We recently connected with Janelle Holter and have shared our conversation below.
Hi Janelle, thank you so much for taking the time to chat with us about some important, but personal topics.
One that really matters to us is overcoming “Imposter Syndrome” because we’ve seen how so many people are held back in life because of this and so we’d really appreciate hearing about how you overcame “Imposter Syndrome” along your life journey.
As the Founder and managing partner of TVLA YOGA, a yoga business based in Boulder, Colorado – you probably expect me to answer this question about imposter syndrome with some inspiring words from Deepak Chopra or Theodore Roosevelt saying, “Comparison is the thief of joy.” Then follow that sentiment with a cliché phrase like… “Yoga changed my life, and it can change yours too.”
I could sit here and list all the impactful ways it has supported me for the better half of my existence on this planet and point out how it elevated my entrepreneurship journey. The thing is… you don’t want that interview. You don’t want to be sprinkled with “bliss bombs of abundance” and Sony snapshots of me smiling upside down defying gravity (we both know those are just highlight reel mementos anyway). The impressive-looking stretches across social media platforms that seem to promote others above real-life hurdles, stress, sickness, and heartache is almost uninspiring… You know?
I am here to tell you that imposter syndrome will visit you in this lifetime.
Repeatedly.
No matter who you are or what you do.
Imposter syndrome can feel like unexpected guests arriving with 6 of their craziest friends, asking you to be their most gracious host as they nitpick every piece of your life apart.
Imposter syndrome will stress you out and leave you feeling: anxious, discouraged, overscheduled, unqualified, uninspired, unmotivated, and possibly dumped on your booty by someone you loved with your entire heart chakra because you can’t see beyond your negative self-talk (I know, I know. The yoga chakra lingo drama).
So, before you can overcome an issue, as my therapist has told me, it’s best to define said “issue”.
Let’s start there. What is imposter syndrome?
Definition from Oxford Languages: “The persistent inability to believe that one’s success is deserved or has been legitimately achieved as a result of one’s own efforts or skills.”
TVLA was born in 2017, when I was in my twenties. I was paying off college loan debts, working multiple jobs (medical, fitness, + retail), and searching for a way to blend my passion for fitness + wellness with my biomedical science background. I was working full-time as a fitness professional, facilitating multiple Yoga Alliance certified trainings, and selling out international retreats. My clients ranged from beginners to pro-athletes with similar goals – to cultivate a healthier mind-body relationship through movement. However, many of them didn’t have the luxury of money or 8-12 weeks to invest in a program with me and I saw them getting frustrated, falling out of practice, or dealing with injuries on a regular basis.
They were simply “doing their best” and dealing with their own versions of imposter syndrome along the way.
However, this diverse combination of students and teaching experiences gave me insight into the broad world of fitness accessories, and I started taking notes. I quickly realized as a professional in the industry, I was a steward of modern movement seeing hundreds of clients in a day and I needed to pay closer attention to the pitfalls they were experiencing in the gear they were investing in.
After compiling 2 years of feedback, streamlining a product vision, and scheduling a meeting with the Boulder Chamber of Commerce – I was kindly given a pat on the back, followed by a handshake, and some contacts of people I *could* network with in my community who *could possibly* help me create a product that didn’t exist in the market yet.
*Insert* imposter syndrome.
I remember sitting in my car after the meeting, looking at the couple names listed on the sticky note attached to my steering wheel. Trying to figure out the great question, “Is this even worth it?” All the reasons to “Stop now.” started to flood into my head. Many people told me to “stay in my lane” or “stick with what you’re good at”. I was told “You’re a little young to be starting a business that wants to compete with lululemon and Manduka. They own the market already.” “Can you financially afford this? Do you even have a budget?” And my personal favorite remark, “Do you have any clue where to start with designing a product?”
Some of these questions came from people I trusted, valued opinions of family, friends, and mentors….
But these listed comments only represent a fraction of the conversations I had with myself in my own head.
So, you’re probably wondering – how do / did I overcome imposter syndrome? You might eye roll with the answer, but it’s simple – yoga.
Yoga is not about performance. It’s about practice.
This dedication applies both ON and OFF the Align[MAT]. If you want to get better at anything in life it takes an investment of time. Confidence, creativity, connection, and consistency all translate off the mat with repetition. There’s a lot more to yoga than flexible hamstrings, handstands, and rock-solid abs. Yoga instills life skills and ethics – which helps people navigate the fluctuations of their own mind and explore learned perceptions.
I am by no means saying, purchase a TVLA Align[MAT] and you will never experience imposter syndrome again. However, I will tell you that yoga fosters a more steadfast mind and capable body. That kind of foundation creates more intentional choices which promotes your ability to focus, show up in your life / relationships, increase creativity lightbulbs, and even drive a greater sense of “purpose” in your day-to-day routine. Yoga is about managing a clearer sense of who you are at your core, noticing how you feel without attachment to it, and giving you the choice to respond (not react) to the situations around you.
Tell me a better way to counteract imposter syndrome? I’ll wait.
Let’s take a small detour – maybe you can share a bit about your entrepreneurship process before we dive back into some of the other questions we had queued for you?
Thinking back to my first yoga mat…
My hands and feet would slip — causing me to feel tense in my neck and tight in my low back. I learned about “repetition injury” in my exercise physiology lab and had seen its effects with my students – wrist, shoulder, low back, and knee pains were common complaints. A Yoga Alliance survey noted that 67% of individuals do yoga at home, that means many people are not getting in-person instruction for their personal alignment and necessary modifications. Wouldn’t it be nice to have an anti-slip surface that offered reference points to track alignment to avoid injury?
This inspired me to draw lines on my mat to bring awareness to proper body mechanics when I would demonstrate posture breakdowns in my classes, trainings, workshops, retreats; however, the lines would wash away with my sweat. I knew I needed to create something that would not fade, peel, or wash away with repeat use.
After more research, I realized the industry standard for mat dimensions were designed for people with a height of 5’4” which was not adequate for my height of 5’7”. I wanted to create something that offered a little more “breathing room” for physical therapy appointments, HIIT workouts, and restorative stretching. It should also be noted that during COVID there was a 20% increase in men trying yoga for the first time – what about their height or athletes or any taller individuals being accounted for in exercise mat dimensions? I wanted to make quality improvements to this industry standard.
When I started shopping for a new mat – it became obvious what I was looking for didn’t exist.
It took three years to develop the Align[MAT]. We were invested in the details:
- A grooved bottom side to create a secure foundation during more active style workouts
- Comfortable top layer to absorb sweat, support grip, and easily wipe clean
- Natural rubber, free from – glues / latex / BPA
- Laser-engraved lines to support consistent alignment and avoid injury
- Dimensions to accommodate taller heights with room to stretch and breathe
In 2011, I remember hearing someone ask in a Business of Yoga Lecture, “Do you think yoga’s just another workout trend?” Our presenter responded saying, “It’s a 5000-year-old practice and it’s only gaining popularity. I think we are beyond it being just a trend.”
The TVLA details were inspired by a book called “LET MY PEOPLE GO SURFING”. The author is the founder and owner of Patagonia, Inc. a respected businessman and responsible environmentalist. His book shared how he got started and it resonated with my own journey – make quality improvements to products I used on a regular basis within the fitness industry.
The Boulder yoga community lives their life outdoors, often with their four-legged friends. We donate a portion of every purchase to the Boulder Humane Society monthly in honor of TULA (short for Tuladandasana) who inspired our name TVLA! The “V” represents finding your symmetry, the Colorado mountains, and of course downward facing dog.
Keeping the environment top of mind is something I hold at the top of the list for all product development. We have switched all our mats to recycled packaging and I am working on sourcing a recyclable towel material for our next yoga accessory. We successfully created an eco-friendly, anti-microbial, + biodegradable Premium Cork Align[MAT] V1 that just launched this year and is outselling name brand competitors nationally.
People often ask me what makes TVLA “different” and I believe it’s our dedication to the details. That’s why the Align[MAT]’s design has gained genuine support on a national level with partners like Spartan Race, CorePower Yoga, and over 200 boutique fitness studios to date — a huge win for our female-owned business in Colorado.
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?
In my own experience, I feel that life is rarely black or white anymore. Every person is a collection of their own distinctive assets, experiences, and choices. When people reach out to me for advice, I often respond with questions to help direct them to find their authentic answers without my opinion polluting their intuition or “true north”. In terms of how they can best develop or improve themself – I like to ask questions about their unique resume of talents, what they like to do in their “free time”, and who they look to for inspiring short- and long-term goals.
I have a firm belief that everyone should continue to learn, reflect, and make edits that align with their ever-changing life ambitions. I recognize there’s a lot of risks that accompany this statement because it means you must be willing to explore your boundaries without quitting or letting imposter syndrome settle in. It requires you to explore your own ideas of “how things should be” or “how you want things to be” and evaluate yourself as to why you are or are not achieving those ideas. Habit stacking is something that has changed my life when it comes to accomplishing goals. It’s worth a google search, check it out.
If I could offer one precious piece of advice it would be “Practice the art of start.” Buy the website domain, write the first page of the memoir, sign up for the race, set the alarm to start waking up early, meditate for 3 minutes, try a new recipe, download the dating app, or ask a person in the industry for the advice. It takes courage to begin, but it does get easier – that’s the beauty of momentum. Every time you do something for the first time you are learning perseverance and another door opens.
There’s no golden handbook, rogue roadmap, or tech-savvy iPhone app for figuring life or entrepreneurship out.
I have had conversations about “where I could have been” and “where I see myself in 10 years.” I often find myself driving, deep in thought, wondering if I am behind… ahead… or breakeven at this point? With no scoreboard to reference in this game of life, it’s hard to tell honestly. Yet, I am consistently reminded day-after-day, we all play by different rules and handicaps.
However, an important quality I strive to embody in my relationships, work, and life is having a personal code of ethics, I think my background in the medical world inspired it. I aspire to conduct myself with integrity, fidelity, and honesty. It’s a daily practice, but I openly take responsibility for my actions and strive to commit to agreements I only intend to keep. I know deep in my heart that I will never intentionally engage in any form of malicious harm to another person or animal. My hope is through my behavior toward dignity and a greater sense of inner calm, I create a positive and inspiring ripple effect outward for those I come in contact with.
A little intention can go a long way. In more than just business.
Awesome, really appreciate you opening up with us today and before we close maybe you can share a book recommendation with us. Has there been a book that’s been impactful in your growth and development?
Let My People Go Surfing: The Education of a Reluctant Businessman
Was written by Yvon Chouinard. He wears many inspiring hats that are not limited to: legendary climber, creative businessman, active environmentalist, and founder of Patagonia, Inc.
His book shares how he got started, that persistence paired with courage will take you places, and that a code of ethics in business can thrive. He has built one of the most respected and environmentally responsible companies on earth and is still making innovative improvements to products used on a regular basis within the outdoor gear industry. Let My People Go Surfing is the story of an entrepreneur who brought quality designs improvements + doing good for the globe into the heart of his business – this book resonated on so many levels and I highly recommend the short-ish read.
Contact Info:
- Website: https://tvlashop.com/
- Instagram: https://www.instagram.com/tvla_yoga/
- Youtube: https://www.youtube.com/@tvlayoga8835
- Other: https://linktr.ee/tvla_yoga
Image Credits
Ryan Varga Kelly Lund
