2. Biz Network May 2026 39-72.qxp_Chamberlink 28/04/2026 15:02 Page 48
FOCUS This month’s Focus section has a DIGITAL AND TECHNOLOGY theme, and looks at some of the latest ideas and concepts shaping innovation in the region.
BUDDING BUSINESS IS BEING BUILT ON SOUND DECISIONS
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hen Tom Jelliffe featured in our Big Interview spot a year ago, his business Tzuka was on the verge of cracking the assembly challenges that come with a novel product – a hardwearing, waterproof ear bud that would fit the needs of today’s sportspeople. Twelve months later, the Loughboroughfounded start-up has taken two big steps – bringing its manufacturing operation back to Britain, and finally opening up pre-orders. The decision to move assembly back to the UK was one of the most significant of Tom’s sixyear journey, giving the team tighter control over quality and IP protection. It has allowed the business to accelerate towards launch with a level of confidence that wasn't possible before. And all of that, Tom said, without a hit to production costs. He said: “Bringing manufacturing home wasn’t just a commercial decision. It gives us complete control over the product from the moment it’s assembled to the moment it’s in someone's ears.”
‘Bringing manufacturing home wasn’t just a commercial decision. It gives us complete control over the product from the moment it's assembled to the moment it’s in someone’s ears’ Tzuka was conceived after the Loughborough University graduate realised too many earbuds fell apart in the gym. His concept was a new type of earbud that was sturdy and waterproof and, significantly, had onboard storage for music so you could leave your phone behind. After years of development Tzuka has now officially opened pre-orders for the TZ7 Ultra, its flagship workout earbud. Tom said the TZ7 Ultra is built around two core innovations – durability and phone-free listening. He said they are the only earbuds in the world with an independent impact resistance
certification, while being fully dustproof, shockproof and waterproof. Tzuka has also developed FreedomMode: onboard storage on the earbuds for up to 1,000 songs for phone-free workouts. A double-tap of the earbud toggles between standard Bluetooth and FreedomMode. A £20 deposit secures a place in the queue, with orders expected to be fulfilled at the end of the summer/early autumn. Pre-order customers get a £190 exclusive launch price, giving a saving of £30 on the eventual retail price. Everything is engineered and assembled in the UK and the initial production batch will be limited – with the pre-order window closing once manufacturing begins. Tom said the target market, functional fitness training, continues to explode. Hyrox – or fitness racing – is one of the two sports Tzuka has anchored its strategy around, and has grown substantially in five years. The other is CrossFit – a high-intensity fitness program featuring varied movements such as lifting, rowing and gymnastics. He said it had been overlooked by the major audio brands – which is where Tzuka hopes to come in.
Tzuka earbuds are dustproof, shockproof and waterproof
Tom Jelliffe of Tzuka
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