Ben-Gals cheerleader and ‘Project Runway’ finalist launch Dayton-based clothing line

Olivia Barrow
Dayton Business Journal
December 12, 2013

Two Dayton natives have founded a niche clothing line in Kettering that looks to fill a gap in the market.

Juetta West, a former Ben-Gal NFL cheerleader with 30 years experience in the fashion industry, grew up just north of Dayton in Phillipsburg. She has teamed up with business partner Althea Harper, an Oakwood native who was a finalist on “Project Runway” and has made a splash among stars such as Heidi Klum, Eva Longoria, and the Kardashians with her fashion designs.

The two teamed up to launch Turn It On Fitness, a clothing line that fuses fashion and fitness by selling workout apparel styled after the latest fashions that can be worn both in the gym and out for drinks.

“We’re taking the fashion runway and introducing it into the fitness arena,” West said, in an interview.

Note: Click here for photos of Turn It On Fitness’ apparel.

The online retailer is based in Kettering, with a fulfillment office at 1563 E. Dorothy Lane. West hopes to outgrow the 2,500-square-foot office within the next year. The e-commerce site, turnitonfitness.com, launched in November.

West, who spends half the year in Maui and half the year in Dayton, has been marketing the clothing in Dayton, Cincinnati and Columbus in the last few months. She recently held a successful trunk show at El Meson in West Carrollton. West said the startup is looking for an angel investor to help it grow to the next stage, which would enable it to hire a marketing expert and expand the clothing line.

“We know we have a viable product for our consumer out there,” West said. “I believe we will grow.”

So far the startup has invested about $200,000 in getting the line going and creating the e-commerce site. But West said starting something like Turn It On Fitness, which was founded in April 2012, takes more than just money.

“The biggest investment is that you believe in it and you have the passion and know that what you have can be successful,” she said.

Starting the company in Dayton was important to both investors since they grew up here, but it’s also a strategic test market, West said.

“If this market embraces it, there will be other markets that embrace it too,” she said.

The clothing uses all American-made materials, and is manufactured by a woman-owned company in the U.S.

Turn It On Fitness is not the first company to offer flattering athletic clothing, but West said she is the first to make clothes that can truly function in the gym and in the office. National retailers such as Athleta — Gap’s yoga brand — and Lululemon Athletica, a yoga and running wear company, both sell stylish workout wear. But West said the difference is in the fabrics her company uses.

“If you put on one of our competitors, it still has the look of athletic wear,” she said. “You could not wear it to the office. Our tops or our pants, you could.”

The Web site features outfit combinations using the same tops or pants with running shoes as with high heels and cocktail attire.

When in Dayton, West — a Northmont High School graduate — loves to hang out at Practice pilates studio on Far Hills Avenue, and at The Pine Club, El Meson and The Oakwood Club.