Secrets to success from Smalltown USA

Nicole DeBoom started her business out of necessity: She wanted to feel pretty while working out and none of her workout gear did the trick.

The professional triathlete had what she calls a "lightbulb" moment during a run in December 2003 and knew what she had to do: Start a women's athletic shop.

"My husband was like, 'How are you going to do that?'" said DeBoom. "I said, 'I'm just going to have to figure it out.' One mile at a time, just like in a race."

DeBoom started Skirt Sports in 2005 with just two styles of skirts that she designed. The first year, she brought in $325,000 in sales. Since then, Skirt Sports has sold over $22 million worth of products; they now offer a full range of women's clothing, including sports bras, dresses and jackets.

She employs a team of 12, including a full-time designer, who help run the business. This includes selling clothes in their Boulder boutique, online through Zappos and Amazon (AMZN), and hosting events.