Exploring Life & Business with Lisa Crossley of GIRLSTRONG Inc.

Today we’d like to introduce you to Lisa Crossley.

Hi Lisa, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’ve spent over 20 years in beauty, fashion, media, and cinema advertising, helping brands tell stories and connect with people in meaningful ways. I’m NYC-born, Florida-raised, now based in Atlanta, and creativity, empowerment, and storytelling have always been at the center of my life.

The idea for GirlStrong came to me during a CrossFit class back in 2017. If you’ve ever taken a Crossfit class, you know what i mean:) I kept hearing women encourage each other with phrases like “that’s so girlstrong” and “get it girl,” #girlstrong everywhere and I felt this incredible energy in the room — strength, confidence, support, and resilience all wrapped into one feeling. I remember thinking, I need a Tee that reminds women of this feeling every time they put it on. That moment stayed with me, and I immediately knew it was bigger than apparel. I trademarked the name because I believed it had the potential to become a movement.

What started as a simple idea for a T-shirt became something much deeper. Women began sharing how putting on a GIRLSTRONG Tee made them feel stronger, more confident, and more seen. That emotional connection became the heartbeat of the brand. We’re not just selling clothing — we’re selling a feeling, a reminder of the power women already carry inside themselves. I always give the example of the girl with hands on hips at the NYSE or Superwomans cape, thats what a GIRLSTRONG Tee feels like as soon as you put it on … Armor On.

Today, GirlStrong is evolving into a global empowerment and lifestyle brand focused on uplifting girls and women of all ages. We’ve expanded into campaigns supporting kindness in schools, women in sports, military spouses through our “She Serves Too” initiative, and collaborations centered around mentorship and confidence. My vision is for GIRLSTRONG to become a household name that inspires women everywhere to step fully into who they are.

Personally, my journey has also taught me that reinvention is powerful. After decades in beauty, fashion, corporate media and advertising, including selling campaigns on the biggest movie screens in the country, I realized that sometimes life redirects you toward your true purpose. GIRLSTRONG Inc. is that purpose for me. It’s proof that your next chapter can become your biggest one yet.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely has not been a smooth road — but honestly, the challenges shaped both me and the brand.

Like many entrepreneurs, I built GIRLSTRONG while balancing a full career, family life, financial responsibilities, and moments of uncertainty. There were times when I questioned whether people would truly understand the vision, because GIRLSTRONG was never meant to be “just another apparel brand.” I wanted it to become an emotional experience and a movement, and building something with that level of meaning takes time, resilience, and belief.

One of the biggest struggles has been learning how to transition from being a longtime corporate leader and salesperson into fully stepping into the role of founder and CEO. After spending over 20 years in media and cinema advertising, much of my identity was tied to helping grow other brands. At some point, I realized I had to give that same energy, creativity, and confidence to building my own. That mindset shift was huge for me.

There were also moments of reinvention. Recently, after being laid off from a longtime corporate role, I had a choice: see it as an ending or see it as redirection. I chose to see it as God opening a bigger door. That season pushed me to bet on myself and lean even harder into my purpose with GIRLSTRONG.

Another challenge has been building a purpose-driven brand in a crowded marketplace. Today, consumers want authenticity, not just products. So instead of focusing only on selling apparel, we’ve focused on building emotional connection, community, and empowerment. Whether it’s supporting military spouses through our “She Serves Too” campaign, creating kindness initiatives in schools, or reminding women they are stronger than they think, those deeper connections matter to me. Thats GIRLSTRONG.

The biggest lesson I’ve learned is that building something meaningful requires patience and faith. Every setback, delay, or challenge has strengthened the mission behind GIRLSTRONG. In many ways, the struggles became part of the brand story itself — because GIRLSTRONG was built for women who keep going anyway. As my Mom “Gloria” always said, Onward and Upward.

Appreciate you sharing that. What should we know about GIRLSTRONG Inc. ?
GIRLSTRONG Inc. is more than a clothing brand — it’s a movement centered around confidence, empowerment, and identity. At its core, GIRLSTRONG was created to remind girls and women of all ages that strength is not just physical, it’s emotional, mental, spiritual, and personal.

We specialize in elevated lifestyle apparel and statement pieces designed to make women feel something the moment they put them on. Our signature HERO Tee became the foundation of the brand because customers kept describing the same emotional reaction: confidence, energy, motivation, and empowerment. That emotional connection is what truly sets us apart. We’re not simply selling a T-shirt — we’re selling a feeling and a mindset. People will stop you on the streets to ask where you got that Tee.

What also makes GIRLSTRONG unique is my background. Having spent over 20 years in beauty, fashion, branding, and large-scale media advertising, I understand both storytelling and emotional branding at a very deep level. Every design, campaign, and collaboration is built intentionally to create connection, inspiration, and community. We blend fashion, fitness, femininity, and empowerment into a brand experience that feels aspirational but still relatable and inclusive.

Beyond apparel, GIRLSTRONG has evolved into a platform for uplifting women and girls through meaningful initiatives and storytelling. We are working on campaigns focused on kindness and mentorship in schools, women supporting women, military spouses through our “She Serves Too” initiative, and messaging designed to encourage confidence and resilience during difficult seasons of life.

What I’m most proud of brand-wise is the emotional response we receive from women. Hearing someone say, “I feel stronger the moment I put it on,” means more to me than any sales number. That tells me the brand is doing exactly what it was created to do. I’m also proud that GIRLSTRONG feels multi-generational — it resonates with young girls, athletes, moms, entrepreneurs, women rebuilding their lives, and women stepping into new chapters.

I want readers to know that GIRLSTRONG is about more than fashion. It’s about possibility. It’s about reminding women who they are, especially on the days they forget. My vision is for GIRLSTRONG to become a globally recognized empowerment and lifestyle brand that leaves a lasting impact long after the products themselves are worn. GIRLSTRONG is the Armor in every girls closet.

Can you share something surprising about yourself?
One thing that might surprise people is that while I’ve spent over 20 years helping major brands tell their stories through beauty, fashion, and cinema advertising, I’m actually deeply driven by faith, intuition, and purpose behind the scenes. A lot of people see the branding, the fashion, the campaigns, and the big vision of GIRLSTRONG — but what they may not realize is how much prayer, reflection, and personal growth have shaped the brand and my decisions along the way. I ask for Gods Guidance every – single – Day.

Another surprising thing is that GIRLSTRONG wasn’t created in a boardroom or through a business plan. It came from a feeling. I was in a CrossFit class hearing women empower one another, and I felt this electric energy that instantly sparked the idea. I didn’t sit down and calculate whether it would work — I just knew it mattered. That instinctive emotional connection became the foundation of everything.

People may also be surprised to know that I’m still very much building and evolving. Even after decades in media and branding, I’m stepping into an entirely new chapter as a founder. I think people assume confidence means you always have everything figured out, but entrepreneurship constantly stretches you. I’m learning, growing, reinventing, and dreaming bigger in this season of my life than ever before.

And honestly, one of the things I’m most proud of is that I genuinely love uplifting people. Whether it’s mentoring women, encouraging someone who’s rebuilding after a setback, supporting military families, or helping brands grow, I want people to leave interactions with me feeling stronger, seen, and inspired. That’s really the heartbeat behind GIRLSTRONG and behind me personally.

Pricing:

• Signature GIRLSTRONG HERO Tees typically range from $29–$58 depending on style, collection, and limited-edition releases.

Contact Info:

• Website: https://www.girlstronginc.com
• Instagram: https://www.instagram.com/girlstrongincorporated/
• Facebook: https://www.facebook.com/girlstronginc/
• LinkedIn: https://www.linkedin.com/in/lisa-crossley-6643755/