Coordinates Update | Shark Tank Season 16

Coordinates offers stylish matching loungewear for families, pets, and holidays. Celebrate togetherness with high-quality, fun, and fashionable pajamas!

While coordinating their family’s outfits for the holidays, Sanya Richards-Ross and Aaron Ross encountered difficulty finding stylish, fun, and fashionable loungewear. Frustrated by the lack of options that captured their personal style, they created a solution. This led to the launch of Coordinates, a brand designed to make family moments more memorable by offering high-quality matching pajamas and loungewear.

Here’s a quick rundown of what happened to Coordinates after their appearance on Shark Tank:

Sanya and Aaron appeared on Shark Tank Season 16, seeking $100,000 for a 10% stake in their loungewear brand. After their pitch, they secured a deal with Robert Herjavec for $100,000 in exchange for 20% equity.

Since airing on Shark Tank, Coordinates has expanded its product offerings to include themed pet loungewear. Additionally, their products sold out quickly following their appearance on the show.

Key Takeaways:

• Coordinates is a family-focused loungewear brand founded by Olympic gold medalist Sanya Richards-Ross and Super Bowl champion Aaron Ross.
• The brand offers matching pajamas and loungewear for families, including exclusive holiday collections and Team USA Olympic themes.
• After their Shark Tank appearance, Sanya and Aaron secured a deal with Robert Herjavec for $100,000 in exchange for 20% equity.
• Coordinates expanded its product line to include pet-themed loungewear and saw rapid growth, with sell-outs following the show.
• The brand focuses on seasonal collections, event-based releases, and leveraging the couple’s high-profile backgrounds to increase visibility.
• Plans include expanding product offerings, international growth, and incorporating sustainable practices into production.

Coordinates Networth in 2024

As of 2024, Coordinates, the family loungewear brand created by Sanya Richards-Ross and Aaron Ross, is estimated to have a net worth of around $1.5 to $2 million. This valuation reflects the company’s growth following its successful pitch on Shark Tank, strong sales from seasonal and Team USA collections, and continued expansion into new product lines like pet loungewear. The brand’s strategic focus on family-themed apparel, exclusive Team USA licensing deal, and growing market presence contribute to this financial standing.

Coordinates Networth in 2025

As of 2025, Coordinates, the family-focused loungewear brand founded by Sanya Richards-Ross and Aaron Ross, is estimated to have a net worth of around $3 to $5 million. This increase in valuation is driven by the brand’s continued growth, strong demand for seasonal collections, exclusive Team USA licensing, and successful expansion into pet-themed loungewear. The company’s increased visibility and strong sales performance following its appearance on Shark Tank have also contributed to its rising worth.

Sanya and Aaron’s Journey to Coordinates

The idea for Coordinates was sparked during the holiday season when Sanya and Aaron found themselves coordinating their family outfits. As an Olympic gold medalist and a two-time Super Bowl champion, the couple has an undeniable understanding of the importance of team spirit—whether in sports or in the family unit.

However, their experience in trying to find fashionable, quality loungewear for the entire family showed them a market gap. Despite the growing demand for matching loungewear during the holiday season and family-centric moments, existing options felt generic and uninspired.

Driven by a deep desire to create something meaningful for families to cherish together, Sanya and Aaron set out to build a brand offering high-quality loungewear and develop a sense of unity and joy through coordinated outfits. Thus, Coordinates was born.

The Coordinates Pitch on Shark Tank

Coordinates Pitch Recap

• Entrepreneurs: Sanya Richards-Ross and Aaron Ross
• Business: Lifestyle Apparel Brand
• Ask: $100,000 for 10% equity
• Deal: $100,000 for 20% equity with Robert Herjavec

When Sanya and Aaron appeared on Shark Tank Season 16, they sought $100,000 for a 10% stake in their business. They were ready to scale production, expand their product line, and launch the Team USA collection while making their mark in the loungewear industry.

The couple’s pitch was heartfelt, and it was clear that their brand was built on passion and personal experience. They emphasized the idea of family bonding through matching loungewear and stressed the importance of creating moments of togetherness, especially during the holidays. They also shared their exclusive licensing deal with Team USA, which would allow Coordinates to create official Olympic-themed loungewear, a unique selling point that set their brand apart.

At the time, the couple’s product line included matching pajamas for parents, kids, and even pets, all designed to enhance the family experience. Their product offerings extended to themed collections for significant events such as Christmas and the Olympics, creating a sense of occasion and family tradition.

While the Sharks well-received their pitch, the negotiation process was intense. Kevin O’Leary and Mark Cuban declined to make an offer, citing their lack of interest in clothing. Despite being impressed with Sanya and Aaron’s story, Lori Greiner also chose not to invest, stating that she didn’t have enough experience in the clothing industry.

However, Daymond John and Robert Herjavec saw the potential in Coordinates. Daymond was impressed by the brand’s untapped potential, although he felt the business was still in its early stages and needed more time to mature. On the other hand, Robert was moved by the couple’s passion and determination. He offered them $100,000 for 25% equity, citing his experience with Tipsy Elves, a similar brand he had invested in. The couple countered with a 20% equity offer, and Robert ultimately agreed to the terms.

This began a new chapter for Coordinates, with Robert Herjavec’s investment and expertise guiding the brand’s next steps.

The Coordinates Growth Strategy

Since its appearance on Shark Tank, Coordinates has seen significant growth, partly thanks to the visibility and credibility it gained through the show. However, it wasn’t just the exposure that led to their success; the company’s growth strategy was rooted in strong foundations built on understanding market trends and customer needs and delivering unique value.

1. Seasonal and Event-Based Collections: Coordinates capitalized on the growing demand for seasonal and event-based loungewear. The brand taps into the collective spirit of family gatherings, celebrations, and national pride with collections designed around Christmas, holidays, and the Olympics. For example, their Christmas collection, which generated $25,000 in sales in just one month, proved a substantial market for themed loungewear that families can enjoy yearly.
2. Exclusive Team USA Licensing: One of the most distinctive aspects of Coordinates’ growth is their exclusive partnership with Team USA. This licensing deal allows them to create and sell official Olympic-themed loungewear, making them the only brand authorized to do so through 2028. This strengthens their brand’s position and provides them with a unique product offering that no other competitor can replicate. During the three months following the launch of the Team USA collection, Coordinates brought in $55,000, a strong testament to the power of this exclusive collaboration.
3. Expanding Product Lines: Since Shark Tank, Coordinates has expanded its product offerings to include pet loungewear. This expansion was a natural progression, given the increasing popularity of pet-focused products in the fashion industry. Pet owners are increasingly looking for ways to include their furry family members in family activities, and Coordinates’ pet loungewear perfectly taps into this trend.
4. Leveraging Celebrity Influence: With Sanya’s status as a four-time Olympic gold medalist and Aaron’s career as a two-time Super Bowl champion, the couple’s influence and credibility have been essential in building customer trust. Their high-profile careers have provided them with a platform to promote the brand, and their story resonates with fans who want to support a brand with such a strong legacy of success.
5. E-commerce Strategy: Coordinates operates as an online retailer, allowing customers to browse their collections, place orders, and receive deliveries directly from the website. The convenience of online shopping is a significant advantage, especially as more people prefer shopping from the comfort of their homes. The brand has also utilized social media to promote new collections and engage with customers, building a loyal community of fans.
6. Family-Centric Marketing: The heart of Coordinates’ marketing strategy lies in their messaging: celebrating family moments through fashion. Their marketing campaigns highlight the value of spending quality time with loved ones, and matching loungewear is positioned to enhance these experiences. Their imagery and content often feature families enjoying togetherness, whether it’s during the holiday season, at the Olympics, or simply at home.

What’s Next for Coordinates?

With Robert Herjavec’s mentorship and investment, Coordinates is poised for continued growth. The brand focuses on expanding its seasonal collections and tapping into new markets. Here are a few exciting things to look out for in the future:

• New Product Launches: Coordinates will continue to innovate and expand its product lines, offering new collections for various holidays and events. Expect exclusive collaborations and themed loungewear options for all family members, including pets.
• International Expansion: While the brand has gained significant traction in the United States, there are plans for international expansion. Given the growing demand for family-centric fashion, there’s immense potential for Coordinates to reach a global audience.
• Sustainability Efforts: As more consumers look for sustainable and ethically produced fashion, Coordinates could take steps toward implementing eco-friendly practices in its production processes. This could include using organic materials, reducing waste, and ensuring fair labor practices.
• Increased Brand Visibility: With the upcoming Olympic Games and other significant events, Sanya and Aaron’s continued association with Team USA will help maintain the brand’s visibility and drive new customers to their products.

Conclusion

Coordinates is a prime example of how personal passion and real-world experiences can lead to a successful business. Sanya and Aaron Ross have built more than just a loungewear company—they have created a brand that celebrates family, togetherness, and memorable moments. Since its appearance on Shark Tank, the brand has expanded its offerings, gained significant traction, and established itself as a leader in the family loungewear market.

Their growth story is a testament to the power of perseverance, innovation, and a strong connection to one’s audience. With continued support from Robert Herjavec and expanding product offerings, Coordinates’ future looks brighter than ever.

As family-focused fashion continues to gain popularity, Coordinates is well-positioned to continue making waves in the apparel industry. It offers stylish, coordinated loungewear for families to enjoy for years to come.

For more updates on Coordinates, visit their official website or follow them on social media to stay informed about new product launches, promotions, and special collections.

For the latest updates from Shark Tank Season 16, Episode 7, explore the links below:

• GNOME ADVENT CALENDAR UPDATE
• SNOW SCHOLARS UPDATE
• WILDCOAT UPDATE

Before you go, make sure to check out our list of all the Shark Tank Season 16 products.