Though companies like Samsung and Under Armour provide some Olympic essentials, the niche equipment can be hard to find. Now, former athletes in obscure Winter Olympics sports are providing an entire sport with its equipment. Using algorithms, sensors, and a professional’s eye, products from curling shoes to ski wax are keeping athletes competitive. With many entrepreneurs holding up to 70% market share, larger companies are noticing. Are the hefty premiums worth the niche customer base?