BrakeAce

Context

Braking is one of the most coachable skills in mountain biking—and one of the most overlooked. BrakeAce set out to change that with a purpose-built sensor that measures braking force, timing, and location on the trail. For racers chasing seconds and coaches teaching proper technique, that data is a key performance metric that was previously invisible.

When we first joined, the engagement was focused on consulting: business positioning, user experience, user journeys, and usability gaps in the existing product surfaces. As we worked together, it became clear the company needed more than recommendations. There were technical and experiential holes—most notably a missing iOS app—and the broader stack needed to mature if BrakeAce was going to support serious athletes, professional teams, and a growing hardware business.

The relationship evolved from consulting into a long-term partnership. Today we work with BrakeAce across tech stack strategy, UI/UX, firmware direction, mobile and web development, athlete tech support, R&D, and the digital marketing foundations that support go-to-market.

Process

We tackled the product in layers, starting where riders and coaches felt friction first, then working back through the systems that made those experiences possible.

Usability and product direction. Early work focused on positioning, journey mapping, and making the core value proposition legible: turn invisible braking habits into actionable insight. That meant simplifying how riders understand their Flow Score, Key Opportunities, and what to work on next—whether self-coaching on the trail or reviewing a run with a coach.

iOS app and stack modernization. We identified that a native iOS experience was missing and built it—improving usability while upgrading the underlying tech stack for sustainability across platforms. That work extended into the Android app, device firmware, and a more capable web dashboard for deeper ride analysis.

Multimodal ride analysis. The flagship experience mirrors the telemetry products we have built in other domains: synchronized video, GPS map context, braking telemetry, and timeline-based exploration on one surface. Riders, coaches, and team staff can overlay and inspect different data feeds, scrub through a run, and understand exactly where time and control are won or lost.

World Cup team workflows. We are currently supporting World Cup-level teams with data processes and workflows shaped by real constraints: limited time between runs, need for ease of use under pressure, and the ability to combine video, sensor data, and coaching notes into a complete picture for pilots and racers. The goal is not more data—it is faster, clearer insight when it matters.

Edge technology and R&D. Beyond the core sensor stream, we have been exploring additional data feeds and analysis methods—including computer vision for video comparison and edge-oriented approaches that keep analysis practical in the field. The aim is to deliver the best on-market workflow for working with athletes, not just collecting numbers.

Go-to-market and digital presence. Product quality only matters if athletes can find it and understand it. We have also helped shape go-to-market strategy and digital marketing surfaces—from the coaching and self-coaching story to the shop experience—so the product, brand, and commercial motion stay aligned.

Results

BrakeAce moved from a consulting engagement into a deep product and technology partnership. The company now has a more sustainable stack across firmware, iOS, Android, and web; a richer ride-analysis experience for everyday riders and elite teams; and a clearer path from sensor data to coaching action.

• Consulting to partnership: Expanded from UX and positioning advice into full-stack product, firmware, and athlete-support collaboration.
• Native mobile delivery: Built and improved the iOS app while strengthening Android and cross-platform foundations.
• Deeper web dashboard: A more capable ride-review environment for telemetry, video, maps, and timeline exploration.
• Elite athlete workflows: Custom data processes for World Cup teams with time-sensitive, multimodal analysis needs.
• Commercial alignment: Go-to-market and digital marketing support tied to the coaching, product, and shop experience.

BrakeAce is also the sports-side counterpart to telemetry-heavy work we have done in scientific platforms like Transfyr. Different domains, same problem: help people navigate complex multimodal data and leave with something they can actually act on.