Jen Govier is the founder of HUX, a bamboo charcoal underwear brand designed to eliminate camel toe and keep women feeling confident and comfortable. In this conversation, Jen shares the origin story behind HUX — from a mortifying gym mirror moment to a product now sold in 19 countries — and the patient, intentional entrepreneurial journey that made it possible.

• The gym mirror moment that sparked the idea for HUX
• Why Jen spent four years validating and building before launching in 2020
• How she balanced building a business on evenings and weekends while running private wealth management
• The decision to resign from a six-figure corporate career at 50 — and what happened immediately after
• How organic social media and community-first marketing drove 90% of HUX's growth
• The shift from saying yes to everything to being strategic with time and ROI
• Landing GoodLife, F45, The Source, and Trish Stratus — and what made those partnerships work
• Manifestation as a practice: dreaming bigger and taking action despite not knowing the "how"

1. One thing a day compounds. Jen turned a gym mishap into a global brand by committing to a single daily action — starting in 2016 and launching in 2020. Time passes anyway; put it to work.
2. Talk about your idea before it's ready. Every major breakthrough — the fashion mentor in Costa Rica, the GoodLife connection, Trish Stratus — came through people who knew what she was building. Keeping an idea private kills the serendipity.
3. Saying yes to everything has a shelf life. Early-stage, saying yes builds brand awareness. Later-stage, it erodes margins and time. Learn when to make the shift.
4. Partnerships are for credibility; direct-to-consumer is for revenue. Major retail and gym partnerships gave HUX legitimacy — but organic social media and word-of-mouth remains the #1 revenue driver.
5. Don't wait for a full-body yes before leaping — build toward it. Jen's leap felt right because she spent years preparing the conditions. There's no universal timeline.

• "Time is going to pass anyway — so you might as well put in what you want." — Jen Govier
• "The day I resigned, we were on Breakfast Television. Within three months we'd signed with GoodLife. It was like the universe said, 'Okay, you're serious. We'll meet you where you're at.'" — Jen Govier
• "It's more than underwear. It's about giving women confidence — whether you're at the gym or on a stage. It's the first thing you put on every day. You want to feel good in it." — Jen Govier

• HUX Underwear — myhux.ca | @huxwear
• Friends and Neighbors (TV series, starring Jon Hamm) — Jen's current binge
• Kelsey's Website: www.KelseyReidl.com
• Kelsey's Instagram: @KelseyReidl
• GoodLife Fitness — national partnership / rewards program
• The Source — Canadian retail partner
• F45 — gym partnership
• London Health Sciences Centre — employee program partner
• Trish Stratus — WWE Hall of Famer, brand ambassador for HUX 2.0 launch
• Dragon's Den — Jen pitched producers; validated unit economics without taking a deal
• Molly Middleton — Dragon's Den producer
• Western University (London, ON) — Engineering department, early fabric research

Jen Govier is a London, Ontario-based entrepreneur and the founder of HUX, an innovative underwear brand built around bamboo charcoal fabric and a built-in camel toe guard. After nearly a decade of building the brand alongside a career in private wealth management, she left a senior banking role in January 2025 to go all in. HUX has now been sold in 19 countries.