Describe FORSA in one sentence….
Functional, innovative and sustainable sportswear, that works with the body, not against it.
What's your inspiration?
As an avid runner who completed the 2024 London Marathon, I experienced frustrations that a lot of runners face - limited storage, chafing, and clothing that doesn’t stay in place.
To run a marathon in under four hours, it's recommended that you consume around 60g of carbohydrates per hour, which means carrying roughly 12 energy gels. With just one small pocket between my shorts, sports bra, and t-shirt, I resorted to using a bum bag, an unsightly armband, and even tucking gels into the side of my bra.
The bum bag caused chafing, and the gels shifted during the run, cutting and scarring my skin for months. This experience fuels my mission to create functional sportswear.
Why did you decide to enter the Entrepreneurship Institute's Idea Factory Competition?
I started with just that - an idea. But I wanted to be challenged, to face difficult questions that would push me to refine it into an exceptional brand. Idea Factory gave me exactly that: honest feedback, constructive criticism, and valuable guidance to shape my vision and clarify its direction. It also offered a great introduction to the world of pitching, and the opportunity for one-on-one pitching coaching was incredibly useful.
As a solo-founder, how did you prepare to progress in the competition?
I’m highly motivated and manage my time effectively, so being a solo-founder was no problem. I made a point of seeking external input to improve my work. For example, ahead of the semi-final stage, I recorded a Loom video of my pitch and shared it with friends to gather feedback before finalising my submission.
What's your competition highlight?
I really enjoyed watching the other finalists pitch and respond to the judges’ questions. The diversity of ideas and pitching styles was inspiring. Everyone clearly communicated their concept within just three minutes, and it was a valuable learning experience for all of us. I’m also proud of myself to have been named one of the winners.
How did Idea Factory help you move your idea forward?
It pushed me to move beyond the broad idea I started with, and focus on the specifics of my brand, which in turn helped me highlight my unique selling point and how to stand out from the competition.
One piece of advice for future Idea Factory participants?
Prioritise market research! It’s crucial to understand what potential customers like and don’t like about existing solutions. This not only validates that your idea is worth pursuing but also makes your application much stronger. I conducted video calls and in-person conversations, and circulated a questionnaire through Strava and Instagram, targeting athletics societies, running clubs and even chatted with a few Parkrun attendees.
What’s next for you and your venture?
I’m currently focused on developing the launch range. Once the prototypes are ready, I’ll move onto testing, followed by building a strong social media presence and launching a website.