this wasn’t the plan, but… it might be the start of something big

Mon, 05 May 2025 15:41:31 GMT

from 2 a.m. editing to 69k views: the soft launch i didn’t plan

Wow. Just wow. I’m honestly blown away by the support from the gymnastics community lately. We might be a small and niche group, but dang...we’re mighty. I’ve always believed that once you’ve had a little sprinkle of gymnastics in your life, it stays with you forever. And if you’re a gymnast? It’s part of your DNA.

Here’s the thing: I didn’t mean to soft-launch my business to the world last week. I was just talking to myself in the car (classic), thinking out loud like I usually do, and then I started editing a random TikTok when I got home... because I love video editing and tend to go down rabbit holes. Suddenly, it was 2 a.m., I had posted something, and I went to bed like… okay, that was fun.

And then I woke up, and the video had taken off. Like 64,000 views off. The comments? Amazing. The conversations? Inspiring. I realized: people care about this. There’s a shared feeling that gymnastics, especially the everyday pain points we face, hasn’t seen much innovation in a long time. Sure, there are big legacy brands we know and love, but when it comes to the small, essential things we use every single day, there’s so much room for new ideas.

I feel like Tape grips are just the beginning.

I graduate in 11 days (!!!) and let me tell you... Trying to build a career and stepping into the unkown is terrifying. But I do know that I love this. I love starting something from scratch. I love building something with people who get it. I love this sport. And I love being real about the journey.

That TikTok was a leap. But I’m learning that not every post has to go viral to be worth sharing. People connect with the realness, the messy middle, the ideas-in-progress. That’s what I want this brand to be. Not perfect. Just real. Built by gymnasts, for gymnasts.

And gymnastics? It’s on the rise. I’ve seen it firsthand... especially through content creation and social media this past year for gopher gymnastics. Huge meets on ESPN. Killer commentators. People like Liv Karas and Cory Tomlinson spreading joy and visibility. Former gymnasts like Hannah Oliveros launching platforms like Planet Gymnastics. There’s momentum. And I’m here for it.

Quick shoutout to my former teammate Mary Korlin-Downs. She is truly the reason I switched my major to product design. She founded Our Color Wrap and is now doing big things in fashion tech. She showed me what’s possible when you mix creativity, passion, and the courage to start. And now? I am crazy enough to try to start something from the ground up!

So here we are: the start of something. I’m diving into production, figuring it out one step at a time, and hoping to build something with you. This brand is our brand. It’s honest and fueled by a sport we all love way too much.

If you’ve made it this far, thank you. Your support, your ideas, your feedback... that’s what will make this grow. We deserve better gear. Thoughtful gear. Gear designed by people who know the sport inside and out.

This is just the beginning.

—Ella ��
(a proud retired gymnast who will absolutely die on the hill that gymnastics is the best sport ever)

hi! i’m ella sirjord, retired gymnast and the founder of train with sHifT.

Thu, 24 Apr 2025 20:13:33 GMT

My Story

I spent the last four years living my dream as a Division I athlete at the University of Minnesota, competing bars and beam, and learning more about grit, patience, and perseverance than I ever thought possible.

I started my college journey as a walk-on... no guarantees, just a deep love for gymnastics and a willingness to work hard. Over time, with a lot of dedication (sweat, tears, hugs, laughs), things began to fall into place. My senior year turned out to be everything I could’ve hoped for and more. I was honored with opportunities that reminded me it was never about being the best gymnast...it was about bringing my best self. Supporting my team whether I was on the bench or on the beam.. being there for them emotionally, creatively and consistently behind the scenes is what I’m most proud of. And somehow, it all aligned. I even ended my final meet with my career highs, joined the Big Ten Championship Team, recieved MVP, and to top it off a scholarship. Little me would’ve been so proud.

But behind all those moments, I was also a product design student at the University of Minnesota... sketching, prototyping, testing, failing, trying again. And when those two worlds collided? That’s when the idea clicked. What really stuck with me was this: gymnasts are some of the most creative problem-solvers out there. Especially when it comes to hand protection on the uneven bars.

And that’s where SHIFT began.

In the fall of 2025, I dove into a research project as part of my capstone in product design. We had the freedom to choose any problem we were passionate about... and for me, it was obvious. I wanted to explore the world of gymnastics gear, specifically the kind of everyday pain points athletes just deal with because better solutions don’t exist yet.

I spent time interviewing gymnasts, observing routines, and paying close attention to what was happening during practice... not just what you see on meet day. What I found was eye-opening but not surprising: gymnasts are constantly making DIY solutions to protect their hands, especially on bars. We’re talking Band-Aids made from folded athletic tape, thrown together in five minutes with half a roll of tape, only to rip off mid-set. It’s not ideal... but it’s all we had.

So I asked: What if we made the thing that gymnasts are already trying to create? The same preferred solution... But better. More reliable. More thoughtful. More fun.

SHIFT is the result of that question. A disposable, single-use hand protection product made by a gymnast... for gymnasts. It’s crafted from a flexible, engineered cotton blend that feels like two layers of athletic tape but only needs one. It’s strong where you need it, stretchy where you want it, and backed with a medical-grade adhesive that stays put while you swing.

Each pack is compact, easy to toss in a gym bag, and designed to simplify the pre-bar routine. No scissors. No folding. No guesswork. Just peel, stick, and go.

My goal with SHIFT isn’t just to solve a problem... it’s to make a small part of training feel easier, more intentional, and a little more fun... And this is only the beginning. Gymnastics is tough enough. Your hand protection doesn’t have to be.

Thanks for being here at the start of this new chapter. Whether you’re an athlete, a coach, a trainer... I’m so glad you’re here.

Here’s to Shift.
—Ella ��

sirjord-oeeyg

this wasn’t the plan, but… it might be the start of something big

from 2 a.m. editing to 69k views: the soft launch i didn’t plan

hi! i’m ella sirjord, retired gymnast and the founder of train with sHifT.

My Story