Brooks Barlow Kenny ’95 got her first taste of pickleball a few years ago, and quickly understood why the sport that sounds like a snack was the fastest-growing in the nation: It’s easy to learn, accessible for many age groups, fast-paced and fun. For the longtime health advocate, that all added up to another savory benefit: boosting—and even protecting—the brain.
“There is a lot of science that says one of the very best things you can do to prevent cognitive decline is 30 minutes of exercise every day, and social connection—both of which pickleball provides,” she said. “I’m laughing, I’m getting my heart rate up, and I’m meeting new people. All of those things are really important for your health and wellness.”
Now, she’s championing that message and broader brain health mission through a new pickleball apparel company. Launched in May with friends and cofounders Sondra Hoffman and Holly Morris Espy, Moorlow offers vibrant, sweat-wicking skorts, dresses, tops and more starting at $24, with $2 of every purchase—the number of points pickleball players need to win by—donated to Alzheimer’s-oriented nonprofit partners Bright Focus Foundation and Hilarity for Charity.
“To be so intentional about putting together not just a brand, but really a meaningful, purposeful company that is focused on helping women feel confident and happy … it means everything. It’s very exciting,” Kenny said.
Her hybrid approach took root at the University of Maryland, where she majored in health education and learned how to communicate and apply marketing principles to promote healthy habits. After earning her master’s in public health at George Washington University and working in health advocacy at AARP, she began a 12-year career as a “serial entrepreneur,” consulting with nonprofits, tech companies and other industries to reduce the stigma of cognitive decline and make brain health part of the national conversation. Members of her own family had struggled with Alzheimer’s, she said, creating a personal connection to the cause.
While brainstorming new ventures three years ago, Kenny and her friends realized that was an important topic for all of them. They floated the idea of starting a company, and pickleball seemed like the perfect fit. Besides its health benefits, the growing sport was featured in “every other story,” longtime news anchor Morris Espy noticed, and Hoffman, a casting agent in the fashion industry, saw a lack of stylish women’s pickleball performance wear despite a wide market: Participation has ballooned more than 300% in the last three years, according to the Sports and Fitness Industry Association, with women making up 40% of nearly 20 million players in the U.S.
Moorlow, a mashup of the cofounders’ maiden names, took the court, with a signature, squiggly pattern called the Rally Print based on both the bounce of a pickleball and a brain wave. With a mission to “make fashion fun and health the point,” each purchase online and in pop-up shops comes with a postcard of tips for improving brain health, like eating whole foods, sleeping seven to nine hours per night and challenging yourself to learn something new.
“Anyone can sell beautiful clothes, but not everyone gives back and cares about not just creating a product, but creating a movement and mission behind it,” Hoffman said. “We all really care.”
Now, as the company grows—new fleeces and leggings are available and a fresh lineup of products will debut in the spring —the “sisterhood of three,” as they call themselves, collaborates while contributing unique talents: Hoffman’s design eye, Morris Espy’s brand storytelling and Kenny’s philanthropic experience.
“She has a lot of amazing connections in brain health world,” Morris Espy said of Kenny. “People clearly respect her and want to help her.”
With those relationships and reputation, Kenny hopes Moorlow can score a significant impact on and off the court.
“We want people to see our product, wear our product, think about their brain health,” she said. “We want to see our mission in action.”
Written by Annie Krakower for Maryland Today