We always knew it was an interesting concept and now a panel of judges in the prestigious 2025 Start-Up Challenge – hosted by the Sports & Fitness Industry Association (SFIA) – agrees that JBrds is a winner. The Start-Up Challenge, now in its ninth year, provides a unique opportunity for sports and fitness entrepreneurs and innovators to showcase their groundbreaking ideas, products, and technologies and help advance the fast-paced and ever-evolving sports and fitness industry.

 

Jbrds, a regular exhibitor at The Running Event, was named one of five finalists in the Start-Up Challenge. It’s message: “Our company’s mission is to start kids off on the right foot with anatomically correct footwear for an active lifestyle. Walking becomes running, running is core to play, and play is where kids discover sports. Our vision is for kids to start sports off on the right foot.” 

  

This year’s application pool included entrepreneurs from around the world, representing all segments of the sports and fitness industry, including athletic performance, wearables, hydration analytics, youth and lifestyle sportswear, sports technology, and apps powered by AI, and more. Finalists will now move on to compete live, in-person in November (location and date TBD) to determine the Start-Up Challenge Champion.

The other 2025 finalists are:

  • InSquare: A patented low-profile force deck, just one square meter, that redefines fitness. For the first time, one compact and portable unit fuses cardio, strength, balance, isometric, and impact training with real-time performance metrics once reserved for elite athletes, delivered seamlessly on-board or through a mobile app.
  • Lineman Probs: A niche athletic brand built to finally shine a light on those who play football, work the hardest, and never get the full attention they deserve – the linemen.
  • Ruley the E-Referee: An AI-driven rules companion that translates referee jargon into plain language – instantly. Type or ask your question mid-game and get a clear, concise explanation before the next play unfolds. 
  • UltimateTag: The world’s first objective scoring system for multiplayer team sword fighting, featuring our patent-pending Magnetic-Velcro-Tag Capture System. This innovation addresses a centuries-old challenge by reversing the design: instead of striking your opponents, your goal is to capture their “UltimateTags”.
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All finalists receive one year of SFIA membership, a logo feature in an SFIA research report, exposure and connections to industry judges (virtually) and their feedback, personal introductions to five judges of their choice, and the opportunity to present to sports and fitness industry brands and retailers.

They also receive a 2026 SFIA Start-Up Challenge judge’s seat, national media coverage, and exclusive access to TPI’s Start Up Membership, including the opportunity to pitch to TPI’s community of investors and athletes for potential investment. TPI’s Start Up Membership includes access to premium investment deals and the opportunity to network with a curated community of athletes, investors and founders, educational resources and events to grow financial and business acumen. Additionally, finalists will have the ability to work directly with athletes for brand ambassador opportunities, internships, product testing, nearly 50 investment opportunities, and more.

In addition to all the prizes listed so far, the grand prize winner, who will be selected amongst the finalists at the Start-Up Challenge Main Event (November 2025) will receive a spotlight in one of SFIA’s annual research reports and the opportunity to network and connect with SFIA members at an SFIA event, including free registration, a speaking opportunity, and recognition at the event.

“The Start-Up Challenge continues to spotlight the boldest and brightest innovators shaping the future of sports and fitness,” explains Todd Smith, president and CEO of SFIA. “This year’s finalists represent the cutting edge of performance, technology and accessibility. SFIA, with our partners at The Players Impact, is proud to provide a platform that connects these visionary entrepreneurs with industry leaders and investors who can help bring their ideas to life.”