Meet Barbara Clarke Ruiz

Alright – so today we’ve got the honor of introducing you to Barbara Clarke Ruiz. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Barbara, really happy you were able to join us today and we’re looking forward to sharing your story and insights with our readers. Let’s start with the heart of it all – purpose. How did you find your purpose?

I found my purpose by building it step by step — first by mastering my craft, then by creating businesses that allowed me to lead with heart and impact.

My entrepreneurship journey officially began when I founded BCSWIRL Inc., a design consultancy where I had the privilege of collaborating with some of the world’s top global brands — including Adidas, Nike, New Balance, ASICS, Walmart, Fila, FUBU, Disney, Jockey, Speedo, Zoggs, Eleven by Venus Williams, and Kohl’s. Working alongside these incredible companies taught me how to blend creativity, strategy, and execution at the highest levels.

But as I grew, I realized that true purpose wasn’t just helping others build their brands — it was also about building my own brands that could reflect my deeper values. That led me to launch Sport Culture Advisors, where I help other businesses scale through strategy, design, and manufacturing partnerships, and Lick You Silly, a premium dog treat brand inspired by my love for my dogs, Pepper, Chili, and Loona.

Lick You Silly was a natural extension of what I believe in — love, kindness, and quality — while Sport Culture Advisors allows me to use my global experience to help other brands grow responsibly and strategically.

Finding my purpose wasn’t a one-time discovery. It was a journey of staying close to what I love, using the skills I’ve spent years sharpening, and building businesses that spread impact, not just income.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

My career has always been about building things that matter—whether that’s designing for some of the world’s most recognized activewear brands or creating businesses from the ground up.

Through my company BCSWIRL Inc., I’ve worked with global giants like Adidas, Nike, New Balance, ASICS, Walmart, Fila, Disney, Jockey, NBA, and Eleven by Venus Williams. I even had the amazing opportunity to live in France and Germany while working with Adidas, which gave me a deep, firsthand understanding of the international market. Later, during my time as a Design Director at Walmart, I led six divisions and helped generate over $750 million per season.

But my journey didn’t stop at apparel. A very personal story inspired my leap into entrepreneurship in the pet industry. After losing a beloved childhood dog in a tragic accident and later seeing my own dog Pepper fall ill from unhealthy store-bought treats, I realized how little transparency existed in the pet food world. That heartbreak turned into a promise: one day, I would create something better.

Fast forward to today—I’m the proud founder of Lick You Silly Pet Products, a premium dog treat brand made from 100% USDA meats, produced right here in the USA. Pre-COVID, we were the pet amenity for eight Kimpton hotels, and today we’re proud to be ranked in the top 2% of dog treats on Amazon. We were even voted the best dog treat by Cosmopolitan magazine!

What makes Lick You Silly special is that it’s built on love, honesty, and connection. It’s about creating treats that nurture the beautiful bond between dogs and their people. And we’re just getting started—this year, we’re expanding with new flavors, product bundles, and broader retail partnerships to continue growing our reach.

On top of that, I recently co-founded Sport Culture Advisors with my former colleague Brian Mangione. Together, we help brands in the sports and activewear industries sharpen their strategies, expand their market reach, and drive revenue. With our combined expertise across design, sales, and marketing, we make scaling brands not just possible, but inevitable.

I love that every project I touch—whether it’s activewear or premium dog treats—comes down to the same core values: trust, quality, creativity, and heart.

And I’m just getting started. . .

Websites:
https://bcswirl.com
https://lickyousillypetproducts.com
https://sportcultureadvisors.com

My Social Media:
Facebook: https://www.facebook.com/barbara.c.ruiz.3
Instagram: https://www.instagram.com/barbaraclarkeruiz/
LinkedIn: https://linkedin.com/in/barbaraclarkeruiz
TikTok: https://www.tiktok.com/@barbaraclarkeruiz
YouTube: https://www.youtube.com/c/BarbaraClarkeRuiz
Twitter: https://twitter.com/bcruiz

Lick You Silly Pet Products Social Media:
LinkedIn: https://www.linkedin.com/company/lick-you-silly-pet-products
Facebook: https://www.facebook.com/lickyousillypetproducts/
Lick You Silly Canine Clubhouse (Facebook Group): https://www.facebook.com/groups/lickyousillycanineclubhouse
Instagram: https://www.instagram.com/lickyousillyyumyum/
TikTok: https://www.tiktok.com/@lickyousillypetproducts
YouTube: https://www.youtube.com/@lickyousillypetproducts7798

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

If I had to sum it up, the three biggest things that made a difference for me were resilience, adaptability, and building real relationships.

Resilience was everything. There were plenty of times when things didn’t go as planned, when doors closed, or when I felt like giving up would have been easier. But sticking with it, even when it was tough or unclear, is honestly what moved me forward the most.
Advice: Don’t be afraid of failure. See it as part of the process. If you can keep getting back up, you’re already ahead of most people.

Adaptability was another big one. My career has taken a lot of twists—designing activewear for global brands, living abroad, starting my own dog treat company—and the one thing that helped me through all the changes was being open to learning something new every time.
Advice: Stay flexible. Don’t box yourself into just one version of what success has to look like. The more open you are, the more opportunities you’ll spot (and be ready for).

And relationships—those have been huge. So many of my best opportunities came from people I built real connections with over time. It’s not about networking in a fake way—it’s about showing up, doing great work, being someone people trust and want to root for.
Advice: Be good to people. Build your circle early and genuinely. You never know when someone you met five years ago might open the next big door for you.

If you’re just getting started, focus on those three things. You won’t always have control over what happens around you, but you can always control how you show up, how you grow, and how you connect with others. That’s where the magic happens.

Is there a particular challenge you are currently facing?

Right now, I’d say it’s a few things, not just one.

With my premium dog treat brand, Lick You Silly, the biggest challenge is building brand awareness on a larger scale. We have an incredible product that dogs and their humans love, but like any boutique brand, getting more people to know we exist—and trust us—takes time, consistency, and the right exposure. I’m actively focusing on finding strategic collaborations, partnerships, and creative marketing opportunities to get our story and mission in front of the right audiences.

At the same time, through my consulting company Sport Culture Advisors, I’m focused on connecting with decision-makers at major apparel brands who are looking for manufacturing partners. We have incredible resources and relationships on the manufacturing side, and I’m currently working in a sales capacity to expand those opportunities. I absolutely welcome all introductions and connections as it pertains to the apparel space—whether that’s sourcing, private label, or new brand development. Every conversation helps us open new doors and showcase the value we bring to the table.

It’s a lot to juggle, but I’m a firm believer that persistence, creativity, and relationship-building will always create momentum—even if it’s one connection at a time.

Contact Info:

• Email: [email protected]

Image Credits

Pink Dress image
Photographer – Erskine Isaac
MUA// Hair: Clark Vincent