When confidence starts with the right gear. Founder Deborah North of Yes Athletics joins Giovana Bier to share how creating sportswear for girls in non-traditional sports became a movement for safety, identity, and self-belief. From building period-protected singlets to navigating cash flow and resilience, this episode is a masterclass in leading with purpose, community, and profit.

Key Takeaways

• Confidence as safety: How design and fit directly influence self-expression and performance.
• Innovation with empathy: Why Yes Athletics built the first singlets with built-in period protection.
• Profitability over perfection: Hard-won lessons in cash flow, partnerships, and sustainable growth.
• Resilience in action: How loss, motherhood, and faith shaped Deb’s founder journey.
• Community and regulation: The role of support systems—on and off the mat—in business longevity.

00:00 Introduction to the Wealthy CEO Lab

00:12 Meet Deborah North: Founder of YES! Athletics

01:13 The Importance of Gear in Non-Traditional Sports

03:26 Challenges and Solutions for Female Athletes

06:51 Lessons Learned as a Founder

14:52 Navigating Entrepreneurship and Motherhood

23:01 Conclusion and Final Thoughts

Explore gear designed for girls in non-traditional sports: yesathleticsusa.com

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Resources & Next Steps

👉 Take the Nervous System Mood Ring Quiz: discover your current regulation state and get personalized tools to make smarter money decisions.

👉Join The Wealth Frequencies Program: a 10-week experience blending breathwork, nervous system regulation, and wealth embodiment.

👉 Work with Giovana: for hands-on support to scale your business with calm clarity and profit rooted in peace.

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