It all started with Twitter in 2010.
Everyone was talking about it. Ashton Kutcher was doing it. I finally signed up. I didn’t get it.
So when someone followed me, I’d scan through their tweets to get a feel for how other people were using it…a quick way to learn the nuances of how to use a scant 140 characters to be useful, interesting, pointless, hilarious, narcissistic or snooze worthy, depending on what you’re going for.
Then one day, I came across this chick:
And then there was cyberstalking
Sally Bergesen is CEO and founder of her own women’s running apparel company in Seattle (Oiselle), mom, runner, and creator of a string of hilarious, witty, and thoughtful tweets.Β I followed her back, hoping I could learn a thing or two about using twitter, and since Picky Bars was just getting going, maybe learn about running a business while I was at it. This is what I learned:

She shares my obsession with birds, but actually has the guts to paint them on her living room wall…
Pretty soon Oiselle people seemed to be all over the place. I’d see a random graphic tee I liked on some chick, compliment her, and she’d go on to tell me that it’s made by this women-run business in Seattle, blah blah blah, Oiselle. I realized some of my favorite ALF readers, commenters, and twitter personalities happened to be Oiselle brand ambassadors, and then there was more evidence of awesomeness:

Even though I wasn’t on their Hood to Coast team, I could tell I would have fit right in with ambassadors like Erin Ward. I own that headlamp. And that banana phone.

Sara “Mac” Robinson not only worked at Oiselle, but ran fast, modeled, wrote an interesting blog, and was super cool when I met her randomly in Eugene…are all of them this cool?
Before long, major Girl Crush, and brand crush.
A fantasy took shape about an alternate, impossible life where I’d get to run for a company like Oiselle, and work closely with the people that were featured on Sally’s Instagram. But that would never, ever happen.
At the end of 2010, Oiselle was a small brand. Nike probably made more money on winter glove sales in California than Oiselle did on their entire line that year. And running a small business of my own, I knew that sponsorship beyond a little bit of free stuff is impossible until your company gets to a critical point of growth. I’d tell myself,
Maybe in a couple years when my contract with Nike is up, they’ll be big enough. Maybe it’s possible. Maybe…
But there was no way.
In 2011, the crush just got worse. We hung out at a few running events. Β They kept coming out with awesome, creative products. For the first time, I became jealous of another brand’s stuff. Their tweets were too funny. They were too talented. They followed and supported the entire women’s running world, regardless of what brand the women wore. These Oiselle people were clearly crazy. They were having too much fun.
An unofficial visit.
By the time the end of 2012 came around, I was a goner. These clearly insane, fashionable women…they were officially my friends, in real life. With my contract coming up in a few months, it was time to explore the real possibility, so I went to Seattle to check out my new friends’ operations and feel things out for a long weekend. Surely they couldn’t be this cool in their natural human environment, they’d let me down gently, and I could finally put this fantasy out of my head.
We ran, we talked, we did yoga, we worked on our respective jobs, we giggled like teenagers. I spied on everything in their office, the office I’d only seen bits of in pictures, and got a feel for the inspirations that moved them. My creative energy was flowing and I was in awe. I stayed with Bob and Sarah Lesko, new twitter friends who were ex Yale student/atheltes, previous Gag’s runners, track fans, and Oiselle investors/super fans. We boated in the autumn sun, played guitar, sang songs, and stayed up past 1am talking every night.
Everyone I met was even better than what I imagined from the internet. I’ll never doubt eHarmony again.
Putting it out there
As Sally and I picked sushi off the conveyor belt during our final lunch, we talked about our visions for the future. I didn’t feel guilty about wanting to take a year off to start a family. I felt supported when I talked about the uncertainty of the future, and my commitment to a balanced life, even if that results in 5 seconds off my ultimate super-human 5k potential. Sally talked about her dreams for Oiselle, her passion for her family, a vision of collaboration, and a desire to help shape the sport she loved. Things lined up, dream for dream. We didn’t know how it would work out exactly, but we knew we wanted it to.

The birds made some Fleshman Flyer shirts at the Trials and tweeted out a Eugene street corner, date, and time…and some awesome people showed up!
At the Running Event in December, I wanted to take one final opportunity to see how Oiselle stacked up next to every other brand that was there, but I couldn’t get myself to do more than browse elsewhere. I tested the gear and hung out with the team. I quizzed all the sales reps that I could, and scoped out the line for 2013. Winner: Oiselle.
So today, Jan 1, of the year “Lucky ’13,” Oiselle and I tie the knot!!! I am so freaking fortunate, grateful, and excited. Sleep has been impossible.
Oiselle’s Official Announcement Video!
To all the Oiselle Ambassadors and fans who have been nudging me (whether you meant to or not) this way for the past couple years…I’m honored to join your team. To the group of women in the Seattle office who make all the magic happen: Sally, Mac, KMet, Kerr, JJ, Czabrina…it’s your fault for being awesome and causing my heart to stray. And to the Lesko’s, all five of you, for being fans, supporters, investors, advisors, and friends: thank you for keeping it real.
And finally, to my family, friends, my ALF readers, commenters, pro running peers, fellow writers, tweeps and internet peeps…thanks for all the inspiration, the sense of community, and for encouraging me to follow my heart.
As Desmond Tutu says,
βA person is a person through other persons.
None of us comes into the world fully formed. We would not know how to think, or walk, or speak, or behave as human beings unless we learned it from other human beings. We need other human beings in order to be human. I am because other people are…”
“Do your little bit of good where you are; its those little bits of good put together that overwhelm the world.”
Β Check out the site for yourself, follow Sally and Oiselle on twitter, and you’ll quickly see why I fell in love.
Press release with more info can be found here!
CONGRATS! Oiselle is such an awesome company and brand. I’ve been a fan since about 2010 too, and it is legit hard to wear other brands now. So psyched for you that it’s such a good match – i’m sure great things are ahead for both Oiselle and you!
Thanks Lauren G. I’m honored to join the flock π
Congrats, LFT! You know, after my visit to Eugene that sparked the #5Krevolution (we’re not as big as the USSR got yet, but growing), I did think a Oiselle-LF partnership would be great – seemed like a good fit — compatible running/life ethos.
I super excited to see what you + Oiselle can do — not only in fashion/running apparel, but also in inspiring people like me! Will be a fruitful partnership indeed – smart, talented parties on both ends!
I’ve always loved that Oiselle supports women of all running levels – I mean, they let this crazy, back of the packer join the team. That’s love for running right there. I also love that Oiselle not only pushes the boundaries of running fashion (eg: clearly jacket), but also advocates for change in the professional running world, which apparently has insane sponsorship and contract rules. Smart and stylish: one bird kills many stones!
Best of luck with your lucky 13!
PS – I forgot how to not overthink. So, that is my new 2013 goal – remember how to not overthink and be negative. Oh, and to get non-disposable utensils and bowls. And to maybe find a baby daddy or start saving for oocyte freezing.
Thanks MBS. Proud to share a singlet with you.
And first things first, remember how your brain doesn’t hear the “don’t” in “don’t sentences” like “don’t overthink?” All it hears is “overthink.” So maybe experiment with a mantra when you catch yourself overthinking like “flow” or some kind of visual image that is powerfully free of thought (a river? an island? the white screen in the matrix? Something soothing and simple that fills the space of your mind with it’s total simplicity.)
I read your blog and for one thing, all those random thoughts you mentioned…those are normal. It’s ok not to be thinking about your race constantly. I think about all sorts of random shit. In the races that I really care most about, it’s easier to be focused. Don’t strive for “no random thoughts and absolutely no mind wandering.” Just try to lesson it a little bit, or pick sections of the race where you are committed to thinking about that calming, empty, thoughtless image that you create. Not everyone needs an animal image. Maybe your most powerful image is something else…
I’m so excited for you and to hear this news – welcome to Oiselle! I love the brand and the support. When they said they had an announcement I hoped this was it, and indeed it was! Happy 2013!
Thanks Paulette. I feel so fortunate to have such a warm welcome.
So cool, Lauren! I had a feeling things might turn out this way and I’m so happy they did! I agree that Oiselle is the coolest group of women out there. I look at what they do every day and it makes me want to move to Seattle STAT! I’m beyond thrilled to call you a teammate and so excited for what 2013 will bring. Cheers!
Thanks Laura…I’m considering learning French so I can really get deep in there. π Honored to be your teammate.
Congratulations, Lauren! This seems like a match made in heaven, and it’s awesome to see you team up with a company that has great values like yourself. Can’t wait to follow your journey as an Oiselle runner, mom and super human 5K speedster π
Thanks Kelly! Great avatar picture by the way. Amazing smile!
so cool! does this mean we might see some sweet maternity running apparel from Oiselle? I know a lot of “running for two” moms that would love that! π
Thanks Heather! Well, I’ll certainly be testing the natural limits of their styles, cuts, and seams! At the very least I can report back on the best stretching items for other moms-to-be π
Totally not lying, I had a dream that this happened. Creepy or what? Huge congrats and welcome to the team π my stomach flutters when I think that the runner who I admired and watched when I started competing in high school now supports the same great company that I do! Run fast, take chances! xo
Thanks Robin! Serendipity it seems. I love the way Oiselle’s team brings together so many wonderful women. Thanks for following along over the years, and I look forward to following along the Team Oiselle results to see how the flock is faring π
Sounds like an amazing partnership! Can’t wait to see more from you, and the brand. Kick-ass people doing kick-ass things in the world. Inspiring!
Thanks Alia!
Lauren, I have had a premonition that this was in the works but I still was excited beyond belief when I read the press release last night. As you already know, you couldn’t have joined forces with a better bunch and your presence in the flock is going to help catapult Sally and the brand right to the top of the running apparel game where Oiselle belongs. So as an ambassador and a fan of both you and Oiselle, thank for bucking the system, listening to your heart and signing on!
Thanks Allie! Truth!
Such great news, Lauren! What a perfect partnership. I am so excited to see what the future holds for you, especially with motherhood. Enjoy all these new changes.
Thanks Nicole. I have an appointment with the doc tomorrow to get another sneak peak at the lima bean (which is more like a bell pepper at this point). This pregnancy adventure will be gratefully spent with a great crew.
I could not have asked for a better start to 2013 than to see you with Oiselle! And then, you published my banana phone photo! My friends think I’m famous. I hope to spend some time with you, somehow, in 2013. I’ll have my people call your people–on their respective banana phones.
Erin, my banana phone appears to be spotting in it’s fruit bowl…is that your people trying to reach me?
Thanks for the welcome and for being such a draw to the flock. Your performance at the Totally Trials party alone was enough for me to switch sponsors.
Awesome news Lauren! I first heard about Oiselle when Sally offered to send every commenter on a certain blog post a sports bra in exchange for input re. what changes they would like to see in women’s athletic wear. So I left a comment thinking surely she won’t send us all a sports bra, but she did. Huge fan ever since (of Sally and the bra)!
Sally really does have her shit together. Just wait until you see the new sports bras that resulted from all that work! Every detail matters to her, and it shows. One of the coolest parts of this partnership is getting to see a designer interact with her products at various stages of development. It’s like a look inside the mind of an artist!
Congratulations again, Lauren! It was such a pleasure meeting you at the Oiselle #Lucky13 NYE party last night. I just knew in my heart that you and Oiselle would be a part of the bug announcement!
So happy to welcome you to the Oiselle team. We all cannot wait to see all the great things to come from this partnership this year and beyond.
Cheers to a very lucky ’13!
It was fun hanging out with you Sarah! Keep kicking butt. π
Lauren – welcome to Oiselle team! I am so excited for your running future, your family’s future, your Oiselle collaboration, and of course having you compete for Oiselle!
Thanks Jen! I’m thrilled to be joining you guys!
Welcome to the Oiselle team, Lauren! I had a feeling this was in the works, and was so excited it was true! You described all the reasons I fell in love with Oiselle too! (PS I really hope Sally has some baby Oiselle in the works for ya!)
Thanks Katie. Sally and the Oiselle crew have this contagious passion and enthusiasm that makes you want to be your best. I love that so much.
Lovely Lucky Lauren, there’s not enough space in the comments section to adequately express how bonkers we are about having you in the family, as well as Jesse, unborn Flomas and the PickyPeople. I also want to thank all the #oiselleteam gals for wishing this to happen too…the partnership was like the result of undeniable sisterhood energy coursing through the universe. Thank you again – for being you – and for being you with us. Onward!
Thanks Sally. You freaking rock, girlfriend.
Yay! I kept seeing your picture popping up in Oiselle instagrams and tweets and was so hoping you would be joining the Oiselle flock. I just made the Oiselle Team last month and am so humbled to be a part of such an amazing company and group of women. You are such an inspiration and a rockstar of the running world! Congrats again and Welcome!
Thanks Tess! Looks like we’ll be rookies together π
Good luck!
Congratulations Lauren & Oiselle! Sounds like a great fit. Looking forward to hearing more about the partnership.
Hope you’re feeling good with the pregnancy!!
Thanks Heather. I’m feeling much better than I was the first 14 weeks, that’s for sure! I certainly don’t feel like my old self, but the new self is doing something pretty awesome so I’m cool with that π
Awesomesauce! All I know of Oiselle is their insane battle with the USATF’s uniform regulations and the really amazing perseverance they showed. Congrats! Maybe one day they will venture into the world of men’s clothing. Until then I’ll just keep suffering through the weird looks I get when I sport my Oiselle rundies.
Hahaha! Yes Dan, I love the thought of a man in rundies. Warms my heart.
CONGRATULATIONS!! This is all very exciting – not only for Oiselle and you, but for the sport as well. Also, I can’t wait to read your “Oiselle Athlete’s Profile” & find out your favorite book and movie. You have to do that right???! π
P.S. – I’m going to be throwing around the “I’m on the same “Team” as Lauren Fleshman for THE REST OF MY LIFE.”
P.P.S – Is the baby considered a bird too? Two Birds One Stone? (I’m hysterical.)
Okay this comment is getting weird. CONGRATULATIONS AGAIN!!
Jocelyn, your comment cracked me up! I forgot to put my unborn child into the contract…got tripped up on the legal language. Thanks for the warm welcome and I’m pumped to be on the team with you.
I am so proud to be a #Birdie (Oiselle Ambassador) but having you on this team makes me proud to tears.. I know I’m kind of sappy, but I don’t mind saying along with everyone else, how very excited I am to see you represent this amazing group of women! Congratulations on all these extraordinary changes in your life, I look forward to following you into this next chapter of your life! #WingsOutHeadHigh
Thanks so much Lisa!
Woo-hoo! Very cool beans! So much better than Nike. π I must get that London Calling shirt and those rundies, stat. Good luck to you as you soar in 2013!
Thanks Alison!
Cool, I’m glad you found a great brand! I’ve never heard of it before so it’s nice you’re getting the name out there. Sounds like a perfect match! π
Thanks Rachael! I’m wear testing all the goodies now, so if you ever need a recommendation, you know where to find me. π
I don’t know you beyond what I’ve read and heard but, based on that alone, you seem like a fantastic person and Oiselle, well, they are just an incredible company and group of people. So, perfecto! It will be great to learn more about you in 2013. Happy flying!
Thanks Rebecca! Happy flying to you too in 2013.
All I know is, Oiselle heard my silent desperation and produced the perfect running shorts. With zipper pockets. And a good fit. So, basically, in my mind, they are magicians with hearts. Now two of my favorite things have come together! I wish you many years of happiness together. π
Thanks Muna π Their shorts really are spectacular, aren’t they? You into the distance short or the rogas?
Hi Lauren – I am thrilled you are joining the Oiselle team. I am not a frequent commenter here, but I subscribe to your blog! I am a Oiselle ambassador in Richmond, Virginia. I ordered your picky bars last month and LOVED them…they were gone in a couple of weeks. I think it is so cool and such a coincidence that you are now with Oiselle – I cannot think of a better fit for you. Congratulations
Emily
p.s. Thought it was so cool that you personally signed the holiday post cards!
Thanks for the comment Emily! And thanks for being a Picky Bar customer. If you end up really liking them and integrating them into your training, the Picky Club is the way to go. Best value. Honored to join you in ambassador-dom. π
So exciting for you, Lauren! I have been impressed with Oiselle’s growth and creativity through twitter to engage their followers and runnerds alike. Also, in love with the Oiselle runfinity scarf I bought. Better get your hands on one if you haven’t already!
Thanks Lauren! You better believe I am a runfinity scarf maniac too! Got it in orange and blue. Finally a scarf I can figure out how to put on properly. π
Can you start selling tee’s that read “Lauren Fleshman is my homeboy” so all your adoring fans (ie, me) can broadcast your utter awesomeness to the world…
You’re an inspiration…
Oiselle is taking this into consideration Jonny. Thank you π
Congrats! Their distance short is the best freaking short out there! Pockets pockets everywhere and aren’t puffy and unflattering like the Tempo shorts (not knocking your old sponsor just saying).
I know what you are sayin. There is a real advantage for designers in a smaller company. You don’t have the pressure to make an item “work” for MILLIONS of people so you can truly focus on design and detail in a more specific way and try something different.
Ok, I’m late to the comment party on the blog, but let me repeat what I said in my (too many to count) tweets on NYE, WELCOME to Oiselle Team! I’m so honored to be a part of this group of amazing women that just keeps getting better and better! I was super hopeful something like this was in the works after meeting you in Austin at #BootsnBirds- it was definitely an announcement worth staying up until midnight to hear! Looking forward to Lucky13 and beyond!
Thanks for the warm welcome Holly!
Congrats! Excited to see Oiselle continue to grow especially with you on their team. Most of my running friends here in Houston have never heard of it. Hopefully someday I won’t be the only Oiselle-clad bird in a pack of Lulus (I hate Lulu)…
Also, thanks for the Picky Bars Christmas Card π
Waay cool! Just got my first long Rogas recently and loved them – what a perfect match, can’t wait to see what you all do together for fashion, regulations and who can only imagine what else!!!
Thanks Kathy! I’ll tell you what, these ladies know what they are doing. I’m just happy they want me in the room!
Congratulations Lauren. Just like Dan, I’m waiting with bated breath for the Oiselle version of underdaks. Now, where do I sign up for eHarmony?
π
Congratulations! I was hoping some sponsorship would come through for you! And I am looking forward to checking out Oiselle’s website. Actually – they have already earned one more customer by signing you up becuase I didn’t need to look further than the home page to know I wanted to buy that awesome tank top you were in!
haha! Yeah, well it’s a nice one. Great length. Perfect basic for spring.
Yay! Congrats and welcome to the team!
Love this post and I completely relate with falling for Oiselle – such a fantastic brand and great people!
Thanks Sun.
Welcome to the flock Lauren and huge congrats! I love your honesty, humility, creativity, beauty and hilarity….You are real. Can’t wait to see what amazing new ideas come from your collaboration with Sally and Oiselle. Ooooo. 50/50 onesies! Happy Lucky13!
Thanks Sarah!
I didn’t really know anything about Oiselle until I watched a video about them trying to conform their singlet for the Olympic Trials, which was too funny. I have not yet purchased any of their clothes, but now that I know they are supporting you, I will have to give them a try!
You won’t regret it π
Congratulations, Lauren! They’re lucky to have you, as you are clearly already a terrific ambassador for their brand.
By the way, thanks so much for your previous post on the business side of athletes & sponsorship deals. As a business person (who doesn’t know the intricacies of this business), I found your post fascinating.
No problem Daria. There’s a lot to it that nobody ever sees π
Congrats on the hitch! Sounds amazing!
I have to know, where did you buy that headlamp?! It ROCKS!
Thanks Lizzie. Got it at REI.
Please, please, please write a book! I love reading your blog so much, and look forward to it every time I check Google Reader (I’ve been a bit slack lately, I haven’t checked your blog in the last 2 months, since I started my new job, which is going great thanks for asking).
Anyways, I just wanted to tell you again what a talented writer you are and if you ever publish a book, I don’t care what it’s about, it could be ice fishing or origami, I’d buy it.
Thanks Patrick. π
Good luck to you, but this is awfully odd.
You called Lululemon a cult but you sign with a company that seems AWFULLY similar. Granted, you’ve got the weird Ayn Rand thing going on with Lulu…but how is Oiselle different? A company that only rewards pretty girls who are friends with their founders like their “Totally Trials” Fraud ISN’T a cult?
Disclaimer: I am a dude so really, what do I know?
Thanks for the comment Dave. Yeah, Lululemon might appear to be similar because of the women focus, but they couldn’t be more different from a corporate perspective. Lululemon built their brand capitalizing on a spiritual tradition (Yoga) without adhering in a meaningful way to yoga principles. I’m not particularly impressed with their thin use of environmentally friendly fabrics, or their lack of attention to fair trade. If they weren’t capitalizing on the centuries old existing brand of “Yoga”, I wouldn’t expect as much from them, but when you align yourself with Yoga, the consumer makes certain assumptions about your brand that in reality aren’t quite up to snuff with Lulu vs say Gaiam, a competing yoga brand. I’m a fan of capitalism, but capitalizing on something that has been around since the 3rd century BC, something that is meant to be about detachment from “things” and “consumerism” is just too bizarre for me to jump on board with. I love yoga and feel that the core of the practice is changing in ways that I’m not excited about. That’s just me. Lots of people don’t look at Yoga that way, and that’s totally fine. Lulu makes cute clothes and has a fun brand. You just have to go with what feels right.
Oiselle is a women’s running apparel brand with a big focus on competition and pushing yourself, while retaining a community sense of sisterhood rather than cutting one another down. I have no problem with blending performance apparel with trends in fashion because running doesn’t have a spiritual and cultural history that conflicts with that. Running is about what you want it to be about, at least in my opinion. It’s a personal journey that can be enhanced by community, but community isn’t a required part. Again, it’s about what feels right for you. Oiselle feels right for me, and since I’m not just a consumer, but a brand ambassador, that is incredibly important.
Thanks for bringing up a good question.
Any group of enthusiastic fans can be loosely called a “cult” by an outsider, in which case I could be called a Canyon High School Cross Country, a Stanford, and a Track Town “cult” member :), but that is not what I was referring to with Lulu. This article in Fast Company explains it best: http://www.fastcompany.com/1208950/lululemon%E2%80%99s-cult-selling. Systematic molding systems vs get excited about what you like…make up your own mind about what you’re comfortable with.
As for the “Totally Trials Fraud,” I don’t really think I know what that means exactly. I attended the “Totally Trials” party, and it was a fun time with MC Hammer as DJ and a variety of guests all rallying around a fashion show to showcase Oiselle’s new line worn by some of their ambassadors, women ranging from a 43 year old mother of three to others in their early 20’s, many of whom had kids. I thought it was a great display of the range of female strength and courage. These non-professional models are simply dedicated runners and fans of the sport who learned to walk a catwalk for the show, braved the rain at Hayward field, bought tickets that filled the coffers of the event, and added great energy. I find it a stretch that anything negative could be spun out of that, personally, but to each his own.
I felt honored to be at the Oiselle NYE Party and to experience the whole thing first-hand. Congrats to you both/all. So rad. What else can be said?? Perhaps Rumi. π
βThe minute I heard my first love story,
I started looking for you, not knowing
how blind that was.
Lovers don’t finally meet somewhere.
They’re in each other all along.β
β Rumi
Hi Lauren,
As always, you’re an inspiration!
A couple of q’s:
I went to Oiselle’s site to see what all the fuss was about and there wasn’t much there (especially in shirts). Very few of the shirts spoke of any wicking properties. Like . . . What do Oiselle girls run in? Am I missing something?
As an amateur runner, my biggest expense is SHOES. Is Oiselle tied (no pun intended) to a shoe company or will you (gasp!) have to go buy your own?
Good luck with everything!
F
would love to see your endeavors before June….when’s the move?
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