Why Allie Lindenmuth Is Dedicated to Maternity Activewear

Allie Lindenmuth, founder of Anook Athletics, poses in front of a glassy lake surrounding by trees while pregnant and wearing a light gray striped cardigan.

When Allie Lindenmuth became pregnant in 2016, she found it nearly impossible to find high-quality maternity and postpartum workout gear for active moms like herself. After seeing this gap in the market, Allie’s idea for Anook Athletics was born. Inspired by her mission to support mamas on the move, we talked to Allie about her passion for serving women, the challenges of being a female founder, and the importance of treating your business like a friend.

Annok Athletics Founder, Allie Lindenmuth, with her child standing in front of an open grassy field at golden hour.

When did you start your company?

I began creating Anook Athletics in the early spring of 2018. After a year and a half, we launched in October 2019.

Why did you start your company?

I started the company because I saw and experienced a hole in the market. As a prenatal yoga teacher and mom, I noticed there was no real athletic wear for women who were on their motherhood journey, but still wanted to stay active. I wanted to change this.

Tell us about yourself.

I grew up in Encinitas, CA and moved to Austin for college. I ended up staying and met my husband, a native Austinite. I have been teaching yoga for 10 years after leaving my career in the nonprofit world. We have an almost-three-year-old little boy and a crazy golden retriever, Huckleberry, who is famous for spending time on our roof. He even has his own Instagram following.

What was one challenge you overcame during the early days of your company?

People liked to call my business a pet project. I think as a woman, and even more so as a mom, it can be harder for people to take your business ideas seriously. Although I haven’t worked in the fashion industry, I knew what women, including myself, needed, and I wasn’t going to let doubts get in the way of what I could create. I pushed through and developed a product I’m confident in and something our customers celebrate.

Was there anyone who helped pave the way for your business or your path as an entrepreneur?

My husband has really been my guide. Starting your own business is one of the biggest risks you can take. He really pushed me to go for it, knowing that whatever I put my mind to and passion behind, I can achieve.

What are some of the ways entrepreneurs today can help raise and inspire the next generation of women entrepreneurs?

Constantly remind each other that women can do anything we put our focus behind. Women can be each other’s biggest advocates, and while it may be challenging to embark on a journey without knowing where it will lead, the change we can create can be incredibly impactful.

What’s the best piece of advice you’ve ever received?

I had a friend recently pass along some really wonderful advice, to look at my business like a friend. What kind of friend do I want my business to be? One that doesn’t know boundaries and that I allow to take advantage of me? Or one that I am excited to see and has boundaries? As a founder, it can be really hard to put the work down. I want my business and I to have a healthy relationship and that means that I need to be able to take space at times. I am still learning how to set boundaries with my work, but I am getting better at knowing when it is time for me and family time.

Women can be each other’s biggest advocates, and while it may be challenging to embark on a journey without knowing where it will lead, the change we can create can be incredibly impactful.

What’s the most fulfilling part of your job?

That I am serving other women and mamas. Mamas give their families everything and rarely take time to nourish themselves. I feel fulfilled knowing we are supporting women physically and emotionally who may not otherwise be supported.

If you could give your younger self advice, what would you tell her?

To not worry so much about the opinions of others. I can’t tell you how much time I have spent over my lifetime trying to please others at the cost of my own well being. I am really trying to honor that we are not everyone’s cup of tea and all that matters is that I am authentically me and kind in my words.

How would you describe yourself in three words?

Passionate, strong. and empathetic.

What quality do you love most about yourself?

How much love I have within me to share with people.

When do you feel most beautiful and/or confident?

Honestly, when I am practicing yoga. I feel so connected to my body and this brings so much self-love.

When and where are you happiest?

I am the happiest when I am back home in Encinitas. I absolutely love living in Austin, but I feel a true sense of peace when I make it back to the ocean. It truly rejuvenates me.

What’s the top song on your playlist right now?

Everything to Everyone, by Bahamas

What is your motto?

Ride the wave.

What are your favorite ways to practice self-care?

I love taking time for yoga and massages. My body is so tight all the time from carrying a 2.5-year-old around. It is so important for me to take care of my body physically. As for mental self-care, I take a lot of baths after my little one goes down for the night. It really calms me and allows me to recenter. I am an introvert and I have found especially as a mom, I crave alone time. Things like going out no longer serve me the way they used to.

Follow them on Instagram @anookathletics and discover their collection at anookathletics.com.