It was summertime when Lauren Brown's daughter pleaded with her to buy an $89 hoodie. "I thought the price tag was a little steep so I told her, maybe for her birthday," Brown told Business Insider.

That’s the promise of TRUDI. Created by the team behind the flexible BERD spokes, TRUDI is meant for all spoke types and “any bicycle wheel.” The secret behind the device is a computer that calculates ...