348 | Redefining Loyalty as Multi-Brand Status | with Ty Haney

Ty Haney is a serial entrepreneur and three-time founder best known for building Outdoor Voices into one of the most recognizable activewear brands of the last decade. After proving that approachable, inclusive movement could compete with performance-first giants, Ty went on to launch Joggy, a natural energy brand, and TYB, a community commerce platform powering engagement for 200+ brands including Rare Beauty, Glossier, OUAI, and Urban Outfitters.

What started as a personal pain point, wanting activewear that reflected her own lifestyle has scaled into a playbook for how to turn authenticity into category-defining brands. With TYB, Ty is now helping consumer companies reimagine loyalty, moving beyond points and email blasts into gamified, multi-brand ecosystems where fans prove their status, earn rewards, and build daily habits with the brands they love.

Ty’s story blends personal insight with category innovation. From turning Outdoor Voices into a movement brand, to navigating the challenges of inventory-heavy DTC, to now building a software platform that redefines how brands grow, she’s seen the ups, downs, and pivots that come with scaling in Ecommerce.

Whether you’re building a DTC brand, rethinking customer loyalty, or searching for new ways to deepen community engagement, Ty offers an unfiltered look at what it takes to transform personal pain points into platforms that fuel the next era of growth.

In This Conversation We Discuss:

• [00:24] Intro
• [01:08] Starting a brand from personal pain points
• [02:34] Expanding offerings while simplifying choice
• [04:40] Focusing on product before scaling
• [06:17] Building go-to-market around community
• [07:36] Stay updated with new episodes
• [07:48] Building momentum with early funding
• [08:27] Pioneering UGC early on Instagram
• [10:06] Challenging the direct-to-consumer thesis
• [12:16] Building TYB from hard-earned lessons
• [13:21] Episode Sponsors: Electric Eye, Heatmap, Grow
• [16:30] Starting new ventures after stepping away
• [17:33] Building TYB as a rewards platform
• [18:56] Expanding into Target and Erewhon retail
• [20:51] Scaling community commerce into growth
• [23:21] Expanding loyalty into daily engagement
• [27:47] Inviting brands to build fan channels

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Technical apparel for recreation outdoorvoices.com/
• Plant-based steady energy supplements getjoggy.com/
• Community rewards platform, where community engagement pays off tyb.xyz/
• Follow Ty Haney linkedin.com/in/ty-haney-a4b1561a
• Schedule an intro call with one of our experts electriceye.io/connect
• Clear, real-time data built for ecommerce optimization heatmap.com/honest
• The Premier Conference for Ecommerce Operators joingrow.com

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