From Corporate to Creator: Lindsey Carter on Building SET ACTIVE, Community, and Navigating Entrepreneurship

Building a brand is about more than just creating a product—it’s about cultivating a community and staying true to your vision. In this conversation, SEAM founder Amy Cohen Epstein sits down with Lindsey Carter, the founder and CEO of SET ACTIVE, to discuss her journey from corporate jobs to launching an athleisure brand that has taken the industry by storm. Lindsey shares how her personal experiences, including the loss of her mother at a young age, shaped her entrepreneurial mindset and desire to create a space where women feel seen, confident, and connected. They also discuss the importance of fitness not just for aesthetics but for overall well-being, and how movement plays a key role in preventive health. Through resilience, authenticity, and a commitment to community, Lindsey has built more than just a brand—she’s created a movement.

Amy Cohen Epstein:
Hi. Hi. We’re just chatting about everything. I’m really excited to be here today with you, Lindsey, and to talk about your company, how you got here, and why. I’m particularly interested in how you’ve built SET ACTIVE—not just as an athleisure brand but as a community. That’s something that really sets you apart and makes what you’re doing even more meaningful than just the clothes. So, Lindsey Carter, thank you for being here.

Lindsey Carter:
Of course. Happy to be here!

Amy:
Let’s dive right in. Tell us how you got to this moment, and then we’ll take it from there.

Lindsey:
Sure. So, I grew up in Beverly Hills, which people hear and assume means I had everything handed to me. But that’s absolutely not what happened. I lost my mom at a young age, and my dad made sure that even though we went through something traumatic, we didn’t grow up with a sense of entitlement. We didn’t drive the nicest cars in high school, and while my friends went out for lunch on Beverly Drive, I brought mine in a brown paper bag.

When I went to college, I studied early childhood education because I wanted to be a kindergarten teacher. But by my senior year, I realized I loved kids but wasn’t passionate about the work itself. I had a bit of a panic moment and went to my advisor’s office, which was where I first learned the importance of advocating for myself.

Amy:
And you went to a big school—University of Arizona, right?

Lindsey:
Yes, U of A. It was a huge school, and I remember my friends telling me, “It’s your senior year—your advisor isn’t going to do anything.” But I thought, Why not ask? So, I went and told her how I was feeling. She laid out my options and told me I could switch paths but would need to pick up a minor if I wasn’t going to complete my student teaching hours. So, I ended up minoring in communications. That meant I graduated a semester late, but it wasn’t the worst thing in the world.

After graduating, I got a job at NBCUniversal, where I quickly realized that I hated working for other people.

Amy:
You figured that out early!

Lindsey:
I really did. I was determined to get the job—I reached out to everyone in my network and made it happen. And my bosses were amazing; I still talk to them today. But I didn’t love working for someone else. Then I went into trend forecasting and later worked at Variety Magazine, and I kept seeing the same pattern—I just didn’t want to work for other people.

So, I left and started my own social media agency, doing work for celebrities, brands, and businesses. That’s where I started building my network. I kept handwritten notes about people I met—who they were, what they did, why I liked them.

One day, I was sitting at Alfred Coffee on Melrose Place, waiting to sign a new client for my agency. As I watched women walk in, something clicked: no one was wearing a matching workout set. They had on Lululemon leggings but a different-colored sports bra, or something from one brand and something from another. At the time, Lululemon was super technical, and Alo Yoga was focused on hardcore yoga poses. I didn’t see an activewear brand that was just for the everyday girl, whether she made it to the gym or not.

I went home and started researching, but I couldn’t find a brand that fit that space. That’s when I decided: I’m going to do this.

Amy:
So you saw a hole in the market.

Lindsey:
Yes. But I had no idea how long it would take to actually build it. It took about a year and a half.

Amy:
Which, in the grand scheme of life, isn’t that long. But when you’re in it, it feels like forever.

Lindsey:
Exactly. And at the time, my income was coming from my agency, so I was juggling both. There were only so many hours in the day.

Amy:
I want to step back for a second. Tell me more about your mom.

Lindsey:
My mom had lupus and Crohn’s disease, so she was sick my whole life. But oddly enough, she felt her healthiest when she was pregnant. I think that’s why she had four kids so close together.

Amy:
Which isn’t uncommon for autoimmune diseases—there’s a hormonal shift that can temporarily improve symptoms.

Lindsey:
Yes. But she was in and out of hospitals, and the pain became unbearable. She ended up relying heavily on painkillers and, eventually, stronger substances. I didn’t learn the full extent of it until I was older. She ultimately passed away from a staph infection in her heart.

Amy:
That’s incredibly hard.

Lindsey:
It was. But from the day she died, I always felt like I was meant to carry on her love and legacy—especially when I became a mom myself.

Amy:
And now, you’ve built SET ACTIVE with such a strong sense of community. Do you think that desire to create connection comes from that loss?

Lindsey:
Absolutely. Growing up, I lost that belonging that comes from having a mom. And I think that’s why I’m so inclusive—I love bringing people together. I truly believe in creating a space where people feel connected.

Amy:
And that’s a huge part of health and well-being. So many doctors say that one of the most important things you can do for your health—especially as a woman—is to be part of a supportive community.

Lindsey:
That makes so much sense. If I can help create that—even through an activewear brand—that fills my cup.

Amy:
And fitness is another important piece of preventive health. Do you see SET ACTIVE as a part of that lifestyle?

Lindsey:
Absolutely. Movement is crucial, but so is feeling good in what you wear. I want women to feel confident, whether they’re working out or running errands.

Amy:
I love that. Lindsey, thank you so much for this conversation. What you’re building is incredible—not just the brand, but the connection you’re creating.

Lindsey:
Thank you, Amy. This was amazing.

Editor’s Note: This interview has been edited for length and clarity.