#139 🏃💰Consistent Investment Magnet: Athlete & Performance Tech

News, features & insights from the world of Sports Tech & Biz. Every Week.

This week we follow the money into Athlete & Performance Tech, spotlighting the standout companies of 2025.

Key Deals in Athlete & Performance Tech 2025

After looking at smart fitness and wellness tech opportunities and the booming fan engagement space earlier this month, it's time to explore another core of sports technology - Athlete & Performance Tech.

So far in 2025, nearly $1.1 billion has flowed into athlete and performance-focused startups. After a strong 2024 that brought in nearly $2 billion in total funding for the sector, 2025 is tracking at a similar pace, showing that investor confidence remains rock solid.

Top 10 Funded Companies 2025 YTD (Athlete & Performance Tech):

1. STRIKR: Objectively evaluates sports performance using data – $50 million

2. TOCA Football: Smart football training equipment – $35 million

3. Epicore Biosystems: Hydration and sweat tracking wearable patch and app – $32 million

4. Somnee: Neurostimulation headband and app for enhanced sleep – $10 million

5. Geviti: Advanced telehealth platform creating personalized wellness plans – $8.5 million

6. imatra: Converts pedaled kilometers into a sustainable source of income – $5 million

7. Springbok Analytics: AI-powered platform transforming MRI data into 3D muscle analysis for precise performance insights – $5 million

8. Respo Vision: AI-powered football video analysis platform – $5 million

9. Output Sports: Comprehensive athlete performance optimization tool – $4.8 million

10. SportAI: AI-driven real-time, objective technique analysis for sports organizations worldwide – $3.3 million

2024 Investment Highlights:

Athlete & Performance Tech was a dominant focus in 2024, capturing nearly 50% of all funding rounds (distinct from total deal flow, including M&A and debt, where fan engagement led). 

Large-scale funding signaled strong consumer and investor appetite for accessible, digitally delivered athlete-focused fitness content. Notable investments included:

• Ladder: App-based fitness workouts and expert tutorials – $105 million

• TOCA Football: Smart football equipment and training solutions – $100 million

• Players Health: Athlete health and safety tracking platform – $60 million

• HealthifyMe: App enabling fitness and weight-loss goal achievement – $45 million

The consistent investment momentum in Athlete & Performance Tech over the last 5-10 years suggests stable investor confidence. This is driven by consumer trends toward precision training, data-driven performance analytics, and athlete-centric wellness solutions. As technology further integrates into athlete routines, areas leveraging AI, advanced biometrics, and personalized health interventions are coming out on the top. 

⚽ Reach Decision-Makers in Global Football

Our next report on Football Tech will be out in August. Get featured to directly reach 50,000+ industry professionals and investors, with 2,000+ direct downloads by key decision-makers across clubs, leagues, VCs, and tech companies.

🎯 Ideal for:

• Product launches

• Announcements/ promotion

• Investment updates

• Strategic initiatives

✅ Limited spots. Submit your interest now to secure a feature.

📥Have you read these Reports yet?

Top News from the World of Sports Tech & Biz

🥊 Lifelike humanoid robots competed in the world's first robot boxing tournament held in China, where four Chinese teams showcased advanced fighting robots capable of human-controlled punches, kicks, and dynamic balance.

⛵ SailGP Technologies officially launched its new technology and innovation center in Southampton, UK.

🎯 The Friedkin Group launched Pursuit Sports to expand its involvement in the sports business sector.

📹 BallerTV announced its AI-powered BallerCam technology, with Alex Morgan serving as brand ambassador.

🏈 The New York Jets unveiled upgraded team facilities featuring custom lockers, a 2,000-pound ceiling logo, and a new barbershop.

🎾 The ITF expanded electronic line calling beyond elite tournaments with a new three-tiered classification system.

🤝 Betterguards formed a strategic alliance with the NBATA to advance innovations in sports injury prevention and recovery.

📺 NBCUniversal explored launching a new sports cable network that would broadcast major sports, including NBA basketball, complementing its Peacock streaming platform.

📺 Peacock significantly raised its subscription price, becoming the most expensive ad-supported streaming service in the market.

🏉 Amazon announced a new AFL documentary series produced by the creators of "Drive to Survive," featuring Fremantle Dockers players.

⛳ The PGA Tour and its media partners launched "Rapid Rounds," a new content series delivering quick-fire recaps of selected player rounds.

⚽ Burnley FC and X Corporation announced that the social media platform is set to become the first Strategic Digital Platform Partner of the Clarets to enhance fan engagement.

🏀 The Chicago Sky partnered with counterterror firm Moonshot to tackle online threats against its players, becoming the first WNBA team to adopt such measures.

🏅 UAE's Hatta region prepared for a large community sports event anticipating over 3,000 participants.

⚽The bill establishing an Independent Football Regulator (IFR) in England passed into law, granting the regulator substantial oversight powers to manage financial sustainability, protect fan interests, and ensure transparency across the top five divisions of men's football in England.

Money Talks:

💰 Hudle, a sports community platform based in India, raised $2.5 million in a Series A funding round to enhance its sports venue booking and community services.

💰 India-based fitness unicorn CureFit secured $2 million from existing investor First Luxembourg SCA at a valuation of $1.6 billion, ahead of its public listing plans.

💰 Football.Fun secured $2 million to develop a web3 fantasy football platform featuring fractional player shares and real-time trading, with the launch planned for August 2025.

💰 Milan-based padel tourism marketplace Weebora raised €1.3 million ($1.4 million) in a pre-seed round to support its international expansion.

💰 PlayersTV launched a $10 million capital raise, with up to $5 million expected through crowdfunding, valuing the athlete-owned platform at $50 million.

💰 Trinity Capital provided a $40 million asset-based revolving credit facility to Alt Platform, an online marketplace for collectibles.

💰 Kazakhstan-based running startup Runville was valued at $3 million after raising funds from private investors for its smart platform tailored for runners and coaches.

🤝 Echelon Fitness acquired FORTË, rebranding the division as "ELEVATE by Echelon," to enhance its global fitness and wellness offerings.

🤝 Advance Sports joined Phoenix Sports Partners' portfolio following the firm's acquisition of Ventnor Ventures, Advance’s early investor and controlling shareholder.

💼 CVC initiated refinancing plans for its $12.1 billion (£9 billion) sports portfolio—including stakes in Six Nations Rugby and women's professional tennis—through advisors Goldman Sachs, PJT Partners, and Raine Group.

⚽ Real Madrid surpassed €1 billion in annual revenue for the second consecutive season, recording a strong financial performance for 2024-25.

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.