NEW FRONTIERS

TECHNOLOGY IS PROFOUNDLY INFLUENCING THE SPORTS AND PHYSICAL ACTIVITY SECTOR AT ALL LEVELS

rom the design (and build) of facilities and venue operation to how sport is “consumed”, tech is transforming every aspect of the industry. Artificial Intelligence (AI) is already proving to be the next game-changer for sports. Following on from the “internet of things” – and the explosion in fitness trackers and increasingly sophisticated wearables – we’re currently seeing how AI is being utilised in a wide variety of ways, from helping to make venues more sustainable to revolutionising how athletes train and transforming fan experiences.

Here are a few ways in which technology is being used to change the way sports is delivered and consumed.

A new sensor-enabled running track

Feldspar, a UK-based sports-tech company, is building the world’s first sensor-enabled, high-performance running track. The company is developing a track which will incorporate advanced sensors in addition to camera-based methods to directly measure the movement of athletes through their footsteps and stride.

The aim is to capture data in real-time, bringing new levels of precision in analysing running performance. Feldspar’s modular sports flooring and tracking software solution also looks to integrate patent-pending technologies and materials into the track design, enabling a new way of energy return and conversion.

According to Alvina Chen, founder and CEO of Feldspar, the innovation could both help athletes achieve a faster running speed and revolutionise the spectator experience at live events. This is thanks to the track offering complex and historically hard-to-access data, such as stride length, acceleration rate and max velocity in real-time.

To further enhance performance, Feldspar will also integrate an AI-powered data analytics tool and sports tracking software intended to assist professional coaching and optimise training for athletes. This includes adjusting competition strategy before, during and after races, and identifying potential areas of injuries based on granular individual data and in-depth athlete profiles. “While we have seen a high level of innovation in running shoes, apparel, and training methods in recent years, it’s incredible that the modern synthetic running track itself has remained largely unchanged since the 1968 Summer Olympics,” Chen says.

“There is a huge opportunity in revolutionising this sport. By digitising the running track Feldspar is not only providing new avenues for athletes’ development and pushing the boundaries of human performance but also moving athletics towards a new era of exhilarating, high-energy live international events, similar to what we see in other sports, like football and motorsports.

“Our ambition with our next generation running track is to set a new benchmark for athlete performance and fan engagement for future world competitions, including the Olympic Games, and beyond.”

Feldspar is now working with UK engineers, industrial designers and data scientists to develop the track prototype, with real-time testing set to begin later this year. Production of the flooring solution is expected to begin in 2025.

Smart stadiums and fan engagement

Smart stadiums now leverage IoT (Internet of Things) to enhance fan experiences and optimize venue operations. Companies like Cisco and IBM are at the forefront, installing advanced networks and analytics platforms in stadiums worldwide. These systems enable real-time data collection on crowd movements, optimising security and services. Additionally, apps developed by firms like VenueNext provide fans with personalized experiences, including seat upgrades, real-time stats, and food delivery services right to their seats. For instance, Levi’s Stadium in California utilises these technologies to deliver a seamless, interactive experience for fans, significantly improving engagement and satisfaction.

Wattbike launches Hub+, an industry-first ‘workout builder’

Wattbikes can be found in more than 50 professional football clubs in the UK – including every single Premier League team. The indoor bikes are also used by global heavyweight clubs, such as Bayern Munich and Real Madrid. Wattbike has now launched Hub+, a premium version of its app that promotes greater personalisation for a more customised workout experience for both elite athletes and serious fitness enthusiasts.

Hub+ offers integration with third-party apps and new, exclusive training content curated by leading athletes, sports scientists and innovative research. Considered an industry-first functionality, Hub+ also incorporates the ‘Workout Builder’ feature, a tool designed with a ‘drag-and-drop’ option in which coaches can configure their own workouts in seconds by selecting from a range of segment blocks in-app.

One of the most innovative features in Hub+ is the ability to share custom workouts with other Hub+ users. Workouts can be shared via the user’s preferred channel allowing the increased connectivity between users, coaches, personal trainers or members.

Virtual Reality (VR) Training

VR is being used to enhance training programs across various sports. STRIVR is a leader in this field, providing VR training solutions for professional sports teams. Their technology allows athletes to simulate game scenarios and practice without the physical strain. For instance, NFL teams use STRIVR’s VR training to improve players’ decision-making skills by immersing them in virtual game situations. This method of training helps athletes visualise and mentally prepare for real-game conditions, enhancing their performance and reducing the risk of injury.

High-tech mouthguard could help prevent concussions

Designed for athletes and soldiers, a new type of tech-based mouthgard provides real-time measurements of head impacts, reducing the risk of traumatic brain injury. A company called Prevent is developing new sensors to precisely measure and record head impacts, which would help identify possible concussions and provide data for studies of cumulative effects.

Prevent’s device, the Impact Monitoring Mouthguard (IMM), fits into the wearer’s mouth, working as both a monitoring tool and a functional mouthguard. The Prevent impact monitoring system then records all head impact data in real-time. Based on five years of on-field head impact data and published literature, sideline personnel will receive a notification when a high-magnitude head impact exceeds a predetermined magnitude threshold. Multiple team users can monitor athletes in real-time, ensuring no head impact goes undetected.

The accompanying Prevent Web Portal provides in-depth dashboards to allow stakeholders to take a deeper dive into the exposure of their athletes. Teams can input their practice and game information into the platform to quickly integrate the team’s head impact data with daily activity to further analyse periods of practice and in-game insights.

Blockchain for sports ticketing

Blockchain technology is improving transparency and security in sports ticketing. Companies like Ticketmaster and BitTicket are utilising blockchain to combat ticket fraud and ensure the authenticity of tickets.

Blockchain enables a decentralised ledger system where each transaction is recorded and verified, making it nearly impossible to counterfeit tickets. For example, UEFA used blockchain-based ticketing for the 2024 European Championship to securely distribute tickets. This technology not only enhances security but also provides a seamless and trustworthy ticket purchasing experience for fans.

CoverMe updates its offering

CoverMe Fitness, which offers on-demand management and cover solutions for sports and fitness professionals, has launched a host of new capabilities. The platform enables venue and facility operators to effortlessly streamline the day-to-day management of existing teams, from sports coaches, group exercise instructors and personal trainers to swimming instructors and lifeguards, as well as scout for fresh talent by posting audition requests to local and relevant professionals.

CoverMe’s new GDPR-compliant Broadcast feature offers confidential, one-way communication to individuals or specific groups, with a ‘message seen’ function so management knows their communications have been read.