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Meet Will Hunt of Ethos in Carlsbad

Today we’d like to introduce you to Will Hunt.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
In August of 2015, I relocated to the beautiful city of San Diego! A surprisingly easy choice when asked ‘How do you feel about moving to California?’ on a 30 degree wet & windy day in the UK. It’s a pretty scary decision to move halfway across the world, especially when you have no idea what you want to do with the rest of your life.

Due to Visa restrictions, I was unable to legally work so I used my time to do a bunch of research into what it took to open my own clothing brand – something that I have always wanted to do! 6 months later, thankfully, my Green Card application was put through and I decided to bite the bullet and invest my savings in my company.

Aptitude Apparel launched in April of 2015 and I started on the journey of being my own boss. Something I loved and will never change. After realizing that Aptitude Apparel was headed way towards the fitness apparel market I decided to rebrand the company with a completely new company and logo.

Ethos launched Black Friday weekend of last year and is continuing to grow quicker than I could have ever imagined!

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It’s been anything but smooth. A bunch of problems tends to crop up each week. From supplier issues to product sizing being off to delivery issues, you name it – I’ve had problems with it.

It’s all a complete learning curve though – the main thing is that you adapt, overcome and make the necessary changes for the problems to not reoccur.

So let’s switch gears a bit and go into the Ethos story. Tell us more about the business.
Ethos is a fitness company specializing in high-quality apparel for both men and women.

We are known for our Women’s leggings that have been sold all over the US & have had a bunch of amazing feedback on. They’re half the price of bigger brands like Lululemon but as good quality!

Has luck played a meaningful role in your life and business?
You make your own luck. If you work hard you’ll see results.


  • All Leggings – $55 each or buy 2, get 1 free
  • FIRST15 gets you 15% off your first order on anything on the website (excludes existing special offers)

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