Introducing Athleos, Protecting Young Athletes with EMG Technology

For me, this announcement is not a finish line. Far from it. It's the continuation of a journey that began years ago with a simple belief: technology can help athletes perform better, stay healthier, and extend their ability to do what they love. At STRIVE, we set out to build solutions that brought deeper insight into human performance. Along the way, we assembled an incredible team, developed meaningful intellectual property, and worked alongside athletes, coaches, practitioners, and partners who shared our conviction that better data can lead to better outcomes. Building a company is never a straight line. Ask any founder. There are highs, lows, pivots, breakthroughs, and countless moments where BELIEF matters more than certainty. Through it all, one thing remained clear: the mission was bigger than any one product, company, or chapter. That's why I'm excited about what comes next. Athleos represents an opportunity to take the foundation we built and accelerate it within a broader vision—one that brings together sports, technology, community, and innovation in a way that can create real impact for athletes and their families. I'm incredibly grateful to everyone who has been part of this journey. The work isn't finished. I still get to talk to you about muscles and movement. 🙂 In many ways, it's just beginning. I'm excited to help lead that journey at Twisted Sports and to continue building technologies that don't just help athletes perform at their best, but help protect them along the way. We ride…….. Jacques Ungerer Twisted Sports Angelo J. Rossi Mac Hereford Teemu Ruuska

Thinking of creating a new Sport? It’s no easy feat. The odds are extremely low — probably of success is less than one in several thousand, maybe closer to one in ten thousand or worse. Very few new sports ever break into that top tier of ~130-300 with real global federations, international competitions, and lasting infrastructure. It’s way riskier than launching a typical business — But Billionaires chasing prestige (usually over return) flock to the same handful of marquee sports, yet there are roughly 300 established sports modalities actively operating worldwide. All are less costly to operate. Luckily interest in all Sports will likely grow exponentially as our workload and lives become automated and we fill up our idle time with healthy mainstream & obscure sporting activities. https://lnkd.in/eSHZh7zK

The campaigns breaking through in sports don't really feel like sports marketing anymore. They feel like they're built for how people actually spend their time. Look at where the attention is going: Athletes launching brands. Teams collaborating with artists. Creators becoming as influential as traditional media. Fans showing up for experiences that have little to do with the final score. The most successful organizations aren't just competing against other teams for attention. They're competing against music, fashion, entertainment, gaming, and every other thing fighting for a share of someone's time. Organizations that figure that out won't just win games. They'll win attention, relevance, and a place in people's lives far beyond the final score. #Sportsbiz #Marketing #SportsOnLinkedIn

You've seen the helmet cam footage. You probably don't know who built it. I didn't either, until Povora's co-founder and CEO Nathan Horrocks reached out, and we had a conversation that changed how I think about sports broadcast innovation. Here's the backstory: Nathan is a former jockey. He looked at how his sport was being broadcast and decided there was a better way to put the viewer inside the action. What started as JockeyCam, a wearable camera system for horseracing, has quietly become one of the most technically sophisticated broadcast operations in professional sport. The rebrand to Povora wasn't cosmetic. It was a signal that the company had outgrown its origin. Today, Povora's clients span UFL football, Six Nations Rugby, the UFC, horseracing, and more. Most competitors in this space offer two camera types. Povora offers four, including the helmet cam and cap cam, two products that are genuinely difficult engineering achievements that earned the company an ESPN partnership and a Sports Emmy nomination. The technical problems nobody talks about: Getting a stable, low-latency feed from a cap worn by a player sprinting at full speed, in a stadium of 50,000 people with a crowded RF spectrum, is a fundamentally different problem than building a camera that works in a controlled environment. These aren't features. They're solutions to problems most people in broadcast didn't think were solvable yet. The regulatory reality: Getting a camera onto an athlete during live competition means convincing State Athletic Commissions, World Rugby, and sport-specific governing bodies that your hardware is safe during high-impact collisions. Povora's approach: work with governing bodies directly, not around them. Engineer for invisibility — to the athlete, the official, and the viewer. Where it's going: - Gaze-tracking BodyCam with ESPN: showing audiences exactly where a quarterback or referee is looking in real time. - Performance analytics: teams and officials using POV recordings for coaching feedback and decision-making review. The broadcast product is becoming a performance tool. - UFL's 2026 FAST programme: Povora's involvement in the league's FAST initiative, which Nathan described as a success. The best sports tech tends to come from people who understand sport from the inside. Nathan Horrocks didn't find a gap in a pitch deck. He rode horses, saw the broadcast differently, and built something into that gap. POVORA has been widening it across sports ever since. Full breakdown in the comments 👇

Welcome to Surround Sports Studio. We launched Surround with a simple belief: The future of sports will be shaped not only by what happens on the court, field, or pitch—but by the relationships, partnerships, and ideas that power the industry behind the scenes. We work with athletes, brands, executives, teams, investors, and sports organizations to help them navigate growth, influence, and opportunity in an increasingly global sports ecosystem. Over the coming months, we’ll be publishing research, interviews, market insights, and observations from across the world of sports business. Our focus: • Global sports markets • The athlete economy • Sponsorships and partnerships • Strategic communications • Sports business intelligence If you’re building the future of sport, we’d love to connect. Welcome to Surround.

What’s next for the intersection of sport, data, and fan engagement? In this conversation, Ralf Ollig at Sportradar, shares his perspective on how technology, data, and innovation are reshaping the sports ecosystem -and creating new opportunities for brands, rights holders, and fans alike. Watch the video for insights on the future of sports marketing, product innovation, and connected fan experiences. Watch the full conversation here 👉 https://lnkd.in/eHjEDVRz #Sponsored #SportsMarketing

How sports became culture's most influential entertainment product. For decades sports brands sought proximity to fashion, music and streetwear. That has flipped. Among early-adopting audiences, sports and sports culture now rank as the number one force shaping culture today - above music, fashion and design. Sports brands need to catch up. 87% of our audience say sport brands rely too heavily on the same themes of performance, winning and motivation. We spoke to industry leaders at Salomon, National Football League (NFL), Pas Normal Studios, SATISFY, National Basketball Players Association (NBPA) & others to define where the market is heading and what sports brand need to do now to stay relevant. Download the full report here  https://lnkd.in/dQtGYywf

86% of fans say live sport is becoming a luxury experience. That should make the sports industry pause. Not because live sport is losing value. Quite the opposite. The demand, atmosphere and emotion of being there has never been stronger. But if fewer people can afford to attend regularly, we need to think differently about how clubs, leagues and governing bodies keep people connected to the sports they love. Digital can’t replace the magic of live sport. But it can extend access. It can help young athletes learn from their heroes, coaches build capability, schools bring sport into the classroom and communities stay connected beyond game day. The organisations that thrive over the next decade won’t just focus on attendance. They’ll focus on building meaningful pathways for participation, learning and engagement that make sport more accessible to more people. That’s where the real long-term value sits. YouGov Sport article: https://lnkd.in/gz_MWyEx

Sport isn’t just changing. The value exchange around it is being rewritten. What fans expect. What brands demand. What experiences need to deliver. For us, this partnership with SportNXT is more than brand presence. It’s a chance to contribute to the conversations that matter, share the data-led thinking we’re building with our partners, and help shape what comes next for sport, fans and brands. I'm looking forward to getting into the conversation and stirring it up a little. I hope to see you there.

👟 Breaking down the #Sports Ecosystem: Why #IP is the Ultimate Game Changer When we look at a modern sports shoe, a high-performance tennis racket, or a live broadcast of a global tournament, we are looking at intellectual property (IP) in action. Beyond the medals and the #athleticism, IP rights provide the legal framework that secures the economic value of sports, creates global jobs, funds grassroots development, and drives technological breakthroughs. A breakdown of the diverse IP elements that build a multi-billion-dollar sports product line illustrates this impact: 1. The Anatomy of a Sports Product: 4 #IPRights, 1 Item 🎯 Taking a standard running shoe or gear piece as an example, multiple layers of IP are integrated simultaneously: 》#Patents: Protect the cutting-edge technology and engineering built into the product (e.g., impact cushioning, aerodynamic fabrics, or smart tracking devices). 》#IndustrialDesigns: Protect the visual aesthetics and structural "look" of the equipment. 》#Trademarks: Safeguard the brand identity, logo, and commercial reputation, commanding customer loyalty and premium pricing. 》#Copyright: Protects the artwork, #music licensing, and specific audiovisual creations used to #market and publicize the brand globally. 2. Broadcasting Rights: Funding Global Sports 📺 Broadcasting organizations and media distribution channels form the financial bedrock of major sports events. Copyright and related rights generate the vital revenue streams needed for broadcasters to invest heavily in televised coverage, bringing the matches directly to fans worldwide. This massive influx of media capital is exactly what allows sports organizations to finance high-profile events and invest in infrastructure. 3. Licensing & #Sponsorships: Maximizing Revenue 🤝 By acquiring and strategically managing IP portfolios, athletic teams, #esports leagues, and tournament organizers unlock immense income-generating potential. From licensing official merchandise (like the iconic mascots of the #OlympicGames) to structure-secure sponsorship deals, commercial partners receive protected marketing exclusivity in exchange for critical financial backing. 4. Innovation for Inclusivity: Accessibility Tech ♿ IP doesn’t just boost corporate profits—it accelerates life-altering innovation. Patent-protected sports technologies in the #Paralympics play an immense role. Advanced running prostheses and lightweight wheel technologies, driven by dedicated inventors and engineers, have fundamentally changed how athletes with disabilities compete at peak performance. 💡 The Takeaway IP is the engine that drives fair play, commercial scaling, and product safety across the entire sports ecosystem. Whether you are a legal expert, an entrepreneur, or a sports marketer, understanding how to leverage patents, trademarks, and copyright is essential to scaling a sports brand globally. #SportsBusiness #SportsTechnology #Innovation #Paralympics