Kevin Bello believes he’s built a better mousetrap when it comes to performance activewear.
The Los Angeles-based entrepreneur, who has a background in medical devices and marketing, has created Snapbac, a line of men’s and women’s apparel that addresses all the needs of today’s athletes.
Bello said the collection will address all three phases of performance athletics: the warm-up, the workout and the cool-down. Snapbac employs medical-grade compression in its tights and tops with a patented dual-layer system of design in which thermal therapy pods can be inserted.
The pods can be heated in a microwave and placed anywhere in the garment during a warm-up, removed for the actual workout and then cooled in a freezer and reinserted in the garment post-workout.
“There’s no need to saran wrap your knees anymore,” Bello explained in explaining his collection of “wearable therapy” apparel. “Most people who train seriously subscribe to the three key phases of warming up, working out and recovering. But what sometimes happens is they may skip out on the warm up or cool down part. Ultimately these people often fail to reach their full potential due simply to the demands of living their normal life. Snapbac was developed with consideration for the need for this complete training process. Athletes now have a singular piece of technical apparel that meets their needs throughout all three phases of training.”
He said Snapbac was tested during the New York City Marathon in 2016 as well as on the U.S. rugby team in the 2016 Olympics, and as a result of feedback from athletes, the collection was tweaked. The biggest change was that zippers that had previously been in the garment were removed in favor of panels in which the pods can be inserted.
Bello partnered with former Olympic athlete, Ali Nilforushan, who competed in the equestrian event in the 2000 Sydney Games on the product. Its development team also included Dr. Andy Walshe, former Red Bull High Performance Director and senior consultant at the Australian Institute of Sport. The brand is being funded by private investors as well as Mother Ventures, a creative and advertising agency in New York.
The line will offer training tights for men and women, which will retail for $190, short- and long-sleeve tops for $170, T-shirts for $75 and hoodies for $180, which Bello said addresses consumer demands for apparel that can be worn to and from the gym. Each piece will come with a pair of therapy pods.
The direct-to-consumer site will launch around the New York City Marathon, which is scheduled for Nov. 4.