UC 1819-backed startup Go-Rolla has a smarter way to clean up
Rolling into new markets following Concours d’Elegance debut
A product designed to solve one of life’s simplest inconveniences, keeping paper towels in reach when messes happen, found itself surrounded by some of the world’s most distinguished vehicles when 1819 Innovation Hub-backed startup Go-Rolla showcased its invention at the Cincinnati Concours d’Elegance 2026.
Go-Rolla product display features interchangeable options: microfiber and traditional paper towels. Photo/Go-Rolla
The Cincinnati-based venture was selected as an approved vendor for the prestigious automotive event, held on June 14 at Ault Park, where more than 200 collector cars and motorcycles drew thousands of enthusiasts, collectors and luxury vehicle owners.
For Go-Rolla co-founders Steve Tebeau and Michelle St. John, the event provided an opportunity to demonstrate how a simple idea can evolve into a patented product with uses far beyond its original purpose.
“Go-Rolla ‘rolls’ with life’s everyday messes. We created our product because everyone spills,” Tebeau says. “Whether it’s inside or outside the car, in a laundry room, RV or a mess at a tailgate, people need a simple way to keep paper towels accessible wherever life takes them.”
Go-Rolla recently secured a U.S. patent for its portable paper towel holder, designed to make cleanup easier while traveling or on the go. The product caught the attention of automotive enthusiasts who recognized its potential as a practical accessory for maintaining meticulously cared-for vehicles.
Go-Rolla cleans up with collectors
Go-Rolla's patented design has options to carry, hang or slip easily into your car's seat or storage pocket. Photo/Go-Rolla
Widely regarded as a premier celebration of automotive excellence, the annual Concours d'Elegance unites rare and antique vehicles with collectors, industry leaders and car enthusiasts from across the globe.
At the event, Go-Rolla showcased how its patented design accommodates both traditional paper towels and microfiber towels, a feature that appealed to collectors who rely on detailing products to preserve their vehicles' conditions.
The opportunity marked another milestone in the startup’s entrepreneurial journey, which was fast-tracked by its participation in the Venture Lab business accelerator at the UC 1819 Innovation Hub. The program helps founders move from early-stage concepts toward commercialization by providing mentorship, resources and connections across Cincinnati’s innovation ecosystem.
In the Venture Lab, the Go-Rolla team refined its business strategy and connected with experienced entrepreneurs, including original Shark Tank investor and UC alumnus Kevin Harrington, whose guidance helped the founders continue building momentum.
While Go-Rolla’s Concours d'Elegance appearance highlighted its appeal within the automotive community, the startup’s leaders see opportunities well beyond the car enthusiast market.
“It’s a ‘roll-on-the-go,’ designed to be portable and versatile for everything from campsites, sporting events, boats and virtually anywhere unexpected spills occur,” St. John says. “Go-Rolla is easy to transport between locations, which has helped it resonate with outdoor enthusiasts, families, DIYers and anyone who values convenience.”
The company’s presence at one of Cincinnati’s most exclusive automotive events also showcased a broader message: Innovation often comes from solving everyday challenges.
Concours opens new doors for Go-Rolla
Go-Rolla is sold at retailers such as at Ace Hardware or from the company's online store. Photo/Go-Rolla
Following the event, Go-Rolla received invitations to participate in additional Concours d'Elegance shows around the U.S. and is exploring opportunities to exhibit at even larger automotive events. The startup has also launched a pilot retail partnership with Ace Hardware in Hyde Park and is now available at Circuit Cafe, a popular destination for Cincinnati's weekly “Cars & Coffee” gatherings.
The exposure for Go-Rolla has sparked conversations with automotive service providers and distributors while driving a noticeable increase in online sales. Purchasers of the product include owners of elite collector vehicles, members of the Concours organizing team and representatives from nationally recognized car transport companies such as Classic Car Carriers and Reliable Carriers.
While the automotive market has become an unexpected catalyst for growth, Go-Rolla’s founders say they're seeing demand far beyond the garage. Customers near lakes and marinas, outdoor enthusiasts and grillmasters have all discovered new uses for the portable holder, prompting the company to pursue partnerships in the boating, outdoor recreation and grilling industries. For the founders, this response reinforces Go-Rolla’s value and showcases all that can be gained through the 1819 Innovation Hub ecosystem.
1819 serves as a springboard for entrepreneurs, guiding them through the process of launching a business from the heart of the Cincinnati Innovation District. It serves as the University of Cincinnati’s front door for industry, inventors, innovators and entrepreneurs.
From a simple frustration to a patented product featured alongside rare collector vehicles and luxury automobiles, Go-Rolla’s journey demonstrates how Cincinnati founders can transform ideas into market-ready solutions with support from programs like UC 1819 Venture Lab.
Featured image at top: A product developed at UC's 1819 Innovation Hub was featured at this year's Cincinnati Concours d'Elegance. Photo/Go-Rolla
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