founder story
Born from a health scare—and a marathon that changed my life.
A few years ago, I had a health scare that forced me to rethink everything, so I signed up for a marathon.
I fell in love with the sport: the rhythm, the freedom, the community. But I also ran headfirst into its struggles. The nagging injuries. The races that unraveled. The endless guessing game of whether I was training too hard—or not enough.
One thing became clear: the tools we had weren’t enough. Watches could track the body from the wrist, but they couldn’t tell us what was happening where running truly begins—the ground beneath our feet.
That’s where the idea for Avelo started. What if shoes didn’t just cushion our steps, but understood them? What if they could guide us to run faster, stay stronger, and keep doing what we love for life?
I couldn’t do it alone. So I teamed up with an incredible group of people—former Nike leaders, award-winning designers, engineers, and scientists. Together, we’re building the world’s smartest running shoe.
This is more than a product. It’s a vision for the future of running—where every stride is a chance to learn, improve, and grow.
— Royi Metser, Founder & CEO
Our Mission
Fast. Strong. Resilient.
It’s what every runner wants—and what current tools haven’t delivered.
That’s why we’re building a smarter running shoe.
Driven by runners, scientists, engineers and designers, our mission is simple: help you run better and longer and with as few limits as possible.
Because we know yours. And you’re not even close.
Our Team
Built by an award-winning team who worked on Nike+, Garmin, and InsideTracker with support from industry leading scientists in the field.
Royi Metser
Founder & CEO
Royi is driving strategy, partnerships, and product innovation to deliver on the vision of a smarter running shoe. He brings 9+ years of experience in consumer tech—including leadership at InsideTracker, where he helped scale personalized health insights—and a relentless passion for running. His mission: turn breakthrough science into products runners can trust to train smarter and stay healthier.
Peter Ruppe
Co-Founder & COO
Peter is leading operations and execution, turning bold ideas into smarter footwear that runners can count on. He pioneered connected running with Nike+ nearly 25 years ago and went on to shape innovation and growth in a 30-year career at Nike, followed by senior leadership roles at Under Armour and Columbia Sportswear. His expertise ensures Avelo moves from vision to reality—helping runners train with more insight and confidence.
Rahul Matta
CTO
Rahul is building the PRI (Personal Running Intelligence) platform—turning complex biomechanics into a seamless digital experience for runners. A passionate runner himself, he brings 25+ years in software engineering and a track record of creating Apple-featured apps. Rahul has launched 12+ iOS, iPadOS, and watchOS apps, including Tempo, a highly regarded running tracker. His expertise ensures Avelo delivers insights that are both powerful and beautifully simple to use.
Sally Schupbach
Principal Firmware Engineer
Sally ensures that data flows seamlessly from our embedded sensors to the app—accurate, efficient, and reliable every step of the way. She brings nearly 5 years of firmware development experience at Motus Design Group, where she honed her expertise in building robust, real-time systems. Sally’s work is the backbone of Avelo’s smart shoe experience, making sure runners can trust the insights they receive.
Nathan Helming
Head of Content & Engagement
Nate shapes the brand’s voice and builds engagement with runners through storytelling, education, and community. He brings years of experience creating content that inspires athletes—most recently leading content and engagement at Fleet Feet, and previously founding The Run Experience, a run-training platform that reached hundreds of thousands of runners worldwide. Nate ensures Avelo connects deeply with the running community and empowers athletes to train smarter.
Fabian Hoitz, PhD
Head of AI & Data Science
Fabian leads the integration of running science into our generative algorithms—transforming raw sensor data into meaningful coaching for athletes. He earned his PhD in Biomedical Engineering from the University of Calgary and previously worked as an algorithm developer at Garmin. With 6+ years of experience designing AI-driven models for running biomechanics, Fabian ensures Avelo’s insights are scientifically rigorous and runner-relevant.
Sam Blades, PHD
Technical Product Lead
Sam ensures our PRI experience meets the gold standard of a biomechanics lab—delivering lab-grade insights in every run. He brings 18+ years of experience applying technology to human performance, including serving as VP of Sport Science & Applied Research at Kinetyx. With a PhD in Biomechanics and deep expertise in sensor development, Sam is guiding Avelo’s product to give runners accurate, actionable feedback they can trust.
Science Team
Chris Napier, Phd
Biomechanics
Chris bridges cutting-edge research and real-world practice, guiding how wearable technology can prevent injuries and improve performance. He leads the biomechanics lab at Simon Fraser University while also working as a practicing physiotherapist, bringing athletes both scientific rigor and hands-on experience. Chris is also the author of The Science of Running, a widely respected resource for athletes and coaches worldwide.
Isabel Moore, PHD
Biomechanics & Physiology
Izzy draws on her expertise in running economy and women’s health to lead our work on efficiency and female-focused metrics. A Lecturer at Cardiff Metropolitan University, her research explores how movement influences both performance and injury risk. Izzy’s insights help ensure Avelo’s guidance is grounded in science and built to support every type of runner.
Phil Skiba, PhD
Exercise Physiology
Phil leads our work on resiliency and impact, applying world-class expertise to help runners train smarter and avoid setbacks. A key member of Nike’s Breaking2 science team, he combines a PhD in exercise physiology with a doctorate in osteopathic medicine—bringing both scientific and clinical perspectives to performance. Phil is also the author of Scientific Training for Endurance Athletes, a go-to resource for coaches and endurance runners worldwide.
Brent Edwards, PhD
Biomechanics
Brent guides our understanding of how impact forces affect the body—helping us translate loading science into tools that keep runners healthier. A professor at the University of Calgary, his research focuses on how mechanical loading influences musculoskeletal health and injury risk. Brent’s expertise ensures Avelo’s metrics reflect what really happens underfoot, stride after stride.
Laurent Malisoux, PhD
Biomechanics
Laurent advises on how footwear innovation influences running performance, ensuring our shoes deliver measurable benefits for athletes. He leads the Physical Activity, Sport & Health research group at the Luxembourg Institute of Health, where his work focuses on the relationship between shoe design, biomechanics, and injury risk. Laurent’s insights help Avelo craft footwear that’s not only smart, but performance-driven.
Footwear design & innovation
David Bond
Brand & Footwear Architect
David shapes how our brand looks, feels, and performs—leading both brand expression and footwear design. A multidisciplinary creative, he’s worked across Nike, Adidas, and Under Armour, as well as with startup footwear brands where he sharpened his design and marketing expertise. David’s blend of big-brand experience and entrepreneurial agility helps Avelo craft shoes and stories that resonate with runners.
Aaron Cooper
Footwear Design Lead
Coop ensures every detail of our footwear meets the highest standards of performance and design. He brings 25+ years of design and leadership experience at Nike, spanning every category of sport. Over his career, he’s crafted footwear for elite athletes including Scottie Pippen, LeBron James, and Serena Williams. Coop’s deep technical knowledge and athlete-first approach help Avelo deliver shoes that exceed runners’ expectations.
Kevin Paulk
Product Test Lead & Coach
KP makes sure every product meets the real needs of runners—tested, refined, and proven in practice. A lifelong runner, coach, and footwear creator, he spent more than 35 years at Nike and Reebok focused almost exclusively on running product. Today he continues to compete as a Masters athlete in the 800m and 1500m while coaching high school runners. KP brings a unique blend of athlete, coach, and creator to ensure Avelo gets it right for every runner.
Fred Dojan
Innovation Lead
Fred drives footwear innovation—optimizing foams, plates, and geometries to create the best-performing shoe possible. With more than 30 years in footwear design, he has served as a key innovator at Nike, Under Armour, and Skechers. Fred’s expertise ensures Avelo delivers not just smart technology, but world-class performance underfoot
