LOS ANGELES, CA [April 2019]—When we think about successful and sustainable business today, we often think about brand strategy, marketing campaigns, and whether or not the CEO has managed to avoid some kind of existential crisis.
Most successful companies and their leaders are recognized for their present achievements with the journey to that success often overlooked. How did they earn their success? How did this company grow? How and when did they begin to turn a profit? And how did that leader inspire others to join their cause?
Quality leadership in business is of the highest importance but is often provided with minimal recognition. Without a good leader, however; no business can hope to maintain lasting relevancy in an increasingly competitive world.
Alanic Athletic wear, founded by Johnny Beig in 2006 is a newer addition to the highly competitive sports market. With competition like Nike and Adidas, it would take a special type of leader to bring this start-up from a healthy side business to what is now an international fortress, changing the landscape of how and when we wear athletic and leisure-wear.
For Beig, this wasn’t necessarily the easiest journey. As an immigrant of Kashmir, India, his earliest years were in a city overrun by rebels where his family was consistently exposed to unfathomable danger. It wasn’t until his father moved the family to Australia that Beig began recognizing his leadership ability and passion for business.
After spending years designing uniforms for his cricket team in Australia and fulfilling more local orders every day, Beig began looking at California as a potential landing spot for the Alanic Headquarters.
“My first trip to California was in 2011, said Beig. I came here as a tourist and fell in love. I began coming more frequently and decided I wanted to do business here.”
Johnny and his brother Tony Beig began showcasing the Alanic brand at trade shows in Las Vegas. The response from consumers was the result they were hoping for.
“We brought our samples and showcased everything we had, and the people fell in love with the technology of our athletic wear, he said. We were offering products in Australia that hadn’t been introduced in America at that time. Consumers saw something innovative.”
This initial success solidified Beig’s desire to bring Alanic to the States. He moved his entire family and set up shop in Beverly Hills, hiring a team of employees that he credits with much of the success the brand has experienced.
“Our staff loves the company, said Beig. I give employees freedom and they enjoy coming to work because of it. I let everyone be independent and free because if you’re constantly in their heads, that will just add pressure. If you let them do their thing, I find that they perform better.”
Beig’s ability to passionately and positively lead is the cornerstone of the brand. Without positivity, he says, the environment would just be different.
“I have to be positive, says Beig. I’m a role model for a lot of people. I work hard so that the team knows they can work hard and achieve their goals too. I’m not a bossy-boss and I think one of the reasons Alanic is successful is because our employees love the company as much as Tony and I do.”
While Beig and his team are motivated each day to continue pushing toward continued growth and success, the looming fact that athletic wear is a highly competitive market is not lost of the Alanic founder.
“Alanic is a statement, not a commodity, he says. Our prices are competitive, our quality is better, and we are innovators.”
Andrew Thorne, Business Development Manager, says it’s this mentality that keeps Alanic in the fast lane.
“It may sound funny, but what happens when you go to a Subway store? You get the same kind of menu, says Andrew. You get the same taste, the same everything. At Alanic, we are offering a different, unique experience.”
Beig adds. “We have come up with new, trendy styles that are different from what you see in a Nike or Adidas store. This is an athleisure brand. If Alanic is only being worn in the gym, that’s one confined space. We want customers wearing [Alanic] on a date or at the coffee shop.”
Without persistence and accountability, Beig recognizes that Alanic would have never flourished in the way it has. He offers a simple piece of advice to other aspiring leaders looking to make a name for themselves in the business world.
“Never get frustrated too quickly, and never give up, he says. Sometimes when things don’t work out at first, people just get frustrated and stop pushing forward. But if you’re consistent and continue to believe in yourself, things often have a way of working out. If one door doesn’t open, a hundred others will.”