On a sunny Saturday in Leavenworth, Holly Fiske ’06 and Leah Hemberry set out to work on the mountain.
They dig through the back of Fiske’s SUV and pull out a backpack and yoga trapeze from under a paddleboard, snowboard, and other outdoor accessories. They hike up Icicle Ridge trail and, after a few switchbacks, Hemberry spots a picturesque backdrop.
Fiske drops her bag and sticks a handstand into one of the many yoga poses in her repertoire. Hemberry captures the moment with photos that Fiske will share with her more than 100,000 Instagram followers.
When Fiske née Robertson graduated from Washington State University in 2006 with a communication degree, she never imagined social media would launch her into a career as a celebrity yogi and entrepreneur.
“It’s not what I left school thinking would happen,” Fiske says. “But everything I’ve learned, even my sports management minor, has all come into play.”
After college, Fiske packed up and moved to Hawai‘i for what was meant to be a year, but Maui turned into home. Fiske climbed the corporate ladder working in marketing and radio, then found herself unemployed at 26.
Marriage and two young children changed her mind about returning to a career in an office.
While rehabbing a hip injury from a marathon and triathlon, Fiske limped into a yoga studio and was hooked by the intensity of the session. Yoga became her outlet as a stay-at-home mom.
It was on Instagram that Fiske learned of a community of aspiring yogis. She started posting her own photos and participating in challenges, and as her yoga skills increased, so did her following. Because of her love for inversions, she became known as “upsidedownmama.”
“I got addicted because it was a way for me to practice yoga while I watched kids twenty-four-seven,” Fiske says. “It was my new sport.”
Fiske and her family traded in island living for the Bavarian landscape of Leavenworth, where Fiske’s husband opened a restaurant. It was there Fiske’s path crossed with Hemberry, a professional photographer. With a mutual love for the adventure lifestyle, the pair set out for the outdoors, where they incorporate nature into many of Fiske’s photos.
It was there that a business venture was born: to produce and market leggings featuring their photos of the scenic Pacific Northwest. They launched their business, Wild Movements, in January.
“The mission is to inspire people and to get outdoors,” Fiske says. “It’s our lifestyle to take these adventures with our kids. We made the business revolve around our lifestyle.”
After hiking Icicle Ridge, Fiske and Hemberry drive the short route to their office space just outside of town to package orders.
The duo recently branched out on other social media to promote their business, using applications such as Periscope and Snapchat during their outings.
“It gives followers a glimpse into the adventure and see the legging that comes out of it,” says Fiske.