I used to for stress relief and mental health. My body was broken, injured, tired, my mind was scrambled from lack of sleep and adapting to a new baby in the household. In June I started to ride my bike up in the hills of North Boulder, just an hour here and an hour there, when I had ANY time at all, I tried to get some semblance of my life back. It all seemed like a blur, and I would never relive this year ever again. I was so mentally broken this summer because of the slow progress and fear that I would never get my life back, or my body for that matter. I could not fit into my clothes yet, and my depression and anxiety were debilitating. There was literally so many days that I would leave my blood sweat and tears up in the mountains while riding my bike. There was no escaping the debilitating thoughts that dominated my brain this year. Fear, fear of my business not surviving, fear of letting my family and my employees down, fear of letting myself down. Fear of never seeing my body go back to normal, fear of collapsing and resorting back to unhealthy ways of coping like I did long ago in the past. This year brought me close to the edge. And my goals in January were so clear. I was determined to still be a successful entrepreneur despite having 3 kids, and being able to have our biggest year ever, despite any challenges that I would face. Little did I know it was going to be an ultramarathon. And that leads me to speak of David Goggins. There are only 3 people outside of my circle that I admire and respect and get my ass out of the victim stance, and David Goggins is one of those people. There is no fluff with that guy, he is straight up real and in your face. He tells you how to callous your mind and get after it. He is the ultimate underdog and human that overcame the odds. But he is 100% real and not wanting to sell you on it. He lives the truth. Every time I felt I could not ride one more hour on the bike, I thought of him. Every time I wanted to quit my rehab exercises early, I thought of him and did 5 extra sets. I know he could honestly care less that I just had a baby and went back to work 4 days later, no excuses. He helped me keep my eyes on the goal, and this year I had no idea what goal I was looking at for months on end, but staying hard and determined was what was needed for me to persevere and stop making my excuses my reality.

Website: www.hoopologie.com
Instagram: https://www.instagram.com/hoopologie/
Linkedin: https://www.linkedin.com/company/hoopologie
Twitter: https://twitter.com/hoopologie?lang=en
Facebook: www.facebook.com/facebook
Youtube: https://www.youtube.com/channel/UCkaCQgHqSKy8_D9ihfE8AEA

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