We’re excited to introduce you to the always interesting and insightful Emily Sprague. We hope you’ll enjoy our conversation with Emily below.
Hi Emily, so happy to have you with us today and there is so much we want to ask you about. So many of us go through similar pain points throughout our journeys and so hearing about how others developed certain skills or qualities that we are struggling with can be helpful. Along those lines, we’d love to hear from you about how you developed your ability to take risk?
I spent over a decade practicing law in a structured, traditional environment- one that rewarded precision, risk-avoidance, and getting things exactly right. It was a career built on logic, rules, and predictability. And for a long time, that felt like the responsible choice.
But alongside that professional life, I was raising three children and navigating the very real, very messy rhythms of family life. As a mom, especially to two highly active boFor most of my adult life, my path looked very “safe” from the outside. ys, I was constantly problem-solving, adapting, and learning on the fly. That’s where a different set of skills began to take shape- resilience, creativity, empathy, and the ability to make decisions without perfect information.
Turtlebacks was born at the intersection of those two worlds. I saw a gap in the market- boys needed better pants that worked for on and off the course and I felt a pull I couldn’t ignore. The hardest part wasn’t coming up with the idea; it was trusting myself enough to act on it. Leaving the security of a long-term legal career to build something from scratch required me to redefine what risk actually meant. I had to let go of the idea that risk was something to be avoided and start seeing it as something to be managed thoughtfully.
I developed my ability to take risk gradually, and am still working on it everyday. It started with small, uncomfortable steps: investing in the first production run, putting the product out into the world, and being open to feedback. Each step built a little more confidence- not because everything worked perfectly, but because I learned I could recover, adjust, and keep going.
The challenges have been constant: learning an entirely new industry, navigating manufacturing and supply chains (and tariffs!), balancing family life with entrepreneurship, and wrestling with plenty of self-doubt along the way. What helped me push through was building habits around consistency and reflection- showing up even when things felt uncertain, asking for help, listening and learning, and reminding myself that progress is rarely linear.
Today, the qualities that shape how I work- grit, adaptability, patience, and a willingness to bet on myself- have come from taking small, imperfect risks over time. I still deal with plenty of self-doubt, but I’ve gotten more comfortable taking chances by seeing, again and again, that growth usually sits just on the other side of the uncomfortable parts.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
Turtlebacks is a golf-inspired performance apparel brand for boys designed to keep up with real life, whether that’s school, sports, church, travel, and everything in between. I started the brand as a mom of active boys who wanted clothing that looked polished but felt as comfortable as athletic wear. I couldn’t find pants that my kids actually wanted to wear all day, so I decided to create them.
What makes Turtlebacks special is that every piece is intentionally designed with both kids and parents in mind. Our signature “Play All Day” pants look like classic “real” pants but feel like joggers, with performance fabric, stretch, and thoughtful details that make them durable, versatile, and easy for kids to move in. The goal has always been to eliminate the daily clothing battle and give boys confidence- whether they’re heading to the classroom, the golf course, or the playground.
The brand is also deeply rooted in family and youth sports culture, particularly junior golf, which has been a huge part of our story. Turtlebacks was built alongside my kids, and they’re still our best product testers and biggest critics. That authenticity carries through everything we do, from product development to how we show up in the community.
As we continue to grow, we’re expanding our product line with new performance shorts and polos, increasing our presence at junior golf events and pop-ups, and building relationships with wholesale markets. We’re also focused on creating a brand that feels like a community- one that supports kids as they grow, compete, and gain confidence, both on and off the course.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back, three qualities stand out as having the greatest impact on my journey so far.
1) Adaptability. Nothing about building a business- especially in a completely new industry- goes exactly as planned. I’ve had to learn how to pivot quickly, absorb feedback without taking it personally, and make decisions with imperfect information. Becoming comfortable with change has allowed me to keep moving forward instead of getting stuck waiting for things to feel “certain” or perfect.
2) Discipline. Ideas are easy; execution is not. Much of my progress came from developing the habit of showing up consistently, even when motivation dipped or results weren’t immediate. Whether it was learning manufacturing, refining product details, or slowly building brand awareness, committing to steady, unglamorous work has made the biggest difference over time.
3) Trusting my judgment. Early on, I looked outward for validation- experts, comparisons, reassurance. Over time, I have better learned to trust my instincts, especially as a mom and founder who knows her customer intimately. I am not a naturally confident person, so this has taken some time to build through experience, mistakes, and reflection. Learning to listen to my own voice has been one of the most difficult but empowering parts of this journey.
For those early in their journey, my biggest advice is to focus on progress over perfection. Adaptability, consistency, and self-trust aren’t things you suddenly “have,” but are built with time and repetition. Say yes to learning curves, even when you feel underqualified. Take small, manageable risks instead of waiting for a perfect plan. Show up regularly, even when results are quiet- and learn to celebrate the small wins along the way. Those moments matter more than you realize and are often what carry you through the harder stretches. Give yourself permission to change your mind as you learn more. The confidence will come.
All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?
The number one challenge I’m currently facing is building strong profit margins while bootstrapping a financially heavy industry. Apparel requires significant upfront investment- from product development and manufacturing to inventory, shipping, and tariffs- long before revenue comes in. When you’re self-funded, every decision carries weight, and there’s very little room for error.
To navigate this, I’ve become extremely disciplined about where and how we spend. That means being selective about product launches, tightening production quantities, negotiating wherever possible, and focusing on pieces that are proven, versatile, and repeatable. I’m also prioritizing higher-margin opportunities like direct-to-consumer sales, strategic wholesale partnerships that make financial sense, and thoughtful brand collaborations that expand reach without heavy spend. Most importantly, I’m building the business patiently and sustainably- making sure each step forward strengthens the foundation rather than stretching it too thin.
Contact Info:
- Website: https://www.shopturtlebacks.com/
- Instagram: https://www.instagram.com/shopturtlebacks/
- Facebook: https://www.facebook.com/p/Turtlebacks-61555926550202/
- Linkedin: https://www.linkedin.com/in/emily-sprague-179a73158/
Image Credits
Turtlebacks
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