Sometimes, a product story hits you with a combination of inspiration and heartbreak. BootyQueen Apparel, the brainchild of Amanda and Steve Kuclo, is one of those stories. Their journey on “Shark Tank” showcased their passion for fitness and solving a real-world problem, but it also underscored the challenges of sustaining success in a competitive market.
Let me take you through the comprehensive journey of BootyQueen Apparel: the excitement, the deal-making, and the lessons learned along the way.
The Genesis of BootyQueen Apparel
Every great product begins with a problem. For BootyQueen Apparel, that problem was simple but significant: the lack of high-quality, comfortable athletic wear designed for women with muscular, fuller figures. Amanda Kuclo, a well-known fitness competitor and trainer, partnered with her husband Steve, a professional bodybuilder, to create leggings that not only fit well but also enhanced and supported a woman’s physique.
The name itself, BootyQueen, was a bold statement—a celebration of confidence, strength, and beauty. Amanda and Steve’s vision was to empower women in the fitness space while offering them apparel that performed as hard as they did. And who better to launch such a product than two fitness icons?
Their appearance on Season 8, Episode 22 of “Shark Tank” marked a turning point. Let’s dig into how they wowed the Sharks and what came next.
The Pitch: Captivating the Sharks
Walking into the “Shark Tank,” Amanda and Steve had a clear plan. They asked for $250,000 in exchange for 20% equity in BootyQueen Apparel, valuing their business at $1.25 million. They showcased their flagship product—signature leggings made with durable, moisture-wicking fabric—and emphasized their unique design aimed at shaping and lifting the buttocks.
Amanda’s charisma took center stage. With her confident pitch and a demonstration of the leggings’ fit and functionality, she had everyone’s attention. She also highlighted her impressive social media presence, with around 700,000 Instagram followers, making it clear that she had a built-in audience eager to support the brand.
While some Sharks were skeptical about entering the crowded apparel market, Daymond John, the fashion mogul and founder of FUBU, saw potential. After some negotiation, the Kuclos agreed to a deal: $250,000 for 33.3% equity, effectively valuing the company at $750,000.
The Deal: Breaking Down the Investment
Here’s what made the deal with Daymond John significant:
- Investment Amount: $250,000
- Equity Exchanged: 33.3%
- Final Valuation: $750,000
- Shark Involved: Daymond John
Daymond’s expertise in branding and retail seemed like the perfect match for BootyQueen Apparel. With his guidance, the Kuclos were poised to take their business to the next level.
A Closer Look: The Numbers That Matter
Here’s a detailed breakdown of BootyQueen Apparel’s Shark Tank journey and beyond:
| Category | Details |
|---|---|
| Product Name | BootyQueen Apparel |
| Founders | Amanda Latona (formerly Kuclo) and Steve Kuclo |
| Season & Episode | Season 8, Episode 22 |
| Ask (Investment & Equity) | $250,000 for 20% equity |
| Final Deal | $250,000 for 33.3% equity |
| Shark(s) Involved | Daymond John |
| Memorable Episode Moments | Amanda’s demonstration of the leggings’ design and her substantial social media following |
| Current Net Worth | $0 (company ceased operations) |
| Current Business Status | Inactive |
| Revenue Since Shark Tank | Reached approximately $3 million annually by 2021 |
| Social Media Presence | Approximately 700,000 Instagram followers at peak |
| Key Achievements | Expanded product line; opened a retail store in Plano, Texas |
Post-Shark Tank Success and Challenges
The deal with Daymond John gave BootyQueen Apparel a significant boost. Leveraging Daymond’s expertise, the Kuclos expanded their product line beyond leggings to include tops, yoga mats, and fitness bands. In January 2019, they even opened a retail store in Plano, Texas.
By November 2021, BootyQueen Apparel was generating approximately $3 million in annual revenue—a testament to the brand’s appeal and the couple’s dedication. Their success wasn’t just about numbers; it was about creating a brand that resonated with a specific audience of fitness enthusiasts and confident women.
But as with many businesses, challenges began to surface. By mid-2021, the company’s online presence started to dwindle. Operational difficulties, combined with the intense competition in the fitness apparel industry, began to take a toll. Then, in 2022, the personal lives of the founders—once an integral part of the brand—took a significant hit.
The End of an Era
Amanda and Steve Kuclo’s divorce in 2022 marked the end of BootyQueen Apparel. The brand, once a symbol of their shared vision and partnership, could not survive the split. By early 2023, the company had ceased operations entirely.
It’s always tough to see a business with so much potential come to an end. BootyQueen Apparel’s story is a reminder that even the most promising ventures are vulnerable to personal and professional challenges.
Lessons for Aspiring Entrepreneurs
The BootyQueen Apparel journey is filled with lessons for anyone looking to start their own business:
- Know Your Market: Amanda and Steve identified a genuine gap in the fitness apparel market and leveraged their expertise to create a product that resonated with their audience.
- Leverage Personal Branding: Amanda’s strong social media presence was a significant asset in building brand awareness and customer loyalty.
- Prepare for Challenges: Success isn’t just about the initial burst of growth. Sustaining a business requires adaptability, operational efficiency, and resilience in the face of competition.
- Keep Personal and Professional Separate: The founders’ divorce highlights the risks of intertwining personal relationships with business ventures.
What’s Next for the Founders?
Even though BootyQueen Apparel is no longer active, Amanda and Steve have moved forward:
- Amanda Latona (formerly Kuclo): Amanda has returned to her maiden name and continues to thrive as a fitness influencer and athlete with ALLMAX Nutrition. Her passion for health and fitness remains unwavering.
- Steve Kuclo: Steve remains a prominent figure in bodybuilding and fitness training, focusing on his personal brand and professional pursuits.
Closing Thoughts
BootyQueen Apparel’s story is a mix of inspiration and caution. It shows what’s possible with a great product and the right connections, but it also reveals the vulnerabilities of even the most promising ventures. While the company may no longer exist, its legacy—empowering women to feel confident and strong—continues to resonate.
For aspiring entrepreneurs, the takeaway is clear: Passion and hard work can take you far, but adaptability and a solid operational foundation are just as crucial. BootyQueen Apparel may be gone, but the lessons it leaves behind are invaluable.