Our Story
Where it all began…
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On a training camp with Team Norway Triathlon in February 2023, Mikal & Jess went for a run and set a topic of ‘I want to launch my own business, what product could we launch?’. Of course the category for product ideation revolved very much around sport/triathlon as that is where Mikal’s experience lies as well as Jess’s passion & interests.
With influencers being such a key channel to market/promote products in today’s world, we spent time listing off products that athletes use that they don’t currently have sponsors for. From this, we identified that there could be a gap in the market to launch a market leading elastic laces business.
We know athletes spend a lot of money on trainers but when it comes to laces, in a triathlon, there is no innovative brand leader or guidance on where to go; often resulting in a last minute purchase at expos with whatever elastic laces are available.
We have therefore set ourselves the challenge to develop a product supporting the need for speed, whilst also being comfortable and fun!
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Why ‘Suspense’?
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A word to encapsulate one of the many feelings when you toe the start line.. Anticipation, excitement, nervous energy; a feeling everyone should have the opportunity to experience, as there really is nothing quite like it!
Focused on elastic shoe laces, suspense also refers to the elastic material 🤓
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Meet the founders
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Jess Iden
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Role: CEO & founder, the do-er, the marketer, the number cruncher
Year in, year out, Jess answered the January journals’ question of ‘dreams I’m working towards’ as ‘launching my own business’, and at the age of 30, it’s finally come true!
With a combined total of 9 years of commercial & triathlon industry experience, Jess knew it was time to jump in the deep end and launch her own business.
She completed her first triathlon in 2019 and, like most in this sport, hasn’t looked back since! Jess is hugely passionate about triathlon; an individual sport, but with such a strong and well-connected community, you never feel alone. Being surrounded by such positive, supportive and motivated individuals gave her the courage to launch a brand into the triathlon industry; to support fellow athletes along their journeys & provide for a community that she is so passionate about.
Jess hopes that the story of Suspense will inspire others to chase their goals & go after their dreams.
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Mikal Iden
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Role: the product developer, the creative designer, the photographer
Mikal started his triathlon journey at 10 years old & trained as a professional triathlete in the Norwegian National Team up until U23. He then found his way into coaching; where he has built his way up to coaching the Norwegian National triathlon team. He always keeps a keen eye out for the best products on offer to triathletes and is therefore taking the reins on product innovation for Suspense.