Reshaping what a leader looks like

Spanx founder Sara Blakely didn't just create a new product — she revolutionized the business of fashion.

Steel corsets. Petticoats. Pantyhose. Since ancient times, women have endured uncomfortable undergarments.

That is, until Sara Blakely founded the ground-breaking shapewear company Spanx in 2000.

"Before Spanx, shapewear was an unglamorous necessity that women tolerated rather than celebrated," says Professor of Management and Entrepreneurship Chris Neck. "Blakely shifted the narrative, making Spanx about confidence, comfort, and empowerment."

Neck is an expert in leadership, self-leadership, employee and executive fitness, self-managing teams, and group decision-making processes. In his classes, he highlights Blakely as an exceptional example, pointing to her sharp business instincts and commitment to empowering women entrepreneurs through philanthropy as qualities that distinguish her as both a founder and a force for change.

"Blakely didn't just create a new product," says Neck. "She defined the shapewear industry."

Building a business from scratch

How did Blakley — an entrepreneur with no formal business training — build a billion-dollar brand without outside investors?

"One of her greatest strengths is her fearless problem-solving approach," says Neck.

Blakely first had the idea for Spanx in 1998 when she didn't have the proper hosiery to wear beneath a pair of white pants while dressing for a party. She achieved the look she wanted by cutting the feet off a pair of pantyhose but was frustrated that they rolled up her legs. Over the next two years, Blakely invested $5,000 of her savings into Spanx prototypes before personally approaching hosiery mill owners with her designs, cold-calling potential manufacturers, and writing the Spanx patent.

From the beginning, Blakely prioritized comfort and confidence. Her marketing was refreshingly candid, and she framed Spanx as a tool to empower women — not to fix their bodies.

"She understood that women wanted comfortable shapewear but didn’t want to feel ashamed of wearing it, so she used humor and authenticity to connect with her audience," says Neck.

Blakely also used Spanx's origin story to her advantage. By sharing her struggles with shapewear, she positioned herself as a relatable business owner who understood her customers' needs. This approach helped build trust with the Spanx audience.

"A strong origin story is a game-changer, and her story is one of the best in the business," says Neck.

While Spanx began as a small operation — with Blakely initially selling products out of her apartment — the brand became an overnight success after being featured on Oprah's "Favorite Things" in 2000. Twelve years later, Blakely was recognized by Forbes as the youngest self-made billionaire, solidifying her reputation as a business powerhouse.

"It wasn’t just about the money — it was proof that a woman could build a billion-dollar company from scratch without investors or connections," says Neck. This milestone gave her a bigger platform to advocate for women in business."

Uplifting women in business

Blakely's leadership style blends entrepreneurial, transformational, and servant leadership. As an entrepreneurial leader, she launched a company after identifying a personal challenge and gap in the shapewear market, serving as Spanx's primary inventor, marketer, and salesperson in its early years. As a transformational leader, she shifted how customers viewed shapewear by prioritizing comfort and designing products for real women — a notable departure from the industry's emphasis on aesthetics over wearability.

The Red Backpack Foundation — formerly the Sara Blakely Foundation — reflects her servant leadership. Founded in 2006, the foundation supports women entrepreneurs and educational initiatives for girls and women. The effort inspired Blakely to become more impact-driven, helping her expand her mission beyond products and toward lasting change — from building a company to creating a legacy.

The Red Backpack Foundation's various campaigns supporting women entrepreneurs — including the Rethink Impact and Red Backpack Fund — were inspired by Blakely's journey as a founder. While pitching Spanx to hosiery mill executives, she was repeatedly rejected by decision-makers, most of whom were men who didn't understand why women needed a product like Spanx. These encounters reinforced her belief that women's voices must be included in business — especially when products are created for and marketed to them. The experience pushed Blakely to become more resourceful, persistent, and creative, shaping her commitment to empowering women through both product innovation and philanthropy.

Leadership lessons that endure

While Blakely proved her ability to tackle business challenges with grit and a problem-solving mindset, she struggled with the transition from startup founder to leading a large organization. As a hands-on business owner, Spanx's growth made it harder for her to oversee all major decisions. The company was also slower to embrace digital marketing strategies compared to competitors like Skims — a reminder that even the most capable leaders can face blind spots when navigating evolving business trends.

Though her leadership approach would resonate if she were launching Spanx today, Blakely would need to meet modern consumer expectations by adopting digital tactics like influencer marketing, social media storytelling, and sustainability initiatives. Still, Neck believes her problem-solving mindset, resilience in the face of rejection, and confidence would make her successful in any era.

"Her leadership story isn't just inspiring," he says, "it's a playbook for anyone with a big idea and the guts to see it through."