Today we’d like to introduce you to Joanna Andrea.
Joanna Andrea , we appreciate you taking the time to share your story with us today. Where does your story begin?
We’re two athletes from Cali, Colombia Joanna Andrea and Sandra who came together with a shared vision: to bring high-quality Colombian sports apparel to a broader market. The idea for our company was born from our desire to start a business in the textile and fashion industry, a field where we both have strong professional backgrounds as industrial engineers, having worked with well-recognized companies in Colombia.
At the same time, we are both passionate runners, and in 2022, Joanna began taking swimming lessons as part of her journey into triathlon. During her preparation across multiple disciplines, she struggled to find apparel that offered the right balance of comfort, performance, and price. This led her to explore Colombian brands, where she discovered Frenesí, one of the most recognized sportswear brands in Colombia. After building that connection, we successfully secured distribution rights in the United States and that’s when the foundation of our business truly began to take shape.
Today, we are official distributors of specialized sports apparel for disciplines like triathlon, swimming, cycling, running, and boxing. While our brand is new and has been in development for about one year, we are backed by a strong alliance in Colombia with over 15 years of experience in the Latin American market. Our partners have an established presence at major sporting events, including Ironman races and marathons, giving us a solid foundation of expertise and credibility.
We focus on offering premium products at competitive prices, combining innovation with the craftsmanship Colombia is known for. Our goal is to grow our brand while collaborating with event organizers and sponsors creating customized race kits, team apparel, and branded merchandise. At the same time, we continue to serve individual athletes through direct, personalized sales. We work with the Latino community and people from all over the world, motivating them toward a healthy lifestyle. We actively participate in running groups, triathlons, Pilates classes, yoga sessions, among others. We also support and sponsor high-performance athletes with their apparel, athletes who represent this nation and their countries of origin in major competitions such as major marathons and Ironman events.
Where we are today is just the beginning. We’re building something that connects athletes, culture, and performance across borders.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No, it hasn’t been an easy or smooth journey. Like any entrepreneurial path, it has been full of challenges from the very beginning. One of the main difficulties has been entering a new market like the United States understanding how it works, building connections, and positioning a brand from scratch.
We have also faced challenges related to cash flow, logistics, and product importation, all of which require careful planning and management. As a new company, earning customer trust and gaining access to events or strategic partnerships has been a process that takes time, consistency, and persistence.
In addition, balancing the growth of the business with our personal and professional responsibilities has been another important challenge. However, each obstacle has helped us learn, adapt, and strengthen our vision.
More than a smooth path, it has been a journey of building something step by step with effort, resilience, and a strong belief in the long-term potential of what we are creating.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am an Industrial Engineer with a strong background in the textile and fashion industry, where I have developed experience in areas such as production, operations, sourcing, and product development. Throughout my career, I have had the opportunity to work with well-recognized companies in Colombia, which allowed me to build a solid understanding of quality standards, efficiency, and market trends within the industry.
What I specialize in is connecting the technical side of production with the creative and commercial aspects of fashion. I have a strong ability to identify opportunities, optimize processes, and develop products that meet both performance and customer expectations especially in the sportswear segment.
What I am most proud of is taking that professional experience and transforming it into a business project with purpose. Through our company, I’ve been able to combine my industry knowledge with my personal passion for sports, creating a brand that represents quality, functionality, and identity.
What sets me apart is my combination of technical expertise, hands-on industry experience, and an entrepreneurial mindset. I don’t just understand how products are made I understand how to position them, adapt them to a new market, and build meaningful connections around them. I am constantly learning, evolving, and pushing forward, even in challenging situations.
What are your plans for the future?
Looking ahead, our main focus is to continue growing and positioning our brand in the U.S. market. We want to expand our presence by building strong relationships with event organizers, race directors, and sponsors, becoming a trusted partner for customized race kits, team apparel, and branded merchandise.
We are also planning to broaden our product portfolio by introducing more Colombian brands and innovative designs that meet the needs of athletes across different disciplines. At the same time, we aim to strengthen our direct-to-consumer channel, improving our online presence and creating a more personalized shopping experience.
One of the most exciting aspects for us is increasing our participation in major sporting events especially triathlons, running races, and cycling events where we can connect directly with the community and showcase the quality of our products.
In terms of growth, we are working toward scaling our operations, optimizing logistics, and building a more structured business foundation that will allow us to expand sustainably.
Overall, we are looking forward to taking this project to the next level growing not only as a business, but as a brand that represents performance, culture, and connection within the athletic community.
Pricing:
- Individual sports apparel (tops, shorts, leggings): typically ranges between $35 – $80 depending on the type and design.
- Triathlon suits and specialized gear: approximately $90 – $180 based on features and performance level.
- Customized team kits (bulk orders): pricing varies depending on quantity, design complexity, and type of garment.
- Event merchandise (t-shirts, race kits, branded items): flexible pricing based on volume and customization needs.
- Special discounts available for teams, event organizers, and long-term partnerships.
Contact Info:
- Instagram: @Sjprogear
- Facebook: @Sjprogear
