Houston space co. adds new adviser, startup named SXSW alternate, and more innovation news

short stories

Here's your latest roundup of innovation news you may have missed. Photo via Getty Images

Houston startup news is in full swing this year, and there might be some headlines you may have missed.

In this roundup of short stories within Houston startups and tech, Venus Aerospace makes an impressive appointment, a sportstech startup is headed to SXSW, and more.

Houston space startup names former NASA administrator to board

Jim Bridenstine, formerly NASA's administrator, has joined Venus Aerospace. Photo courtesy of Venus

A Houston-based company that's creating reusable hypersonic drones and spaceplanes has named its latest adviser. Jim Bridenstine, who served as the 13th administrator for NASA, is Venus Aerospace's latest addition to the team.

"I'm excited to be on the board of advisors for Venus Aerospace," Bridenstine says in a statement. "We have been plowing through the atmosphere at Mach 0.7 for over 70 years. This not only wastes time, but it also costs too much money and places greenhouse gasses in the atmosphere. It's time to disrupt the transportation business and Venus Aerospace has the talent to do it."

"Now we're going above the atmosphere, at hypersonic speeds, to get from one side of the planet to the other in a much cleaner way," he continues.

Founded in California in 2020 and then relocated to the Houston Spaceport, Venus is scaling after raising a $20M series A last spring.

"Jim brings a very unique perspective and capabilities from aviator to congressman to administrator," says Andrew Duggleby, CTO and co-founder, in the release. "The thing that gets me most excited is his ability to jump in, understand the context, and know exactly where he can make an immediate difference."

Houston startup snags spot as SXSW Pitch alternate

This Houston tech company has been named an alternate for the 2023 SXSW pitch. Photo via SXSW

SXSW announced 40 finalists for the 15th annual SXSW Pitch competition taking place March 11 to 12.

"Since its inception, SXSW Pitch has been front row to some of the most ambitious startups from around the world, using creative ideas to change their industry’s future," says SXSW Pitch Event Producer Chris Valentine in a news release. "We are thrilled to play a role in helping shape these early-stage ventures and connect them with the resources they need to thrive. This year’s competition will be a representation of the incredible and innovative work being done around the world."

In addition to the finalists for each category, SXSW names a handful of alternates. This year, Houston-based AiKYNETIX was included in the Artificial Intelligence, Robotics & Voice category.

AiKYNETIX, which was founded in January 2021, uses real-time video analytics technology to provide a new option for runners on treadmills. App users — runners and their coaches — then can measure running form and running performance metrics to improve training.

Houston IT and software services company claims spot on 2023 cloud tech awards

Rajasekhar Gummadapu is the CEO of Techwave. Photo via Techwave

Houston-based Techwave has won a prestigious award. The company claimed the “Best Cloud Migration or Systems Integration Solution” award at the 2022-2023 International Cloud Awards.

The award, which recognizes and honors industry leaders, innovators, and organizational transformation in cloud computing, was announced earlier this month.

"It is an honor to receive the Best Cloud Migration award at the International Cloud Awards," says Raj Gummadapu, co-founder and CEO, in a news release. "This accolade is a reflection of our relentless pursuit of innovation and delivering exceptional solutions."

Techwave is a global IT and engineering services and solutions company revolutionizing digital transformations.

Houston startup secures latest level of compliance

Koda Health has cleared a new level of compliance. Image via kodahealthcare.com

Growing Houston company Koda Health has announced that it achieved SOC 2 Type II compliance, a distinction that indicates a certain standard of securing customer data.

"This compliance demonstrates our commitment to protecting our partners and their data through enterprise-level security protocol and standards," the company announced on LinkedIn.

Koda Health was audited by Prescient Assurance, a leader in security and compliance attestation for B2B, SAAS companies worldwide, according to the company.

Despite the hit on the economy from the pandemic, Houston's prosperous economic development activity from 2020 has earned it a top spot on a new nationwide ranking. Photo via Getty Images

The future of Houston's economy shines bright, according to new report

we're No. 3

The Houston metro area shed 141,300 jobs last year — the worst one-year job loss ever recorded in the region — and the area's unemployment rate peaked at 14.3 percent last April. But, according to a new ranking, there's at least one bright spot in Houston's economy.

Site Selection magazine's latest report shines a bright light on last year's economic development activity in the Houston area and on the future of the region's economy. The area ranks No. 3 among major U.S. metro areas for the number of economic development projects secured last year (213). Houston shares the top 10 with two other Texas metro areas: Dallas-Fort Worth (ranked second with 262 projects) and Austin (tied for No. 6 with 84 projects). Chicago claimed the top spot, landing 327 economic development projects last year.

Site Selection lists several Houston-area projects among the top projects that Texas gained last year, including:

Measured another way, Houston ranked sixth for the number of economic development projects per capita last year (32.8) among major metro areas. Austin grabbed the No. 2 spot (43.2 projects per capita), and Dallas-Fort Worth appeared at No. 3 (37.7 projects per capita).

In remarks January 26 at the 2021 annual meeting of the Greater Houston Partnership, board Chairwoman Amy Chronis cited the 1,000-job Axiom Space project as one of last year's economic highlights for the region.

"This is a game-changing project for Houston as we position our region as one of the country's leading tech hubs," Chronis said. "It is the type of catalytic project that will drive meaningful growth of the commercial aerospace sector in Houston."

Chronis noted that Houston already is home to nearly 23,000 aerospace manufacturing professionals, along with more than 500 aerospace and aviation companies and institutions, "but the potential is so much greater."

"The space race is shifting to a commercially funded and operated industry, and it is critical that Houston maintains our leadership position," Chronis said.

NASA announced the Axiom Space project — the world's first commercial space station — in January 2020. Axiom Space aims to begin attaching its space modules to the International Space Station in 2024.

"NASA has once again recognized the hard work, talent, and experience of Houstonians as we expand the International Space Station and promote commercial opportunities in space," U.S. Sen. John Cornyn, a Texas Republican, said in a release touting the Axiom Space project.

Just last month, Axiom Space raised $130 million in a Series B round led by London-based investment firm C5 Capital. The funding will go toward bulking up the company's workforce and developing the space station.

Rob Meyerson, operating partner at C5 and a new member of Axiom Space's board of directors, called the company "a force in the space sector," and the startup's space station "the infrastructure upon which we will build many new businesses in space" and a launchpad for exploration of the moon and Mars.

"Axiom's work to develop a commercial destination in space is a critical step for NASA to meet its long-term needs for astronaut training, scientific research, and technology demonstrations in low-Earth orbit," Jim Bridenstine, a Rice University graduate who resigned earlier this year as NASA administrator, said in January 2020. "We are transforming the way NASA works with industry to benefit the global economy and advance space exploration."

News from NASA and space-focused startups trended in 2020. Photo via Pexels

Here are the top 5 Houston space innovation articles from 2020

2020 in review

Editor's note: As 2020 comes to a close, InnovationMap is looking back at the year's top stories in Houston innovation. When it came to the space innovation news — whether that be new NASA hires or startup news — in the Space City, five stories trended among readers.

Houston-area space tech startup gets upgraded control center

A Houston-based company that's on a mission to the moon has a new control center. Photo via Jesus Motto/Savills

A space tech startup based in Clear Lake, just outside of Houston, has a new office that's going to help them take their technology out of this world.

Intuitive Machines, an engineering firm specializing in automation and aerospace, has upgraded its Houston-area control center. The company has moved into a 22,300-square-foot space on the sixth floor of a building located at 3700 Bay Area Road. The lease was executed last fall. London-based Savills had a Houston team to represent the tenant and oversee project management of the buildout.

"I was proud to work on the build-out for Intuitive Machines during such an exciting time in its history," says Savills associate director, David Finklea, in a news release. "As Intuitive is a leader in the aerospace space field, we created an environment that is far from the industry standard and complements its innovative endeavors. The design is bright and contemporary, with a relaxing and airy feel that imitates the illusion of being in space."

Currently, Intuitive Machines is working on NASA's Artemis Program and has been granted $77 million from the organization to launch a flight to the moon next year. In light of this project, Intuitive Machines needed a larger, optimized space to support its growing team. Click here to continue reading.

NASA names new leader to Houston-based human space flight arm

Kathy Lueders will lead the future of human space flight at NASA. Photo via nasa.gov

NASA has named its new head of human space flight — a department based out of Houston's Johnson Space Center.

Kathy Lueders, formerly the commercial crew program manager, has been named associate administrator of the Human Exploration and Operations (HEO) Mission Directorate by NASA Administrator Jim Bridenstine on Friday, June 12.

"Kathy gives us the extraordinary experience and passion we need to continue to move forward with Artemis and our goal of landing the first woman and the next man on the Moon by 2024," says Bridenstine in a news release. "She has a deep interest in developing commercial markets in space, dating back to her initial work on the space shuttle program."

Lueders has been with NASA for over 12 years — spending time at both JSC and Kennedy Space Center in Florida. Click here to continue reading.

Space City News: Houston passed over for military HQ, Rice forms new partnerships

Catch up on space news — from new partnerships at Rice University and the latest snub for the Space City. Photo via NASA.gov

It's been a busy few days for space news, and in Houston — the Space City — it's all relevant to the continued conversation of technology and innovation.

With so much going on — from Houston being passed over for the Space Command's headquarters and Rice receiving $1.4 million in federal funds for a new hub — here's what you may have missed in space news. Click here to continue reading.

Overheard: NASA administrator shares Houston's potential as a commercial space hub

NASA Administrator Jim Bridenstine joined the Greater Houston Partnership for the State of Space online event this week. Photo via NASA.gov

The Greater Houston Partnership hosted its inaugural State of Space event featuring a keynote address by Jim Bridenstine, NASA administrator, that touched on the many ongoing projects at Houston's Johnson Space Center.

The online event, which also featured speeches from GHP President Bob Harvey and JSC Mark Geyer, took place Tuesday, December 15, for GHP members and nonmembers alike.

In his address, Bridenstine discussed the commercialization of space, how politics have affected the agency's history, and the exciting projects underway — including returning man to the moon. Missed the discussion? Here are some significant overheard moments from the virtual event. Click here to continue reading.

Tech startup lands in Houston to help space support services take off

Eric Ingram and Sergio Gallucci of SCOUT are focused on creating data-driven solutions to space technology management to save companies billions and prevent space debris. Photos courtesy of SCOUT

A Virginia-based space company startup focusing on developing small and inexpensive satellites is making an out-of-this-world entrance in the Houston commercial innovation space.

SCOUT has been selected as part of the 2020 MassChallange's Texas in Houston cohort, a zero-equity startup accelerator, in the commercial space track and is planning a demonstration mission with the Johnson Space Center in 2021.

The startup, founded in 2019 by Eric Ingram and joined shortly after by Sergio Gallucci. Both have years of experience in innovative research and development, leading teams across academia, government, and industry. Their data will help manufacturers and operators extend satellite lifetimes, avoid failing satellites, reducing up to a billion dollars in losses.

"If we want further operate in space and grow our space presence overall," Eric Ingram, CEO-and-founder tells InnovationMap. "We need to have a safe environment to expand that presence so any time you have unchecked failures and space debris is a problem. We want to help take some of the riskiness out of space operations by providing data that doesn't already exist."

SCOUT provides a wide array of new products based on data to produce small and inexpensive satellites to perform in-space inspections of large and expensive satellites. Their data and spaceflight autonomy software helps spacecraft detect, identify, and refine models for observed objects to gather information and enable autonomous operations. Click here to continue reading.

NASA Administrator Jim Bridenstine joined the Greater Houston Partnership for the State of Space online event this week. Photo via NASA.gov

Overheard: NASA administrator shares Houston's potential as a commercial space hub

eavesdropping online

The Greater Houston Partnership hosted its inaugural State of Space event featuring a keynote address by Jim Bridenstine, NASA administrator, that touched on the many ongoing projects at Houston's Johnson Space Center.

The online event, which also featured speeches from GHP President Bob Harvey and JSC Mark Geyer, took place Tuesday, December 15, for GHP members and nonmembers alike.

In his address, Bridenstine discussed the commercialization of space, how politics have affected the agency's history, and the exciting projects underway — including returning man to the moon. Missed the discussion? Here are some significant overheard moments from the virtual event.

"Houston is a city that chooses to take on humankind's boldest challenges head-on, and through that work we have built Houston as a technology-oriented city."

— Bob Harvey, president and CEO of the Greater Houston Partnership. Harvey called out, specifically, the Johnson Space Center and its history as the mecca for human space flight, as well as the emerging Houston Spaceport, which hopes to combine innovation across industries, from space to energy and life sciences.

"In fiscal year '21, NASA will see the first two lunar landings of the agency's Commercial Lunar Payload Services — this is an initiative led in Houston where American companies will serve science and technology payloads to the surface of the moon to prepare for human missions."

— Mark Geyer, director of JSC. Geyer mentions this initiative specifically, as well as 2020's collaboration with SpaceX to have the first American launch since 2011. Geyer also calls out NASA's new Commercial Crew Program. "All of these things position Houston to be a leader and a focal point for this new commercial space ecosystem, which is national and global in nature," Geyer says.

"We are very fortunate to have a center like Johnson in a city like Houston — a city that produces talent, that has an amazing workforce, a dedication to education and to the STEM fields."

— Jim Bridenstine, NASA administrator. Bridenstine, a Rice University alumnus, adds that the JSC currently has more programs and projects under development at any point in history.

"Johnson is focused like a laser on Mission Control. ... The No. 1 project NASA has, which we celebrated last month, is 20 years of humans working and living in space continuously."

— Bridenstine says, noting some of the continued missions like Artemis, which will return humans to the surface of the moon, and Gateway, an outpost orbiting the moon to support continued human space exploration.

"Our goal is to put an American flag on Mars — the moon is the proving ground, and Mars is the destination."

— Bridenstine says regarding NASA's focus on returning to the moon.

"I am judging my time as NASA administrator based on whether or not — when my children are my age — we are still on the moon and on Mars."

— Bridenstine says. He notes that part of moving forward is looking back and learning about programs got canceled and why, and which ones were sustainable and why. In some cases, says Bridenstine, who served in U.S. Congress for five years, it was due to divisive politics.

"The Johnson Space Center is quite well positioned for attracting a lot of commercial industry and international partners."

— Bridenstine says when asked about Houston's potential for attracting space business. He mentions how crucial Houston-based Mission Control is and always has been, as well as the emerging focus on Gateway, which will be open for other countries to be supported by. "I think Houston is in great shape — between Mission Control and the Gateway."

NASA is now hiring. Photo via nasa.gov

NASA is hiring flight directors at Houston's Johnson Space Center

mission control

NASA has put out the virtual "now hiring" sign at Johnson Space Center. United States citizens have until Thursday, September 10, to apply for the position of flight director.

Now that American astronauts are once again launching off from American soil, NASA is amping up its flight director staff, according to a news release. Applications are open online for the flight director position, which oversees flights to the International Space Station from mission control at JSC.

"NASA flight directors need a unique mixture of confidence and humility, innovation and organization," says Holly Ridings, chief flight director at JSC, in the release. "The situations you have to deal with are occasionally very tough, and the stakes are always very high. But if you are able to handle that responsibility, there is nothing like knowing that you played a key role in the historic work that NASA does on a day-to-day basis."

Flight director candidates must be U.S. citizens and have a bachelor's degree from an accredited institution in engineering, biological science, physical science, computer science, or mathematics, per the release. Additionally, they also will need related experience — more details are available online.

The selected flight director hires will be announced later in the fall, and then will begin extensive training with NASA.

This summer, NASA and SpaceX's launch of astronauts Robert Behnken and Douglas Hurley market the first American liftoff in nearly a decade.

Following the mission, NASA named its new human spaceflight director, Kathy Lueders. In that announcement, NASA Administrator Jim Bridenstine alluded to the missions that are in the works for human spaceflight.

"We have our sights set on the Moon and even deeper into space, and Kathy is going to help lead us there," Bridenstine said.

Kathy Lueders will lead the future of human space flight at NASA. Photo via nasa.gov

NASA names new leader to Houston-based human space flight arm

at the helm

NASA has named its new head of human space flight — a department based out of Houston's Johnson Space Center.

Kathy Lueders, formerly the commercial crew program manager, has been named associate administrator of the Human Exploration and Operations (HEO) Mission Directorate by NASA Administrator Jim Bridenstine on Friday, June 12.

"Kathy gives us the extraordinary experience and passion we need to continue to move forward with Artemis and our goal of landing the first woman and the next man on the Moon by 2024," says Bridenstine in a news release. "She has a deep interest in developing commercial markets in space, dating back to her initial work on the space shuttle program."

Lueders has been with NASA for over 12 years — spending time at both JSC and Kennedy Space Center in Florida.

"From Commercial Cargo and now Commercial Crew, she has safely and successfully helped push to expand our nation's industrial base," continues Bridenstine. "Kathy's the right person to extend the space economy to the lunar vicinity and achieve the ambitious goals we've been given."

The appointment was effective immediately, and included two other personnel changes for NASA — Steve Stich was named commercial crew program manager, and Ken Bowersox returns to his role as HEO deputy associate administrator.

"I want to thank Ken and the entire HEO team for their steady support of Kathy in making Commercial Crew such a success," added Bridenstine. "I know they'll give her the same support as she moves out in her new role. This is such a critical time for the agency and for HEO."

The appointment comes at a time when NASA is focused on commercializing space exploration. Last month, Robert Behnken and Douglas Hurley took off toward the International Space Station in SpaceX's Falcon 9 rocket — representing the first manned mission in a SpaceX vehicle and the first launch from United States soil in almost a decade.

"We still need to bring Doug and Bob home safely and we're not going to lose focus," continues Bridenstine. "We have our sights set on the Moon and even deeper into space, and Kathy is going to help lead us there."

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These 5 trailblazing Houston startups are leading the energy transition

meet the finalists

Houston is home to a growing number of startups reshaping what it means to be called the "Energy Capital of the World."

As part of the 2026 Houston Innovation Awards, our Energy Transition Business category honors those innovative startups that are providing solutions within renewables, climatetech, clean energy, alternative materials, circular economy and more.

Five clean energy startups have been named finalists for the 2026 award. The finalists, selected by our esteemed panel of judges, range from a lower-emission steel producer to a diagnostics platform developer working to support batteries used in data centers.

Read more about these innovative businesses, their initiatives, and their inspirational founders below. The 2026 winners will be announced on InnovationMap.com in mid-November.

Capwell Services

Methane capture company Capwell Services works to eliminate vented oil and gas emissions economically for operators. According to the company, methane emissions are vented from most oil and gas facilities due to safety protocols, and operators are not able to capture the gas cost-effectively, leading operators to emit more than 14 million metric tons of methane per year in the U.S. and Canada. Founded in 2022, Capwell specializes in low and intermittent flow vents for methane capture.

The company began as a University of Pennsylvania senior design project led by CEO Andrew Lane. It has since participated in programs with Greentown Labs, the Rice Clean Energy Accelerator and the Creative Destruction Lab Energy Cohort at Texas A&M University. The company moved to Houston in 2023 and raised a pre-seed round. It deployed two commercial units this year, according to its application.

FlowCellutions

Energytech startup FlowCellutions is developing a chemistry-agnostic diagnostics platform for flow and metal-air batteries supporting data centers and critical infrastructure. The platform is designed to help reduce operating costs, prevent failures and costly downtime, and extend battery lifetime from approximately seven years to more than 30 years. It has deployed four paid pilots and plans to take insights from the programs to develop its next-gen sensor platform technology.

CEO Becca Segel founded the company in 2022. It is a member of Greentown Labs, and Segel was a 2025 Activate Fellow. The company has raised over $2 million in non-dilutive funding and received a $1.5 million NSF SBIR Fast-Track award earlier this year.

Hertha Metals

Hertha Metals produces lower-cost, lower-emission steel and high-purity iron. The company has developed a single-step process that uses natural gas as a direct reductant instead of metallurgical coal, which cuts production costs by more than 25 percent and emissions by up to 50 percent, according to the company. The same process produces high-purity iron needed for high-purity steels and rare earth magnets. The company says it aims to "re-industrialize America’s production of critical materials."

Hertha Metals was founded by CEO Laureen Meroueh in 2022 and emerged from stealth last year with more than $17 million in venture capital funding. The company closed a $133.65 million Series A this month and also broke ground on its $100M high-purity iron factory known as Chalyx in Conroe.

Mars Materials

Clean chemical manufacturing business Mars Materials is working to convert captured carbon into resources, such as carbon fiber and wastewater treatment chemicals. The company develops and produces its drop-in chemical products in Houston and uses an in-licensed process for the National Renewable Energy Lab to produce acrylonitrile, which is used to produce plastics, synthetic fibers, and rubbers.

Founded in 2019 by CEO Aaron Fitzgerald, CTO Kristian Gubsch, and vice president of operations Trey Sheridan, the company has secured over $7.2M in financing and is backed by Bill Gates’ Breakthrough Energy, Shell, Black & Veatch, and other organizations. It won in the Minority-founded Business Category in last year's Houston Innovation Awards.

Solidec

Chemical manufacturing company Solidec has developed autonomous generators that extract molecules from water and air and convert them into pure chemicals and fuels that are free of carbon emissions on-site, eliminating the need for transport, storage, and permitting. The company was founded around innovations developed by Rice University associate professor Haotian Wang.

The company was selected for the Chevron Technology Ventures’ Catalyst Program, Greentown Labs, NSF I-Corps and was part of the first cohort of the Activate Houston program. It won first place at the 2024 startup pitch competition at CERAWeek. Solidec was founded in 2023 by Wang, who serves as an advisor, CEO Ryan DuChanois, and CTO Yang Xia. It closed a $2.5 million seed round in 2025.

Houston businessman and philanthropist to receive legendary Texas award

Making History

The Texas State History Museum Foundation (TSHMF) has set the date for its 23rd annual Texas Independence Day Dinner and unveiled the 2027 recipients of its prestigious History-Making Texan Award, which includes a prominent Houston businessman.

Since 2005, the organization has honored "living Texas legends whose contributions to the state and the nation have been truly historic and exceptional in scope and nature." Past galas have recognized prominent Texas figures such as former presidents George H.W. and George W. Bush and former first ladies Barbara and Laura Bush, as well as H-E-B chairman Charles Butt, among others.

The two 2027 History-Making Texan Award recipients are Texas Historical Commission chairman, businessman, and philanthropist John L. Nau, III, and trailblazing Texas actor, director, producer, and writer Taylor Sheridan. The 2027 gala will be held at the Bullock Texas State History Museum in Austin on March 2, Texas Independence Day.

"Our honorees are national leaders whose accomplishments have elevated Texas’ distinctive place on the national and international stage," Debbie Raynor, dinner chair and TSHMF Trustee, said in a statement. "John L. Nau, III and Taylor Sheridan have each, in very different ways, helped tell the Texas story — one through the preservation of our history and treasured places, the other through the power of storytelling that has brought Texas and the American West to audiences around the world.

"Nau is the former chairman and CEO of Silver Eagle Beverages, one of the largest Anheuser-Busch distributors in the U.S. He has served as chairman of the Texas Historical Commission since 2015. Raynor said Nau's "commitment to preservation" extends further than his protection of Texas historic sites "to the stewardship and conservation of the land itself, including his bay area lodge in South Texas and his ranch in West Texas.

"[Nau's] leadership and lifelong dedication to history have earned him national recognition, but perhaps his greatest legacy is his determination to ensure that the stories and places that shaped Texas endure for generations to come," Raynor said.Quadruple-threat filmmaker Sheridan is most widely recognized for his award-winning neo-Western TV series Yellowstone and its associated spin-offs 1883, 1923, Marshals, and Dutton Ranch. Raynor hailed Sheridan for his success in bringing a "remarkable new dimension to the way the world sees Texas and the American West."

"As a creator, writer, director, and executive producer of some of television’s most successful series, he has captured the imagination of audiences across the globe while bringing the people, landscapes, traditions and enduring spirit of the West into millions of homes," she said. "And he does more than tell the Texas story — he lives it, as a native Texan, accomplished horseman and steward of two legendary Texas ranches."

A release estimates about 450 "business, political, and community leaders" attend the Texas Independence Day Dinner each year, and proceeds will benefit the Bullock Museum's educational programs and special projects.

The 2027 Texas Independence Day Dinner will take place March 2, 2027, at the Bullock Museum in Austin. A VIP reception will start at 6:30 pm, followed by a 7 pm reception, and 7:30 dinner and program.

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This article first appeared on CultureMap.com.

Houston bio-based materials startup breaks into footwear

cleaner shoes

A more sustainable shoe can’t be built on a single material swap. From the hard plastics hidden inside a heel to the material covering a sneaker’s upper, footwear is a collection of components—and each presents a different challenge for companies trying to move away from conventional, petroleum-based materials.

Houston-based Rheom Materials wants to change that equation. The biomaterials company has launched a sustainable footwear platform featuring two of its bio-based alternatives: Benree, a biodegradable plastic designed for hard internal components, and ShoraiDura, a durable leather alternative for footwear uppers.

“A shoe is not one material; it is multiple parts working together as a system. Substituting a single material has never moved the needle,” Rheom founder and CEO Zimri Hinshaw said in a news release. “Rheom wants to make it easier for brands to make a positive impact. By providing an assortment of bio-based materials, brands can change the system, not just a swatch of it.”

Benree is Rheom’s alternative to conventional hard plastics used in footwear construction. The company says it is a 100 percent USDA-certified bio-based, biodegradable material with performance comparable to acrylonitrile butadiene styrene (ABS), a widely used engineering plastic.

The material has passed SATRA testing for high-heel applications with Bared Footwear, an Australian footwear brand.

“At Bared, we're constantly on a journey to remove plastic from our shoes. At the same time, our brand won't compromise on quality for the end customer,” Millie Richards, Bared’s head of sustainability, added in the release. “From samples and testing, Rheom has proven to be solving both of those problems for us. We look forward to seeing how they develop as a company and would love to use them in our shoes.”

Rheom says it is also exploring Benree for additional internal components, including toe puffs and heel counters.

Rheom's Benree material was used for a high-heel prototype. Photo courtesy Rheom Materials

The company’s ShoraiDura material addresses another major part of shoe construction: the upper, which must withstand repeated flexing, friction and wear while maintaining its appearance.

Containing about 80 percent bio-based content, ShoraiDura is engineered as a durable leather alternative for footwear. Rheom says the material’s molecular structure is designed to deliver the strength and durability required for demanding applications.

To demonstrate how the material could be used in finished products, Rheom worked with a Los Angeles-based footwear manufacturer to create two prototypes: an athletic sneaker and a textured skater shoe, both featuring ShoraiDura uppers.

The two offerings reflect the company’s broader strategy. Rather than asking brands to evaluate a single material in isolation, Rheom is positioning its platform as a way to explore alternatives across different parts of footwear construction.

The next step is broader industry adoption. Benree’s testing with Bared Footwear and ShoraiDura’s footwear prototypes offer early examples of how the materials could be applied, while commercial use will depend on manufacturers’ evaluations and product-development decisions.

Rheom Materials is a Houston-based biomaterials company developing bio-based alternatives to petrochemical plastics. Its product portfolio includes Shorai, a leather alternative, and Benree, a hard plastic alternative.

The company debuted Shorai at the Houston Livestock Show and Rodeo in 2025 and showed a bio-based "leather" collection in Milan earlier this year. Read more here.

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