We talk this week to Rico Rogers, the entrepreneur behind Box Altitude, a sportstech company that is developing state-of-the-art altitude sleep and training solutions. As an athlete, Rico sought alternative methods to improve his performance without sacrificing integrity. This led him to discover and embrace the benefits of altitude to enhance his athletic capabilities, which he eventually carried over into this venture as part of his wellness advocacy.
ISB: How did you discover altitude training?
RR: I discovered altitude training through my personal journey as a professional cyclist seeking to enhance my performance to get a competitive advantage without using performance-enhancing substances. I raced at high altitude during my career and knew I needed to prepare in a simulated altitude environment. The idea of spending time in these environments to boost my performance was an absolute must. When I took a deeper dive about the impact of sleeping at altitude and in particular looked into how well-researched it is I knew not only what impacts it could have in elite athletes but a wider health-focused individual.
ISB: Why is it important for you to bring altitude training and sleep solutions to a wider market?
RR: Bringing altitude solutions to a wider market is important as I believe in the benefits for the vast majority of people. Everyone, from athletes to individuals seeking better performance and health can benefit from this technology.
ISB: What was the most daunting challenge you’ve faced in introducing this innovative concept and how did you overcome it?
RR: The most daunting challenge during my journey was re-educating the market about the benefits of altitude training and sleep solutions after previous experiences. Overcoming this required robust, evidence-based marketing and collaborations with sports scientists and medical professionals. Now that Box Altitude is well-established, demonstrating tangible results through case studies, user feedback, and testimonials plays a crucial role in building credibility and acceptance of the wider market.
ISB: How did ASTN help in the growth of your venture?
RR: ASTN provided support through mentorship, networking opportunities, and access to industry experts. Their guidance helped refine our business model and strategic approach to sales and marketing, enabling us to scale effectively. The exposure and credibility gained through ASTN’s network also opened doors to partnerships that accelerated our growth.
ISB: What is your vision for Box Altitude in the next couple of years?
RR: In the next couple of years, my vision for Box Altitude is to broaden the appeal and draw attention to everyday people, and for our technology to be instrumental in helping athletes break world records and win gold medals as well as have it listed as a key to living longer. We aim to expand our product offerings, enhance our technology, and reach new markets. We want to be synonymous with innovation in health and performance optimisation, across both professional sport and for individuals wanting to achieve better long-term health.
ISB: What is the most important lesson you’ve learned in this business journey that other aspiring or new entrepreneurs should take to heart?
RR: The most important lesson I’ve learned is the value of persistence and adaptability. The journey of bringing a new concept to market is filled with challenges and setbacks. Staying committed to your vision, being open to feedback, and continuously adapting your strategies are crucial for overcoming obstacles and achieving long-term success.
