Spotlight: Alana D’Andrade, Managing Director of FITLIGHT
What do the NBA Champion Toronto Raptors, NBA MVP Stephen Curry and WNBA All-Star MVP Erica Wheeler have in common? They all incorporate FITLIGHT into their training. This technology company designs and creates innovative exercise and training environments with light sensors. 2019 WNBA All-Star MVP, Erica Wheeler has a great video using the technology, and it’s helping empower athletes to level up their game.
We spoke with Alana D’Andrade, managing director of FITLIGHT, to learn more about the company’s story, her role, and some of her most memorable moments with the company. Check it out below.
What’s the story behind FITLIGHT?
FITLIGHT was created to fulfill a very specific need. A Danish Olympic handball coach wanted to improve the reaction time of his goalies, so he created a system called the Octopus. It was a series of lights all wired together that captured their time and provided objective feedback so they could improve. A Canadian engineer and investor came across his idea, understood that there was a value in this type of training, re-engineered the product, and FITLIGHT was born.
What is something that’s surprised you in your role?
How many “hats” you wear. With a small business, you really get involved in all aspects and intricacies of the business. I have been involved in everything from the patent and trademark process, to product design, to hiring, and supply chain management. I did my best to become knowledgeable in areas I did not have expertise in, so I could understand the business holistically. My role is never the same, which makes each day exciting and challenging.
What’s your favorite “hat” that you’ve worn?
I truly enjoy experiencing the joy that people get from using our products. From time to time, I conduct onboarding with our clients, online these days, so they can really get the best experience using our product. Throughout the training, you see the client getting that “a-ha” moment, where they truly understand how FITLIGHT can really be used to suit their specific application or needs. It truly is rewarding to see the excitement they get when these moments happen.
What’s the best compliment you’ve heard an athlete give FITLIGHT?
Definitely hearing Steph Curry in interviews and commercials saying, “he loves working with the lights." When someone of that athletic caliber can be an authentic ambassador for you, it is definitely a testament that you are doing something right.
What’s been one of your worst moments as a working professional?
I experienced several challenges at the onset of my role being young and a woman in an industry dominated by sports and technology. I wasn’t always taken seriously in the beginning, and often in meetings with vendors or distributors, my ideas were dismissed, and usually they would ask to deal with “the man in charge." I made a conscious decision not to allow their doubts to infringe on my ability to carry out the vision for the company - so I didn’t, and kept moving forward. You will always encounter people who will doubt you - you can’t be one of them.
How will the company grow in the coming years?
We will continue to invest in product innovation, an enhanced customer experience and developing a true community around our product. We refer to our clients as our “FITLIGHT Family” — they are diverse and have very different needs and use cases — they really are our best advocates. I believe truly understanding and tying the customers’ needs to the various applications of the FITLIGHT, and being able to create a unique experience for them, will really help us in continuing to create value for our audience over the upcoming years.