Meet the owner!

Meet the owner!

Meet Suzanne Brown, the woman behind Squaties. I chatted with Suzanne this week to uncover her epic journey, her inspiration, and the secret to Squaties' growing success.


Q: Who is the woman behind Squaties?

A: Hey I'm Suzanne!  I live in the beautiful Northland of New Zealand with my family, 3 kids, my hubby and our 2 doggos. I love the outdoors, running in the bush, getting out to the beach and exploring our amazing country. I also love food, coffee, and weight training in the gym. That's where you'll find me most mornings!


Q: How was Squaties created?

A: To be honest it was out of pure frustration!  Frustration from constantly adjusting my undies mid gym session and wedgies when out running. I'd spent a lot of time scouring the market for decent undies. Ones that would stay in place, didn't creep up or dig in. But I couldn't find any. Only low-quality, flimsy options, or others that were not truly invisible.  I saw a gap in the market, particularly here in NZ.

It gave me the inspiration. I wanted to create underwear that would stay in place, no matter how intense your workout. Because let's face it, nobody wants to be worrying about a killer wedgie mid-squat! Or constantly pulling undies out of your bum on a long run!


Q: What's the story behind the name, Squaties?

A: Ah, yes Squaties, isn't it awesome? I get such great comments about it. We wanted something fun, cheeky and something that people would remember. Plus, it perfectly captures the essence of the product. Squaties are all about giving you the freedom to squat your heart out without any underwear-related worries. And it's fun to say!


Q: Any funny or memorable moments during the creation of Squaties?

A: Oh, yes! Plenty! The product testing stage definitely gave me the most laughs. Roping in friends and family to test out different styles with mandatory squats, lunges and bending over in front of each other and the mirror to test for comfort and visibility. "Can you see any bumps now...what about now?"  Definitely a lot of funny stories there!


Q: What has been the most rewarding part of creating Squaties?

A: Without a doubt, it's hearing from our amazing customers. We've received so many encouraging messages from women who have finally found underwear that makes them feel great. Giving that confidence to women, makes my heart sing!  I've had runners who have gone commando for years, happily tell me they now prefer wearing Squaties. Others who were die-hard g-string fans, who NEVER wore full undies under their tights, are now totally converted and feel so much better for it.

Knowing that I'm making a positive impact on women's workout experience is incredibly rewarding. 


Q: What advice do you have for aspiring women entrepreneurs?

A: My advice would be to back yourself and never give up. I have the phrase "Take quitting off the table" above my desk and I look at it often, especially during the tougher moments!  Building a business is no easy feat, but with passion, perseverance, and a lot of self-belief, anything is possible. I would also encourage you to surround yourself with a supportive community, especially other women in business. There a some great Facebook and community groups out there with a wealth of knowledge. It's so helpful to be able to reach out for that support during the challenging times. 


Q: What's next for Squaties?

A: We have just launched our new cheeky Bikini Brief which are fast becoming the new fav, especially with summer starting. I'm currently looking to expand our colour range (keep an eye on our socials!) and potentially adding an additional style, so everyone can find their perfect fit. We're also looking into collaborations with others in the fitness industry to spread the word about Squaties and grow our community. My goal is to make sure that us girls never have to deal with annoying undies during a workout, ever gain!  Because let's face it, life is too short for bad undies.

So there you have it, folks. Suzanne is on a mission to revolutionize your workout experience.  Say goodbye to wedgies and VPL, and say hello to comfort and confidence. Whether you're squatting, lunging, or doing the chicken dance at the gym (we won't judge), Suzanne and Squaties have got your back(side) covered. Join the movement!