Long distance runners need to strike a delicate balance to win. If they go to slow, they fall behind. If they go to fast, they lose precious energy. Nicholas Gorsich, co-founder of Stridelane explains how their high tech LED pacing lights solves the problem and how their first version was made of hacked carnival lights!
Gorsich says they bootstrapped the company taking no loans. How? He says they purchased carnival lights off Alibaba and re-engineered them to work with their own custom software. The system was acceptable enough to close early deals and get income. Combined with winning a few Iowa pitch competitions, they have just developed their first commercial product that ships to its first customer next week.
Gorsich is transforming distance running with programmable LED pacing lights designed to replace imprecise manual stopwatches and shouted splits. The system uses custom LED modules spaced exactly one meter apart—16 strands of 25 lights for a 400-meter track, or eight strands for 200-meter indoor tracks. Encased in epoxy molding and a heavy-duty polycarbonate shell, the IP68 waterproof hardware connects to a single power source and integrates software to guide athletes along tailored pacing marks. “Running is science, the body is science and biology, and you have to hit very specific marks if you want to reach your full potential,” Gorsich explained. Tailored primarily for NCAA programs, professional teams, and timing companies, the systems are priced at $15,000 for 200 meters and $25,000 for 400 meters.
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Bootstrapping a Hardware Startup
The collegiate startup avoided early equity dilution by building an initial minimum viable product. Co-founder Carson invested just $1,000 to assemble programmable carnival lights housed in 3D-printed casings. Operating meet rentals across the Midwest generated over $20,000 in revenue. Additionally, pitch competitions hosted by the University of Iowa’s John Pappajohn Entrepreneurial Center yielded more than $10,000 in prize money. “That revenue plus pitch revenue allowed us to buy our first systems from our manufacturers in China without taking any money out,” Gorsich noted. Sourcing hardware directly from Shenzhen enabled the team to bypass prohibitive domestic prototyping costs.
Market Launch and Competitive Edge
Stride Line is entering commercial distribution, shipping its first 400-meter system alongside a 200-meter order bound for Boston and a pending deal in Nebraska. Gorsich remains confident in their market position against prospective foreign competitors due to the team’s insider athletic background. “Me and Carson, we have the upper hand when it comes to this product because we’re both Division 1 athletes,” Gorsich said.