Thank you so much for joining us! Can you tell us a story about what brought you to this specific career path?
I’ve always been passionate about inventing new products and bringing them to market. When I founded NoCo a few years ago I’ve had several years of product development experience under my belt along with startup experience. I’ve also been weight training since I was 16 years old.
What sparked the NoCo journey was noticing that the gym gear space lacks innovation and has a lot of room for improvement. I’ve also noticed that gym gear has not been improved upon since its inception and is behind aesthetically. So I decided to redesign and reimagine gym gear and push its evolution forward. That’s when I decided to create a brand that would accomplish that goal. I chose the name No Conformity Co, NoCo for short, because that’s the core of our values and what we stand for.
I have also always been into sneakers and streetwear. In my opinion, those industries are miles ahead from an aesthetics standpoint. Given how lacking gym gear is aesthetical, I wanted NoCo to also bring some of the attention to detail and aesthetics from those industries to the fitness space.
Bringing that blend of experience and passion, NoCo was born with the simple goal of improving gym gear aesthetically and functionally and pushing its evolution forward.
Below is a link that has a more in-depth description of the NoCo story, who we are, and who it’s for. I suggest going through that page for a better understanding of NoCo as a brand.
Can you share the most interesting story that happened to you since you started doing this?
My introduction to Brandon Hendrickson was kind of interesting.
My friend Nick is friends with Brandon Hendrickson, a 3x Mr O and the current physique bodybuilding champ. He introduced me to Brandon and I ended up signing him as a NoCo athlete. It was very interesting how this whole thing played out and how a brand that just launched 3 months ago is now being repped by one of the biggest names in the fitness space.
Which tips would you recommend to your colleagues in your industry to help them to thrive and not “burn out”?
Pursue something you’re passionate about. Never let money be the goal. Doing something you love and providing value should be the goals, then money follows. Starting a business is one of the hardest endeavors in life and is filled with the highest of highs and lowest of lows. The only thing that will get you through the “lowest of lows” is passion and belief in what you’re doing.
None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?
My parents have always been very supportive of my dreams. My dad is a business owner and always encouraged entrepreneurship in me.
How have you used your success to bring goodness to the world?
NoCo’s core message is a message of embracing who you truly are while striving to be the best version of yourself. I believe that’s a message that truly has a positive impact on the world.
Here’s the “NoCo Anthem”:
It takes courage to stand out and be who you truly are, unapologetically. At No Conformity Co™, we celebrate the fitness lifestyle and the athletes who embrace their rebellious and non-conformist spirit, the ones who are not afraid to go against the grain and constantly strive to push their limits, physically and mentally. We break rules to innovate and create products that exist at the intersection of utility and self-expression. Our creations make the outside reflect the inside, bringing out the best in you and pushing you to reach your full potential in and out of the gym.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
My favorite life lesson quote is actually the Bible verse that inspired NoCo’s name:
“Do not conform to the pattern of this world, but be transformed by the renewing of your mind.” – Romans 12:2
I’ve always been the one who’s willing to go against the grain. For example, I grew up in the middle east, a very conservative culture where it’s frowned upon for men to grow their hair long. When I was a teenager, I had super long natural dreads. I was pressured by school and family to cut it over and over but refused. I was also stared at everywhere I went, which made me a little uncomfortable but I refused to conform and be something I’m not.
One day I was kicked out of class and told that I can’t come back till my hair is cut. I came back the next day, faced my teacher, and told him that I respectfully refuse to do so, explaining that having long hair does not negatively impact anyone but is a personal choice. He ended up understanding and respecting the fact that I stood up for myself. He allowed me to come back to class.
This is one example of how I’ve always lived my brand message.
How can our readers follow you on social media?
Follow NoCo’s IG account @noconformityco
Also here’s our website: https://noconformity.co