Scoop of the Week: Pilates Stuff I Love!
Joe and Christina Patterson are the husband/wife duo behind the creative Toe Sox brand that have become a wardrobe staple for so many of us Pilates enthusiasts. They were the first vendors to greet us at the PMA Conference in 2006 where Joe's Pila-T-Shop made its debut and, like us, are regulars on the Pilates Conference circuit. I've always been inspired by their success as a couple and the fact that they dared to think outside of the box; educating themselves about everything from design and fabrication to the specific needs of the Pilates/Yoga community. They believed in their idea, took a risk and found success. Read their story below:
What exactly are Toe Sox?
ToeSox are a 5 toed sock with a rubber dotted non-slip sole.
Why are Toe Sox an important part of a Pilates wardrobe?
Three main reasons; Safety, Hygiene and Toe articulation. The non-slip sole provides slip free security on any apparatus and during mat workouts. ToeSox provide a hygienic barrier against warts, fungus and bacterial infections. The toe compartments prompt the wearer to articulate their toes thereby strengthening the muscles in their feet and increasing blood circulation.
What inspired your idea for Toe Sox?
Christina and I were taking a series of yoga classes at a community center. We noticed that several of the women were wearing normal socks during practice even against the advice of the instructor. These ladies were having trouble with slipping during their practice but refused to take off their socks. I had been wearing toe socks for years with my flip flops when the weather was cold and the idea just hit us to put a rubber dotted sole on the bottom of toe socks. This way the user could still articulate their toes as if they were barefoot but now have the advantages of a sock.
Did you have previous experience in manufacturing socks?
No.
What did you do prior to creating Toe Sox?
I worked in sales for a large company that manufactured construction materials and Christina was a teacher at Pierce College.
What convinced you that this would be a successful entrepreneurial endeavor?
We knew it would be a success when we showed our samples to various yoga and Pilates studio owners. Their reaction was enough to tell us that this was a good idea and a much needed accessory.
How long did it take from concept to manufacturing your first pair of Toe Sox?
The process took a year and 9 months from concept to receiving our first shipment.
What were the important elements you were looking for in creating the perfect pair of Toe Sox?
We wanted a very comfortable sock that fit the entire foot like a glove or second skin without moving or twisting on the foot. The rubber sole needed to bend and flex with the movement of the foot without hindering your practice. Accessories work best when they operate as an extension of your body and not a hindrance.
We know that imitation is the best form of flattery. Newer companies are now emerging with similar products. What makes your product so unique?
I think that ToeSox address the issues of comfort, hygiene and durability better than the competition. We are the only toe sock made with organic cotton in six sizes that covers the entire foot. Each of our sizes only covers 2 shoe sizes, for example our small fits women shoe sizes 6-8. This makes for a better fit and the sock does not move or twist as much as our competition. Hygiene is becoming an increasingly important issue and many studios are implementing mandatory sock policies. These studios require that socks cover the entire foot as opposed to having the toes stick out of the ends. The organic cotton yarn that we are using is extremely comfortable and very durable. Now that our patent has been issued, hopefully ToeSox will remain unique.
How did you first market your Toe Sox?
We launched a website and started contacting teacher training certification programs for Pilates. We then placed ads in both Yoga Journal and Pilates Style Magazine.
In your opinion, what is the most effective way of marketing a new product to the Pilates community?
Teacher training programs and continuing education conferences are the best way to get your product out to instructors and clients.
(Joe & Christina assisting customers at a Pilates Conference)
What do you love about owning your own company?
In a word, Flexibility. The ability to work on projects that interest us and to do it on our own schedule.
What are the greatest challenges to entrepreneurship?
Wearing all the different hats that running a company requires can be overwhelming. You have to be part accountant, salesperson, researcher, designer and much more.
At what point did you feel like you had achieved success?
When we were able to dedicate all of our energy into ToeSox and quit our day jobs.
Where do you see your company in 10 years?
We are in the process of developing new products in a variety of industries. In 10 years I expect that we will have a whole line of ToeSox that caters to many different activities niches.
Where can people buy Toe Sox?
You can visit www.toesox.com and purchase all our products online or call us at (877)486-3769. Check your local studio they may have them in stock as well.
Does your company offer anything other than Toe Sox?
When we had our son, Quinn, we were inspired to start a line of baby clothes. Our Itty Bitty Gear line features original artwork and a comfortable fit for babies and toddlers.
What is your favorite T-shirt from Joe’s Pila-T-Shop?
Anything camouflage and the new RED long sleeve – Flow Like Joe.
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