Ultimate Startup Guide: From the idea to scaling up

The first mistake many start-ups make is to build a product without solving a real problem. Successful founders think the other way around: they start with a clear mission. Whether performance, sustainability or new sports experiences - those who can clearly define the "why" make better decisions in product development, sales and communication.

On Running didn't just present a new running shoe in 2010, but an idea of better running: land soft, push off hard - inspired by the mountains. Today, On is a global brand, listed on the NYSE.

Artificial intelligence can speed up many things - but not replace them. Smart start-ups use AI to speed up development processes: Prototypes, visualizations, market texts, customer service - yes. But AI does not replace strategy, market fit and certainly not entrepreneurship.

Use AI specifically to optimize repetitive tasks. Avoid letting automated tools dilute your vision. The best applications? Prompt-based text tools, visual generators, AI-powered feedback on website and pitch deck.

A strong performance alone is not enough. What counts is the environment. If you meet platforms that not only offer visibility but also relevant contacts - retailers, media, investors - you will gain a real head start.

ISPO 2025 (30. NOV. - 02. DEC. 2025) is just such a platform. With curated arenas for Sportstech, Health & Wellbeing, Raw Materials, Retail Solutions - and of course the ISPO Brandnew Village - it is a catalyst for startups with vision.

Caspar Copetti, co-founder of On, makes this clear. Great opportunities arose for his brand not only after ISPO, but also shortly after the Brandnew Award announcement:

Just two weeks after the announcement, we had 600 emails in our inbox - which is also how our first six distribution partnerships came about.

Another special highlight is the Founders Fight Club, a pitch competition that puts start-ups to the test with direct feedback, critical questions and lots of entertainment. Those who impress here not only gain international attention, but often also valuable contacts and investors. GoPro and On Running started their success stories here. Let your startup grow, maybe you'll be the next one.

Whether matchmaking with retailers in the new Retail Club, media boost through the Global Sports Creator Summit or concrete support through the ISPO Young Talents program: not only contacts are made here , but real opportunities for company growth.

Not every pitch is a deal, but every pitch is an opportunity. The best start-ups don't see trade shows, awards and industry events as a showcase - but as a testing ground, where they can try out which arguments work, which target groups appeal and where there is still a need for explanation.

Ryzon was a finalist at ISPO Brandnew in 2019. Looking back, the team says:

'We received a lot of attractive inquiries. Being a finalist helped massively with the perception of our brand.

Those who grow alone grow slowly. Access to experience, contacts, distribution channels and media is often worth more than the financing itself. Those who use these networks strategically save months. Whether mentors, industry experts or other founders - proximity pays off.

GoPro-founder Nick Woodman calls participating in ISPO Brandnew 2005 a turning point :

We were able to meet new potential business partners and customers from all areas of the sports world.

Market fit is not a moment - it's a process. Instead of spending months fine-tuning the "perfect version", smart start-ups launch small, testable solutions. Feedback loops that are closely linked to real users make the difference.

Mischa Zverev, founder of Perfect Match, talks about what he has learned in the Sportstech sector :

'The direct feedback from the community has improved our product enormously in a short space of time.

Every scaling begins with concentration. If you want to offer everything to everyone, you won't really reach anyone. Successful start-ups begin with a top product, a clear target group and a clear value proposition. Then they scale - not before.

Gibbon Slacklines' formula for success was simple but consistent: "Slacklining for everyone - with clear branding and high product quality." Today, Gibbon is the global leader in its segment.

No matter how innovative your product is, without a story it remains abstract. People don't buy features, they buy visions. If you can tell a convincing story, you will not only win over customers, but also investors, partners and the media.

Aztech Mountain, winner 2016, says:

Winning ISPO Brandnew was our first introduction to ISPO. It has significantly accelerated communication with partners.

Press clippings and social media followers are not an end in themselves. Successful start-ups use formats that give them credible visibility - in the right thematic context and with real added value.

Fiftyten, winner 2018, describes the effect as follows:

'The push from ISPO Brandnew brought attention - especially from the USA. That was the door opener.

Formats like the ISPO Brandnew Village offer exactly this context - with targeted matchmaking, media power and real access to the industry.

Behind every start-up that scales, there is a solid foundation. Sales channels, price points, production security, IP certification - not glamorous topics, but crucial. Seeking professional support early on is not a sign of weakness - but of foresight.

ISPO Brandnew finalists regularly report on how important it is to actively seek expertise in finance, sales and legal matters - not just when the going gets tough.