Founder's Field Notes Podcast :

Jeremy Howlett-Altra Running Shoes

Jeremy Howlett-Altra Running Shoes

How the First Zero Drop Running Shoe Was Created with Jeremy Howlett, Co-Founder of Altra Running

In this episode of Founder's Field Notes, your host, Jason Klug, engages in a dynamic conversation with Jeremy Howlett, an accomplished growth marketer and co-founder of Altra, a revolutionary shoe brand. Prepare to be inspired and enlightened as Jeremy takes us through the incredible journey of creating a distinctive shoe brand that redefined comfort and functionality.
Cora Egolf
September 5, 2023

The Genesis of Innovation: Discover the fascinating story behind Altra's inception, from the creation of a hacked-up shoe to a game-changing 3-mile run. Jeremy recounts how this genuine pain point of running form and knee pain triggered the birth of a revolutionary concept and fueled their determination to reimagine footwear comfort.

Walking the R&D Path: Dive into the depths of research and development as Jeremy explains how early research and development played a pivotal role in the early stages of Altra. Uncover the intricacies of crafting a zero-drop shoe and the critical elements that make up a winning footwear formula.

Stepping into Validation: Explore the power of word-of-mouth validation and market interest. Learn how Jeremy and his team harnessed user feedback and scientific backing to turn their visionary product into a validated success. Discover the challenges they faced and overcame in introducing groundbreaking heel technology.

Journey to Manufacturing Excellence: Delve into the behind-the-scenes process of bringing a revolutionary shoe to life. Jeremy shares insights into the pivotal moment when a product developer reached out. Understand the critical steps involved, from product development to finding investors who share your vision.

From Brand Building to Marketing Mastery: After co-founding Altra, Jeremy delves into the world of marketing. Get a sneak peek into his expertise in customer segmentation and lifecycle marketing. Learn how he translates brand value into resonating stories that captivate customers.

Founder's Wisdom: Tune in to Jeremy's sage advice for fellow entrepreneurs. Embrace the power of a strong "why" behind your product, and learn how to infuse it into your brand's core values. Jeremy shares his personal growth journey, encouraging everyone to stay open, humble, and continuously seek opportunities to learn.

About Jeremy:

Jeremy Howlett is a growth marketer that has an expertise in lifecycle marketing. After co-founding Altra and building the brand for several years he has set off into the world of consulting and agency work to help brands improve their customer segmentation and customer lifecycle value. With Altra he pushed his cousin, Golden Harper, to get into the shoe game.

Together, with Brian Beckstead, they built the brand from the ground up and developed a product that has gone on to earn many shoe awards. Jeremy’s expertise was in running the brand and overseeing the story and marketing strategy. He has a deep passion for bringing out the value of brands and making that story resonate with customers.

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About Founder’s Field Notes:

Founder's Field Notes is a must-watch for any founder or aspiring entrepreneur. This show is a unique blend of business education and inspiration, aimed at helping founders and future entrepreneurs overcome the struggles of starting and running a business. Jason Klug, Founder and CEO of Klugonyx, chats with fellow experts in the entrepreneurship world to provide in-depth analysis and expert advice on the most pressing issues facing today's business owners. So, if you're looking to take your business to the next level, tune in bi-weekly to Founder's Field Notes!

About Klugonyx:

Klugonyx is a leading full service product development company that specializes in bringing innovative ideas to life. With years of experience in the industry, Klugonyx has a proven track record of helping clients turn their visions into successful products.

At Klugonyx, we provide end-to-end services to support our clients through every step of the product development process. From ideation and engineering to prototyping and manufacturing sourcing, we work closely with our clients to ensure their ideas become a reality!

We work with clients across all industries, and our goal is to be an educational and collaborative asset to them throughout the entire product development journey. Our team in Salt Lake City, UT, brings together a wealth of expertise and experience, while our team of 35+ professionals in China provides boots-on-the-ground support and white-glove service to help manage and source all aspects of manufacturing.

At Klugonyx, we believe that innovation is the key to success, and we are committed to delivering cutting-edge solutions that exceed our clients' expectations. With our comprehensive product development services, we provide a one-stop-shop for all your product development needs. Contact us today to learn more about how we can help you turn your ideas into reality.

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