In a sedentary world where people are stuck sitting at their desks, Joel Heath is out there trying to set the world in motion. Founder and CEO of FluidStance, Joel is an entrepreneur who never stops moving. He is the type of guy who would jump off a cliff and figure out how to build wings on his way down. He has the mentality to figure out how to make something happen no matter what obstacles arise.
After working for the Vail, Colorado Tourism Bureau for 10 years, Joel began his entrepreneurial career with the creation of a company he called Untraditional in 2002. It was a brand promotion agency that focused on strategic events, athletics and charitable outreach. His niche concentrated on adventure sports, where he invigorated the next generation of outdoor buffs with the creation of the GoPro Mountain Games. Joel successfully grew these Mountain Games to become the largest outdoor adventure event in the world.
Joel left the adventure sports world in 2009 when he was asked to be the Global Marketing Director for Deckers’ brand Teva. Not too long after, he became president of Teva. He spent 5 years with Teva living the corporate lifestyle, spending hours behind a desk or sitting in board meetings. For a man who made his career in the outdoor scene, he became confined to an inside working life. It made him think that we don’t have to hand over our body for a job for the mind. We don’t have to let our chair become a jail. Being a productive worker is not synonymous with being confined to a still place. Productivity comes from being in a state of flow and having a sense of movement. So, Joel set out to figure out how to make office life more fluid.
In 2015, FluidStance was born. Joel created a product that allowed people to increase their energy expenditure but still maintain high keystroke productivity. In other words, Joel figured out how to maximize flow. It took Joel 27 different prototypes until he locked down his design. You can’t get discouraged when your first design or first product doesn’t work. You have to pivot. Pivoting is the key to entrepreneurial success. Where other people see failure, entrepreneurs like Joel see the need to change direction. Failure doesn’t always mean stop. Failure means change your mindset. Joel believes that you have to have the all-in mentality; the do whatever it takes to make it happen mentality. You are just one pivot away from greatness or death.
Starting your own business can seem scary. You don’t know how it’s going to work out. You are staring into the abyss. Joel has been there more than once. He has successfully run two companies and created two of his own. His advice is to give something your all and figure things out on the way. But if you want to prepare ahead of time, the best advice he can give was bestowed upon him by a former mentor Jessica Buttimer, the marketing and global planning leader at Sonos. You need to find a niche that is small enough for you to be the world’s expert, but big enough to matter. Joel found his niche with FluidStance, and now he is making it matter by setting the world in motion.