Building in Public – Creating a new sports category

As we enter the last quarter of 2024, we are excited to launch our “Building in Public” series for our company Ultra Cool Tech. For those unfamiliar with the term, Building in Public is becoming a popular practice among tech startups that involves sharing the company’s journey openly – providing transparency about our goals, strategies, product development, and more. We believe our Ultra Cool Tech story is worth sharing, and we want to invite clients, potential partners, and anyone interested in our journey to come along for the ride.

To kick off this series, let’s start with the basics: what is Ultra Cool Tech all about? We’ll use Simon Sinek’s framework to explore our “Why, How, and What.” So, let’s begin with our “Why.”

Why Ultra Cool Tech?

Ultra Cool Tech was founded in 2024 by a team of seasoned professionals who have worked for many years with elite athletes, top-level coaches, and sports scientists. Because of our expertise and experience in high-level sports, we were continually being asked, “we need better solutions for sports thermoregulation”. We knew we had the capabilities, so this was the catalyst to develop smarter, effective cooling solutions for athletes and sports staff. With rising global temperatures and increasing awareness about thermoregulation, there’s a real need for solutions that help combat heat-related performance issues in both competitive and recreational sports. Surprisingly, there are very few practical or effective solutions on the market today.

How are we doing that?

By developing new materials and integrating the latest advancements in thermal solutions, aerodynamics and performance research, we’re creating innovative cooling technologies that push the boundaries. We like to say that we’re not just making new sports products; we’re integrating cooling technologies into existing products. For instance, our Glacier Tape isn’t just another bar tape—it’s a cooling solution in the form of bar tape. This approach shifts our focus toward the underlying technology so we are not trying to change the way athletes train or race, rather we provide the added advantage of improved cooling with our integration.

The end result (for the moment) is a range of innovative cooling products for athletes and staff that can be used before, after and importantly during events to enhance both thermal comfort and performance. Our lineup includes proprietary products as well as new technologies we’re developing in collaboration with OEM partners, which we’ll share as they become available.

What are we building?

At Ultra Cool Tech, our vision is to build a tech company that pioneers a new category of cooling-focused sports effective solutions. We see this as a fantastic business opportunity, and are quite clear that we also have to do it right.

Our priorities are solid: build a profitable business through our products, and continue innovating with new cooling technologies and products. Working together with partners is fundamental. We need to provide real value to our customers with effective solutions. And we need to establish a strong sales network as a foundation for the Ultra Cool Tech journey.

We are thankful for the positive feedback we’ve received so far, especially the fantastic reactions at Eurobike 2024. Take a look at some of the highlights on our YouTube channel and see for yourself the reactions!)

If you’re curious to learn more about our journey and how we’re building Ultra Cool Tech, follow us on LinkedIn and and please subscribe to our newsletter. We’ll look forward to sharing insights from our Building in Public series on various topics, including product development, marketing, sales, finance, and more. Thank you for joining us on this adventure—stay tuned for what’s next