Name change

Exclusive: Houston sports tech company rebrands to attract a wider range of clients

FanReact is now Truss, and the company will be able to reach a greater audience. Photo by PeopleImages

A Houston company that's specialized in digital sports fan engagement is reinventing itself to grow its client base.

FanReact, which earlier this year spun off its esports business into a new company called Mainline, is now known as Truss. The transition opens doors for the company to reach new clients that aren't in the sports industry — but that maybe want to take a page out of the fan experience's book.

"Our team has done an incredible job creating great digital experiences for our customers in the sports and athletics space," says Patrick Schneidau, CEO of Truss, in a news release. "At the same time, we have heard from organizations outside of sports that they want to create a similar 'fan experience'' for their customers, employees, partners and volunteers by providing content and connections the same way that athletic teams do."

According to Schneidau, there's also some market dissatisfaction that has left Truss with this opportunity for growth.

"Those organizations and their audiences – while not wanting to sacrifice great user experience and engagement – don't trust current options that host their communities at the expense of a loss of privacy," he adds. "All of these organizations focus on the need for a privacy-focused community platform."

The rebranding ties into some technological expansions Truss now has to offer, including branded digital web and mobile experiences, verified user profiles, community-defined moderation standards, and person-to-person and group chats.

"With our new mission to serve people who share a passion for any organization, our customers can now create the same level of engagement already available with your favorite sports team," says Schneidau. "Whether your organization supports critically ill patients, service men and women, university students or people of faith, Truss can create the communication, collaboration and connections that so many organizations desire for their community."

A Houston mom is working hard on her startup so that next summer, breastfeeding moms can swim in style and worry free. Courtesy of Orolait

Houston mom Ana Carolina Rojas Bastidas feels there's been an oversight in the fashion industry when it comes to women who are in the breastfeeding stage of motherhood. With her new swimwear line, she hopes to spark a movement for women's fashion.

Bastidas, founder and CEO of Orolait, launched the swimwear line in September 2018 specifically for breastfeeding individuals. Orolait, which floats the tagline "by a mama for mamas," aims to give breastfeeding individuals back the dignity they deserve with bathing suit options.

"I decided to build this company to challenge and change the way we depict one's breastfeeding journey," Bastidas says on the website. "I stand on the pillars of advocacy, education, and inclusion. You will see the sizing and advertising featuring all shapes, sizes, and shades because each of us is so different and that is what makes us so incredible and I am going to unapologetically celebrate that in the most ethical way I know how."

Bastidas, originally from Bogota, Colombia, has been blogging about postpartum body positivity on her platform PowerToPrevail since 2015, sharing her personal journey with her children.

"I was spending a lot of time by the pool and water parks with my two older children," her website states. "I had a big fear of public breastfeeding, but I had a life to live and memories to make with my kids."

Orolait currently offers four different types of bathing suits, each designed to make breastfeeding easier. The suits range from $36 per piece to $72 for a full suit. The suits are designed manufactured by MIYH Design Services, a local business owned by adjunct Art Institute of Houston professor David Dang.

Bastidas tells InnovationMap that she noticed the need for specifically designed suits after experiencing discomfort herself, explaining that traditional suits were not accommodating for swollen milk ducts with the cut and wiring. Bastidas surveyed mothers across all walks of life to see what they struggled with when finding a bathing suit and found that the list was endless. She tells InnovationMap that they got 100 responses in three days.

Her survey found that moms worried about body image, functionality, confidence, feeling fashionable, and comfort, all when looking for a bikini. It became clear to Bastidas that the current market was not working for moms and causing even more stress.

"Our goal is not to be modest," says Bastidas. "I don't believe in modesty when it comes to breastfeeding, but I do believe that people are at different levels and we need to meet them where they are at."

This past November, Orolait launched their first-ever equity crowdfunding campaign through LetsLaunch, a platform based out of Houston, with a goal of raising $250,000. The company reached 10 percent of its goal within its first few days of going life.

"Our goal is to help women who decide that breastfeeding is a journey that they would like to take, to be able to take that journey," says Bastidas. "There are so many obstacles that are already in our way biologically, that to have a lack of product be the reason why you become so discouraged is unacceptable."

Bastidas tells InnovationMap that her goal for the company is to eventually expand offerings in addition to bathing suits and move into brick and mortar retail spaces. She hopes that Orolait will be a representation of all varieties of breastfeeding journeys.

"We want to make sure we represent those moms who are never represented," says Bastidas.