I’ve always wanted to build a business, but it took a while to find the problem I was trying to fix. If I don’t believe in it 100%, I won't put my name on it, so there was no point in trying to fix a problem I didn’t have a huge amount of conviction in.

I named this brand Ontos (from the ancient Greek for "being") because I believe that when you show up for yourself, you’ll show up better for everyone else in your life. So whether you’re on a trail run with no watch, chasing a marathon PB, or getting out and moving your body in whatever time you’ve got, I think it is the ultimate way to live a better life.

So when the spark for the brand finally came about, it was really just because I saw a problem I knew I could solve. All the running hats that I’d seen were either prohibitively expensive or really cheaply made with logos just thrown on them. It felt like every hat was missing something that would have made it over-the-top good, so I stopped looking for the perfect hat and decided to build it.

I'll be totally honest about this... I had no clue what I was doing. I didn't have a mentor, or a step-by-step guide, or connections. And I definitely did not know how to speak 'textile' (which I found out when someone sent me a 'tech pack' template and told me to fill it out.) But I did slowly learn.

In the early months, I heard the same things over and over: "No" or "Just slap your logo on this pre-made hat." or... nothing at all.

And so, I spent months searching for someone who cares about their craft as much as I do about the hat. I eventually found Chris, who runs seemingly everything at the manufacturing facility he works at, and I could tell he loved his craft as much as I love the vision of fixing the problems I was tackling.

Patience is not my strong suit, but the prototyping process kind of forced it upon me. Between rounds of samples (where I was playing with brim length, hat depth, closures, different fabrics, logo placement, and much more) I knew I should be working on something.

At first, I wasn't sure what I should work on, but I had a lot of experience coaching and love to talk about running. Plus I (still) manage an independent running specialty store. I knew I didn't want to coach as a means of making money, so I figured I'd make YouTube videos talking about running and running shoes. My hope being that I could provide value for folks out there and help in their journeys. So that kept me busy between long rounds of revisions.

The reward for the time spent and all the stubbornness was holding onto a piece of gear that I feel connected to. It's something that was built right out of my head and is filled with passion. It might sound cheesy, but I know every panel, seam, tag, and material used. I even tested the samples in my own full marathon and 50km race. So I know dang well it will perform as well for you as it has for me. Because of that, I can stand behind the Ontos hat with total, undeniable, unshakeable conviction.

Now I'm here with hats in hand and a whole lot of work to do. Building something meaningful takes time, and I’m honored you’re here at the start of it. My current focus is on delivering quality, being intentional with the business, and taking action. So that's exactly what I'll do.

I’m ready to get this hat out to you- If you value technical gear at a reasonable price, go ahead and get your Ontos hat here.

Get Your Ontos Hat

— Joe