Local Entrepreneurs See Hoop Dreams

By Joel Paris

A hula-hoop is just a hula-hoop, unless it comes from aurahoop, Dana Moore and Janet Richey’s imaginative business.

Aurahoop specializes in custom fitness and dance hoops. They provide hoop dance lessons and hoop making workshops. They also entertain for parties and teach what they call “hulaerobics”.

Each custom made dance or fitness hoop is made by hand and is created specifically for each individual’s height and age.

According to hooping.org, hooping is a term for hula-hooping with large customized hoops. The website also claims it is more fun than the hula-hooping you remember growing up, because the bigger and heavier the hoop, the slower it rotates around your body.

“Our hoops are easy for anyone to use no matter their skill level or rhythmic ability. The hoops are heavier and bigger than the ones you buy at Wal-Mart or K-Mart, so they go much slower around your body, making it easier,” Moore said.

Moore was raised in Pell City and finally returned to her roots in 2007, but not before some unique experiences.

She traveled across the country, living and working in places like Colorado and San Diego before making her way back to Alabama. “I went from selling turkey, avocado and bacon sandwiches out of the back of Crest liquor store in San Diego to marrying my college sweetheart and living in Southside, Birmingham,” she explained.

After praying for career guidance, Moore gave up her career in the life insurance industry to pursue her hoop dreams. “I eat, sleep and dream hoop dance. When I sleep, I dream of tricks and moves. When I hear music, I close my eyes and envision routines to the beats infiltrating my ears,’” Moore said.

Moore’s passion for hooping started one day while she was working as a waitress. One of her co-workers brought a hoop to work. “I picked it up, gave it a spin and was hooked.”

To Moore, the creation of personalized hoops is an artistic expression. She said every hoop she makes is like her baby. “I take pictures of it and name it before I sell it. It becomes a part of me and I hate to part with it.”

When Moore started the hoop business, Richey said it seem only natural to join her. ”It’s the most fun I’ve ever had working out,” Richey said. “It’s great to be hooping with lots of people and to look around and see everyone smiling.” Aurahoop hosts free hoop jams in parks, including one last Saturday at Rhodes Park in Birmingham.

Moore said she has been hooping for three years and absolutely loves it. “Most anyone who tries hooping falls in love all over again and wants his or her own hoop,” she exclaimed. It also serves as a great exercise tool and stress reliever. According to Moore, a hooper can burn ten calories a minute and 600 in an hour.

Moore and Richey are still working out the details for a hoop studio in Pell City. The current hoop headquarters is Moore’s home in Eden.

Hoopers gather together and regularly share new things. “We are getting prepared for next year’s International Hoop Convergence. Hoopers come together to share skills, knowledge and hang out as a whole hooping community,” Moore said.

If anyone is interested in learning more about hoop dance, they can visit www.hooping.org. Moore visits the site each week to get a new track and a new trick.

Aurahoop will hold a hoop-making workshop for Brentwood Daycare on Monday, June 23. There will also be a free hoop jam at Pell City’s Lakeside Park in the near future.

What type of music is played at a hoop jam? “Our specialty is hip hop hoop. We also go from classics like Stevie Wonder, to the Beastie Boys, Justin Timberlake and Too Short,” Moore said.

Hooping is not as safe as you might think though. “It’s sort of an extreme sport. I have sustained many injuries while learning new tricks. Just last Saturday I busted my lip learning how to duck out,” Moore laughs.

For more information on aurahoops, visit their website at home.coosahs.net/aurahoops. You can also email them at aurahoops@gmail.com or call 205-227-0705.

The whole concept is pretty simple to Moore. “The truth of it is it’s just fun. Have you ever seen a person hula hooping that wasn’t smiling?”