From Friends to Founders: Volée’s Rise in the Premium Athletic Lifestyle Space

How Two Friends Turned a Passion for Pickleball into a Premium Athletic Lifestyle Brand 

NEWPORT BEACH, California – (September 16, 2024) – What began as two friends sharing a casual pickleball lesson has blossomed into a thriving business venture. Ashley Rose and Kristin Leffel, co-founders of Volée, are rapidly transforming the luxury athletic lifestyle space with their multifunctional bags, and fashion-forward apparel and accessories. The entrepreneurial journey of these two women is a story of vision, grit, and passion for both the game and the business.

From sketches made in a living room to the detailed tech packs in Los Angeles, and ultimately production in Bangkok, the evolution of Volée’s product line has been nothing short of inspiring. Their initial dream was simple: create a stylish yet practical bag that can effortlessly transition from the pickleball court to everyday life. Straight lines define the sleek, minimalist design of their hero weekender bags, with a thoughtful paddle cover addition completing their iconic look.

Building a business, however, wasn’t always a straight line. Early in the production process, they were forced to move their manufacturing operations from one country to another, navigating the complexities of sourcing and realigning their business while staying true to their vision. As Rose and Leffel managed these challenges, they also embraced the opportunity to redefine their brand. Originally focused on the pickleball space, Volée has since grown into a premium athletic lifestyle collection—seamlessly transitioning from the court to the country club, to everyday.

“We’ve always built Volée to fill the space of multifunctional pieces, from court sports to daily life,” says co-founder Ashley Rose. “The growth of our brand feels full circle for me. My love for tennis in my youth and my experience in business have converged in a company I’m proud of.”

Volée is quickly gaining traction in the pickleball world, with Rose and Leffel often playing in tournaments at their home club, TTC, mingling with the pros and other leading brands in the industry. The brand’s Instagram has evolved from fun, Spice Girls-inspired content to high-end product shoots featuring professional models – an indicator of the brand’s move from playful beginnings to a more refined, sophisticated image.

“We started off as the models ourselves,” co-founder Kristin Leffel recalls with a laugh. “Now, seeing our products on recognizable faces and models that represent the spirit of our brand is surreal. It’s a testament to how far we’ve come.”

In addition to their hero bags, Volée has expanded its offerings to include apparel and accessories, always embodying the ‘Make Your Mark’ ethos. Their collection is designed not just for the pickleball court but for any athletic or social setting, reflecting their belief in sports luxe style for the modern woman. “We want to empower women to look and feel their best, whether they’re on the court or heading to a country club event,” says Kristin Leffel.

As a female-founded brand, the Volée journey is deeply personal for Rose and Leffel. For Rose, entrepreneurial spirit runs in her blood. From scaling her own medical device territory from $1 million to $4 million to founding her own jewelry line, her passion for learning, growing, and achieving is unwavering. Inspired by her grandfather, a four-star general who always instilled the importance of humility and perseverance, Rose has carried those values into her leadership at Volée. “He always told me, ‘You’re good enough to dine with kings and queens but never too good to dine with peasants.’ I try to carry that mindset in everything I do, especially in business.” It also helps, she adds, to have an entrepreneurial husband who has successfully built his own tech company. His advice and encouragement, along with the support of family, friends, and the Volée community, have helped fuel her drive to push the brand forward.

Volée’s success, though, hasn’t come without its lessons. “The fashion and manufacturing world doesn’t move at the pace I’m used to,” says Rose. “But I’ve learned to adapt, stay patient, and change direction when needed. Even if a contact fails you, you keep searching, pushing, and believing in your vision.”

In the short time since its founding, Volée has positioned itself as a leading brand in the athletic lifestyle space. You can shop the line on Carbon38 or https://thevolee.com/.  With their sights set on further expansion, Rose and Leffel are excited to continue innovating and pushing the boundaries of what it means to be a premium brand in sports and lifestyle…making their mark everywhere they go!