Rhone Founder Explains Why Mental Fitness Drove the Brand's Strategy

Rhone co-founder Nate Checketts didn't set out to solve the loneliness epidemic when he launched his premium men's activewear brand. But nine years later, addressing male mental health has become central to everything the company does.

The brand emerged from a simple observation during a family gathering. Checketts noticed his brother-in-law's reluctance to wear Lululemon outside yoga class, citing the brand's feminine positioning. That conversation revealed what Checketts calls "the white space" in premium men's activewear between legacy brands like Nike and women-focused companies.

Rhone's early differentiation came through obsessive product testing and quality focus. Checketts and his team studied customer behavior patterns, asking suppliers technical questions about common pain points like slipping ankle socks. The approach paid off when Equinox agreed to carry Rhone on consignment, eventually making it their top-selling men's brand after outselling both Lululemon and Nike.

The brand repeated this success at Peloton, where Checketts personally pitched founders John and Jill Foley. Rhone became Peloton's leading men's brand by prioritizing partnership over profit margins in the early relationship.

But Checketts saw apparel as just the entry point for a larger mission around mental wellness. Rhone developed "The 12 Pursuits" program, inspired by Ben Franklin's 13 virtues, with monthly themes covering sleep, service, and social connection. The company also hosted "Mind & Muscle" events combining workouts with group therapy-style conversations.

"Clothing was just the entry point," Checketts said. "We wanted to help people live better, not just perform better."

The approach addressed a growing crisis Checketts observed in male friendship patterns. Statistics showed men reporting six close friends a decade ago compared to just 22% today, reflecting what he calls "a huge societal shift" toward isolation.

Despite initial hesitation, customer demand drove Rhone to launch women's activewear in 2024. Thirty percent of Rhone's customers were already women buying for men in their lives, consistently asking when the brand would serve them directly.

The women's line avoided typical yoga-focused marketing in favor of positioning female customers as equals to their male counterparts. Products included subtle affirmations stitched into garments and design elements reflecting how women move through their daily routines differently than men.

"The female customer often understood our mission faster than men did," Checketts noted. "They got it."

The women's business exceeded expectations from launch, validating Rhone's community-first approach across gender lines. Female customers particularly responded to the brand's emphasis on mental fitness alongside physical performance.

Checketts positions Rhone's future around deepening human connection rather than chasing technology trends. The brand continues prioritizing shared experiences through events and partnerships while expanding its wellness programming beyond traditional activewear marketing.

The strategy reflects Checketts' belief that premium apparel brands must address cultural needs beyond product functionality. By focusing on mental health and community building, Rhone has differentiated itself in an increasingly crowded activewear market while building sustainable customer loyalty around shared values rather than just fabric technology.