The sports industry should embrace tech startups to drive innovation, enhance fan engagement and optimize athlete performance. Startups bring cutting-edge solutions in data analytics, AI and wearable technology, offering teams deeper insights into player health, game strategy and training efficiency. By collaborating with agile startups, the industry can stay ahead of trends, adapt to changing consumer expectations and create new revenue streams in an increasingly digital landscape.
TechNexus Venture Collaborative has been at the forefront of investing in early stage startups geared toward sports and athletes. As one of the first investors in Tonal back in 2017, TechNexus has uniquely been able to penetrate all parts of the sports ecosystem from smart stadium technologies to connected fitness platforms through its portfolio investments and expertise.
To show the breadth of promising startups working across the sports ecosystem, TechNexus has identified 17 companies that the sports industry can partner with to enhance athlete performance, optimize fan engagement and drive innovation across all levels of the game. And dive into our market map to get an even deeper look into the startups disrupting the sports industry.
Connected Fitness Platforms
Fitbod
Fitbod is an AI-powered fitness app that tailors workout plans based on individual progress, goals, and available equipment. By analyzing past workout data, it dynamically adjusts exercises, sets, and reps to maximize efficiency and prevent plateaus. Athletes and fitness enthusiasts benefit from its ability to provide structured, science-backed training while ensuring variety in routines. With its personalized approach, Fitbod empowers users to train smarter, recover effectively, and continuously improve their strength and endurance.
Perch
Perch utilizes advanced velocity-based training technology to optimize strength training for athletes by attaching 3D cameras to weight room equipment. The system captures real-time movement data, allowing coaches and athletes to assess power output, speed and overall performance. By providing instant feedback, Perch helps athletes refine their technique, prevent injuries and train at peak efficiency. This technology is particularly valuable for professional and collegiate sports programs aiming to gain a competitive edge through data-driven training.
Playbook
Playbook is a digital platform that enables fitness trainers, athletes and influencers to monetize their expertise by creating and distributing customized training programs. It allows users to access structured workout plans, video tutorials and direct coaching from top professionals worldwide. The app fosters community engagement by connecting trainers with clients in an interactive and scalable way. By leveraging Playbook, fitness professionals can expand their reach, build their brand and provide high-quality coaching beyond traditional in-person sessions.
Wearables
Rook
Rook is an advanced API platform that aggregates wearable and health data, making it easier for sports applications to access real-time performance metrics. By integrating data from multiple devices, Rook enables coaches, trainers and athletes to analyze physiological trends, optimize training and prevent injuries. The platform helps teams and fitness companies leverage biometric insights to tailor workouts and recovery strategies based on individual needs. With its seamless data integration, Rook is transforming the way sports organizations utilize health technology for peak performance.
SuperSapiens
SuperSapiens provides real-time glucose monitoring solutions designed to help athletes optimize their energy levels and endurance. By using biosensors to track blood sugar fluctuations, it allows athletes to fuel their bodies more effectively during training and competition. The platform provides actionable insights into how nutrition, exercise, and recovery impact metabolic performance, helping users make data-driven decisions. SuperSapiens is revolutionizing sports nutrition by empowering athletes with precise, continuous metabolic data for peak performance.
Fan Engagement
Mixhalo
Mixhalo enhances live sports experiences by delivering high-fidelity, real-time audio directly to fans’ mobile devices. Spectators can listen to in-game commentary, player communications and exclusive content with minimal latency, providing a deeper level of engagement. The technology ensures that fans in the stadium receive the same audio quality as those watching from home, improving the overall event atmosphere. By leveraging Mixhalo, teams and venues can offer premium audio experiences, creating new opportunities for fan interaction and monetization.
StatusPro
StatusPro develops extended reality (XR) training solutions that provide athletes and coaches with immersive, data-driven simulations. Using virtual and augmented reality, players can visualize game scenarios, analyze strategies and improve decision-making in a risk-free environment. The platform is particularly valuable for football teams, allowing quarterbacks and defenders to study formations and react to real-game situations without physical strain. StatusPro’s technology is revolutionizing sports training by merging analytics with immersive experiences, giving athletes a competitive edge.
Quintar
Quintar creates augmented reality experiences that enhance live sports by overlaying interactive content and real-time statistics onto the event. Fans can use their mobile devices or AR glasses to see player stats, replays and personalized insights in real time. This technology transforms passive viewing into an interactive experience, increasing engagement both in-venue and at home. By integrating AR into live sports, Quintar is redefining how audiences consume and interact with their favorite games.
Analytics
ShotTracker
ShotTracker provides real-time basketball performance analytics using wearable sensors and court-embedded technology to track player movements and shooting accuracy. The system delivers instant data to coaches and analysts, helping teams make data-driven decisions during practice and games. By automating performance tracking, ShotTracker enhances player development, optimizes training sessions and improves overall team efficiency. With its growing adoption in collegiate and professional basketball, ShotTracker is transforming how teams approach strategy and player performance.
Always AI
Always AI leverages computer vision technology to help sports organizations analyze player movements, optimize training and refine game strategies. The platform enables real-time tracking of athlete biomechanics, providing valuable insights into performance, injury prevention, and tactical decision-making. By integrating AI-driven video analysis, coaches can assess player positioning, speed and efficiency without relying on manual observation. Always AI’s advanced analytics empower teams to enhance training methodologies and gain a competitive edge through data-driven insights.
CrowdIQ
CrowdIQ utilizes computer vision to analyze crowd demographics, behaviors and movement patterns in sports venues. By processing real-time video data, the platform provides actionable insights to improve fan engagement, optimize venue operations and increase ticket sales. Teams and event organizers can use this data to enhance security, streamline concession services and deliver targeted marketing campaigns. With its AI-driven approach, CrowdIQ is helping sports organizations create more efficient and engaging live event experiences.
Athlete Wellness
GenomicMD
GenomicMD offers advanced genomic risk assessments that help athletes understand their genetic predispositions to performance, endurance, and injury susceptibility. By analyzing genetic markers, the platform enables personalized training plans tailored to an athlete’s unique physiological strengths and weaknesses. This insight allows coaches and medical staff to optimize conditioning programs, reduce injury risks and enhance recovery strategies. With GenomicMD, teams and athletes can make more informed decisions to maximize performance and longevity in their respective sports.
FirstBeat
FirstBeat provides physiological analytics that measure stress, recovery and overall athletic performance using advanced heart rate variability (HRV) monitoring. The platform gives coaches and trainers real-time insights into an athlete’s readiness, fatigue levels and recovery needs to optimize training loads. By leveraging biometric data, FirstBeat helps teams prevent overtraining, improve endurance, and fine-tune performance strategies. Its technology is widely used in professional sports to enhance player conditioning and ensure peak performance throughout the season.
Smart Stadium Technologies
Mappedin
Mappedin provides interactive indoor mapping and wayfinding solutions that help attendees navigate large sports venues with ease. Fans can use digital maps on their mobile devices to locate seating, concessions, restrooms and other amenities in real time. The platform enhances the game-day experience by reducing congestion and improving accessibility for all visitors. By integrating with venue operations, Mappedin also helps stadiums optimize crowd flow and enhance fan engagement.
iSite
iSite Media operates a video restroom network in sports venues, transforming an overlooked space into a high-impact advertising platform. Brands can deliver targeted messaging to engaged audiences, while teams and venue operators gain an additional revenue stream. The network ensures that sponsors can reach fans even during breaks, maximizing exposure and recall. iSite Media's solution enhances the fan experience by integrating relevant and engaging content into traditionally passive spaces.
Digital Seat
Digital Seat Media installs QR codes on stadium seats, enabling fans to access exclusive content, promotions and real-time updates without needing to download an app. By simply scanning a code, attendees can engage with interactive experiences such as live polls, in-game statistics and brand-sponsored rewards. This technology enhances fan interaction while providing teams and sponsors with valuable engagement data. Digital Seat’s platform bridges the gap between physical attendance and digital connectivity, elevating the in-venue experience.
ProWire
ProWire delivers real-time audio streaming solutions that allow fans to access live commentary, team radio feeds and exclusive content directly from their devices. By offering multiple audio channels, ProWire enhances the in-stadium experience, catering to fans who want deeper insights into the game. The low-latency streaming ensures that audio stays in sync with live action, making it a seamless addition to game-day entertainment. With ProWire, teams and venues can provide richer, more immersive experiences that keep fans engaged.
Tech Touches All Aspects of Sports
The integration of tech startups into the sports industry is no longer optional—it’s essential for driving innovation, improving performance and elevating fan engagement. From connected fitness platforms to AI-driven analytics and immersive fan experiences, startups are providing the tools that athletes, teams and venues need to stay competitive in an increasingly digital world. As organizations continue to invest in cutting-edge solutions, partnerships with tech startups will be crucial in shaping the future of sports. By embracing these innovations, the industry can enhance every aspect of the game, ensuring long-term growth and a deeper connection with fans.