Tale of the Tape: Cal Poly MBA Startup is Catching on at Div. 1 Schools Nationwide

An Ultimate Fighting Championship match illuminated the faces of Micheal Goldfeder and Justin Siegel as they sat on the living room couch, a frequent hangout spot for the sport fan duo who met through Cal Poly’s business graduate program.

During the event, the two watched as a fighter held up a message, scribed in Sharpie onto an athletic tape-covered fist, for all audiences to read.

The concept of customized athletic tape had previously crossed Siegel’s mind, but watching the athlete sport his message began a conversation: With nearly every piece of an athlete’s uniform serving as a place for customization, creativity and branding, why did athletic tape so often remain blank?

“We didn’t understand why this was the only space that’s unbranded. It just didn’t make sense to us.” Goldfeder said. “And that was kind of our light bulb moment.”

And Rena Sports was born.

Goldfeder and Siegel founded the brand in April of 2024, with the goal of providing a new route of individuality for athletes and a way for organizations to enhance their image through the sale of branded athletic tape.

The business has since become the official supplier for USA Wrestling and soon will land in the team stores of five Division I schools, including Cal Poly, with team logo athletic tape starting at just $7 a roll.

“Our mission is to give athletes a way to stand out, look good, and perform at their best in a way that doesn’t break the bank,” said Goldfeder.

Michael Goldfeder, left, with business partner Justin Siegel. Their startup, Rena Sports, received a boost from the Cal Poly Center for Innovation & Entrepreneurship. (Courtesy Rena Sports)

In addition to the sale of printed and designed tape to individuals, a large part of their initiative is to give organizations a new means of profit and exposure. With approval from over 30 licensing directors across the country, Rena Sports handles the printing and production and allows corporations to sell branded athletic tape to athletes and beyond the field.

As two former Division I collegiate athletes, the importance of athletic tape was no stranger to the founders. Siegel played soccer at Sacred Heart University, and Goldfeder wrestled at the University of North Carolina at Chapel Hill, with both of them completing their final year of eligibility as athletes at Cal Poly.

“It’s not super complex to piece together this puzzle and to do so in a way that we can both relate to.” Goldfeder said. “We have used this product for so many years, and it’s easier to build something when you’ve grown up using it.”

The Rena Sports athletic tape has been embraced by several Division 1 schools. (Photo: Jahan Ramezani)

Despite Siegel completing his masters in June of 2024 and moving to New Jersey, the two of them have pursued their brand from opposite sides of the country with Goldfeder finishing up his degree in San Luis Obispo this spring.

From waking up at 4:30 A.M. to meeting on Zoom for hours before attending classes, to an uncountable number of late nights, the duo’s determination and openness to feedback is what they say has helped them establish their brand.

They especially thank Orfalea College of Business professor Barry Lieberman, who acted as a constant figure of guidance throughout their journey. As an advisor for the Center for Innovation & Entrepreneurship (CIE), Lieberman watched them blossom from the ground up, as their persistence pushed them through.

“They’re fearless. They’re not afraid to go after things” Lieberman said. “They are not afraid to pick up the phone. They’re not afraid to walk in the door. They’re coachable.”

With the help of the CIE, the students had access to advisors who could help during every step of the way. From contract reviews to vendor agreements, having people to turn to for guidance in different situations was a core part of their process.

“Our mantra has been shutting our mouths and opening our ears,” Goldfeder said. “Somebody always knows more than you do at a certain aspect or a certain point, and you’re actually not that smart if you don’t take their advice and listen to them.”

After initial brainstorming, they reached out to hundreds of manufacturers and hundreds more athletic directors to pitch their idea.

“They loved it,” Goldfeder said. “The fact that we could see that there was interest in getting branding on athletic tape was enough for us to say this is our direct path to move forward.”

Michael Goldfeder will earn his MBA this year. His business partner, Justin Siegel, received his master’s degree from Cal Poly in 2024. (Photo: Jahan Ramezani)

It has since become the full-time job of both Goldfeder and Siegel, as they continue to grow their brand and their passion at the same time. They’ve been able to closely collaborate with some of the biggest universities in the world of sports, and Rena Sports athletic tape with school-specific logos, designs and pride will soon be available for purchase in the stores of Cal

Poly, Clemson, Arizona State University, the University of Pittsburgh and Goldfeder’s alma mater, UNC.

“They are in the right place at the right time with the right idea,” Lieberman said. “And so there’s a lot of opportunity for them.”

From printing for the youth national baseball team of Puerto Rico to one of Denmark’s biggest soccer clubs, HB Køge, the brand is only growing. The duo has been in conversation with big companies, such as Dick’s Sporting Goods, about possibilities for brand representation with Rena Sports on top of university partnerships.

The brand has accomplished beyond what they could’ve ever anticipated. From when they first watched a UFC fight as two college students just over a year ago, to being the founders of a brand working with the national governing body of an Olympic Sport and the biggest names in sportswear, the journey has been one of determination and receptiveness.

“In order to piece together that puzzle, the main component is understanding what you don’t understand,” Goldfeder said. “Be willing to admit that you don’t know all the answers.”

Cal Poly’s Center for Innovation & Entrepreneurship has helped many student startups become successful businesses.  You support for CIE helps the center provide monetary support, business space and mentorship.

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