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Empowerment Is the New Everyday: A Conversation with Alexo Athletica
In today’s world, safety and confidence shouldn’t be a luxury — they should be part of everyday life. That’s exactly what we explored in our latest conversation with Amy Robbins, founder and CEO of Alexo Athletica, a trailblazing lifestyle brand that’s redefining what it means to live stylishly and securely.
We sat down with Amy to talk about the intersection of fashion, functionality, and personal protection — and how her brand is giving women the confidence to show up in the world with strength and purpose. From concealed-carry activewear to breaking down the barriers of firearms training, this is more than a product conversation — it’s a movement.
Preparedness Is Power
One of the most powerful takeaways from our talk was the idea that being prepared creates peace of mind. Amy shared how women often shrink back or second-guess themselves in threatening situations — not because they aren’t strong, but because they don’t feel they have the tools to respond. Having access to the right gear — whether it’s a less-lethal Byrna launcher or an Alexo jogger with built-in holster access — can be a game-changer.
“What a tool like the Byrna does is give you the confidence to project strength — because you can back it up.”
Less Intimidating, More Inclusive
We know that stepping into the self-defense world can be intimidating, especially for those who didn’t grow up around firearms. That’s why both Byrna and Alexo Athletica are committed to creating products that are approachable, inclusive, and easy to use.
Amy described Byrna as the “gateway product” to the firearms world — and we love that. It’s a smart, safe, and effective way to ease into carrying with confidence. Combined with Alexo’s sleek, stylish, and totally unassuming designs, it’s a natural fit.
Meeting People Where They Are
Whether you’re jogging, running errands, or heading to class, most women aren’t dressing for combat. They’re wearing leggings, shorts, or joggers. Alexo Athletica recognizes that — and instead of forcing people to adapt to tactical gear, they’ve built safety into the clothing women are already wearing.
“You don’t have to move women in a different direction. Just meet them where they’re at — and add the function they didn’t even know they needed.”
Options, Not Ultimatums
At Byrna, we always say we’re here to offer options, not replace them. Whether you’re new to personal protection or just want an everyday tool that doesn’t come with the weight of deadly force, we believe you deserve choices. That’s why this partnership with Alexo Athletica feels so right — we’re aligned on purpose, values, and vision.
🎥 Watch the Full Conversation
Check out our full video above to hear more about Amy’s journey, the mission behind Alexo Athletica, and how both our brands are working to make self-defense a daily reality — without compromise.
Ready to take the next step in your self-protection journey?
Because confidence isn’t just a feeling — it’s a lifestyle.
