As Traverse City continues to emerge as a leader in freshwater research and innovation, Northwestern Michigan College is accelerating that momentum through the Great Lakes Blue Tech Challenge—an annual competition designed to support start-ups, entrepreneurs, and students developing freshwater technology.

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Currently in its second year of the four-year initiative, the challenge is part of a nationally supported effort funded by the National Oceanic and Atmospheric Administration (NOAA). The program is managed by Generator, a Chicago-based start-up accelerator, with NMC serving as the local partner responsible for hosting and running the competition. 

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“It’s important for NMC to host this because we’re the lead to execute it,” said Denver Peters, NMC’s Director of Strategic Portfolio and Development. “NOAA funds it, Generator manages the funds, and NMC is the execution arm for the actual event.”

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The challenge is open to a wide range of participants who may enter with anything from a simple concept to a fully developed product. Throughout the competition, participants move through a process of coaching, mentoring, and pitch refinement.

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“These companies can be at very different levels,” Peters said. “Some might just have an idea, others might already have a product in early or mid-stage development. The goal is to meet them where they are and help them grow.”

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Participants are also placed into groups and receive mentoring that focuses not only on presentation skills, but also on business development, research strategy, and long-term growth, according to Peters. As the competition progresses, participants pitch their idea to a panel of judges through multiple rounds, each narrowing the field until only three finalists remain.

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The three finalists get the opportunity to present their project at the Lakebed 2030 Conference, which will take place this year at the Hagerty Center here in Traverse City. The conference centers on the national Lakebed 2030 Initiative, which is a joint effort between the United States and Canada to map all five Great Lakes using high-resolution imagery by 2030.

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“It’s a great venue,” Peters stated. “They’re presenting in front of industry leaders, researchers, and policymakers, while also competing for funding.”

Prize money is also awarded to the finalists, with first place set to receive $30,000, second place $15,000, and third place $10,000. 

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“By the time they reach the final three, they’re already winners,” Peters said. “They’re gaining funding, exposure, and connections that can significantly impact their future.”

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The competition focuses on blue tech—technology that interacts and impacts our water systems. While participants are not limited to a single area, organizers have implemented several focus topics, including water treatment and purification, aquatic ecosystems and aquaculture, marine mobility and exploration systems, resilience and adaptation, water infrastructure, and data-driven water intelligence.

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Many of the projects developed through the challenge address environmental concerns, specifically around water quality and sustainability in the Great Lakes region. 

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“There’s a strong environmental impact component,” Peters said. “A lot of these technologies are being developed to help protect waterways and improve how we understand and manage water resources.”

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Another major component is mentorship, which is led primarily by 20Fathoms, a Traverse City-based start-up accelerator. 20Fathoms provides participants with access to experienced entrepreneurs, investors, and industry professionals at the local, state, and national levels. 

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“They have strong connections across Michigan and throughout the country,” Peters said. “Participants learn a lot, but they’re also building a network that can be instrumental to their success long after the competition ends.”

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While many participants are start-ups from outside NMC, students are strongly encouraged to apply. Peters emphasized that the challenge offers hands-on experience in entrepreneurship, research and development, and professional networking—skills that are valuable regardless of their future career path. In some cases, participation may even be incorporated into coursework with support from faculty. 

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“It’s a wonderful school project,” said Peters. “Students might be able to use it as part of a class or receive credit, depending on their program.”

Adyn McHugh, president of NMC’s Marine Technology Society, views the challenge as a key player in Traverse City’s expanding blue economy. 

“Any water-related economy is part of the blue economy,” Hugh said. “And in Northern Michigan, that blue economy is about to grow exponentially.”

Hugh referred to the construction of the freshwater research and innovation center as a turning point for the city. The building is expected to provide space for blue economy companies to establish operations in Traverse City, attracting start-ups from freshwater research across the country.

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“With that building, companies will have a home base here,” Hugh said. “You’re going to start to see Traverse City become a hub for the blue economy.”

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Hugh added that the Great Lakes Blue Tech challenge gives start-ups the chance to gain early experience during this growth period. Companies that receive funding through the competition may later choose to establish themselves locally, contributing to both economic growth and innovation.

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“It’s hugely beneficial for companies that are looking to grow,” Hugh stated. “Winning this money now, at the beginning of this expansion, puts them in a strong position.”

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Last year’s competition had 35 entrants, including six from Canada, reflecting the international importance of Great Lakes innovation. Organizers are hoping to see even more applicants this year, with registration currently open. Peters, who encourages students and entrepreneurs who may feel uncertain about their idea to take the leap. 

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“If you have an idea or a product—no matter what stage it’s in—you should apply,” he said. “The mentoring, the connections, and the experience are invaluable.”