“I believe people should be more understanding. Mistakes are a natural part of building a company. When an individual is the public face of a brand, the company is often judged more harshly.” - Spotify Podcast Reviewer
If you’ve ever made a mistake and wondered how you were going to get through it, this episode is for you!
On today’s episode of Hot Smart Rich, Set Active founder Lindsey Carter opens up about the conversation you want to hear from her. She talks about how to build a cult-like activewear brand for gen-z and millennial women that can do $1M of sales in an hour built on the back of an authentic founder-led brand.
Lindsey isn't afraid to face the controversies and challenges that followed her brand’s rise - including TikTok backlash in 2023 and the recent breast cancer donation misstep. She shares hard-earned lessons on accountability, female business mindset, and why building a company with friends can cost more than it’s worth.
Known for her entrepreneurial spirit, Lindsey built Set Active from the ground up, navigating the highs and lows of building a business in the public eye while offering valuable insights on success, leadership, and personal growth.
Lindsey discusses:
The $1 Million Hour: What it felt like to hit $1 million in sales in just one hour and the lessons she learned about replicating that level of success.
The Unfiltered Truth of Being a Founder: The emotional toll of building a brand in public and the vulnerabilities of a founder-led business.
The 'Drop' Model: How demand and timing can make or break a business and the power of limited releases.
The Brutal Reality of Public Criticism: How Lindsey handles the harsh feedback that comes with building a brand and how it won't stop as a founder-led brand building in public.
Childhood Hustles & Entrepreneurial Mindset: How her entrepreneurial instincts were shaped early on, including a memorable hustle at age 8 and growing up as 1 of 4 with a single dad.
♡ 01. raise your standard ♡
I’m listening to something right now that’s pushing me to stay obsessed with growth. We’re nowhere near the ceiling of what SET can be, and I’m holding myself to the standard I want for the company. If I’m not growing, the brand can’t grow.
♡ 02. learn from the best ♡
I’m a huge fan of a founder who makes every conversation feel like a masterclass, but still practical. I always walk away with at least one thing I can implement immediately.
♡ 03. quiet the noise ♡
When my brain is loud, this is where I go. It clears the noise instantly. I’ve been off my routine lately, but even saying it out loud reminded me I need to get back to it.
♡ 04. one-and-done polish ♡
If you follow me, you’re probably sick of hearing me talk about this, but it’s that good. It’s effortless and makes me feel pulled together in seconds.
♡ 05. office fuel ♡
This is my non-negotiable start to the day at the office. I love the drink, but honestly I’m just as obsessed with the unexpected packaging. Genius.
♡ 06. hair mission ♡
I’m on a mission to have the healthiest hair of my life, and this is the hero of my whole routine. It’s one of those small swaps that makes a huge difference.
♡ 07. sneaker obsession ♡
This is my one real vice as an activewear brand founder. I live for a good colorway, and when the best ones drop, they sell out fast.
♡ 08. real denim only ♡
You can’t fake good vintage denim. These are elite, and I have a few pairs on heavy rotation right now.
♡ 09. lunch problem solver ♡
If you’re constantly asking “so what’s for lunch?” like I am, these are essential. I’ve been a fan since day one.
♡ 10. calm, glowy skin ♡
I used to get random breakouts and it drove me crazy. This keeps my skin consistently calm and so glowy that I never wear foundation anymore.
♡ Hot, Smart, Rich Tips ♡
♡ Hot Hack ♡
A matching SET will change your whole energy. Trust me. Tone-on-tone always looks intentional, even if the rest of your day feels a little messy. At the end of the day, hot is a mindset – and it starts with feeling put together.
♡ Smart Hack ♡
Invest early and often, even small amounts. There’s nothing more empowering than watching your money work for you.
♡ Rich Tip ♡
Put your blinders on. Sure you can glance at what everyone else is doing once in a while so you’re not building in a vacuum, but living in comparison is the fastest way to bulldoze your own intuition. Protect what makes you you at all costs.
♡ Favorite Part of the Conversation ♡
I love that nothing was off limits. This wasn't your typical founder interview – we talked about the real stuff, the vulnerable stuff, the parts of my story that don't fit in a 30-second TikTok. It felt like talking to a friend who actually gets it – and I hope everyone listening can take something away from our convo, too.
♡ Something People Don’t Know About You ♡
I swear I’m funnier in real life. I come from a big family where humor is basically our love language, so sometimes it’s hard to turn it off when I put on my founder hat. Every now and then it slips out at work, and those are some of the best moments with the team.
♡ About The Guest ♡
Lindsey Carter - Founder and CEO of Set Active.
Lindsey Carter is the founder and CEO of SET ACTIVE, the cult-favorite activewear brand known for its elevated, made-to-match monochrome sets and community-first approach. She launched SET ACTIVE in 2018, bootstrapping the business from her apartment and turning sharp brand storytelling into a movement that extends beyond product. Before starting SET, Carter built her career in social media and marketing, including time in media and by running her own agency, experiences that shaped SET ACTIVE’s content-led growth and loyal customer base.