Women Athletes are Transforming Business: From Ironman to Entrepreneur | Kelsey Myers’ Story

When Kelsey Myers crossed the finish line of her first Ironman in 2014, she didn’t just earn a medal. She gained a new perspective that would eventually lead her to launch Tortis Sportswear. Her business is a collective of women’s apparel companies committed to bringing style and function together in endurance sports. Kelsey is looking to be one of many women athletes transforming business and she is just getting started.

“It was a transformative experience,” Myers recalls. “Anyone who’s done Ironman will tell you that it was incredible, it was life-changing. But it was also entirely not designed for me at all.”

The Spark of Innovation: When Function Meets Fashion

The seeds of Tortis were planted during that first Ironman experience, where Myers found herself one of few women at the start line. From the packet pickup filled with men’s products to the finish line announcement, the experience highlighted a glaring gap in the industry’s approach to female athletes.

The catalyst came years later when a friend signed up for her first triathlon. Instead of focusing solely on technical specs, her friend’s first instinct was to search for stylish triathlon gear. This moment crystallized Myers’ understanding of how women approach sports differently.

“The way that we shop is emotional,” Myers explains. “If we buy something that we like, it makes us feel good, it makes us feel inspired. It almost sounds frivolous, but it’s not. Having a female perspective in that world is essential.”

Building Bridges in a Male-Dominated Space

Starting Tortis wasn’t just about creating another retail platform – it was about building a community. After attending a women’s cycling event in LA where she met diverse, accomplished women, Myers witnessed firsthand how the right environment could bring people together through sport.

However, a subsequent event highlighted the persistent challenges: at a 200-person cycling ride, only eight participants were women. “It made me think: I want to create a space that makes women feel really welcome because there are so many benefits to it,” Myers shares.

The Entrepreneurial Marathon

Like training for an endurance event, launching a business requires careful planning, adaptability, and persistence. Myers initially approached the venture with three ideas: a brick-and-mortar store, a website, and an event series. Practicality led her to start with the website, utilizing a drop-ship model to partner with brands that truly understand women’s needs.

“A lot of the brands that I carry are like Oliver Otto from Mexico City, or Kansept1 here in Portland, founded by a former Nike designer,” Myers explains. “They’re all brands that understand cycling is known for neglecting women in apparel. The ‘pink it and shrink it’ thing is real.”

Facing the Funding Challenge

Despite her clear vision and market understanding, Myers encountered familiar barriers in seeking investment. “Only 3% of money that goes to startups goes to women. 97% goes to men,” she notes. Currently self-funded, Tortis represents not just a business but a statement about representation in both sport and commerce.

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The Training Never Stops

The balance of running a business and running on the pavement don’t always happen. Decisions about the business can impede the opportunity to get outside. Running Tortis has actually increased Myers’ involvement in endurance sports. “I’m doing more actually, because I’m more excited to be in the community,” she says. “People always get excited when I talk about a female endurance brand.”

Like any good training plan, Myers continues to adapt and improve her approach. Recent feedback about diversity and inclusion has led to new initiatives to ensure Tortis truly represents all women in sport. “Triathlon is so niche. Women in triathlon are even more niche. And within that, most women are white women in the sport. That’s just how it is now, but that isn’t how it should be in the future.”

Creating Lasting Change

For Myers, the parallels between business and endurance sports run deep, particularly regarding women’s representation. “There’s such a gap in the things that are traditionally feminine – empathy, creativity, community, being nurturing and inclusive – that is sort of missing in both business and in sport.”

Her goal isn’t about excluding anyone but rather ensuring equal representation that benefits everyone. Through Tortis, Myers isn’t just selling athletic wear – she’s creating a platform for change in both the business and athletic worlds, one piece of thoughtfully designed gear at a time. One day soon, Kelsey will be in a room full of women athletes that transformed business. She’ll be able to think about that initial conversation in 2019 and smile.

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