LANSING, Mich. (March. 5, 2026) — Michigan State University (MSU) student-led venture BRCĒ took to the stage for Season 17 of Shark Tank to pitch their startup’s unique technology. Not only did they pitch, but they were able to secure a Two Shark Deal, marking a watershed moment for the fledgling company. The success of the young startup reinforces the strength of the Lansing region’s entrepreneurial ecosystem and the growing national and global impact of MSU founders.
BRCĒ, a material-tech startup that is developing athletic performance and safety accessories plugged into the Lansing region’s entrepreneurial ecosystem including Lansing Economic Area Partnership (LEAP), the SmartZone, Burgess Institute for Entrepreneurship & Innovation at Michigan State University, MSU Research Foundation, Michigan Founders Fund, Small Business Development Center, and more to participate in numerous programs to support their journey.
“BRCĒ would not exist without the strength of Michigan’s entrepreneurial ecosystem,” said BRCĒ co-founder Tanvi Gadamsetti. “Through SmartZone programming, we were connected to early grant funding, commercialization support, and experienced mentors who helped us navigate intellectual property strategy, product development, and customer discovery. At a stage when we were just two students with an idea, that infrastructure gave us legitimacy and direction. This region doesn’t just talk about innovation — it builds the foundation that makes it possible, and sustains founders after the first pitch”
“Having a local startup not only pitch but land a deal on such a universally recognized stage is further proof of the tangible work that the Lansing region has done to support entrepreneurs and innovators,” said LEAP president and CEO Bob Trezise. “BRCĒ’s success is the result of important regional institutions creating a collaborative vision and seeing it manifest. LEAP is incredibly proud to have played a role in supporting local entrepreneurs through programs, resources, and celebrations such as 517 Entrepreneurship & Innovation Week this April.”
With support from the SmartZone, BRCĒ was able to leverage statewide innovation grants through the Michigan Economic Development Corporation (MEDC), further accelerating commercialization efforts. SmartZone-supported funding directly enabled BRCĒ to file and secure their patent in just 62 days—one of the fastest approved material science filings to date—and recognized by the U.S. Patent and Trademark Office as a top five undergraduate invention. This type of early, flexible support is often the difference between an idea stalling and a company scaling.
“This is exactly why SmartZones exist,” said Jillian Winn, director of the SmartZone. “When founders have access to experienced mentors, intellectual property and commercialization guidance, and a connected community that supports their vision, bold ideas can move from dorm rooms to national stages. BRCĒ’s journey demonstrates what is possible when a region invests intentionally in innovation and stands behind its entrepreneurs.”
BRCĒ began from personal experience. Both founders felt the frustration as athletes constantly dealing with equipment failure. They turned that pain into a solution. As founders from underrepresented backgrounds, this wasn’t a “fun side project.” There were times they were studying for exams while negotiating manufacturing contracts across time zones. What some dismissed as just a “shoelace company,” the team knew their material science background was creating something truly unique.
Any doubts they may have had, just served to fuel their passion. It forced them to go deeper into the technology, to prove through patents, testing, and traction that the startup was bigger than just a shoelace—it was a platform.
For the founders, being on Shark Tank represents the culmination of their resilience, sacrifice, and the belief that even those who don’t fit the traditional mold of a founder can build something globally impactful.
“We faced skepticism, financial pressure, and the constant fear that maybe we were taking too big of a risk,” said co-founder Madhav Aggarwal. “But that stage validated that the risk meant something. Shark Tank isn’t just a TV appearance for us. It’s proof that the kid watching from the couch can one day step onto the stage.”
About LEAP
The Lansing Economic Area Partnership (LEAP) is a coalition of area leaders partnering to build a stronger community for all — working every day to grow, retain and attract business to the Lansing, Michigan, region.
About the Lansing Regional SmartZone
The Lansing Regional SmartZone (LRSZ) drives growth in the Greater Lansing region’s high-tech sector by funding local partners to deliver exceptional entrepreneurial support services. The LRSZ is a partnership between City of East Lansing, City of Lansing, East Lansing Public Schools, Ingham County, Lansing Community College, Lansing School District, Lansing Economic Area Partnership (LEAP), the Michigan Economic Development Corporation (MEDC), Michigan State University Innovation Center, and Michigan State University Research Foundation. A dynamic organization of leaders from all backgrounds and business sectors, the LRSZ has locations in downtown East Lansing at the Technology Innovation Center (TIC) and in Lansing at the MSU Health Park. LRSZ is funded by the Michigan Economic Development Corporation (MEDC).