Cohasset Mariner

Teaming up for a cause

By Nancy White
Thu Mar 20, 2008, 02:28 PM EDT

Cohasset - It was purely by chance — or perhaps destiny — that Jenifer Hoffman and Bill Burnett crossed paths. Hoffman was just a name on the Cohasset Triathlon waiting list and Burnett, the founder and race director. But, when Burnett called Hoffman to tell her she made it off the waiting list, there was an immediate connection between them and a collaboration was born.

Hoffman and Burnett both share in a common mission: to do things they are passionate about and, in the process, raise money for causes they feel similarly passionate about.

Hoffman founded and owns Emotional Armor, a company that creates products meant to inspire and motivate. The Cohasset Triathlon, Burnett says, does the same thing with an event. Once common ground was established, it didn’t take long for the two energetic people to decide to work together.

The two melded their ideas into concrete action — a collection of limited edition t-shirts emblazoned with triathlon specific and inspirational messages (see below). All the proceeds from the sale of the t-shirts will be donated to charity.

The t-shirts are an extension of what each does as an individual. Emotional Armor donates all its profits to two causes Hoffman believes in. Burnett donates its net proceeds to the Juvenile Diabetes Research Foundation. The funds raised from the triathlon t-shirts will be donated to charities both Hoffman and Burnett feel affirm what they do.

“I love that there is no agenda for either of us. We’re just trying to do something good and to be a part of something bigger than ourselves,” says Hoffman.

When Burnett called Hoffman to tell her she was off the waiting list for the triathlon, they talked about their separate fundraising efforts.

“I was blown away by Jen’s energy and positive outlook in life. We have very similar interests in giving back to our community and specific charities,” says Burnett.

Hoffman’s positive outlook on life didn’t come without significant personal struggle — struggle that ultimately led to the creation of Emotional Armor.

Hoffman moved to Cohasset last summer from Newburyport. Although t-shirts are currently the primary canvas for her inspirational messages, Hoffman says her company is more than a t-shirt company. Calling it a “lifestyle messaging company” Hoffman says her goal and vision is bigger than a t-shirt — it’s about promoting a state of mind through positive thought. She’s in the process of expanding her messages to other wearable mediums — sneakers, belt buckles, jewelry.

To show her commitment to doing good, she donates her business’s net profits — yes, all of it — to two charities close to her heart. The funds go toward a cultural enrichment program for children to help develop self-esteem and self-confidence as well as the Jeanne Geiger Crisis Center for its work in family violence prevention.

“My dream is to have every child, in addition to science, math, English, social studies, be taught to be self-confident and that every person can make a huge difference in the world,” says Hoffman. “I tend to dream big, that’s just how I am.”

Her messages are simple, yet empowering. She has 38 different designs on colorful and comfortable t-shirts, each with tailored messages for gender and age. For women, there’s “princess. not in need of rescue” and “never underestimate me;” for men, “good will always prevail,” and “when life knocks you down…get up.”

The shirts are also available for kids. Phrases like “natural born hero” and “life is an experiment…wear goggles” appear on boys’ shirts, while girls’ shirt have “let the world hear your voice” and “small body big dreams.”

Even babies can be inspired with messages like “destined for greatness” and “worthy of wings.”

For Hoffman, Emotional Armor was born after a series of life-changing events that occurred in a short three-month period. She was involved in a serious bicycling accident during a triathlon. Then, during her recovery, she was assaulted by an inebriated 25-year-old man who lived in her small neighborhood in Newburyport while taking a walk. Instead of dwelling on the negativity of these events, she drew strength from them.

The District Attorney pressed for two-year jail sentence for her assaulter, but Hoffman stood up at court to petition her attacker be given a chance to change.

“Going to jail for two years was not the answer. He wouldn’t be getting what he needed. He needed a job, he needed to be in treatment and have parameters,” says Hoffman. The court listened and the man began treatment, worked a part-time job and wore a GPS-monitoring device.

“I really believe that was the right thing,” says Hoffman — and it changed her life for the better. Shortly after she started her company on the “unshakeable belief in the goodness of people.”

Both Burnett and Hoffman are enthusiastic about the collaboration — a project that complements what each does individually. The Cohasset Triathlon will be a personal milestone for Hoffman, it will be her first since her bike wreck in 2006. But, she says her story is only one of many triathlon participants.

“Everybody has a story and each one is more inspiring than the next,” Hoffman says. She’s inspired by the mother of three who gets up at 5a.m. to train for the triathlon so she doesn’t disrupt her kids’ schedules and the guy who’s out there competing with a mountain bike.

“It’s the only sport where everybody — elite triathletes to first-time competitors — can compete on the same course doing something they love,” says Hoffman.

The limited edition t-shirts will be on sale on the Cohasset Triathlon website (www.cohassettri.com). In addition to the inspirational messages on the front of the shirt, the back will have “Cohasset Triathlon” on it, with the first ‘o’ being replaced with a peace sign and the second ‘o’ with a heart, just like the Emotional Armor logo.

Emotional Armor product is available in Cohasset Village. The adult line can be found at Ports & Company and the kids line is at Twist.

More information on both efforts can be found on the web, visit www.emotionalarmor.com and www.cohassettri.com
Limited edition Cohasset Triathlon/Emotional Armor messages
“born to tri”
“just breathe”
“fueled by determination”
“clip in and hold on”
“it’s all about the transition”
“one stroke one pedal one step at a time”