Today we’d like to introduce you to Dylan Lipari.
Hi Dylan, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My brother, Zachary Lipari, started Superare Fight Goods in 2011. At that time, the name of the brand was East Coast MMA. He operated as the sole proprietor for four years, also opening up a smaller location within the Renzo Gracie Gym in Williamsburg, Brooklyn. I was working in corporate retail as a GM starting with Tilly’s, then moving on to upper management positions in Aldo as well as Stuart Weitzman, which was my last corporate retail job. My brother always asked me if I wanted to join forces, but I couldn’t justify leaving a position I was killing it at, making good money, within a company that loved me. My condition was to build this into a brand, not just a store, and expand t NYC proper then elsewhere. He called me up one day and said let’s do it, so I put my two weeks in. My brother brought on myself and our current partner Pat as partners. We opened up in the Lower East Side of NYC (still as East Coast MMA) and operated under that name in that location for about 2.5/3 years. Three years in we decided it was time to expand to test our growing brand and take over our space and consequently the world. We decided on Los Angeles as the place for our third location. We also then realized we need to rebrand as East Coast MMA would not likely fly out there. After about a week of back and forth, my brother came up with Superare Fight Goods. Superare (Italian) meaning to overcome and to supersede. Which to us is fight adjacent. Something that captures the ideals of fighting while still being approachable to those who don’t train. So we rebranded, opened in LA, and are currently changing the game and taking over the world. We pride ourselves on only hiring employees who train and are within the combat sports community to provide the best customer service around. We are continuing to service and elevate the combat sports community with top of the line gear and apparel that allows those within it or who enjoy combat sports to showcase that without looking like a dick. We also love introducing those who are not within the community to it and showcasing how wonderful it is and how everyone and anyone can train for any personal reason they choose. To get in shape, to learn self-defense, or to even make new friends.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No, it has not been. The biggest struggle is success actually. Growing as a business is a hard line to walk. Not over-extending yourself with also not losing sales. Learning how to manage cash flow and keep fueling the fire of success without investors is a skill we all learned over the years.
Appreciate you sharing that. What should we know about Superare Fight Goods?
Superare Fight Goods is the only combat sports lifestyle stores that exist. We specialize in boxing, muay Thai, Brazilian jiu jitsu, MMA, and non-douchy apparel surrounding that space. We are known for high-quality gear of our own at great prices, keeping other brands we carry at the MSRP price with no additional mark up, and our proprietary clothing which includes limited-edition collaborations and having the licenses for Muhammad Ali, Bruce Lee, Joe Frazier, and Street Fighter. Personally, I am most proud of the client interactions we have every day in store and through our website. Seeing firsthand, whether that is in person or via email, how people perceive our brand is always very cool to me. I am so far in it that I have no idea how people outside of where I am at look at Superare. So to hear it always makes me smile. I would want anyone who reads this to know that whether you train or not, you are always welcome in our stores. We have something for everybody. You don’t need to train wear any of our clothing or to come check out on of our stores. And if you are just getting into any of the disciplines we specialize in please come by and ask any and all questions. We are proud to provide a great environment to ask all of the questions so we can get you the right gear for you. We are the lowest pressure sales environment out there and only want to make sure you are safe and you have the right fitting gear.
We all have a different way of looking at and defining success. How do you define success?
I define success as being able to look at what you are doing and being happy. These days success is defined by money. I take huge issue with that. The only thing that matters in life is being happy with yourself and where you are at. Money comes with hard work. But happiness does not come with money. I look at someone with all of the money in the world, but if they are unhappy I don’t consider them successful. Life is bigger than work, money, and business. Success to me to genuine happiness with yourself, which is arguably harder than making tons of money.
Pricing:
- Gloves – $49.95 – $475
- T-Shirts/Tanks – $29.95 – $44.95
- Joggers/Sweatshirts – $44.95 – $69.95
- Gear (aside from gloves) – $74.95 – $475
Contact Info:
- Email: [email protected]
- Website: www.Superareshop.com
- Instagram: @Superareshop
- Facebook: @Superareshop
- Twitter: @Superareshop
- Yelp: http://m.yelp.com/biz/superare-fight-goods-los-angeles
Image Credits
@LipariPhotos
