Thank you for choosing to be a part of Sender. You might have the question of what Sender is supposed to be. Maybe not. But if so, it would be a valid question. It’s one that we tend to ask ourselves daily. With so many athletic or lifestyle brands already out there, what is our angle? What is our pitch? What is it that makes us any different?
In reality, it’s ‘nothing’. Yeah, I carefully slipped in those apostrophes. Because I say ‘nothing’, not the in the sense that there’s nothing that makes us different, but in the sense that it’s embracing the ‘nothingness’ in personal success that means the most to us. We could call ourselves a “fitness” brand. But who’s fitness? What level of fitness? We could say we’re a “lifestyle” brand, but the same questions apply. So what are we?
I like to think of it this way. We are the space between. We are the ‘nothing’. We celebrate the person going to the gym 6 days a week the same as we celebrate the person who sticks out a new year’s resolution and makes a workout happen once or twice a week, that didn’t before. Because we’re all just trying to be better. Look better, maybe. But feel better, definitely. So what is the best version of yourself? Is it giving up everything outside of fitness to attain some lofty goal? Perhaps, for a select few. But I think it’s embracing the ‘nothing’ in between.
We love the doughnuts. And the cheese steaks. We love the glass of wine or the beer at a ball game. We love the one-too-many-tacos from a food truck. Because all of these things are fuel. They’re fuel first and foremost for the soul. They’re the laughter and the jokes. The S’mores around a campfire. That soul fuel that tastes a lot like a fresh slice of pizza and feels like a sunset with friends. And then they’re the fuel that you remember in the middle of that long run or that heavy lift that gets you to the next mile or set. Either working it off or prepping for the next one. It’s the thing you remember and run from. Or the thing you remember and work to afford. It’s the light in the dark when the sweat gets heavy and the knees get weak, or the compass home when work gets hectic and the traffic is too tight. We need it.
Our intentions are twofold. First, to champion small victories in someone’s personal endeavor to be better. Maybe that means sticking to a self promise to read one new book a month. Maybe it’s someone saying they’ll go for a walk one day a week who hadn’t before. Maybe it’s someone striving to set a personal record running a marathon. Or maybe it’s someone who sticks to a 6-day-a-week gym schedule. At an individual level, accepting that those things for those individuals are the same amount of a challenge from the point they start, they’re the same victory. And we want to celebrate that.
Second, we want to help bring people from all mindsets and levels and theories of fitness together. Let’s be a community. Maybe it’s ambitious or naive. But let’s help other small victories see that they’re putting in just as much as others. And maybe it’s okay to struggle and have set backs. We all do. But knowing there’s someone else out there in the same situation gets us back on the horse, back in a rhythm, and back to work toward getting well.
So if someone asks us, “what is Sender?”. I guess I’d say we’re everyone. We’re no one. We’re the ‘nothing’ between the subscriptions and the workouts and the diets. We’re just trying to be better. Better at what? That’s for everyone to decide for themselves. But we’re all showing up in our own way to figure it out. And I want to thank you for helping us and others in figuring it out.