Inspiring Conversations with Cori Cook of The Endo Spirit

Today we’d like to introduce you to Cori Cook. 

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
The Endo Spirit was created due to my personal experience with a chronic medical condition. When I was 29 years old, I felt on top of the world. I had just ran my first marathon and received a large promotion at work. And then one day I woke up in excruciating pain that was not relieved until 11 years later. 

My diagnosis was endometriosis. A debilitating and common female pelvic condition. Although it may be described by some clinicians as worse than a cancer; it is highly misunderstood, mistreated, and gaslighted by healthcare professionals. The lack of proper medical attention and resolve combined with disease progression leaves patients isolated, often with tremendous pain that interferes with daily life and life-long internal damage. 

Society, healthcare, and medical research do not properly address female reproductive and pelvic issues. Nearly the same amount of women have endometriosis compared to those diagnosed with breast cancer. But endometriosis is labeled taboo to speak about. Society is uninterested in large awareness campaigns. The isolation I felt along with begging for proper treatment was infuriating. 

At the beginning of Covid, my professional industry was eliminated in seconds. I recognized the opportunity to finally start my passion project for endometriosis patients; an online endometriosis apparel and gift company that could provide emotional support to patients on their journey to better health. 

Something as simple as an endometriosis shirt can make a large impact on a patient painfully suffering. The shirt validates their feelings and expresses that their disease is very real in a world that wants to tell them otherwise. These shirts provide strength and gives attention to an invisible illness. Patients see this void and The Endo Spirit allows them to feel special and wear these items with every procedure, surgery, and hospital stay. 

With quality at the forefront, I started researching and learning shirt production and materials and began a period of trial and error until I found my way. I surveyed patients and hosted zoom focus groups to receive feedback. 

The Endo Spirit launched online this past Spring and has been well-received within the endometriosis community and public alike. 

A portion of the proceeds are donated to endometriosis research. The Endo Spirit is also taking steps to network at the clinical level and be a voice with advocacy efforts. 

We all face challenges, but looking back would you describe it as a relatively smooth road?
Ha! With my business acumen, I had the confidence to start the company, but the journey has been everything but easy. I came across a quote when I started my business plan, “Be brave enough to suck at something new.” With every misstep I took, this became my motto. It helped me stay grounded that this company at its core was a learning experience. 

I quickly understood that I should expect -and plan- to redo every aspect along the way. I was underwhelmed by my initial shirt designs. While defeated, I brushed myself off and scrapped the designs. I changed my mindset, did extensive research, and came up with trendy, empowering designs that I am proud of and that better reflected the image of this brand. 

Another hurdle which will always be present is understanding the younger customers in my target demographic. From their fashion choices to dependency on their phone for communication and online shopping, I’ve adapted the brand so multiple generations feel included with the featured products. My next goals include a robust multi-digital media campaign to speak directly to these customers. This will be challenging to extensively learn the different platforms, but also understand trends as they are happening. 

Alright, so let’s switch gears a bit and talk business. What should we know?
The Endo Spirit features apparel and gifts for endometriosis patients. With a variety of trendy designs, customers can choose between different tee shirt styles, a tank top, or jacket to feature the selected design. The brand mirrors popular apparel styles versus traditional disease-oriented clothing. Gifts such as journals, wine tumblers, and dog accessories are also offered. Currently, there are not many endometrioses related items in the marketplace. Ten percent of the female population is estimated to have endometriosis and these individuals have a place to shop which is reflective of them. The Endo Spirit ships nationwide and also offers gift cards. 

Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
I’ve been fortunate to interact with talented business leaders through my profession and I’ve never been afraid to ask questions and seek guidance with my professional and personal endeavors. Reaching out and staying connected is a priority and it starts with genuine interest in others as people first. Understanding your individual responsibility within networking and freely giving of yourself helps garner the proper connections for growth. 

Never underestimate all the avenues of mentorship. It is often thought of as a one-on-one connection, but it is so much more than that. Personally, I find a lot of mentorship through reading. Be it books, business periodicals, blogs, etc. there is valuable information to be found if you are open to receiving it. I even received great guidance though TikTok videos on different aspect of starting The Endo Spirit. My point being, that you should put yourself where you are most comfortable and open to share and receive advice. 

Pricing:

• Tee-Shirts, starting at $21
• Full Zip Hoodies, starting at $42
• Journal, $25
• Wine Tumbler, $22
• Pet Bandanas, $7

Contact Info:

• Email: cori@theendospirit.com
• Website: www.theendospirit.com
• Instagram: https://www.instagram.com/the_endo_spirit/
• Facebook: https://www.facebook.com/theendospirit

Image Credits
Twin Lens Studios