Nicole DeBoom

by Amy S. Choi

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In 2004, Nicole DeBoom, a 36-year-old pro triathlete, was a strong contender to win Ironman Wisconsin, but there was a little problem: "I knew if I was doing well the cameras would be on me, and I wanted to cover my butt," she laughs. She designed a skirt to wear during the run, won, and SkirtSports—now with 40 styles and $1.4 million in sales—was born. As a CEO, DeBoom is as competitive as ever. "I jump into races every once in a while," she says. "I surprise myself."

MOUNT SANITAS TRAIL

"Having meetings on the trail is great. It's a really hard workout, and it's an unbelievable way to get together and brainstorm."

DIGITAL VOICERECORDER

"I use a voice recorder during workouts, when I do some of my best thinking. Not including swims."

DUNKIN' DONUTS

"I was an athlete, so my indulgences revolve around food. A doughnut after a race was one of my favorite treats."

WIRELESS CARD

"Great. I don't have to pay those $8 airport fees just to log onto their network."

NIKE GOLD SNEAKERS

"Shoes can dictate your attitude. These look great and feminine without being high heels."

"GIRL POWER" BELT

"My mom gave me a belt buckle made by a local artist. It's made from a tin of anchovies. It says, A Girl at the Helm.' It's a power buckle. Everyone needs something like that."

Back to BW SmallBiz April/May 2008 Table of Contents

Choi is a staff writer for BusinessWeek SmallBiz in New York.