“Entrepreneurship is definitely a rollercoaster” with Emily Sprague
Emily Sprague is the founder and creative force behind Turtlebacks. A former attorney and mom of three, Emily built the brand out of her own family’s needs: two young athletic boys who love golf, but resist traditional “hard” dress pants. She splits her time between Alexandria, VA, and Pinehurst, NC, where she’s deeply connected to the junior golf community. As both a mom, former D1 athlete, and entrepreneur, Emily brings an authentic, relatable voice to the brand’s story.
What inspired you to start your business, and what problem were you passionate about solving?
Turtlebacks really started at home with my boys, who are now 8 and 10. When my oldest began playing golf at age 5, we kept running into the same problem - he needed “real pants” that looked put-together but didn’t feel stiff or uncomfortable. He was very particular about how things felt and hated wearing anything that wasn’t sports clothes, especially pants. I tried every pair of pants on the market and everything was either uncomfortable or didn’t fit properly, or wasn’t suitable for the course. So I decided to create what they needed: the perfect pair of performance pants that were comfortable, could truly keep up with them, fit properly, and were sharp enough for the course.
How did your early days as a founder look? Can you share one moment that tested your resilience?
In the early days, Turtlebacks was built in the small margins of my day- late nights after the kids were asleep and weekends spent reviewing samples while still working full-time as an attorney. I doubted myself almost daily because everything was so new: sourcing, design, manufacturing, marketing- all of it. I was learning on the fly (and still am!) and trying to hold together two demanding worlds at once, plus raising my three young kids.
One moment that really tested my resilience, and still challenges me today, was when tariff rates increased dramatically and suddenly. Overnight, my production costs shifted, and there were moments when the business felt almost impossible to sustain. It’s a very capital-heavy industry, and as a new, small brand, we’re still bootstrapping so much of what we do.
That setback, combined with the constant self-doubt that comes with being a solo founder, ended up strengthening my belief in what I’m building. It reminded me exactly why the turtle is at the heart of our brand: slow, steady, resilient, and determined.
What’s the meaning behind your business name or brand identity?
The name “Turtlebacks” comes from our family’s home away from home in Pinehurst, North Carolina, where the courses are famous for their domed-shaped “turtleback” greens. It’s a place that means so much to us, and the name felt like the perfect blend of golf heritage and the playful spirit of childhood. The turtle also represents resilience and perseverance, while the shell symbolizes strength and confidence - qualities we hope to instill in our boys and the boys who wear our clothes.
What were the first 3 things you did to build momentum in your business?
First, I focused on getting the product right. I worked with a fashion consulting firm that helped bring my vision to life and create the perfect pair of pants. We tested early prototypes on fit models and my boys endlessly, and refined the fit until it was perfect. I also ordered a small amount of inventory and only focused on one product. I wanted to perfect our signature product and did not want to over-produce before we really tested the market.
Second, I just started sharing. I posted photos, shared the story behind the brand, and our boys are constantly wearing the pants. People connected with the mission, not just the product, and that helped build real momentum before we even launched.
Third, I put the product out into the world. I started showing people the samples, hosting small pop-ups, and letting other families touch, feel, and try the pieces. Seeing kids light up when they put the pants on and hearing the positive responses from boys and their parents created early momentum that was incredibly encouraging.
How did you land your first paying customer or client?
Most of my very first customers were family and friends, which meant so much. When I officially launched, I started with pre-orders, so I had several orders coming in before I even began shipping. Launch day itself was incredibly exciting- seeing those first real orders come through made everything feel real. And honestly, I still get just as excited every time an order comes in, especially when it’s from someone I don’t know. There’s something so special about realizing that a complete stranger believes in what you’re building.
What’s one “micro move” that created an outsized impact in your growth journey?
Solving a problem and sharing our story. Being open about why I started Turtlebacks — as a mom trying to solve a real problem for her boys — ended up being one of the most powerful things I’ve done. It wasn’t a big marketing campaign or a complicated strategy; it was simply telling the truth about what we were building and why. That authenticity resonated. It helped customers feel connected to the brand and created a wave of word-of-mouth support that no amount of advertising could replicate.
How do you manage the emotional highs and lows of entrepreneurship?
Entrepreneurship is definitely a rollercoaster, and I really do feel all the highs and lows. I’ve learned to anchor myself in the “why” behind the business, as it started with my boys and a real need I saw firsthand. Thinking of my kids and the fact that they’re watching me build this from the ground up also really helps keep me going. On the tough days, I remind myself of that purpose, lean on a few close people who understand what I’m building, and give myself grace to step away and reset when I need to. I really try to celebrate the small wins like every order or every kind message from a parent, because those moments keep me grounded and remind me how far this brand has come, even on the harder days.
What does your current work-life blend look like—and how has that evolved?
My work-life blend is a constant evolution. In the beginning, I was still working full-time as an attorney, so Turtlebacks lived in the early mornings, late nights, and any spare moment I could find. It wasn’t balanced at all- it was survival mode. Since leaving my full-time job to focus on the brand, things feel much more integrated, but I still juggle a lot between growing the business and raising three kids.
Now, my days look like a mix of school drop-offs, product development calls, social media management, sports practices, shipping orders, and squeezing in work wherever it naturally fits. I try to honor the seasons- some weeks are heavier on family, some are heavier on the business- and I’ve learned to be more flexible and kinder to myself.
The biggest shift has been letting go of the idea of perfect balance and instead creating a blend that works for our family in this chapter. And honestly, building a business that my kids get to see up close has become one of my favorite parts of the whole journey. I am also truly grateful that I get to be doing what I’m doing and am very fortunate to have such a supportive partner and family.
What are your favorite ways to build thought leadership in your space?
For me, it starts with sharing the why behind the brand. Other parents connect with our mission just as much as our products, so I try to talk openly about raising boys, building confidence, and the role youth sports play in shaping character and resilience.
It also helps that I’m deeply rooted in the golf and youth sports world. Between my boys’ involvement and my own background as a former Division I athlete, I understand both sides- the parent perspective and the athlete experience. I know what it feels like to want to move, to be comfortable, and to live in sports clothes, because that was me growing up- and honestly still is! That gives me a unique and authentic voice in this space.
I love being part of conversations about kids, sports, and parenting. Whether it’s contributing to articles, sharing behind-the-scenes insights, or simply listening to parents and coaches, showing up authentically has helped build trust in a natural, meaningful way.
Can you share one risk you took that paid off in an unexpected way?
One of the biggest risks I took was launching the brand before everything felt “perfect.” I’m naturally someone who likes to have every detail figured out, but with Turtlebacks, I pushed myself to put the product out there early, even while I was still working full-time and figuring things out behind the scenes.
Doing small pop-ups, sharing samples, and taking pre-orders before a full launch felt scary, but it unexpectedly became one of the best things I’ve done. It created real momentum, gave me invaluable feedback, and helped build a community long before I had a full collection.
That early leap taught me that progress beats perfection- and sometimes the biggest breakthroughs come from simply starting before you feel ready, especially because you’ll never really feel ready!
What are your favorite tools or systems for staying organized and productive?
I try to keep things simple and practical. I use a mix of digital tools and old-school notes to stay organized. Shopify and Mailchimp keep me on track with orders and customer communication, and my husband is meticulous about keeping every document and receipt filed away in what some (myself included!) might call an overly organized system. But honestly, nothing beats a handwritten to-do list. Since I’m still the one running most of the day-to-day work, this simple approach still works for me.
What marketing channels bring you the most qualified leads?
In-person events have been the most impactful for us. Pop-ups at golf clubs, junior tournaments, and local kids’ boutiques consistently bring in the most qualified customers. When parents can feel the fabric, see the fit, and watch their boys get genuinely excited about clothing, it creates an instant connection you can’t replicate online.
Instagram has also been a huge driver. The golf and youth sports communities are incredibly active there, and sharing real moments- my boys in the clothes, behind-the-scenes building the brand, customer photos- attracts parents who immediately “get” what we’re doing.
But honestly, word-of-mouth has been our superpower. When a mom says, “My son won’t wear any other pants,” it has a huge impact. That kind of genuine endorsement brings in families who are already looking for exactly what we offer.
What’s your approach to pricing your services or offers?
Because Turtlebacks is a product-based brand, my approach to pricing is rooted in quality, longevity, and fairness. Our pieces are made from premium performance fabrics designed to last and for versatility. We price the products in a way that reflects their durability and quality while still staying accessible within the premium children’s market.
I also think about value for families. These aren’t items kids wear once- they’re “play all day” pieces that become wardrobe staples. When parents see how versatile and long-lasting they are, the price makes sense.
And finally, I use promotions thoughtfully. Seasonal sales and subscriber perks allow us to reward loyal customers while still keeping the business sustainable as we grow.
What does success look like for you now vs. when you started?
When I started, success looked like simply creating the perfect pair of pants for my boys. I just wanted to solve a real problem in our own home and make something comfortable, polished, and durable that actually worked for active kids. In those early days, success meant finding a factory, fixing samples, getting a website up, and hoping someone besides friends and family would place an order.
Now, success looks a lot different. It’s hearing from parents whose boys feel confident and comfortable in our clothes. It’s seeing kids choose Turtlebacks on their own, not because they’re told to, but because they love how they feel. It’s watching my own children see an idea turn into something real. Today, success is less about the logistics and more about the impact: building something slow, steady, and meaningful that reflects resilience, quality, and joy in movement.
What’s one piece of advice you’d give to a founder just starting out?
Start before you feel ready. You will never have all the answers, and what I’ve learned - no founder does. The early momentum comes from taking small, imperfect steps, not waiting for the “perfect” moment or the perfect product. Share what you’re building, listen to feedback, celebrate tiny wins, and be willing to learn as you go.
What legacy do you hope to leave through your business?
I hope Turtlebacks leaves a legacy of confidence, resilience, and joy for the boys who wear our clothes. I want them to feel comfortable in their own skin, empowered to move, and proud of what they wear. On a higher level, I want my own kids to see that you can build something meaningful from an idea and a lot of grit, even if you doubt yourself along the way.
If Turtlebacks can inspire confidence in boys and courage in parents to chase their own ideas, then that’s the legacy I hope to leave.
What can we promote for you (offer, product, launch, etc.)?
Our best-selling Play All Day Pants are the heart of our brand- they’re the “perfect pair of pants” I set out to create for my boys, and they continue to be our top seller. They look polished enough for golf, school, or a nice dinner but feel like the athletic clothes kids actually want to wear. We also now offer our Play All Day Shorts, performance polos in fun, modern prints, and our lightweight hoodie that boys (and moms!) are obsessed with.
Where can our readers/listeners find you online?
You can find our full collection at shopturtlebacks.com and follow along with our story, new launches, and behind-the-scenes updates on Instagram at @shopturtlebacks.
