Launching a new business during a recession might not seem like an obvious choice to make. But DeeAnn Sparhawk, co-founder of the fast-growing Knoxville-based company Cool Pouch (www.coolpouch.com), is anything but conventional.

“It ultimately boils down to belief in your product,” DeeAnn explains. Cool Pouch is a specially designed towel with a patented, built-in ice pouch that is great for keeping cool while working outdoors or playing sports.

“I know Cool Pouch can help anyone in the heat stay safer, perform better and recover quicker,” she says. “The economy doesn’t stop the heat.”

The Cool Pouch concept was inspired by DeeAnn’s love for tennis, but has quickly spread to help anyone involved in any activity in the heat. DeeAnn says the goal was to create the most effective and affordable cooling towel on the market.

“In this economic environment, I want to make sure I provide a quality product that is affordable,” she says. “And given the economy we have made tough decisions to make sure Cool Pouch is at the right price point.”

DeeAnn says that her passion and willingness to stick to her dream are directly related to her belief in Cool Pouch.

“I believe everyone needs a Cool Pouch,” she says. “With Cool Pouch, I have been able to travel throughout the country this year meeting all types of people from every walk of life. The great blessing for me is when I put a Cool Pouch around someone’s neck, I get the same great reaction of instant coolness and a smile from every single person, regardless of age, race, gender or economic disposition.”

Over the summer, DeeAnn and her Cool Pouch team were busy working with road races in Atlanta, golf tournaments, high school football teams and bands.

“Temperatures may have cooled slightly in Tennessee but it is still in the 90’s and above throughout the country,” she says. “We are always busy creating an awareness and understanding about the risk of heat illness for anyone in the heat.”

DeeAnn says that a big market for Cool Pouch is individuals that are attending college football games on hot days in big stadiums.

“Cool Pouch is not only a help for preventing overheating and heat illness, but also makes you more comfortable and rejuvenated,” she explains. “It’s a simple, all-natural way to control body temperature.”

DeeAnn says she stays motivated by the continuous support she receives from fellow entrepreneurs and the numerous individuals she meets who love the Cool Pouch.

The business has grown beyond Knoxville, gaining a presence around the country. This summer, Cool Pouch was able to help Gulf of Mexico clean-up workers stay safer in the heat. These efforts will be featured in the upcoming edition of Entrepreneur Magazine.

DeeAnn, who graduated from Vanderbilt, has also been a personal trainer for about 11 years.While at Vanderbilt, she also played shoot guard for the Lady Commodore basketball team, an experience she has carried with her throughout her career.

“Athletics is a great teaching tool and very similar to starting a business,” she says.“It’s really hard and requires a lot of time and energy that most people don’t see.I spent so many hours shooting between 500 to 800 shots a day in my backyard.Practice builds character, confidence and keeps you hungry and wanting to improve.Neither business nor athletic success comes overnight; it will require sacrifice of your time, energy and yourself. Cool Pouch’s big game day is not here yet, so for right now I am enjoying lots of practice.”

DeeAnn says another key to her success is the fact that great friends also surround her. In fact, DeeAnn co-founded the business with close friends and fellow-Knoxvillians, Cindi DeBusk and Lindy Terry.

“It is so amazing and fun to have all the people you love be part of your business, whether it’s marketing it, supporting it or even just praying for it,” she says.

Family, says DeeAnn, is also critical.

“I have three great kids (Bill, 12, Katie, 11 and Patrick, 9) and a wonderful husband who is my best friend and biggest supporter,” DeeAnn says. “Jim has been to every Cool Pouch event, making sales and promoting Cool Pouch.”

When asked if she has any advice for aspiring business owners, DeeAnn provides an encouraging response.

“I would encourage them to dream big, work hard and trust in God,” she says. “I truly believe that we all have great stories to live out, and what’s a great story without big challenges, faith, fear and purpose that exceeds far more than obtaining wealth.”

For more information, visit Cool Pouch on the Web at www.coolpouch.com.