Sprott Student Turns a Runner’s Frustration into a Business Opportunity
At Carleton University’s Sprott School of Business, Sydney Nielsen isn’t waiting until graduation to test her ideas in the real world. The Bachelor of Commerce graduand is preparing to launch KRüZ Running, a startup built around a deceptively simple concept: a better running belt.
For Nielsen, the idea didn’t come from a classroom case study — it came from experience.
“I’d put my phone in my bra on runs and deal with chafing and discomfort,” she said. “I remember thinking, why isn’t there something that actually works and looks good?”
That question became the foundation for KRüZ Running, a brand focused on lightweight, functional and colourful running belts designed for everyday runners. But the path from idea to product has been anything but straightforward.
Nielsen’s journey into entrepreneurship is rooted in a lifelong connection to sport. Growing up in Ottawa, she tried nearly every activity she could, from volleyball to sprint kayaking, triathlons and cross-country running. She also competed for Carleton University in cross-country running and flag football. That constant drive to compete and improve now fuels her approach to business.
“A lot of your identity as an athlete is tied to performance,” she said. “When that shifts, you want to channel that energy into something new — something you can build and prove to yourself.”
At the Sprott School of Business, Nielsen initially enrolled in international business, drawn by the program’s flexibility and breadth. Her interest in business and entrepreneurship, however, started much earlier.
“As young as I can remember, I was always asking my dad to play Monopoly because I loved all the business possibilities that came with it,” she said. “In middle school, I was selling slime and bracelets. I took my first business class in Grade 10 and knew this was the route for me.”
That early clarity has translated into a hands-on university experience. Alongside her studies, Nielsen has worked in internal and financial auditing, human resources, supported running events across Ottawa and taken on leadership roles in the local running community, including leading a young adult run club – Rise and Run.
Those connections proved critical when refining her business idea.
“The running community is incredibly supportive,” she said. “People genuinely want to help each other succeed. That gave me a space to test ideas, get feedback and understand what runners actually want, while creating something that could bring more colour, confidence and connection to community.”
Confidence and connection underpin the KRüZ Running brand, which encourages athletes to “Own Your Stride” and “Join the Krü.”
The concept for KRüZ Running took shape during a week at a cottage last summer, where Nielsen stayed up late into the night researching competitors and potential manufacturers. What she found confirmed her instincts: most products on the market were plain-coloured and often feeling like something runners would not wear confidently.
“I wanted something minimal, comfortable and with personality,” she said.
Turning that vision into a product required navigating unfamiliar territory, from sourcing manufacturers to understanding product development timelines. What she initially expected to take a couple of months stretched into eight, as she iterated through multiple samples to achieve the quality she wanted.
“That was one of the biggest surprises,” she said. “You’re ready for things to move quickly, but there are so many steps to get it right.”
Support from Sprott’s Innovation Hub helped bridge that gap. After years of noticing the centre on the ground floor in the Nicol Building, Nielsen reached out the same night she came up with her idea.
“I had the idea, but I didn’t know how to get it going,” she said. “They helped me understand the next steps and what to think about moving forward.”
Through meetings with mentors, she refined her business model and secured funding through a student entrepreneurship grant, allowing her to place her first bulk order earlier this year.
Another turning point came from an unexpected connection. A LinkedIn message to Rob Fraser, founder of the multi-million-dollar athletic sock brand Outway, led to a chance meeting and encouragement that solidified her decision to move forward. Fraser has become a mentor and source of support throughout the process.
“He basically said, ‘Why wouldn’t you do this?’” she said. “That was the push I needed.”
Now, with production underway, Nielsen has publicly announced KRüZ Running and is preparing for its official launch, timed closely with Ottawa’s busy spring race season. The timeline is ambitious, especially as she has been managing multiple jobs and her final academic term, which included a course trip to Tanzania focused on developing financial tools for women entrepreneurs.
Still, she thrives on the pace.
“If I don’t do anything, nothing happens,” she said. “That pressure is exciting.”
After graduation, Nielsen plans to continue working in Ottawa’s running event space while growing KRüZ Running on the side — with the goal of eventually scaling it into a full-time venture. She is currently working full-time with Run Ottawa and continues to lead Rise and Run.
“I can see it long term,” she said. “Bringing people together, building confidence and creating something people are excited to wear running – that’s the vision.”
For other students considering entrepreneurship, her advice is: “Just go for it!”
“Why not?” she said. “Everything you see out there was built by someone. There’s no reason it can’t be you.”
At the dawn of Nielsen’s first product launch, that mindset may prove to be her strongest competitive advantage.