The idea for Tzuka was born during Tom’s final year at Loughborough after he and a friend broke nine pairs of earphones over the course of a single year in the gym. Frustrated by poor build quality and a market largely focused on runners rather than high-impact training, Tom set out to design earbuds tough enough to withstand any workout.
Over the past six years, Tzuka has progressed from concept to consumer launch, completing four investment rounds, developing multiple prototypes, and engineering a final product that has passed waterproof, dustproof, shockproof and impact-resistance certifications. Its flagship product, the TZ7 Ultra, achieves a world-first impact (IK) rating for earbuds, delivering unprecedented durability for high-intensity sports such as CrossFit and Hyrox.
More impressively, alongside Bluetooth connectivity, the TZ7 Ultras feature built-in audio storage with capacity for up to 60 hours of music or podcasts, allowing users to train phone-free. They call this FreedomMode.
Tom credits much of Tzuka’s success to launching and scaling the business at LUSEP, Loughborough University’s Science and Enterprise Park, through LUinc. – the University’s incubator supporting graduate founders, academic spinouts and external entrepreneurs. Through LUinc., Tzuka gained access to specialist facilities at the Sports Technology Institute for competitor testing, engineering labs for rapid prototyping using 3D printers, and Loughborough’s sports performance facilities, which acted as a ‘living lab’ of athletes for consumer testing.
Tom Jelliffe
“We’ve been based in the Loughborough Incubator for the past six years,” said Tom. “I joined with a pipe dream and no idea what I was embarking on or how to do it.”
Tzuka engineers and manufacturers its products in the UK, working with several engineering subcontractors who are themselves Loughborough graduates. The company’s intellectual property lawyer, also met through LUinc., has supported Tzuka in securing three patents, with a further three currently pending. Tom now gives back to the University community as a mentor within the Loughborough Enterprise Network (LEN), supporting early-stage start-ups.
Professor Claudia Eberlein, Dean of the School of Science at the University, commented:
“Tzuka is a great example of how Loughborough supports students throughout their entrepreneurial journey to build sustainable businesses. I wish Tom every success and look forward to Tzuka adding value to the University’s world-class sports cluster to drive innovation and economic growth.”