Breaking Barriers in Sports Tech: Paul on Startup Challenges, Innovation, and AI

Introduction: Sports Tech

Starting a sports tech company isn’t just about building a product—it’s about resilience, vision, and adapting to challenges every step of the way. In this candid conversation, Paul, founder of Flow Unleashed, opens up about his journey from tackling funding hurdles to building a team that believes in the mission. He shares how technology and AI are transforming athlete training, the importance of authenticity in winning customer trust, and the mindset needed to make tough calls as a founder. Whether you’re a sports enthusiast, an entrepreneur, or simply curious about how innovation shapes the future of performance, Paul’s story offers insights and inspiration worth tuning into.

Ami: Welcome to Sports CTO Talks. In this series, we would be connecting with industry leaders from the sports and technology domain to simplify sports technology for all. I'm Ami, your guide on this journey through the minds of amazing tech leaders who are shaping the future of sports. We will dive deep into discussions driving the industry from AI to cloud, from cybersecurity to sustainability. If it is tech, we are talking about it.

Today we have a very interesting guest with us, Mr. Paul Roberson. He is the CEO and founder of Flow Unleashed. Flow Unleashed is a patented hands free athletic performance training harness. That delivers multi-directional resistance with unrestricted 360 degrees mobility and real-time data insights, empowering athletes to train how they play with resistance. From sports performance to rehabilitation, our their technology is redefining movement for strength, agility and recovery. We welcome you Paul to the podcast.

Paul: Thank you for having me. I appreciate it. So today Paul would be sharing, you know, the entrepreneur journey and what is required as a leadership in start-ups. He would be talking from concept to creations.

Ami: So Paul, my first question to begin with is, you know, what was your initial idea, how did it initiate and what were the specific problems when you started your journey?

Paul: Yeah. I think that's the the, the, the beauty in it and just solving a problem. I started off solving my own problem. I wanted a hands free dog leash. I wanted a hands free dog leash. I was a big runner and every time I took my, every time I went running, you know, I could do, you know, a couple miles in 30 minutes. But every time I took my dogs with me, I was constantly doing the whole hand to hand leash exchange. Going with leash going from one hand to the other, the dog going around me doing the doggy dance. And so, you know, a run with my dogs turned into an hour run. And you know, the essence, the pain point was I just wanted our runs to flow seamlessly without me dealing with the frustration of the hand to hand leash exchange.

And so that night. I remember it clear as day. I went on Amazon and Google because, you know, this is the the technology age where we think everything already exists. But you know, when you find out that it doesn't exist, that's where you get to make a decision, whether you know you're going to be the person to solve it or you're just going to continue to wait until someone else solves it. And my my pain point was deep enough and I was passionate enough about my dogs. To where I just went, jumped off the Cliff and went to the deep end trying to figure out how to design a concept that was in my head.

You know, once we have, once we experience the problem, usually you experience a wish. So he's like, oh, this problem. I wish this was here. I wish this was different. And so once I had that problem, I was like, oh, I wish I had a hands-free dog leash that moved around my hips with me. Because later on I found out everything was stationary at the hips. So dog leashes or athletic training harnesses, they're not designed to move around the user's waist. They just have a belt with a metal loop that does not move around you. Therefore, you only have. A linear angle.

So yeah, it all started with me wanting to solve a hands-free dog leash. And four years after I took on that journey, I got the first prototype, the functional prototype. I put it on and I basically had a oh shit moment where I realized I accidentally revolutionized the speed and agility harness for athletes. And I knew that because I played free safety out in West Georgia. So I played football for many years, since I was seven years old. So I definitely knew the the equipment that existed and most importantly the the equipment that did not exist.

And so once I had the prototype and identified, oh wow, this is for athletes, not just dog, not just dog runners. We went from Flow Doggy, SLO Doggy, a new leash on life and we pivoted to Flow Technology releasing its debut product, Flow Unleashed, train how you play with resistance. And that's where we are today.

Ami: OK. So like, you know, how did you validate your product in the real market with real athletes and you know, before the concept or before? You investigating or investing in it significantly your time and your resources.

Paul: Yeah. So there's, you know, with us entrepreneurs, especially when you're building a new product, there is a lot of stop, go, stop, go, stop, go. Because you have to validate, you know, you have to test, validate, expand, test, validate, reassess, test, validate, reassess. And so the idea, you know, it's one, it was in my head. So it was like, how do you bring an idea to life? I had to learn about CAD design, computer automated design. That was #1.

And then, you know, after I learned CAD design, I had the design, you know, in a file. Now you got to bring it to life. So I had to learn about 3D printing and all the different fulfillments to kind of 3D print something to kind of test the dimensions and the look and feel of it. After I got validated that process, the 3D print, oh, this looks good. Then I had to find a manufacturer. And that was probably a hard part, right? Finding a manufacturer that wants to work with the start-up. Because let's just be honest, start-ups don't have much money in the beginning. And manufacturers, they're looking for, you know, players, people who who will give them enough volume to keep manufacturing something over and over again, right? And I just did not have that. So it took many years to find a manufacturer, I finally found one.

And then of course you know you go through different iterations of prototypes and so and usually that comes down to form and fit, form and fit and user friendliness of it. And so we went through probably about five to six different iterations of prototypes once it. You know, passed my test, which was, is this something I would want to wear every day if I ran with my dogs? Is it comfortable? Does it work? And then also testing it as an athlete because you know, I am a 2 two-part customer. I'm an ex-athlete that played collegiate football at a high level and then I also have dogs.

So I tested the belt with myself, whereas many people, especially engineers. Usually you gotta test with people who are not engineers. You gotta, you know, send it to send it to your your demographic, right? Your intended demographic. Well, well, I was the demographic. So after having that that product market fit and check mark with myself, then it was like, OK, who who else will want to see this? So then you'll go to dog parks. Hey, you want to wear this? Try it out this new 360 dog leash. They like it and they say, where can I get one? That was a good indication that, hey, this might be a good fit for dog owners.

And then I got an opportunity to meet with the Atlanta Falcons and the UFC Performance Institute. Dr. Duncan French over at the UFC. Wonderful, amazing human being. He did not have to give me the time that he did. He did give me his time. And he gave me his constructive feedback, which was amazing. That actually led to, you know, me still reaching out, having the ability to to get in contact with Doctor Duncan French and then also the Atlanta Falcons with their strength and conditioning team.

And so those were essentially the two B to B players that I was able to send a prototype to and get them to to put it through their little gauntlet of tests. And it came out great. They both said that they would love it. They would love to have them in their gym. And that was the the, I guess you could say the product market fit validation I got for AB2B model.

Ami: OK. So like, you know, what were the other obstacles other than the manufacturing part in transforming your idea into a tangible product and how did you overcome that?

Paul: Well, I'll answer. I'll go reverse. I overcame everything. All the barriers and hurdles have been overcome through just tenacity and resilience. There's nothing special about me. There's nothing, you know, I don't. I don't have a a a master's in background in manufacturing or supply chain. You know, I'm not an engineer by trade. I am just a person who had a a deep enough pain point. And nobody was solving it. And I'm the type of person where if no one's doing it, I'll do it.

And so tenacity and resiliency, no matter what the idea is. Out outside of that, it you literally just have to be open to going into dark rooms, to finding the light. And with that being said, you know, I had to go on to learn about patents, patent law. Right. And everything is a different language. Everything is a different language. Legal, they have their own language. Manufacturing, they have their own language. The sports scientists in in the sports science and the physical, you know, performance trainers, they have their own language.

And so not only do you have to go through each phase of the business. And it's essentially a lesson that you will receive, but it it you'll come out more talented and well equipped with knowledge. And after you're able to kind of go through all of those initial introductions with each of those phases, legal, manufacturing, you know, sales, marketing, busy death, XYZ. I think that is where you know all the different perspectives will come together, and you'll have a clear indication on your road map forward.

And it's not about what to do next. Everyone says what to do next. What should I do? How should it? I think we should reverse engineer it. My two cents, which isn't worth a cup of coffee, but my two cents stay focused on what not to do. Because if you focus on what not to do, at least you'll save money on wasting money on things that you knew you shouldn't do and what to do. That becomes an exploration phase, and at least you'd be more methodical with what you choose to do after you identify what not to do.

Ami: How has technology shaped your journey and influenced Flow Unleashed's evolution?

Paul: Technology has been a key factor in shaping Flow Unleashed's evolution. Our patented harness combines innovative design with cutting-edge materials to deliver unrestricted 360-degree mobility, which traditional resistance training tools couldn’t achieve. We’ve also integrated real-time data tracking, which has been a game changer. Coaches and athletes can now measure force, movement patterns, and progression with accuracy, making training more scientific. Technology allowed us to transition from being just a resistance harness to a performance and data-driven product. This evolution wouldn’t have been possible without advancements in sensors and analytics.

Ami: When it comes to team building, what was your approach to hiring and retaining top talent in a fast-moving industry?

Paul: Building the right team was both exciting and challenging. My approach has always been to look for passion first. Skills can be taught, but passion and belief in the vision are non-negotiable. In a fast-moving industry like sports tech, adaptability is also critical. We’ve focused on hiring people who can wear multiple hats, think creatively, and stay resilient under pressure. Retaining talent comes down to building a culture of ownership. I want every team member to feel like they’re building something bigger than themselves, and that sense of purpose keeps people engaged and loyal.

Ami: On the other side of the coin, how do you build authentic relationships with customers and create brand loyalty?

Paul: Authenticity is everything. From day one, we made it clear we were not just another training equipment company—we were here to solve real problems athletes face. I personally spent time talking to coaches, trainers, and athletes to understand their pain points and show them we cared. Even today, we maintain open communication channels, seek feedback, and implement changes based on their needs. Transparency in what we offer and honesty about our journey has built trust. That trust translates into brand loyalty, because customers don’t just buy a product—they buy into our story and mission.

Ami: In high-pressure situations, how do you make tough decisions?

Paul: Tough decisions are part of being a founder. My philosophy is to stay grounded in our core values and vision. Whenever a decision feels overwhelming, I ask myself: does this align with our mission, and will it serve the athlete at the end of the day? I also believe in data-driven decision making—relying on numbers, feedback, and market realities rather than emotions. At the same time, I don’t shy away from trusting my gut when needed. Having mentors to lean on during such times has also been invaluable.

Ami: Let’s move into a rapid-fire round. Ready?

Paul: Absolutely, let’s do it.

Ami: Coffee or energy drinks for long startup nights? 

Paul: Coffee.

Ami: If your startup had a mascot, what would it be? 

Paul: Crash dummy.

Ami: If you could have lunch with any business leader, who would it be? 

Paul: Henry Ford.

Ami: If your journey were a movie, what title would it be? 

Paul: Breaking down barriers and building bridges.

Ami: Which athlete do you admire for their entrepreneurial mindset? 

Paul: CJ Watson.

Ami: What’s your secret weapon in tough negotiations? 

Paul: Knowing what you don’t want.

Ami: Coming to a very important topic—what is the role of AI in the entrepreneurial journey, and how will it benefit startups?

Paul: AI is already transforming industries, and for startups, it’s a massive enabler. For us, AI plays a role in analyzing the training data we collect. It helps coaches and athletes get actionable insights rather than just raw numbers. On a broader level, AI can help startups streamline operations, automate repetitive tasks, personalize customer experiences, and even predict market trends. For founders, it means we can focus our limited resources on creativity and strategy while letting AI handle optimization. Startups that leverage AI smartly will have a huge competitive advantage.

Ami: Perfect. Thank you, Paul, for joining us today and sharing your insights.

Paul: No, this was great. Thank you for having me, and I truly appreciate anyone who wants to talk about the world of sports tech.

Ami: Absolutely. So everyone, let’s stay connected. For more understanding on sports and technology, please follow the channel and share this with your friends, families, and all sports-tech lovers. That was Paul sharing his experience today. Let’s meet in the next episode. Till then—stay curious, stay inspired, and keep exploring.