As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Leslie Chapus.
Leslie Chapus is the VP and Co-Founder Azenco Outdoor, a worldwide leader in the design and manufacture of innovative pergolas, cabanas, car ports and swimming pool enclosures. Leslie leads Azenco’s global expansion and operational strategy serving as the public face of the company while orchestrating worldwide operations between the distribution network, material suppliers, technology, sales and marketing teams. Joining the company in 2014, Leslie brought a wealth of pool industry expertise to her role as Sales and Export Manager. Her focus on expanding the company’s reach to international markets is currently concentrated on the Azenco expansion within the US market.
Here’s what we found out about Leslie’s daily routine, followed by an exclusive Q+A.
What inspired you to become an entrepreneur, and what sparked the idea for your business?
My inspiration to become an entrepreneur stemmed from a desire to create something meaningful that positively impacts people’s lives. I was always passionate about transforming outdoor spaces into areas where families and friends could truly connect and make memories. The idea for Azenco Outdoor came from identifying a gap in the market for high-quality, customizable outdoor solutions that blend seamlessly with a home’s architecture while providing unmatched functionality.
As a woman navigating the business world, what challenges have you faced, and how did you overcome them?
One of the challenges I faced as a woman in a male-dominated industry was establishing credibility. I had to work harder to prove my expertise and earn the trust of clients and industry peers. I overcame these challenges by focusing on delivering results, staying confident, and surrounding myself with a supportive network of mentors and colleagues who believed in my vision. Persistence, resilience, and a clear passion for my business helped me build a reputation that speaks for itself.
How do you balance the demands of running a business with maintaining a healthy personal life?
Balancing work and personal life is always a challenge, especially with a growing company and a young family. I prioritize setting boundaries between work and home life and make sure to schedule time for family activities. I also delegate responsibilities within the business to trusted team members, which allows me to focus on the big picture while maintaining personal time. For me, balance means recognizing when to step back and recharge so that I can bring my best to both my family and my business.
Which networking strategies have most effectively built meaningful connections within your industry?
Attending industry events and conferences has been instrumental in building connections. Being present at these events allows me to engage with other professionals face-to-face and stay updated on market trends.
How do you approach mentorship, and how has it shaped your entrepreneurial path?
Mentorship is something I deeply value, both as a mentor and a mentee. I’ve had incredible mentors like my husband throughout my journey who have offered invaluable guidance and insights, especially when navigating challenging decisions. I also believe in giving back by mentoring others, particularly women who are just starting out in the industry. Mentorship creates a cycle of growth and support, and it’s been pivotal in shaping my entrepreneurial journey by helping me avoid pitfalls and stay focused on my goals.
What strategies have worked best for reaching your ideal customers?
One of the most effective strategies has been building a strong dealer network across the US and Canada. By partnering with dealers who understand local markets and customer needs, we’ve been able to reach our target audience more effectively.
Which marketing techniques have been most successful for your business?
Content marketing has been particularly successful for Azenco Outdoor. Sharing high-quality images and videos of our products in real-life settings on social media platforms has helped engage potential customers and inspire them. Additionally, collaborating with influencers and designers who share our passion for outdoor living has extended our reach and built credibility. We also focus heavily on customer testimonials and case studies, as word-of-mouth recommendations are powerful in our industry.
Can you share a significant setback in your business journey and the steps you took to overcome it?
One significant setback was navigating supply chain disruptions during the pandemic. These challenges affected our ability to meet project timelines. To overcome this, we diversified our supplier base and implemented better forecasting to manage inventory more effectively. Communication with our customers was also key; by keeping them informed of any potential delays and setting realistic expectations, we maintained trust and minimized the impact on customer satisfaction.
What’s the most important advice you’d give to women just starting their entrepreneurial journey?
My advice is to stay true to your vision and trust your instincts. The road to entrepreneurship can be full of challenges, but resilience and self-belief will help you overcome them. Surround yourself with supportive people who lift you up, and don’t be afraid to ask for help or guidance along the way. Most importantly, celebrate your achievements, no matter how small, because each milestone is a step toward your larger goal.
Is there a mantra or quote that guides your actions and decision-making?
One quote that resonates with me is, “Success is not final, failure is not fatal: it is the courage to continue that counts.” This mantra reminds me that every success is part of a journey, not the endpoint, and that every setback is an opportunity to learn and grow. It keeps me motivated to push forward, no matter the circumstances.
