Meet the Audience: Ayden Kelly
Ayden Kelly | Founder, Vitalize Sports Recovery
What inspired you to dive into the start-up world, despite all the risks and uncertainties that come with it?
I was driven by a desire to solve a problem I cared about personally. The idea of creating a product that was unique and solved a problem, designing something from the ground up, outweighed the fear of failure. I saw the startup world not just as a career path but as a platform to innovate and create impact.
Why was it important for you to take a holistic, purpose-led approach to your business, even knowing it will require more time, energy, and complexity?
A holistic, purpose-led approach ensures that every decision is aligned with my values. While it can sometimes be more demanding, it creates a stronger foundation, a more resilient brand, and a team that's genuinely invested. It's not just about profits; it's about creating something that genuinely matters. This is why we have partnered with I Am Hope, giving $1 from every sale to their foundation, in the effort to support they do with youth mental health in NZ.
Are you starting to see a return, tangible or intangible, from building your business around purpose?
Yes, absolutely. While the financial gains are still developing, the intangible returns, such as brand loyalty, ambassador motivation, and the trust we’ve earned from our community, have been invaluable. We cannot believe the number of people reaching out wanting to be a part of our brand in the buildup to launching the products. We believe this is all thanks to having clear and concise messaging around our brand values.
When you imagine the world 20 years from now, what does it look like? And what gives you hope that we can get there?
I imagine a world where businesses act as forces for good, where sustainability and equity are built into every product and service. What gives me hope is the growing number of entrepreneurs and consumers who are choosing purpose over convenience. The number of businesses that are willing to work together, rather than compete, sharing the market space and allowing each other to become successful, is something I can already see happening, and I am excited to see this develop.
What’s one piece of wisdom you’d share with other young entrepreneurs building businesses grounded in purpose?
Stay patient and committed. Network and don’t always look at what you can get out of the relationship, try and see how the relationship can mutually benefit both parties. Don’t spread yourself too thin, look after a smaller group of brands/people first and nail that relationship and outcomes before expanding. Don’t compromise your core values for short-term gains.
When things get challenging, how do you stay grounded in your values and original vision?
I revisit the original "why" behind my business. I speak with other entrepreneurs who have gone through similar challenges to lean on for support. Reconnecting with our mission helps me navigate tough times without losing sight of the bigger picture.