New technology from startup ventures is transforming the sports industry. The mission of this series is to introduce startup companies in the sports technology space to a broader audience and allow Founders of promising new ventures to tell their story. This particular startup is taking part in the Hype Global Sport Innovation Competition In Rio De Janeiro on August 24th, 2016.
Company name: Lumenus
Founder(s): Jeremy Wall & Caro Krissman
Headquarters: Los Angeles, CA
1. What is your elevator pitch?
Lumenus is creating wearable smart-lighting designed to save lives. By creating an ecosystem for software and hardware Lumenus is truly creating a platform for smart-lighting.
2. Problem & Solution:
The problem is that far too many injuries and deaths occur on our streets for runners, cyclists, and motorcyclists who are simply not seen, or understood, by motorists. On average a pedestrian was killed every 2 hours and injured every 8 minutes in traffic crashes. Each year over 49,000 people get seriously injured while cycling, and over 700 die in the United States alone! These staggering numbers and one too many close calls ourselves lead to the creation of Lumenus. The dangers are real, the solution is simple: Be Brighter!
By combining intelligent software with wearable, washable LED lighting—not only are you seen sharing the road, but the smart-lighting acts to communicate information to the driver and wearer. The garment knows your location, destination, speed, and more which allows the Lumenus gear to work autonomously, #ZeroUI and translate that data to real contextualized information. Turn Signals, Brake Lights, Intersection Strobe, and Performance Pace can be calculated and displayed in simple visual lighting cues. 
3. Market – your target market and the overall market
Lumenus is really focused on the active sports markets where athletes are put in jeopardy by traffic or poor visibility. Run, Bike, and Moto are the markets with the most immediate needs. A focus is really on athletes in urban environments with an increase in traffic. However cycling is our focus for launch, the cycling apparel market is $689M yearly, as cycling is becoming the #1 global sport market; greater than golf, tennis & skiing combined. There are 47.16M US cyclist, 5.6M of those will ride >110 days a year. Not to neglect the massive market of runners, of 30M people who run > 50 days per year! These two segments of users are really focusing on those who understand the issues and are often active during low-light or perform in urban areas.
Secondarily, Lumenus has a great market outside of sport in the realm of Industrial safety. The global industrial protective clothing market expected to reach $13.30 billion by 2022, growing at a CAGR of 11.5% from 2015 to 2022.
4. Business Model – how do you make money?
Lumenus has two major opportunities for growth: Private Label & Licensing. The Lumenus brand is utilizing a ‘Gore-tex’ model, this means that we will be creating our own line of apparel and accessories that will be distributed through direct to consumer as well as retail channels.
Secondly, the platform approach is the long-term strategy for growth and aggressive expansion. Through working with existing brands to enable smart-lighting in their products, “Powered by Lumenus” will become the proprietary eponym for wearable lighting.
Lumenus has already engaged with Bollé helmets to create the world’s first truly smart-safe bike helmet.
5. Management Team – with titles
Jeremy Wall: Founder & CEO
Caro Krissman: Co-Founder & President
Adam Janecka: VP of Sales
6. What else do you want the audience to know about your venture?
Lumenus is currently raising their Seed Round and actively looking to partner with forward thinking companies and investors to help the world #BeBrighter!