Last year, the founders of BRCĒ (pronounced “brace”), a performance material technology company, stood onstage at Northern Michigan University, participating in the Outdoor Innovation Pitch Competition, an event sponsored by Innovate Marquette. Just a year later, they are on national television, pitching to investors on “Shark Tank.”
A Michigan-based company, BRCĒ began in a classroom at Michigan State University by students Madhav Aggarwal and Tanvi Gadamsetti. During a class discussion about entrepreneurship in 2024, a professor asked students to come up with a business idea. While most students were suggesting things like apps and ways to utilize artificial intelligence, Madhav was eyeing a more common problem. “I don’t want world peace. I just want to make shoelaces that never come undone,” he said jokingly. However, what started as a joke soon became a rising business venture.
Both founders were former competitive athletes who had seen injuries, loss of playing time and the end of athletic careers stem from small equipment failures. After researching why performance gear frequently failed, they reached a conclusion. Oftentimes, the core issue didn’t lie with the overall product design; it had to do with the material being used.
After much experimentation and prototyping, the founders were able to develop a new type of material – a polymer-composite architecture that improves grip and durability.
The Outdoor Innovation Pitch Competition
By spring of 2025, the BRCĒ team had made enough progress to apply for the Outdoor Innovation Pitch Competition. This event, put on by Innovate Marquette, allows Michigan-based companies who are focused on outdoor recreation to submit their business ideas for a chance to win investment from the Michigan Outdoor Innovation Fund (MOIF). Those who are chosen as finalists are asked to pitch live to a panel of judges at Northern Michigan University during the Peak conference.
BRCĒ ended up taking home the grand prize in the pitch competition, receiving investment support from the MOIF. This support helped to accelerate product development, expand manufacturing, and continue validation testing. Additionally, the experience of pitching to judges live helped them to refine their storytelling, explain their technology more clearly, and taught them how to answer difficult questions on the spot.
The technological advancements and pitch experience aided the BRCĒ team’s success in later startup competitions leading up to their “Shark Tank” appearance.
The Shark Tank Experience
The BRCĒ team appeared on Season 17 of Shark Tank, where they presented their flagship product, BRCĒ Shoelaces That Never Quit®, that could showcase their patented material technology.
In the end, the company was able to secure an additional $300,000 in investment for 20% equity from Daniel Lubetzky, founder of KIND snacks, and Fawn Weaver, founder of Uncle Nearest Whiskey. These new investments will help BRCĒ scale production, expand their product line, and continue conversations with major footwear and apparel brands interested in utilizing their material technology.
What's Next
Looking ahead, the BRCĒ team aims to become a leading material technology platform powering the next generation of performance and protective equipment. What started as an idea for shoelaces is beginning to explore its potential uses in athletic protection, industrial gear, and medical applications. In the near future, the company is planning to expand its product line to include BRCĒ Kids, and continue partnering with footwear brands and athletic organizations.
When reflecting on how their experience in the Outdoor Innovation Pitch Competition influenced where they are today, co-founder and BRCĒ CEO, Madhav Aggarwal said “Winning the Outdoor Innovation Pitch Competition was one of the moments that showed us our technology could compete on a national stage. Going from pitching there to walking onto the Shark Tank carpet felt like a full-circle moment. It reminded us that resilience matters — sometimes the opportunity you didn’t plan for becomes the one that changes everything.”