Happy Hydration 👉🏼 https://xitter.cf/t.co/YLTBaxBncL | Dad, serial entrepreneur, former pro swimmer 🏊🏻♂️
France
Joined November 2012
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@Ebanksd tagging you because I’m not sure any other swimmers are still on here 🤣🤣🤣
It’s kinda weird that we all have huge TVs and laptops but the screen we’re addicted to is our tiny little phone.
Luxury car branded merch always feels so tacky and cringe to me. Like the Ferrari phone or the Lamborghini office chair
There’s even a Porsche shisha pipe
The French coastal city of Sète prints 200,000 flyers for free for local community projects every year.
They just banned AI slop flyers. Won’t print em.
There is hope.
Years ago at a family wedding in London, an older gentleman was eager to tell me how much he spent on his cycling habit. In the tens of thousands. He was so proud, bragging that his wife “couldn’t be mad about it” and compared it to spending money at the pub, which he’d get in trouble for.
I didn’t get it at the time. I do now.
Not a brag - but when you’ve experienced elite competition in any sport, it is extremely addictive. A lot of people would kill to maintain a starting spot in their pro sport.
One day we will look back at the 2020s and realise it was the hardest possible time to grow a European dtc brand 😂
Chad scalers will be selling bottled water in a drought and tell you they’re winning because they crushed the ads.
Rev: $3b
COGS: $1m
Alo reportedly did ~$3B of revenue and ~$1B of EBITDA in 2025. Still overwhelmingly founder-owned.
Danny Harris and Marco DeGeorge built Bella+Canvas, a $1B+ wholesale blank-T-shirt business, and used that cash machine to self-fund Alo without outside capital.
Then:
2007–15: niche yoga wholesale
2016: first Beverly Hills store
2019: ~$150M revenue
2020: ~$200M
2022: $1B+
2025: ~$3B revenue / ~$1B EBITDA
Alo didn’t beat Lululemon by obsessing over technical performance. It went after status. Hailey Bieber, the Hadids, the Jenners + VIP gyms, yacht trips, an Atelier luxury line.
It turned activewear into a luxury flex.
In 2023, Alo hired Moelis to explore a stake sale at ~$10B. It didn’t trade.
Now Adanola is running a similar playbook at roughly half the price and growing fast in the US.
Cultural moats are tricky.
Can “quiet luxury athleisure” stay a moat?
