2. Proprietary & Confidential 2Wolaco 2019 Way of Life Athletic Co.
WOLACO is a performance apparel
company empowering the pursuit of
personal growth through an endlessly
active lifestyle. Founded on a first-of-its
kind compression short, our innovative
products provide the everyday athlete with
the efficiency and freedom to move at a
moment’s notice.
WHO WE ARE
Williamsburg, BK
3. WHY WE’RE DIFFERENT
Proprietary & Confidential 3Wolaco 2019 Way of Life Athletic Co.
The billion dollar brands we wore our entire lives were
built with messages for professional athletes, and the
boom of athleisure made dog walking a sport.
we are NOT for the professional athlete.
we are NOT athleisure.
Way of Life Athletic Company represents a new
era of generational thinking that has set out to
capture the active apparel market for the
urbanite. We build grassroots communities and
are the first digitally native co-gender active
lifestyle brand rooted in New York City.
Financial District, NYC
5. We run NYC’s highest
attended weekly workout.
We have over 9,000
customers in NYC and this
summer alone we worked
out with +3,000 at our
weekly concept called
WOLACO WEDNESDAY.
This is a program we’ll look
to scale to our top 3
markets in 2020.
Proprietary & Confidential 5Wolaco 2019 Way of Life Athletic Co.
of our customer base
lives in New York City
X%
Proof of Community
TriBeCa, NYC
6. Proprietary & Confidential 6Wolaco 2019 Way of Life Athletic Co.
Competitive
Landscape
Global Sportswear
market
FEMALE
ATHLETICS ATHLEISURE
MALE
Four incumbents billion
dollar brands make up of
the vast majority of the
global sportswear apparel
market valued at $84B. This
does NOT include footwear.
**Sportswear Market Size, Share & Trend
Analysis Report, Grand View Research
…according to Andy
Champion, Nike’s EVP and
CFO, the company reported
it only generates about one-
fourth of its revenue in
women’s wear.
**Forbes, March 1, 2019
7. Proprietary & Confidential 7Wolaco 2019 Way of Life Athletic Co.
Competitive
Landscape
Global Sportswear
market
FEMALE
ATHLETICS ATHLEISURE
MALE
Since 2015 we’ve seen a
sea of brands that are riding
the wave of athleisure OR
attaching themselves to a
specific sport (i.e, CrossFit,
bodybuilding).
8. Proprietary & Confidential 8Wolaco 2019 Way of Life Athletic Co.
Revenue
Acceleration
11% 25%
100%
245%
2016 2017 2018 2019 2020
IN TOTAL SALES SINCE 2015
AVG. COST OF GOODS
AVG. PRODUCT MARGIN
Triple digit growth in 2019 is
a result of the introduction
of new product styles and
the investment into
marketing infrastructure.
9. Proprietary & Confidential 9Wolaco 2019 Way of Life Athletic Co.
Hitting Our Mark
Consumer demand and
retention strengthen YoY.
Currently a Xx CAC to LTV is
market validation that we
need to spend more
aggressively on acquisition.
Average cart size is
currently at $XX and
continues to climb as we
add new styles.
Lifetime Value
(LTV)
Customer
Acquisition Cost
(CAC)
Repeat Purchase
Rate
Chelsea, NYC
10. Proprietary & Confidential 10Wolaco 2019 Way of Life Athletic Co.
• 4-6X Spend on Paid Digital
Acquisition (Please reference
slide 7 for CAC to LTV)
• US City Marathon Tour
• COMMUNITY
2022202120202019
• Co-branded drops with aligned
brands and media partners
• Doubling of product styles
• Extended Wholesale
Distribution
• Q3/Q4 Pop Up Model 3 Cities
• NYC Retail Flagship
• Owned and operated end to
end fulfillment
• WOLACO Wednesday running
in 5 cities nationally
$XMM SEED FINANCING
Q3 2020
250% Growth
SERIES A FINANCING
Q3 2021
Revenue &
Investment Journey
$X PRE-SEED
100% Growth
YOY
300% Growth 250% Growth
INVESTMENT
REVENUE
Growth
Initiatives
11. $750,000
Proprietary & Confidential 11Wolaco 2019 Way of Life Athletic Co.
Digital Customer Acquisition
Facebook / Instagram + Google Search
New Product Development
2X WOLACO Women and Men’s product offering
Retail Introduction
2020 three month term retail pop-up
Community Events & Activations
WOLACO Wednesday
Community event expansion
Misc. Operating Expenses
Legal / Accounting / Analytics
Office
Cash Reserve
Use of Funds
DIGITAL
CUSTOMER
ACQUISITION
40%
NEW PRODUCT
DEVELOPMENT
16%
MISC
OPERATING
EXPENSES
16%
RETAIL
INTRODUCTION
12%
RESERVE
7%
COMMUNITY
12%
13. Proprietary & Confidential
13
Wolaco 2019 Way of Life Athletic Co.
TERRY WHITE
FOUNDER, CEO
• Harvard graduate class of 2012
• Harvard Lacrosse Team Captain
• Manages operations and product
development at WOLACO
• Founded WOLACO with $8K in
personal savings to $2.5mm in
total sales
ERIN FALTER
CO-FOUNDER, CMO
• Notre Dame graduate class of 2014
• Manages all marketing functions
and oversees women’s product
• Previously of Publicis Group +
VaynerMedia
• Former clients include Mercedes
Benz & General Electric
• 200 hour Yoga Training Certified
NICK DIO
CO-FOUNDER, CCO
• Currently leads small business
education at VaynerX
• Creative lead at WOLACO since ‘16
• 6+ years in commercial production,
specializing in digital content
• 5x NYC Marathoner
