As the world awaits the upcoming Olympic Games, it’s not just the athletes who are getting ready to showcase their peak performance. Innovative companies are also gearing up, bringing technology to the forefront to enhance sports and athletic performance.
The Olympic Games may feature the world’s top athletes, but you don’t have to be an Olympian to benefit from the latest in sports technology. Whether you’re a ‘weekend warrior’, an aspiring athlete, or just someone who likes to stay active these five innovative companies are revolutionizing how we train, perform, and recover. With the next Olympics in Milan in 2026 and Los Angeles in 2028, who knows? Maybe we’ll see you there, taking your game to the next level with some help from these cutting-edge tools.
433 Pro: kicking off a new era in football training
433 Pro, a Dutch company led by ex-footballer Demy de Zeeuw, has taken youth football training to the next level by acquiring Jogo.ai, another innovative Dutch startup. Using video images and shoe sensors, 433 Pro provides detailed insights into player performance. These insole sensors track 200 data points 1,000 times a second, offering a comprehensive overview of a player’s game.
This cutting-edge technology, developed by a team of former professional footballers, sports scientists, and AI developers, fits seamlessly into football boots. With around 70 million users and a significant presence on Instagram, 433 is making a big splash. Its product 433 pro, with its sensors and data analytics, helps young players understand and improve their performance every time they hit the pitch. Owners David Dwinger, and Demy de Zeeuw believe the company has the potential to grow into a unicorn business in the coming years.
Ludimos: cracking the code for cricket
Did you know that cricket is the second most played sport in the world? Ludimos caters to all those players around the globe. Based in Amsterdam, this startup is transforming the game for cricket coaching with its state-of-the-art AI technology. Since its founding in 2020, Ludimos has been helping cricketers and clubs worldwide enhance their training sessions. The app records practice sessions using an in-app camera and employs advanced algorithms to analyze line, length, speed, and deviation.
Cricketers can use the biomechanical overlay to gain insights into body position, movement, and technique, while coaches can provide feedback with tools like slow motion, drawing, audio, and text notes. Ludimos also supports coach collaboration, keeping all interactions and player responses in one central place. Partnering with the Royal Dutch Cricket Federation, Ludimos is helping to discover new talent and prepare players for top-level competitions.
WIN Reality: step up to the (virtual) plate
Ever wondered how elite baseball and softball players could refine their skills without stepping onto the field? Let me introduce you to WIN Reality, a Texas-based company bringing virtual reality (VR) to the world of sports training. Founded in 2018 and backed by $48.8 million in funding, WIN Reality offers a VR training platform that is changing the game for athletes everywhere.
WIN Reality’s immersive VR workouts and training modes are set to help players improve their timing, pitch recognition, plate discipline, and overall hitting approach. With a mobile app and equipment like a bat attachment for the VR controller, athletes can use their own bat to make the experience even more realistic. This patented tech allows users to customize their sessions, target specific skills, and receive instant feedback. Whether you’re a rookie or a seasoned pro, WIN Reality’s innovative approach ensures you can quantify your performance and translate those virtual reps into real-world hits.
There’s something about sport. And so here is a magazine full of technology and sport for you. For ‘IO Next: The Future of Sport Tech’ our team delved into innovations for professionals and amateur athletes.
Whoop: your personal coach on your wrist
In the competitive world of fitness wearables, Whoop is making a name for itself with its advanced data analytics and personalized coaching. Founded in Boston in 2012, Whoop has raised over $400 million and developed a subscription-based model that offers users access to a treasure trove of insights about their health and performance.
Whoop’s wearable device tracks heart rate variability, resting heart rate, and sleep patterns to provide personalized recovery, sleep, and strain scores. Their latest innovation, the WHOOP Coach powered by OpenAI’s GPT-4, delivers individualized performance coaching on demand for everyone: professional athletes like Virgil van Dijk and fitness enthusiasts like me.
Its AI-powered technology sifts through thousands of your data points to offer custom plans, routines, and recommendations. It also answers your questions by looking into your data, helping you figure out your own lifestyle SWAT analysis (strengths, weaknesses, advantages, and disadvantages). Confronting? Probably. Useful? Very much so.
Veo: democratizing sports recording
Veo was born after a father missed his son’s goal. Founded in Denmark in 2015 with the vision of making sports recording accessible to everyone, Veo has now become a potential life-saver to busy parents running late, among others. Veo’s AI-powered camera technology automatically follows the action on the field, creating a broadcast-like experience without the need for a camera operator and with a price accessible not only to the Olympic broadcasting team.
The Veo Cam 3, equipped with dual 4K lenses, records the entire pitch at all times. This allows for live streaming, instant replay, and detailed analysis of games and practices. Coaches and players can bookmark crucial moments, analyze performance, and share footage easily. Veo is transforming how we watch and understand sports, from professional leagues to local clubs. Its user-friendly and affordable technology ensures that every player and team can take their game to the next level.
While the Olympic Games spotlight the best of the best, cutting-edge sports technology is available to all of us who want to improve our performance and enjoy our favorite activities more. These innovations—from virtual reality training tools to intelligent cameras—are designed to make training and playing more effective and enjoyable. Who knows what you might achieve with these tools at your disposal?
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