Unsatisfied with wearing running shoes that caused leg pain, Tyler Strothman '25 has taken on the ambitious task of launching his own brand of running shoes called Veloci Running.
Strothman, who is majoring in Sport Management and minoring in Entrepreneurship, has applied both of these interests into starting his own sports brand. Strothman is also part of the Rice's men’s cross country and track & field teams.
“My journey to start Veloci started with a love for running which developed into a sport that I’ve grown through for the past 12 years,” Strothman said. “Through dealing with stress fractures in high school, I came to understand the importance that running shoes have on staying healthy and doing what I care about.”
Veloci began with Strothman’s personal need for something better. On one hand, traditional running shoes often have narrow toe boxes, leaving runners with foot pain and cramped toes. On the other hand, shoes that fit the anatomical shape of the foot tend to be more barefoot and minimalist, with a lowered heel. This can increase pressure on the calf and Achilles, leading to new pain in the lower leg.
“So, for runners to do what they love becomes a choose-your-own-pain adventure, because there isn’t one that offers the best of both.” Storthman said. “Veloci shoes have an elevated heel that’s designed to reduce tension in the lower leg and have a naturally shaped toe box for a higher level of foot comfort.”
When he started at Rice, Storthman was unsure of what he wanted to pursue after graduation, but he slowly began to realize that he wanted to continue being a part of the running community. The idea of working in the running industry and around products he considered very unique and important in his life became captivating.
Strothman has completed internships working as a Sales Associate for both Dick’s Sporting Goods and Fleet Feet running store over the past summers. He also completed a marketing internship with Rice's Department of Athletics during his junior year.
“It all taught me so much and gave me a good understanding of a runner’s experience when purchasing a running shoe.” Strothman said. “Working in a run specialty store taught me what runners and comfort-seekers liked about specific shoes and why. These experiences were valuable as I decided what was essential in creating the best shoe possible for Veloci.”
For Strothman, being an entrepreneur means making a difference. It’s about identifying a problem and committing fully to solving it, with the goal of improving the lives of others.
“The work you do and the decisions you make matter, both internally in the company and those you’re working to serve.” Strothman said. “Entrepreneurship unlocks new learning that wouldn’t be available in typical internships. To do it well, it takes consistent fast learning to understand how to execute new and complex concepts and tasks well.”
Throughout his journey, Strothman mentioned that both Rice's Sport Management and Entrepreneurship programs have played pivotal roles. With the support and guidance of both departments, he has been encouraged to pursue his dreams and address the problems that Veloci aims to solve.
“Mentors like Tom Stallings have worked to guide me since freshman year, teaching me valuable skills and connecting me to people in the industries I was interested in to learn more.” Storthman said. “The Summer Venture Studio Accelerator I was a part of this summer with Liu Idea Lab for Innovation and Entrepreneurship was incredible and an essential step along the way as well.”
Storthman has launched pre-sales for Veloci Running and has produced the first few pairs of the finalized shoe. Next, Storthman plans to travel this winter to tour factories and determine who will manufacture the shoes.
“Entrepreneurship isn’t limited to one group of people, one personality, or one experience-track.” Strothman said. “It’s for those who choose to take the steps toward it and have enough conviction to push through the challenges. There isn’t one clear path, you have to make your own.”
Sergio Rojas, a junior from Houston, Texas, is double-majoring in Business with a concentration in Finance and also Sport Management with a concentration in Leadership.