In this episode of the Après Business Podcast, host Rebecca Babicz sits down with Lisa Gilliland, Manager of Community at Title Nine, to unpack how a mission-driven brand builds community, empowers women, and scales impact beyond traditional retail.
Lisa shares her unconventional journey from daycare teacher to leading community at Title Nine, revealing how a simple lunchtime workout encounter changed her career trajectory. From there, she dives into the brand’s origin story—founded by Missy Park in 1989—and how Title Nine has grown into a hybrid retailer and product brand centered around women’s empowerment in sports and the outdoors.
The conversation explores Title Nine’s unique “abundance mindset,” where they intentionally sell competing products to elevate women-owned brands, not suppress them. Lisa also breaks down their ecosystem of ambassadors, influencers, and affiliates, and how they prioritize authentic relationships over transactional marketing.
A major highlight is Title Nine’s PitchFest and Trailblazer programs, which actively support female founders by addressing real barriers like access to sales representation and distribution. This episode is a deep dive into what it actually looks like to build a brand rooted in mission, community, and long-term impact.
Quotables
Lisa Gilliland:
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“At the end of the day, success is getting more women outside and helping her find her way.”
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“Our secret sauce is not that you only buy Title Nine. It’s that you buy women-owned gear made by women for women.”
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“We don’t see them as competitors. We see them as partners that elevate our assortment.”
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“It’s not about being Insta-famous. It’s about telling your friends what actually works.”
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“I just want more women to know that they can get outside.”
What You’ll Learn
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How Title Nine built a mission-driven retail + product hybrid model
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Why selling competitor products can actually strengthen your brand
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The difference between ambassadors, influencers, and affiliates
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How to create authentic influencer partnerships that last
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Why community > content in long-term brand building
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How Title Nine supports female founders through PitchFest and Trailblazer programs
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The importance of solving real bottlenecks (like sales distribution) for small brands
Key Takeaways from This Episode
1. Mission drives everything: Title Nine measures success not just by revenue, but by how many women they inspire to get outside.
2. Abundance beats competition: Instead of guarding market share, Title Nine grows the ecosystem by promoting other women-owned brands.
3. Community is the growth engine: From ambassadors to retail events, real-world relationships outperform purely digital strategies.
4. Authenticity wins in influencer marketing: Long-term, relationship-based partnerships outperform one-off paid collaborations.
5. Solve real problems for your ecosystem: Programs like Trailblazer exist because Title Nine listened to founders and addressed real barriers like sales access.
6. Brand loyalty comes from trust, not reach: An ambassador with 11 followers can be more valuable than a large influencer if trust is high.
People and Resources Mentioned in This Episode
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Missy Park – Founder & CEO, Title Nine
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PitchFest – Title Nine’s program supporting female founders
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Trailblazer Program – Initiative connecting women founders with sales reps
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Callaway & Co. – Women-owned sales rep agency
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Popfly – Ambassador/creator management platform
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WildRye – Women’s mountain biking apparel brand
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Seniq (brand) – Example of partner brand carried by Title Nine
🔗 Connect with Lisa
- LinkedIn: Lisa Gilliland
🔗 Connect with Becca
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Podcast Website: The Après Business Podcast
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LinkedIn: Rebecca Babicz