In the summer of 2017, a transformative idea in baby carrying was born from the struggles of Tammy Rant, who was grappling with the demands of motherhood after the birth of her second daughter. Known as a “Velcro baby” for her clinginess, Rant faced physical ailments such as rotator cuff problems and sciatica due to the burden of carrying her daughter. Frustrated with existing baby carrying solutions that felt uncomfortable and complicated, Rant set out to design a carrier that would ease the physical strain on parents. The result was a hipseat baby carrier that allowed the weight of the child to rest on the hips rather than the arms, shoulders, and back. The design not only proved to be comfortable but also featured storage space to eliminate the need for additional diaper bags or strollers, marking the beginning of Rant’s entrepreneurial journey.
Rant’s discovery prompted her to seek broader validation for her new invention, leading her to apply for the popular TV show Shark Tank just two months after completing her prototype. Over the subsequent six months, she diligently refined her design through collaboration with manufacturers, designers, and pediatric experts. However, Rant’s challenge was compounded when she found out she was pregnant again and suffering from hyperemesis gravidarum, a severe form of morning sickness. Despite the physical toll, Rant persevered and managed to film her audition tape with the help of her family, navigating her nausea to create the audition that would embark her on a path toward business success.
In May 2018, Rant launched a Kickstarter campaign for her hipseat carrier in anticipation of her Shark Tank appearance. Her innovative approach quickly caught the attention of the media, particularly after being featured by the Daily Mail, leading to an overwhelming response from parents. The Kickstarter campaign closed with remarkable success, raising $124,000 and generating significant buzz around the product. This initial exposure laid the groundwork for Tushbaby to thrive, and shortly after, she appeared on Shark Tank, which would further propel the visibility and sales of her product.
It was during this pivotal time that Rant partnered with Sara Azadi, an accomplished digital marketing executive with experience at Edelman, who had also faced her own struggles with baby carrying injuries. Azadi’s condition, known as de Quervain’s tenosynovitis, mirrored Rant’s experiences, solidifying their shared mission to create a better and safer solution for parents. Together, they seamlessly merged their skills, with Rant focusing on product development and Azadi managing the brand’s marketing strategy and customer service. Neither had anticipated embarking on an entrepreneurial journey, yet their dedication to addressing a genuine problem transformed them into business partners committed to helping parents.
Since its inception, Tushbaby has successfully grown into a team of 15 employees, all while maintaining the integrity of Rant’s original design. The company has made subtle improvements to enhance comfort and usability, such as adding lumbar support and exploring new fabrics based on pediatrician advice and customer feedback. Azadi noted the presence of competitors attempting to replicate their hipseat carrier design but underscored Tushbaby’s commitment to safety and quality over shortcuts and cost-cutting measures. The duo’s focus on continuous improvement illustrates their dedication to ensuring that their product remains at the forefront of the market.
Today, Tushbaby continues to thrive, boasting 100% growth year over year as they expand their operations and reach more families in need of practical baby-carrying solutions. Rant and Azadi, balancing their roles as both entrepreneurs and mothers, emphasize the importance of addressing the challenges that parents face. Seeing their company’s impact on easing the physical burden of baby carrying underscores their commitment to not just creating a product but nurturing a community of satisfied and relieved parents who can carry their little ones comfortably while supporting their development. With this enduring passion, Tushbaby has only begun to scratch the surface, opening the door to further innovations and support for families navigating the joys and challenges of parenthood.
