When Thunderpants started almost 27 years ago, selling comfortable underwear first in Nelson, then nationally and later internationally, it was like most other clothing companies. There was a woman’s range, and then later a men’s range. 

Sisters Sophie and Josie have seen many changes in what people have bought, and who’s buying. While hipster briefs were the most popular for years, ultra high waisted pairs now vastly outsell them. Their fabrics are designed and printed here in New Zealand, and feel distinctly Kiwi ( Although they are also sold in the UK and the USA to others loving the designs.

A lot can change in twenty-seven years, including how we as a society see gender, and bodies. After Sophie and Josie both experienced connecting with people close to them who were either non-binary, or trans, and started to understand for “mens” and “womens” ranges could create barriers to a whole group of their customers they made a huge yet simple change. Depending on your anatomy, you can now either order a design in a “flat fronted” or “pouch front” style.

While there has been a small amount of negative feedback, the response from their customer base has been largely positive.

Their marketing campaigns have always shown their products on a diverse range of body sizes, and now the sisters plan to take this further to help give more non-binary and trans representation, along with age and body diversity.

The idea that we as small businesses can make a positive change for communities that often feel sidelined is a powerful one. Sophie and Josie didn’t do it as a marketing gimmick, but as a strong desire to make their products more accessible.

In this podcast we talk to both Sophie and Josie about how Thunderpants started, how they work together as sisters, and how they use their values to make significant business decisions including exporting, design, marketing and more

Even if you don’t “see the point” of degendering on a website, this episode will help you hear the processes this duo went through, and why they don’t regret it for a moment

In this episode we cover:
How Thunderpants started
Why values have shaped how the business has grown
What it’s like working together in the business
The alternative market growth to exporting
Why they degendered their website
What has the impact for their business been?





Important Links

Find THUNDERPANTS here

Buy your copy of Be a Spider, Build a Web

Download the free workbook

Become a part of the MAP IT Marketing facebook group

Register interest for Rachel’s content coaching programme

Rachel’s YouTube Channel

Join the My MAP IT Marketing Strategy School

When Thunderpants started almost 27 years ago, selling comfortable underwear first in Nelson, then nationally and later internationally, it was like most other clothing companies. There was a woman’s range, and then later a men’s range. 
Sisters Sophie and Josie have seen many changes in what people have bought, and who’s buying. While hipster briefs were the most popular for years, ultra high waisted pairs now vastly outsell them. Their fabrics are designed and printed here in New Zealand, and feel distinctly Kiwi ( Although they are also sold in the UK and the USA to others loving the designs.
A lot can change in twenty-seven years, including how we as a society see gender, and bodies. After Sophie and Josie both experienced connecting with people close to them who were either non-binary, or trans, and started to understand for “mens” and “womens” ranges could create barriers to a whole group of their customers they made a huge yet simple change. Depending on your anatomy, you can now either order a design in a “flat fronted” or “pouch front” style.
While there has been a small amount of negative feedback, the response from their customer base has been largely positive.
Their marketing campaigns have always shown their products on a diverse range of body sizes, and now the sisters plan to take this further to help give more non-binary and trans representation, along with age and body diversity.
The idea that we as small businesses can make a positive change for communities that often feel sidelined is a powerful one. Sophie and Josie didn’t do it as a marketing gimmick, but as a strong desire to make their products more accessible.
In this podcast we talk to both Sophie and Josie about how Thunderpants started, how they work together as sisters, and how they use their values to make significant business decisions including exporting, design, marketing and more
Even if you don’t “see the point” of degendering on a website, this episode will help you hear the processes this duo went through, and why they don’t regret it for a moment
In this episode we cover:
<ul>
<li aria-level="1">How Thunderpants started</li>
<li aria-level="1">Why values have shaped how the business has grown</li>
<li aria-level="1">What it’s like working together in the business</li>
<li aria-level="1">The alternative market growth to exporting</li>
<li aria-level="1">Why they degendered their website</li>
<li aria-level="1">What has the impact for their business been?</li>
</ul>
 
Important Links
<a href="http://www.thunderpants.co.nz">Find THUNDERPANTS here</a>
<a href="https://mymapitmarketing.com/products/be-a-spider-build-a-web-sticky-content-marketing-for-small-businesses">Buy your copy of Be a Spider, Build a Web</a>
<a href="http://www.beaspiderbuildaweb.com/">Download the free workbook</a>
<a href="https://www.facebook.com/groups/MAPITwithRachelKlaver/">Become a part of the MAP IT Marketing facebook group</a>
<a href="https://identifymarketing.lpages.co/become-a-content-marketing-master/">Register interest for Rachel’s content coaching programme</a>
<a href="https://www.youtube.com/marketingwithrachelklaver">Rachel’s YouTube Channel</a>
<a href="https://toolbox.identifymarketing.co.nz/my-map-it-marketing-strategy-course/">Join the My MAP IT Marketing Strategy School</a>

Trying to work out how all your marketing fits together is tricky, especially when you're trying to juggle everything else you need to do while running a small business.  MAP IT Marketing steps you through how to create your own marketing map, building out a marketing strategy that is practical, and will help you take action after every episode.

Listen and learn with your host, marketing strategist and coach Rachel Klaver, as she breaks down the steps of building out a marketing action plan specifically for the small business owner. (because we are different than a big company! We have smaller budgets, less resource and far less time!)

Join Rachel as she shares her own business lessons and learning, or enjoy her expert guests talking tactics to help you become more confident in your own marketing. As we walk through all the different steps you need to take to build out your marketing activity, you'll be able to note what you need to do to implement the marketing advice and tactics. Think of it as your own marketing coach, helping you sift through all the small business marketing information, and working out what you need to do next.  

Want a clear direction in your marketing? Let's come make a map. 

Trying to work out how all your marketing fits together is tricky, especially when you're trying to juggle everything else you need to do while running a small business. &nbsp;MAP IT Marketing steps you through how to create your own marketing map, building out a marketing strategy that is practical, and will help you take action after every episode.
Listen and learn with your host, marketing strategist and coach Rachel Klaver, as she breaks down the steps of building out a marketing action plan specifically for the small business owner. (because we are different than a big company! We have smaller budgets, less resource and far less time!)
Join Rachel as she shares her own business lessons and learning, or enjoy her expert guests talking tactics to help you become more confident in your own marketing. As we walk through all the different steps you need to take to build out your marketing activity, you'll be able to note what you need to do to implement the marketing advice and tactics. Think of it as your own marketing coach, helping you sift through all the small business marketing information, and working out what you need to do next. &nbsp;
Want a clear direction in your marketing? Let's come make a map.&nbsp;