El Sanders started Active Inner Actions to manufacture only T-shirts, but along the way he created technology that he believes sets him apart from many other companies in the apparel manufacturing industry. His focus has shifted to providing innovative sportswear/active wear for women, particularly in sports bras. “I saw a significant niche-need within this market for support and comfort, specifically in sports bras. After conducting intense research and development the concept for the No Bounce Sports Bra Technology was created,” Sanders said. After he received an official patent under the title Sanders Foam, the sportswear was launched via the Internet in June 2008. Although there are a myriad of sports bras on the market, Sanders said the memory foam in these bras is specifically designed to sculpt, contour to the shape of the body and restrict the unhealthy yet hazardous bouncing motion throughout women’s breasts during rigorous activity. “Most women with active lifestyles are ‘doubling up’ by wearing two bras/tops to provide sufficient support, but not realizing that they are still causing significant damage to themselves by purchasing the wrong bras. I also feel that having a U.S. Patent sets us apart from all of the competition.” Other features of the line include, hi-tech poly blend fabrics treated with antibacterial treatments, UV protection and a waterproof feature. After several career detours, Sanders, who had been a model from age 3 to 22, decided to venture into the design side of the fashion world. “I have no formal fashion/design training, but by combining my sociology degree from Cal State Northridge, life experiences and 13 plus years within the industry has given me the ability to create this product and prepare me for potential success with the company.” Company revenues are low right now, but Sanders is actively seeking financing to create a substantial marketing budget to increase awareness of the products through a better website, social marketing, magazines (trade & consumer), billboards, TV and radio. Outlets for sale Besides his company website, The No Bounce Sports Bras can be found at OC Nutrition ( Laguna Niguel), Something Comfortable (Rehoboth, Del.), and CareFreeCasuals.com and LeadApparel/ LadyQuarters.com. The company’s customer base is girls/women ranging in age from 16 to 65 with a concentration demographic of 21-55 years old. Debbie Berry, a friend and business associate, feels the evolution of the products has been phenomenal. “I feel Active Inner Actions has not yet gotten the recognition it deserves. El is so passionate about his vision and for the past 13 years has not wavered nor given up in the face of all the obstacles that have been presented to him.” Berry, who uses the product, points out that finding a comfortable and supportive sports bra has been a challenge. “I bought one for my niece in the military. She felt it should be sold in the base exchanges since they have only one brand to choose that offers little support for the mandatory training they go through. Active Inner Actions has developed a sports bra that has taken away one of my excuses for not working out…I can no longer complain about not enough support.” Sanders established a program, “Project 10K,” that would donate 10,000 specialty designed eco-friendly logo, patented No Bounce Sports Bras to breast cancer survivors. The design will have a “NO BOUNCE- SURVIVOR” logo on it and would be distributed through the Susan G. Komen Foundation- LA County for the entire month of October (Breast Cancer Awareness Month).