Jamil’s ‘Dead Reckoning Labs’

New venture by Aravaipa’s Jamil Coury:

We build for endurance athletes because we are endurance athletes. Every product in the lab started with a real problem. On a trail, at a race, or inside a team trying to do something that hadn’t been done before. Start where you are. Use what you know. Ship something real.

The tech team behind Aravaipa’s numerous ventures assembles. First new project: ‘Obsession‘: – a journal to track your run and a platform for run streaking.

This thought occurred to me when chatting with Krissi about Race Purse and Run.fund on Singletrack: trail running has had several pillars: events, gear, media. There has been lots of improvements and big pushes been made in these various areas:

• events went from ‘grassroots, dirt road to large scale trail fest productions.
• gear is constantly getting more optimized with a bigger and bigger focus on ‘trail’.
• media is desperately trying to move from ‘single talking head’ outfit to actual ‘media company’ where the celebrity voice isn’t required anymore to draw the audience and close the advertiser deal.

But technology has been largely overlooked, or has been too expensive to invest in. So far ‘trail’ has been fine with using common tools like Instagram, Youtube and Strava as their platforms to communicate and track. Now with AI vibe-coding we’re entering an era where “anyone can cook” and release custom build apps and platforms that speak to the spirit of trail and reflect the sport and it’s unique quirks.

Will be fascinating to see what will be build next.