#137 🏋️ The Next Big Bet in Sports Tech: Smart Fitness and Wellness Tech

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Certain Investment trends from 2024 are only gaining momentum in 2025. This week, we’re diving into Smart Fitness & Wellness Tech. Every year or two, it feels like a new corner of the space catches fire. So, what do you think is next?

Hit reply and let us know your thoughts. We’ll compile top answers and tag you on our socials.

The Shift Toward Smart Fitness and Wellness Tech in Sports

Early 2025 investments confirm growing momentum in smart fitness and wellness tech, building on 2024’s trends. Recent funding rounds highlight investor confidence in scalable health optimization platforms.

Major 2025 Funding Rounds:

• Solidcore: Pilates workout chain – $325 million

• Beachbody: Structured home fitness and nutrition programs – $35 million

• Arketa: Online business platform for fitness instructors – $15 million

• Eternal: Hyper-personalized wellness diagnostics and guidance – $13.3 million

• Somnee: Sleep enhancement through neurostimulation headband and app – $10 million

• Next Fit: Gym management software – $8.8 million

• Geviti: Personalized wellness via advanced telehealth – $8.5 million

• Hero’s Journey: Gamified fitness tracking and wellness programs – $6 million

In 2024, major funding rounds across the globe exemplified this:

• Wearable technology leader OURA ($275m), emphasizing personalized health tracking.

• Smart fitness equipment maker eGym ($200m), enhancing connected workout experiences.

• Operational wellness platforms such as gym management provider Gymdesk ($32.5m), integrated wearable firm Ultrahuman ($25m), and blockchain wellness innovator Live4Well ($20m).

This funding movement goes beyond short-term interest, as it aligns closely with global consumer shifts towards health consciousness, personal performance optimization, and operational efficiency. Investors and industry leaders should anticipate sustained growth and opportunity in executive-grade SaaS platforms and integrated athlete health systems.

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Top News from the World of Sports Tech & Biz

⚽ Adobe and the Premier League announced a multi-year partnership to deliver AI-powered personalized experiences to global fans.

⚽ Microsoft and the Premier League also announced a five-year partnership to use AI in personalizing fan experiences for 1.8 billion people globally.

⚾️ MLB announced it will deploy its robot umpire challenge system during the Atlanta All-Star Game, marking a key step toward possible regular-season implementation in 2026.

🚴 Zwift launched a new Companion App update with a configurable heads-up display (from July 15) and enhanced fitness trend features (live since July 2).

🎾 Wimbledon replayed a quarter-final point due to a malfunction in the electronic line-calling system.

🏟️ Cosm announced plans to build its fifth immersive venue in Cleveland’s Rock Block district, near Rocket Arena.

🏓 Pickleball Inc. partnered with PlayReplay to introduce automated line calls, video replay, and AI tracking analytics to the sport.

⚾ Arizona Diamondbacks partnered with OneCourt to deliver live, tactile MLB broadcasts designed specifically for visually impaired fans.

🏎️ Apple submitted a bid between $150 million and $200 million for F1 rights, reportedly meeting the circuit’s price expectations.

⚡ Formula E reported a €78.3 million loss for the 2023/24 season, with revenue dropping 13.7% year-over-year due to fewer race events.

🏏 IPL surged in value by 12.9% to US$18.5 billion, with RCB overtaking CSK as the most valuable franchise, per Houlihan Lokey.

🏀 London Lions appointed arena feasibility partners for a new basketball venue development project.

🏁 OpenAI partnered with an Indy 500-winning racing team to explore AI's impact on motorsport, while Perplexity aligned with Lewis Hamilton.

🥎 AUSL partnered with PitchCom® to introduce pro-level communication technology to women’s professional softball.

📺 Prime Video added France Télévisions' streaming and live channels in a strategic expansion of its European content offerings.

🎙️ Audacy launched "The RE-CAP Show" podcast with soccer stars Tobin Heath and Christen Press, covering the FIFA Women’s World Cup.

Money Talks:

💰 HXCO raised $875 million within two months of launching, backed by prominent sports executives including Don Garber, Peter Guber, and Tod Leiweke.

💰 GameSquare announced an $8 million public offering to launch a $100 million Ethereum treasury strategy in alliance with Dialectic and Ryan Zurrer.

💸 Fantasy Life secured $7 million from LeBron James, Maverick Carter, and others to grow its fantasy sports content business.

💰 Movetru bagged $1.9 million in pre-seed funding to advance its AI wearables for injury prevention and movement analysis.

💰 Theo Health raised $1.6 million (£1.2m) and partnered with golfer Xander Schauffele ahead of its athlete-tested launch.

🤝 David Ellison’s $8 billion Paramount takeover moved forward as FCC review and political hurdles shaped the deal’s trajectory.

Recap from our content archive:

🔙 STX Article: New Leagues and Emerging Formats

✅ STX Monthly: Last month’s sports tech dealflow, in case you missed it.

💪🏽 SportsTech AllStars Recap: Indian Sports Business and Tech Report series.