Campus Connection

Alumnus builds a brand rooted in strength, connection and personal growth

Shane Skaar, ’22, originally planned to transfer to UW-Madison. But once he arrived at UW-La Crosse, too many things began to fall into place. 

UWL’s strong health and fitness culture, its small-town feel, and its proximity to his hometown created what Skaar now calls the “perfect storm” — one that helped launch his fitness company, Streignth, from his Eagle Hall dorm room. 

La Crosse’s active lifestyle aligned naturally with Streignth’s original focus on fitness apparel. The university’s close-knit community also helped the young business gain early visibility. In 2020, as the COVID-19 pandemic spread, the La Crosse County Health Department purchased 6,000 masks from Skaar, giving his company a major boost in recognition. And, with his parents living just a few miles away in West Salem, he was able to ship products directly from their home. 

“It was the perfect storm,” says Skaar, who majored in marketing. “I had leverage and connection that I could build in a smaller city. Geographically it was right, and the vibes brought me up to succeed. I don’t think I could have done this anywhere else.” 

More than apparel 

Today, Streignth has grown far beyond fitness apparel. The company now offers supplements, coaching and a private, app-based fitness community that connects athletes and fitness-minded individuals around the world. Members engage through motivational calls, shared challenges, and daily connections designed to promote accountability and personal growth. 

As part of the experience, Skaar provides members with a copy of his book, “Scars to Strength: 22 Laws of Self Mastery.” The company has grown into a seven-figure business, selling online to all 50 states and more than 20 countries. 

But the path forward wasn’t always smooth. 

After launching Streignth in 2019, Skaar says his eagerness to grow the brand led him to overlook key financial realities. He hired more employees and contractors than the company could sustain and relied heavily on social media for promotion. When his Instagram account was wrongfully banned, he says, sales plummeted, and the company faced significant financial strain. 

Instead of walking away, Skaar reset. 

“It was the great reset,” he says. “I never gave up because we had impacted so many lives, and I had seen it work.” 

The experience reshaped the business. Streignth refocused on financial discipline, intentional growth and community-centered values. 

“I learned the hard lessons,” Skaar says. “Tracking everything and getting the right people in the right seats — that’s been the most important change.” 

Elevating stories of strength

One of Streignth’s newest and most exciting developments is Skaar’s podcast, “Reign from Within.” The show highlights real stories from members of the Streignth community — individuals who share how fitness, mindset and connection have transformed their lives. 

In one recent episode, a female wrestler recounts being paralyzed during a match, later forgiving the person involved, and ultimately returning to the sport. Today, the two are close friends. 

“I want to elevate others’ stories that align with the brand,” Skaar says. 

Those stories mirror Skaar’s own journey. 

Growing up, he was a small, scrawny kid with a chest condition that caused his breastbone to sink inward, leaving him self-conscious and lacking confidence. At 15, he underwent a life-altering surgical procedure to correct the condition. One year later, he began lifting weights — initially to protect his chest, but ultimately to rebuild his confidence. 

When he started training at 16, everything changed. 

Fitness gave him a sense of purpose, confidence and direction — the same transformation he now hopes others can experience through Streignth. Years later, that vision took shape as a business launched from his UWL dorm room. 

“I gained a lot of confidence at UWL,” Skaar says. “I wanted to do something that would bring people together. I was looking for a positive outlet — people who were into fitness, positivity and bettering themselves.” 

He partnered with his cousin and a college friend to form an LLC and get started. After one year, his two partners stepped away, and Skaar bought them out to continue building the company on his own. 

Building community for the long term

Today, Skaar is proud of the community Streignth has created — one focused on growth of mind, body and spirit through books, podcasts, coaching, videos and shared accountability. 

“These things help make the unconscious conscious,” he says. 

“People are living on beliefs that don’t serve them anymore,” Skaar adds. “They’re stuck in the past. A lot of growth comes down to letting go of guilt, shame and negative thought patterns. We’ve gone way beyond selling apparel. It’s all about community now. That’s what makes us special.” 

His advice is simple, but hard-earned. 

“If you work hard and get the right people to back you up,” he says, “you can make anything happen.” 

“Reign From Within” is available on YouTube, Spotify and Apple Podcasts, with easy access at shaneskaar.com/podcast. 

Learn more about Streignth at streignth.com/athlete.